Fleetwood Sport Writing Assignment BUS 300 Business & Marketing.

Fleetwood Sports
Instructions
You are an account manager at an advertising/media company that purchases media ads for clients. Your job requires you to purchase ad time months in advance, in order to gain a price advantage in the local market for your clients. Your job as account manager is to cover two media channels: TV and radio. Your colleagues, not you, are in charge of social media. They are not working on this project. One of your major clients is Fleetwood Sport, a regional chain that sells a wide variety of sporting goods. Fleetwood's products include team sports equipment, camping and fishing gear, golf and tennis equipment, and active apparel. Your client’s budget is low for this project, and cannot cover all the local TV channels and radio stations. Your client has another related project on social media. Your job is to concentrate on TV and radio ad spaces.In December, you bought advance local ad spots scheduled for June and July on a popular radio station and a popular local TV station. When you bought the ads, the radio station told you that the time slot for those ads would feature a new radio host who would be starting early in the new year. You had your doubts about the new host, who had been known as "controversial" in his previous job in another city, but the client, Fleetwood Sports,  had insisted that the host was "terrific" and would likely get higher ratings. The TV station cautioned that the only time slots that your budget would allow would not be for prime time, but for daytime.After much thought, you bought the ads. The plan was to use the time slot to launch a new Summer Campaign for Fleetwood's outdoor equipment collection, including high-tech camping, golf, biking, and rock climbing gear.Now it is April, and the client is eager to hear about the ratings of the new radio host. You have just seen the latest ratings and are distressed to find that in almost every category the audiences for your ad's time slot are well below your expectations. The exception is the over-50 demographic, where ratings are significantly higher than you expected for both TV and radio. Your ads have not aired yet, but you know that Fleetwood is expecting better overall ratings than those earned in April by this time slot.Task:Compose a message informing the client of the poor ratings and recommend a course of action. Back up your course of action with data that proves your premise that the 50+ demographic is a good market; perhaps better than the original market.1. Research is required – demographic, lifestyle, interests. 2. How much disposable income does this group have?3. What are their interests? Golf? Camping? Apparel? 4. Are grandchildren a second market for them?5. Citations are required. MLA or APA
Things that cannot be changed:1. You are an account manager for Fleetwood Sport. You sell local radio and TV ad space – it’s a final sale. No changes to date or time. You are probably on a team that supports advertising for Fleetwood.2. You have no control over the host of the radio station.3. You have no control over the client’s budget.4. You go with both TV and radio – you cannot change the medium to, for example, social media. That’s someone else’s job.
5. This is a formal letter to Fleetwood Sport. You can address the client either by Mr./Ms. Fleetwood or by the client’s first name, or you can be totally formal and use Fleetwood Sport – your judgement on this will be important.6. Do not remind the client of their mistake in choosing the host. They know…we discussed the negative power of ‘I told you so.’
Your goals are 1. To keep the client happy.2. Get the client to want to renew their contract with your company – to keep on being your client.3. A successful campaign.