II. INTRODUCTION
A. Description of the business or organization
There are a lot of things you can include when describing the business. As a result, you need to select your information carefully. Obviously, make sure you describe what the business does/sells so the reader (the judge!) has a feeling for the business. Include information such as:
Product or services sold
Target audience
Location (because of the impact on the target audience or the need for SoLoMo)
Competition
etc.
This is generally not a good place to talk about the history of the company or the details about the founder. Keep in mind your project focus and remember that everything you write should help convince the judge that your campaign and recommendations will be effective. As a result, this might require you to go back and modify this, and all sections, after completing your campaign recommendations.
Again, try and select information that will relate to your project goals. With SoLoMo as the topic of the project, you may want to focus on describing aspects of the business that impact your SoLoMo efforts such as:
Technology used by the company
Demographics of customers (those aspects that are relevant to digital marketing efforts)
Customer base (focus on local base)
B. Description of the community
The outline provided by DECA recommends you cover economic, geographic, demographic and socioeconomic aspects of the community. Again, if you can focus on the factors that are most relevant to the need for digitally-based local marketing it will build your case. The current economic climate or economic trends are important, but so are details about buyer behavior. You might consider adding a buyer personal profile in this section if it helps identify your target audience for your SoLoMo efforts.
C. Overview of the business or organization’s current promotional strategies and practices
Document what is currently being done regarding promotion (in general) and digital/SoLoMo specifically. There is a good chance that you may select a company or organization that does very little. Then say that. It should not work against you that your client is not very effective in implementing promotional efforts or that they ar not sold on the value of digital marketing.
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The judge should have a good understanding of the current promotional strategies of your client after reading this section. It also provides you with an opportunity to show, at a later point, how your recommendations build upon or complement the current efforts.
Get all the demographic information you would ever want at ZipWho.com
The example to the left is a basic profile, the site allows you to drill down with a long list of variables.