A T Still University Netflix Company Report Proposal Formal Report All the information needed are in the attachmentsAll the information needed are in the a

A T Still University Netflix Company Report Proposal Formal Report All the information needed are in the attachmentsAll the information needed are in the attachmentsAll the information needed are in the attachments TO:
FROM:
DATE:
SUBJECT:
Proximity Media Teams
Paul Miers
April 16, 2020
Formal Report Proposal
Your next assignment is to write a proposal (2-3 pp.) for the formal report you will submit at the
end of the semester.
Schedule for drafts and final copy
•
•
•
Optional open workshops on Blackboard Collaborate:
o Monday, April 20, 3:30 – 4:30 & 5:00 – 6:00 p.m.
o Tuesday, April 21, 5:00 – 6:00 p.m.
Post report proposal draft on Blackboard by the end of the day on Sunday, April 26
Submit revised report proposal for grading by the end of the day on Monday, May 4.
This schedule is the suggested sequence for completing your report proposal. I urge you to post
a working draft of the report proposal by April 26 so that I can give you feedback that will let
you submit your report proposal for grading by May 4 and finish the formal report by the end of
the semester on May 19.
See Blackboard for access to one of the Collaborate workshop sessions. You are welcome to
drop in on any or all the sessions. If you can’t attend one of the sessions, you can post questions
to be answered on the Blackboard Report Proposal Draft discussion board, and recordings of
each session will be made available on Blackboard.
Formal report proposal options
You first need to decide which kind of formal report you are going to propose to write. Your
formal report is an external document written for a specific set of Proximity clients using
information from your strategy report as well as whatever new information you need to complete
the report.
Your proposal for the formal report is a short internal document you submit explaining the
rationale for the report and outlining what will be in it. I strongly recommend that you stick with
your strategy report company or product for your proposal since you have already done
significant research on that topic which can be used in the formal report.
Proximity reports can be one of two kinds:
•
Stakeholder reports written for investors and others who have a stake in the success of a
company’s strategy. A stakeholder report will expand on the strategy section of your
strategy report and are most suitable for publicly held companies (e.g. Netflix).
•
Engagement reports for owners or managers of profit or non-profit organizations who
want to engage Gen-Z and younger millennials using a particular social media or device.
Engagement reports are most suitable for services which allow advertising or other forms
of paid engagement (e.g. TikTok).
In many cases, it will be obvious which kind of report you should propose: Netflix is publicly
held and has no advertising; TikTok is privately held and generates revenue from ads and other
forms of paid engagement. In other cases, such as Spotify, you could write either kind of report
since Spotify is publicly held and has an ad supported free option. It is also possible to write a
stakeholder report involving a privately held company. A stakeholders report on TikTok, for
example, could be directed to creators (rather than investors) who have a stake in understanding
the business strategy of the platform.
Don’t try to mix the two kinds in one report because each type has a different audience and
purpose. Stakeholder reports are written to help someone who has a financial stake in a
company understand if that company’s strategy is working (e.g. can Snapchat compete with
Instagram?). Engagement reports are written to help clients optimize what they spend on
advertising and other kinds of social media engagement (e.g. how to engage millennial moms on
Pinterest).
Report proposal format
The formal report proposal should be a memo addressed to me organized as follows (see
worksheet and sample YouTube engagement report proposal in the Formal Report Proposal
folder on Blackboard):
•
Unheaded introduction gives a brief description of the issue or problem and formally
propose to write a report addressing that issue.
•
Report Title provides a descriptive working title for the report that indicates what the
report is about. You can refine the title for the report itself, and you will be adding a more
informative subtitle.
•
Audience offers a short description of who should read the report and why. This section
should name a specific audience for your report and provide a concise explanation for
why that audience should read the report. For example, a proposal for an engagement
report on Bandcamp should start “Independent artists and bands should read this report to
learn how to sell their music to fans on Bandcamp.” The next sentence should then
provide an up to date explanation for the needs statement, e.g. it is difficult to get music
on Apple or Spotify, and Bandcamp offers a better platform for independent musicians
than SoundCloud.
•
Rationale provides background information that describes the basic issue, problem,
opportunity, or process covered by the report. The rationale statement should provide
support for the needs statement in your audience section.
•
Report contents is a list of four or at most five first order topics to be covered by the
report. These topics will form the “chapters” for the report’s narrative. They should
outline a simple storyboard you are using for your report. A four-topic report will thus
have an introduction, two middle sections, and a concluding section as illustrated by the
YouTube report proposal:
o
o
o
o
•
YouTube and the Streaming Video Landscape
Engagement Options on YouTube
YouTube Success Stories
What’s Next on YouTube
Review of sources describe the basic sources you expect to use in writing the report.
Your source description for the proposal must include an annotated list of at least five
current sources (see “Writing Annotated Bibliographies”) . Trust me on this requirement.
Annotating five sources will not only vastly improve your writing on the proposal but
also give you a head start on writing the report itself.
Formal Report Format
The formal report itself is a document (7-10 pages) with a standard cover page, table of
contents, executive summary, narrative body pages organized by first order topic headings, and a
reference page. How many (if any) and what kinds of figures, tables, and attachments you add to
your report will depend on your topic. There is a sample YouTube engagement report as well as
a Word template for the formal report in the Formal Report Proposal assignment folder on
Blackboard.
Please keep in mind that I have reduced the required length of the formal report for this semester.
The YouTube example on Blackboard was submitted when the length requirement was 10+
pages. The Word template can be used to generate a shorter report, and you should easily be
able to convert your strategy report into a formal report once your proposal is graded.
Don’t panic when you look at the formal report example or template! I will be covering the basic
features of the formal report during the Collaborate sessions, and I will be offering more sessions
later in the semeser on using the template to write your report. What you want to concentrate on
now is picking the type of report you are proposing to write, identifying who should read it, and
why they should read it.
Report Title in Title Case
Report Subtitle in Title Case
Your Name
Proximity Media Analyst
Spring 2020
Proximity is a social media consulting group based at Towson University. It
studies the trends and technologies that are changing the lives of the millennial
generation.
Short Title Here|1
Table of Contents
Executive Summary……………………………………………………………………………………………………………………………. 1
First Topic Heading in Bold 14 pt. Title Case ………………………………………………………………………………… 2
Second Topic Heading in Bold 14 pt. Title Case ……………………………………………………………………………. 3
Third Topic Heading in Bold 14 pt. Title Case ………………………………………………………………………………. 3
Fourth Topic Heading in Bold 14 pt. Title Case …………………………………………………………………………….. 3
Fifth Topic Heading in Bold 14 pt. Title Case ………………………………………………………………………………… 3
Recommendations ……………………………………………………………………………………………………………………………… 4
Attachment 1: Attachment Title in 14 pt. Bold Title Case …………………………………………………………… 5
Attachment 2: Attachment Title in 14 pt. Bold Title Case …………………………………………………………… 6
References …………………………………………………………………………………………………………………………………………… 7
Executive Summary
The executive summary is a brief two to three-paragraph summary of the report. You
should write the executive summary after you finish the report and use phrases or whole
sentences from the narrative body. The executive summary should be single spaced and
follow on the same page as the table of contents.
The table of contents on this page is set to automatically display and update the first level
titles you enter below for the main elements in the report. You can update the table as you
work and when you finish the report by clicking on “Table of Contents” and then clicking on
the “Update Table” button. You may need to select “update entire table” to update changes
in your topic headings.
You should also enter a short version of your report’s title by clicking on “Short Title Here”
in the header on this page. The format is set so that the header starts on the second page
and the page numbering starts from zero.
Short Title Here|2
First Topic Heading in Bold 14 pt. Title Case
Start topic text here with a brief introduction (2-4 sentences). Then use second order
descriptive headings in bold sentence case to develop the topic. Single space body text and
use line breaks before and after second level headings.
Second level heading in bold 12 pt. sentence case
Number tables and figures separately and center them with a caption in 11 pt. bold
indicating the source. If the source is in your references section, then you can use a short
reference to that source. If the source is not in the list, then provide a URL.
Table 1: Descriptive title in sentence case
Source: Jones, 2014
Figure 1: Descriptive title in sentence case
Source: http://www . . .
If you use Word’s “Insert Caption” button on the References ribbon, Word will
automatically number your tables and figures.
You can create your own tables or bar graphs using the Word table button on the Insert
ribbon. In addition, use that ribbon to insert an image from your computer or create a
screenshot of an image open on a web page or in a PDF document.
Short Title Here|3
Second Topic Heading in Bold 14 pt. Title Case
Start topic text here with a brief introduction (2-4 sentences). Then use second order
descriptive headings in bold sentence case to develop the topic. Single space body text and
use line break before and after second level headings.
Second level heading in bold 12 pt. sentence case
Third Topic Heading in Bold 14 pt. Title Case
Start topic text here with a brief introduction (2-4 sentences). Then use second order
descriptive headings in bold sentence case to develop the topic. Single space body text and
use line break before and after second level headings.
Second level heading in bold 12 pt. sentence case
Fourth Topic Heading in Bold 14 pt. Title Case
Start topic text here with a brief introduction (2-4 sentences). Then use second order
descriptive headings in bold sentence case to develop the topic. Single space body text and
use line break before and after second level headings.
Second level heading in bold 12 pt. sentence case
Fifth Topic Heading in Bold 14 pt. Title Case
Start topic text here with a brief introduction (2-4 sentences). Then use second order
descriptive headings in bold sentence case to develop the topic. Single space body text and
use line break before and after second level headings.
Second level heading in bold 12 pt. sentence case
If you are only using four topic headings, then delete this text and the text above for “Fifth
Topic Heading in 12 pt. Bold Title Case.” Do not delete the page break after this topic
heading.
Short Title Here|4
Recommendations
Start recommendation text here on a new page.
The recommendation section should begin with a brief review of the report and then use
bullet points to make recommendations directed to Proximity clients. Recommendations
should include ones already noted in the body of the text
Use third person throughout the recommendation section and attribute original opinions
to Proximity (e.g. “Proximity believes that . . . . “ ).
Short Title Here|5
Attachment 1: Attachment Title in 14 pt. Bold Title Case
Enter attachment text here on a new page.
Attachments are secondary material such as data summaries, press releases, glossary of
terms, financial charts or other material mentioned in the report but too detailed or
complex to include in the body. You should only use attachments that you reference and
discuss in the narrative body of the report.
Each attachment should have a title and begin with introductory text that explains the
attachment. You should only use Proximity focus group results where relevant. If you
attach a focus group news release, you should use APA style for any sources cited in the
news release and add those sources to your references at the end of the report.
If you have no attachments, delete this text and the Attachment 1 heading above. Do the
same for the Attachment 2 boxes on the next page. You will also have to delete the page
break at the bottom of this page and the next page. Use the “Show / Hide” ¶ button in the
paragraph section of the Home ribbon in Word to find the page beak.
Short Title Here|6
Attachment 2: Attachment Title in 14 pt. Bold Title Case
Enter second attachment text here on a new page.
If you use only one attachment, delete this text and the Attachment 2 heading above. You
will also have to delete the page break at the bottom of this page. Use the “Show / Hide” ¶
button on the paragraph section of the Home ribbon in Word to find the page beak.
Short Title Here|7
References
Enter list of sources cited in alphabetical order using APA style. Only list sources directly
referenced in the report.
You can have Word automatically enter your sources in APA form: see “Create a
bibliography.” If you use Word to insert sources, you should delete this text
To: Proximity Social Networking Team
From:
CC: Paul Miers
Date:
Subject: Snapchat Report Proposal
Snapchat is a smartphone application that allows users to share photos, videos, and messages that
disappear after a few seconds unless the receiver captures them. Founded in 2011, Snapchat has
continued to grow in popularity and maintains updates that link news and current events to the users
“For you” stories. Snapchat profits heavily off of various advertisements throughout the application. I
propose to write a report about how Proximity’s clients can best utilize Snapchats advertisements to
engage millennial users.
Proposed Title
“Increasing sales with millennials on Snapchat”
Audience
Local companies looking for major profits should read this report to learn how to engage millennials
online through advertisements. Its difficult to draw consumers in when you’re a local shop or new to the
scene, but Snapchat provides a better platform for local companies to market their goods than an
independent website.
Rationale
Snapchat, which on average, snapchat has 178 million active users daily. Snapchats revenue comes
solely from advertisers. Snapchat has developed new tools for advertisers that allows them to show full
screen vertical adds to allow for a more engaging experience than horizontal advertisements (Vault,
2020). Snapchat has four main options for companies to advertise their goods and services:
•
Snap adds: These include mobile video ads. The cost of Ad campaigns start at $3,000 a month
not including the agency fee or the cost to pay the creator the narrative that you want to run as
the ad (Cuofano, 2020).
•
Sponsored Lenses: The cost varies depending on the day of the week, holiday, social trends, etc.
Generally, the costs are $450,000 per day Sunday through Thursday, $500,000 for Fridays and
Saturdays, and $700,000 plus for holidays or special events -like the Super Bowl (Cuofano,
2020).
•
Sponsored Geolifter: This includes a visual setup on a localization basis and cost as low as $5
(Cuofano, 2020).
•
Snapchat Discover: These ads get premium placement at the top of the app and are usually
reserved for big brands starting at $50,000 a day (Cuofano, 2020).
Topics
“Increasing sales with millennials on Snapchat” will cover the following topics:
•
Snapchat and the advertising landscape
•
Engagement options for Snapchat
•
Success stories of companies using Snapchat for advertising
•
What’s next for Snapchat
Sources
Cuofano, G., Gennaro, Cuofano, G., Gennaro, & Cuofano, G. (2020, April 3). Everything You Need to
Know About Snapchat Business Model [Financial Infographic Inside]. Retrieved
from https://fourweekmba.com/snapchat-business-model/
Newton, C. (2020, February 12). Snapchat is testing a big new redesign. Retrieved
from https://www.theverge.com/interface/2020/2/12/21134892/snap-redesign-maps-communitydiscover-originals-shows-happening-now-news-briefs
Snapchat Ads for every business. (2020, January 1). Retrieved from https://forbusiness.snapchat.com

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