i have posted the prompt of the paper, and an example of the assignment. follow the instruction carefully.

Your age ____________________

Your gender ________________

Part 1

Choose an email (or series of emails or other communications) that you have received from a company that has communicated with you about doing business during the pandemic. Or take a look at a company website for their communications about the Covid-19 (also referred to as the coronavirus) pandemic.

What is the name of the company?___ Paul Taylor Dance Company ___________________

1. Do you follow this company via social media? Specify (e.g., Facebook, Instagram, email, etc.)

e.g., I receive emails from Paul Taylor Dance Company.

2. What is the website for the company? Be sure to provide the link to the website of the company.

e.g., Website: http://www.ptamd.org/

3. What do they sell and what industry are they in? Describe the products/services that the company sells and provide a screenshot of their recent communication with you.

e.g., Industry: Performing Arts. Paul Taylor is a modern dance company that performs at Lincoln Center and other locations. They also have a dance school in NYC. ( you will provide a screenshot of the communication from the company ).

4. Since the pandemic, how has the business shifted its focus?

e.g., Since live performances and gatherings have been cancelled, PT has been using email, Instagram, and Facebook to communicate with audiences. Film of past performances can be live streamed for free (and available for purchase) and they have free online dance classes. Here is what they stated in a recent email communication “Get access to dynamic photos, articles, links to free dance classes, perspectives from our dancers, and special videos. We've increased our posts during this time. We know we can capture the collaborative spirit of the dance community and inspire each other.”

5. Are they satisfying different or additional needs? How are they doing this? What is similar or different now?

e.g., PT continues to provide access to the performing arts but in a safer manner (from home). Safety and convenience are the benefits of live streaming. However, one is missing the collective experience of attending a live performance at Lincoln Center, the beautiful setting, people watching, getting dressed up, going out to dinner/drinks, and all of the other things that might be associated with attending a live performance. Unless one is watching the live stream with family, the social aspect is also missing.

6. Do you think the organization is doing a good job? Why or why not?

e.g., Yes, I think they are doing a good job of remaining connected to their core audience. Obviously, one cannot go see a live performance at this time so streaming is the next best thing. Unlike some other companies which focus a lot on how this is a difficult time, PT gets right to the point of how they can connect you with the performing arts.

7. Do you think this is a market opportunity for the company now or once the pandemic ends? Is there anything you would recommend to the company? Here, you need to think creatively!

e.g., Yes. Some consumers might become bigger fans of streaming video for dance, particularly those who do not live in NYC or other major cities that have performing arts centers. The live streams can also be used to generate interest for new audiences who might not have considered attending a live performance. This is a low cost/low risk way to see if you like modern dance. Paul Taylor might consider partnering with organizations that promote NYC tourism and make sure there are links to their dance performance videos. Tourists know about Broadway theater, but may not have thought about attending a dance performance at Lincoln Center as one of the things to do when they visit NYC.

8. What are your personal feelings about this company and their actions during this time? Why? Is this different than how you thought about them before the pandemic? Explain

e.g., Write your personal take on what this company is doing during the pandemic – good job, bad job, makes you feel good about the company, makes you feel manipulated, etc. and why you feel this way. Then compare to how you felt about the company pre-pandemic .

Marketing Strategy during the Covid-19 Pandemic

Part 2

Now see how someone else thinks about the communication you analyzed in part 1. Ask someone else in your household to look at the communication (or screenshot) and have them answer the questions below. Do NOT show them your analysis – you want their opinion.

1. What is your age? __________

2. What is your gender? _________

3. Please describe the email you have just seen in your own words:

________________________________________________________________________________

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________________________________________________________________________________

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4. Below you will find three pairs of adjectives. Indicate how well one or the other adjective in each pair describes how you perceived the email for the brand you just viewed. (Please circle or bold your responses.)

Good 1 2 3 4 5 6 7 Bad

Pleasant 1 2 3 4 5 6 7 Unpleasant

Favorable 1 2 3 4 5 6 7 Unfavorable