Consumer marketing: Imagine that Rosetta Stone is launching a fully redesigned app. The app will include existing Rosetta Stone lessons, but also introduce a variety of new features (let’s say those include: an AI chatbot to practice conversations, gamified activities, and grammar lessons). You are tasked with planning and executing a marketing campaign around the new app, with the goal of acquiring new customers across a broad range of demographics. 1. What type/s of consumers would you target with the campaign, and why? 2. Write the key messaging point/unique value proposition and one or more supporting points for the new app. 3. What do you believe are the 1-2 biggest opportunities for Rosetta Stone to use the new app to differentiate itself from the competition? 4. Describe at least 5 marketing strategies that you would use for the launch campaign. They can be “scrappy” ideas, resource/budget-intensive ideas, or a mix of both. Explain why each one matters, and how it would help the brand differentiate, as well as what success would look like for each. 5. Write the copy for a short landing page about the new app. Describe any visuals or other components that you would include on the page. 6. What questions would you ask leadership / stakeholders after presenting your marketing plan to them, in order to refine it further? Enterprise marketing: Imagine that you are building a marketing plan aimed at prospective customers in the aviation industry. The goals are to increase brand awareness of Rosetta Stone for Enterprise and to drive interest in purchasing the product (indicated by an increase in quote/demo requests). 1. Describe at least two distinct customer profiles/personas that you would target for this product launch. (Max 2 paragraphs per persona) 2. For each of these personas, write a short value proposition about Rosetta Stone for Enterprise. 3. Describe at least 5 marketing strategies, tactics, and/or pieces of content that you would include in the marketing plan. 4. List at least 3 reasons a prospective customer might NOT be interested in purchasing Rosetta Stone for Enterprise. Then, pick one of the reasons and describe some marketing strategies you would use to address it.