In our efforts to target a new demographic of consumers, we have experienced challenges maintaining a consistent voice across media channels. We want you to assist us in updating our branding in a way that clearly differentiates us from our local community competitors and serves our target market.

Our target market focuses on two demographics: those with healthcare issues (specifically diabetes and severe foot care needs), and local nursing homes seeking foot care contracts. The foot care contracts focus on serving multiple clients within the nursing homes.

For this project, you will need to:

• Understand our brand and mission: focused on treating those with healthcare needs. In order to understand our brand, you will meet with the owner, Lori Prestwich on a regular basis. LP Footcare focuses on building community relationships and networks that create a sense of comfort for clients.
• Conduct research that would be appropriate to share on social media platforms. The primary focus of this task would be to share informative posts that raise awareness for diabetes and foot care needs for diabetics.
• Analyze trends on social media and how our platforms can improve. This will include:

- Identify trends and opportunities in our target market: which platforms work the best for promotions, what is appealing?

- Developing a social media and marketing strategy based on the best dates, times and content to post.

- Creating social media content that will gain exposure to the brand as well as gain interaction with the brand's posts.

• Analyze our competitive landscape: within your research, analyze the needs of the community, what we are offering and what our competitors are offering. Suggest ways in which we can meet those needs. This would include:

- Connecting LP Footcare to local community offices in order to engage community involvement.

- Evaluating what LP Footcare service costs in comparison to potential competitors

You will have access to communications with the company owner, who will communicate regularly with you and provide all the information and clarification needed.

We want to increase our brand awareness through a mission-aligned marketing campaign that works within our budget and time constraints.

The owner, Lori Prestwich will provide weekly feedback and mentorship via Zoom.

Each meeting will last an hour in order to collaborate closely with the brand.