Explain marketing and its importance in a global economy. · Explain the nature of buzz-marketing. · Explain the use of video/images for digital marketing.

You are to assume the role of the marketing communications specialist for CRAFT PATH, a chain of arts and crafts retail stores. The director of marketing (judge) wants you to develop a strategy that will highlight a special occasion, promote CRAFT PATH and boost engagement. CRAFT PATH has over 1,000 locations across the United States and Canada. The big-box stores feature merchandise for crafts, hobbies, home décor plus seasonal and holiday items. The primary target market includes females aged 35-59 years old, and the secondary market includes parents and guardians who need supplies for children's school projects. National Selfie Day is celebrated every June 21 on social media. Each year, users on Instagram and Facebook post selfies and use the hashtag #NationalSelfieDay in honor of the special day. This year, the director of marketing (judge) wants you to develop a strategy to highlight National Selfie Day and CRAFT PATH that will boost engagement with younger demographics. The director of marketing (judge) is hoping for buzz that will have people talking about CRAFT PATH and posting unique selfies. You will present your ideas to the director of marketing (judge) in a role-play to take place in the director of marketing's (judge's) office. The director of marketing (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented your ideas and have answered the director of marketing's (judge's) questions, the director of marketing (judge) will conclude the role-play by thanking you for your work.