Double Consciousness In Black Culture

Double Consciousness In Black Culture In his book The Souls of the Black Folk, WEB Du Bois is considering the situations the Africans, who were American citizens after the American Revolution war faced. These where people who were slaves afore time and had become American citizens after being freed from slavery by Abraham Lincoln. The whites looked down upon these black Americans, who were African Americans. They also mistreated and despised these African Americans. The whites considered themselves superior than the blacks and believed that nothing good could come out of these black Americans. The whites considered the black Americans poor and chaotic. They denied the African Americans the opportunity to access basic requirements like education, health care and running businesses. Through this treatment, the African Americans found themselves in a state of confusion. They looked at themselves through the eyes of other people (Du Bois, 12) and considered themselves inferior to the whites. They believed that they were Amer icans and, at the same time, their color and discrimination made them believe that they were Africans. These Negros never wanted to give up any of the two statuses because they believed it had some good to offer, a situation that put them in the state of double consciousness (pg 13). They therefore held on to their African culture and at the same time wanted to embrace the American culture and lifestyle. Double consciousness is a situation where one is convinced of who he or she is and at the same time believes to be what other people thinks he or she is. à ¢Ã¢â€š ¬Ã‚ ¦ this double consciousness, this sense of always looking at ones self through the eyes of others, of measuring ones soul by the tape of a world that looks on in amused contempt and pity. One ever feels his twoness, (Du Bois, 12). Such people hold on to the two personalities thus trying to live like two souls competing for one body. In Du Bois account, the concept of double consciousness was aggravated by the whites stereotypes which made the Negros (the African Americans) to doubt the truth they had about themselves, racism that made black Americans to be segregated from the American community and the understanding that the Negros were both African and American. The Afro-American strove to attain self-consciousness and change his double consciousness to a satisfactory truer self (Du Bois, 13). Even though the African Americans desired a better self, they were not ready to change any of the two natures to suit the other. They had to make use of their formerly dispersed, wasted and forgotten mind in order to get out of the problem they were facing. As a result, the African Americans formed a movement that helped them to revolutionalize America and the world and enable them to participate fully in the development of their country. The African Americans employed their skills such as poetry, literature, plays, concerts and music to express what they felt and how they wanted the whites to treat them. They came together and formed an alliance where they used plays and music to discourage stereotypes and discrimination. They formed an alliance and named it the Harlem Renaissance. This alliance grew and became popular among the African Americans. Wor ld War 1 and the social and cultural changes in the United States accelerated the growth and popularity of the alliance during the start of the 20th century. The Harlem renaissance brought democratic reform to the American people. However, the Renaissance ended abruptly due to the great depression and their assumptions about the importance of culture that did not related to the social and economic realities. The African Americans sought better standards of living in other parts of the United States of America. They migrated from the southern farmlands to the northern industrial and town areas. At first, the African Americans received some level of acceptance by the whites and they lived with them in the Northern cities. They established their businesses and started growing in their economic status. Despite this, the whites still looked down upon the blacks and controlled most aspects of their lives like in markets and the economy at large. The blacks found a better life in the neighborhood for some time. This led to a higher influx of the Whites from the south leading to their increase in population. The population of poor blacks in the region increased, as most of them were jobless and from poor background. This situation led to increase in social evils as some became thugs, formed groups of thugs, and disturbed the peace of the people in those areas. Du Bois uses the veil as a metaphor through out his work. In his book, Du Bois stated that the Negro is a sort of seventh son, born with a veil (Pg 12). A veil is like an opaque curtain that separates different groups of people. It makes people to be ignorant of what is taking place in the other group because they cannot see it. The veil makes things obscure and acts as a mask preventing the whites from seeing what is of importance in the whites. It covers, hides and conceals the blacks who are born in the veil making them invisible to the American whites. Du Bois indicates that the veil makes the experience of the African Americans invisible to the whites. In a sense, he wants to lift up the veil for us to see and understand what is taking place inside the veil. The veil that separated the whites and blacks was color. This veil followed the people throughout their lives from birth to death. This means that the veil of color separated the way the backs and whites treated each other in all aspects of their lives with the blacks being discriminated in social life, political life, in hospitals, churches, schools, streets, jails and even in graveyards (Allen Jr. Pg 2). Color separates people in the United States making them live as different communities in one region. This causes harm to the inhabitants and destroys democracy. The African Americans feel alienated but at the same time feel themselves as worth people with their own culture and traditions. This thought gives the blacks a dual perception, which Du Bois referred to as double consciousness. Du Bois suggested that the African Americans have an important identity valuable and profitable to all the inhabitants of America. The current conditions in which they thrive prevent this identity from developing or becoming fully and exploited. Through their various cultures, the white Americans put blocks and divisions on the black Americans. Du bois philosophy has been useful in development of American political theories. It has also influenced many people in the tradition of Africana theory. It has been important in development of the race theory through his argument that race has some real meaning even though it is difficult to define that meaning. The book addresses the concept of domination where some people use their race to dominate others and exploit them. Such is evident in the world today. Still the whites are marginalizing the blacks and alienating them in major aspects of development of the American nation and the world at large. The whites have not fully agreed that the blacks can provide much in development than they can do. The whites still discriminate the blacks and deny them good opportunities in education, social standing and in political issues. As a result, the double consciousness still exists in the blacks to some degree. The blacks, however are struggling to overcome this and have been seen contending with the whites in the social, economic and political aspects. The American political theory today has undergone transformation, becoming better than it was decades ago. Science and social science philosophies have helped broaden the intellectual horizons thus improving the prospects of the political theory. This has helped reconcile the conflicting philosophies and traditions of the African Americans and the White Americans (Held, Pg 14). The transformation has also enabled the common citizens to track and participate in the formulation of the political theories and policies. The policies have largely accommodated the African Americans and allowed them to participate actively in the political activities of the American Nation. The new political theory has reviewed the aspects of sovereignty, democracy and justice to all people (Held, 16). Despite all the transformations and struggles the African Americans have made to avoid racism and discrimination, it is notable that this still exists up to now. According to Brown N. Kimberly (2010), Du Bois desire was to see double consciousness eradicated (Brown, 31). Double consciousness still exists but it is no longer an urgent objective. Discrimination and racism still exist, although it is at a lesser degree than it was during the time of Du Bois. Some people are still struggling with their identity and mixed cultures as was experienced by the African Americans. Political instability and social injustices experienced by the people aggravate this problem. Economic disparities and differences in social standing makes some people look down upon others and make them to develop to some degree the double consciousness problem. The political status of the Backs in the American nation has undergone major transformations. Today, the black Americans have a share in political posts in different ranks. This shows that the whites have accepted the contribution of the African Americans and their social standing, intellect and role they play in society. The African Americans of today are not be haunted by the double consciousness as much as it were with those of some decades ago. The new political theory has changed much in terms of policy on how all people aught to treat others. As a result, the African Americans have equal opportunity with the whites in access of all services needed by them. Even though this is the case, there are still some stereotypes. Some of the people still feel superior and thus mistreat others because of their color, race and ethnicity. The whites need to recognize the struggles of the black Americans and recognize them fully as human and treat them with the respect they deserve. They should recognize them as part of them and fully incorporate them in all development plans and activities. The whites need the intellect, resources and power of the African Americans in running the activities of their nation corporately. Cited work Allen Jr. Ernest (1992): Ever Feeling Ones twoness: Double Ideas and Double Consciousness In the Souls of Black Folk, Contributing in Black Studies: Vol. 9, Article 5 Held David: Political Theory today, Stamford University Pres, 1991 Brown, N. Kimberly, Writing the Black revolutionary Diva. Indiana University press, 2010 Du Bois, W. E. B. The Souls of Black Folk, Forgotten books,2008

Hp-Logistics and Supply Chain Management Essay

It specializes in developing and manufacturing computing, data storage, and networking hardware, designing software and delivering services. Major product lines include personal computing devices, enterprise, and industry standard servers, related storage devices, networking products, software and a diverse range of printers, and other imaging products. HP markets its products to households, small- to medium-sized businesses and enterprises directly as well as via online distribution, consumer-electronics and office-supply retailers, software partners and major technology vendors. HP also has strong services and consulting business around its products and partner products. HP believes that simplifying logistics industry supply chains centers on a single premise: the information surrounding in-transit materials and financial management is as valuable as the actual physical goods. Thus, the better you synthesize and utilize the information embedded in the supply chain operations, the more you can reduce complexity and prosper. To this end,The company offer a four-pronged approach for addressing supply chain complexity:1. A clear understanding of the challenges, and a vision of how to break through the complexity. 2. The broadest portfolio of services and technology in the industry for creating an integrated and agilesupporting infrastructure. 3. An industry architecture that maps this portfolio to the core business technology layers that areessential for a high-performing supply chain. 4. Service methodologies for assessing and refining the business and technology that propels supply chain performance.

Functional Groups in Organic Chemistry

Different Forms and Sizes of Landslides - Gallery

Term Paper on Drug Abuse Among College Students - 3776 Words

Drug Abuse among College Students College students are more likely to have problems with alcohol abuse or with alcoholism rather than with drug abuse or dependence; however, drug abuse is also a problem for many students. Some students are illicit abusers of prescription drugs, while others use illegal drugs: marijuana, cocaine, methamphetamine, and other drugs. Peer pressure and/or loneliness or other factors may lead college students to substance abuse, although some students had previously abused alcohol and/or drugs in high school. In general, college students have a lower risk of using illicit substances than their peers who do not attend college; for example, college students were much less likely to abuse cocaine than their same-age†¦show more content†¦For example, only 4.4 percent of women who had had no painkillers prescribed used pain medications illicitly in the past year, compared to 9.4 percent who had been previously prescribed painkillers in college. With regard to prescription drug abuse, the abuse rates were higher for men; 6.3 percent of the male college students who had not previously used prescription painkillers had abused these drugs in the past year, compared to 15.4 percent of the male college students who had been prescribed a painkiller in college. The researchers also found that college students who had been prescribed a prescription painkiller while in elementary school were more likely than others to abuse painkillers in college; for example, about 14 percent of the men and 16 percent of the women who reported past year illicit use of pain medications had been prescribed painkillers in elementary school. The researchers state: Of greatest significance is our finding regarding early exposure to pain medication. Interestingly, those exposed earlier to prescription pain medications reported higher rates of illicit use of prescription pain medications and this positive relationship was apparent across every age of exposure and was particularly evident among women.Show MoreRelatedUnderage Alcohol And Alcohol Abuse1597 Words   |  7 Pagesconcerning drug and alcohol abuse in schools whether its at the high school or college level. Not only does drug and alcohol consumption effect your overall health, it can effect your academic performance as well. In this paper I am going to be talking about the problems with drug and alcohol abuse, preventions, risks, costs and much more. We are going to dissect the problems with drug alcohol consumption amongst young adults, from high school to college, and I will be talking about how students are gettingRead MoreSadly, In Today’S Society There Is A Lot Of Issues Co ncerning1294 Words   |  6 PagesSadly, in today’s society there is a lot of issues concerning drug and alcohol abuse in schools whether its at the high school or college level. Not only does drug and alcohol consumption effect your overall health, it can effect your academic performance as well. In this paper I am going to be talking about the problems with drug and alcohol abuse, preventions, risks, costs and much more. We are going to dissect the problems with drug alcohol consumption amongst young adults, and talk about waysRead MoreEnhancing Drugs And Its Impact On Academic Integrity Statements At Colleges881 Words   |  4 PagesFinally, students who use unprescribed Adderall have an unfair advantage over others and should be put into effect into academic integrity statements at colleges. In sports the use of performance-enhancing drugs is considered cheating and is a universally accepted rule. The Tour de France is a bicycle race that tests bikers’ abilities to bike around France without any outside help. Lance Armstrong was stripped of his seven titles of the Tour de France when he admitted to using performance-enhancingRead MoreThe Implications Of Smoking Marijuana1621 Words   |  7 PagesIntroduction Marijuana is and always will be America’s hallmark drug. Its appearance into this country was in the 1920s when Mexican immigrants brought the drug from their country. Its popularity has boomed across America thus making it the most consumed drug in our country. It’s also referred to as pot, grass, reefer, weed, herb, Mary Jane, or brown sugar. It is a greenish-brown mixture of parts of the plant including; stems, seeds, and dried shredded leaves. What makes marijuana so attractiveRead MoreAttention Deficit Hyperactive Disorder ( Adhd )992 Words   |  4 PagesAdderall America Many students face a common enemy, time. While others are proficient in keeping a balanced and tidy schedule. Some students crack under the pressure and believe that there is just not enough time in the day to complete everything they wish to, whether that be studying for exams, or completing assignments. In some cases the condition of procrastination is self-induced but for others the struggle to stay focused is a real medical ordeal. Attention Deficit Hyperactive Disorder or ADHDRead MoreThe Effects Of Negative Habits On College1681 Words   |  7 PagesHabits in College Negative habits such as alcoholism, abuse of drugs, sleep deprivation, and procrastination impact minority students more than non-minority students. Many students go off to college every year and do not stay on track. They begin college with the best of intentions: go to class, excel, and eventually graduate. College is very fun, but it is also a time in your life where you have to learn what to put first, and what can wait for later. Some students such as minority students forgetRead MoreThe Awareness Of Cognitive Enhancers1644 Words   |  7 Pagesfinally here, many college students are making their way into the library and cramming information left and right for finals in hopes of not failing. With scholarly grades, comes hours of study sessions and hard work which results in an tremendous amount of stress put on an individual. As a result, many students resort to a different route and illegally acquire cognitive enhancements drugs in hopes of balancing their education and person al life. My first experience with these â€Å"Smart Drugs† was during finalsRead MoreAttention Deficit Hyperactivity Disorder ( Adhd )1218 Words   |  5 Pages ADHD; No Longer Childhood Disorder Dawon Kim Columbia College April 28, 2014 Abstract Attention Deficit Hyperactivity Disorder, shortly called ADHD is a psychological condition that begins in early childhood; however, a lot of children with ADHD often go unrecognized or undertreated because of doctors with little experience with the disorder. Therefore, it frequently persists into adulthood. It is now known that these conditions continue into adulthood for about 60% of children withRead MoreAdderall1457 Words   |  6 PagesAbstract This paper will look into one of the most commonly used and sought for drugs found on college campuses in the world today. Adderall and other forms of the â€Å"smart drug† have become more and more popular when it comes to students and young professionals trying to get an advantage. It will discuss both the positive and negative side effects of taking these smart pills along with the specific affects/reasons for ingesting them whether they are prescribed or not. Introduction Adderall,Read MoreIs It Really Just College?1033 Words   |  5 PagesJust College? A growing problem in today’s college culture is binge drinking and sexual assault. More and more teenagers in college are becoming sucked into this idea of drinking to get drunk. While the legal age is 21, it is not realistic to attempt to eradicate underage drinking from college campuses. However, the dangers of binge drinking can be catastrophic. And for parents, especially female parents, their greatest fear is someone abusing their child as the send them away to college. In general

Official Document Free Essays

Corporate clients across The Greater Toronto area are about to earn how to truly, â€Å"Impress with Empress. † The Empress Of Canada is a chartered vessel located in the Toronto Warburton, ideally suited to host up to 489 guests. The boat caters to its clients in hosting a variety of cruises that include: lunch/ dinner cruises, booze cruises, corporate gatherings, weddings, or special event cruises. We will write a custom essay sample on Official Document or any similar topic only for you Order Now However, The Empress of Canada has particularly run into difficulties at attracting the corporate clients into their business. Therefore, the current predicament is that The Empress of Canada is inefficiently able to target new and existing corporate clients into their business. Reaching and educating the corporate client on why they should choose The Empress of Canada over its competitors is essential to increasing the overall demand for their lunch/ dinner corporate cruises. Our solution is simple and effective. We will focus on Empress of Canada’s bra ending position, in that it offers corporate clients a premium, formal luxury through a superior customer service experience, which serves as a key differentiator from the competing boats in the marketplace. We will then use this positioning to provide Empress with better communication strategies that will focus on boisterousness’s selling n The Greater Toronto Area, and ultimately gain the attention Of corporate clients that Empress Was previously unable to capture. The main goal for our campaign is to raise awareness among the target market of the possible uses of The Empress of Canada services, and will be done through three mediums that include: print advertisements in the February and March 2015 issues of The Toronto Life magazine, direct emailing to existing customers using personalized messages to express gratitude and offer them alternative suggestions to meet their business entertaining needs, and lastly, social media improvement, particularly through Faceable, which will reinforce the large number of options corporate clients have when choosing The Empress of Canada. We anticipate that this campaign will yield a considerable expected increase in revenue, seeing upwards of a million dollars in revenue, when executed over a tenement period, given our campaign strategy. The short and longer benefits that The Empress of Canada will ex prince are substantial and will ultimately propel the business into attaining a more desirable corporate client database with significantly increased revenues. PART 1: Situational Analysis PEST Politically The Empress operates on the Toronto harbor therefore they must follow the rules and regulations of the Toronto port authority. Other outside factors that affect The Empress would be fuel costs as this is the result of political actions. These fuel costs affect the price o f operating the Empress and in other provinces the price of fuel has resulted in the hiking of fares to cover fuels costs. (BC Ferries hiking fares, 2014) Environmental Weather affects the empress because they have seasons where they operate and ones where they have maintenance. The season for which they operate is from April to October, peak times being June to August. They still operate during September but many people don’t realize this and miss out on one of the most beautiful times to be on the lake. Coloratura Social factors greatly impact Empress, as it’s essentially a banquet hall and seen as a destination for social events, it has to Stay relevant for event seekers and planners. Corporate culture is becoming more important, and employee morale is becoming a significant focus to many industries. Companies are now recognizing â€Å"Departing from the customary routine of meetings and cubicle life can go a long way toward building morale. (ERP, 2014) Companies see value in investing in a company party as it is a chance for them to socialize with their peers and re cognizance personal and company wide achievements. Corporate Cruises provide a clientele with a larger budget, potential repeat customers and possibly a professional referral. They have to communicate that Empress is the destination for corporate events because Of the care and effort they put into their work, and the professional manner in which they will be ha ended. Technological The expanding digital landscape is changing how companies approach their business. More companies are looking to social media and the internet for ways to market their business. â€Å"Whether it is creating a winning online experience or enabling mobile commerce, digital marketing is a hot topic, with most companies either revamping or implementing new strategies. † (Osaka, 2014) Many consumer look to the internet to find out about companies and compare and contrast them, and this technical change should be prioritize in most business today. Competition Direct Competitor 1: Marinara Cruises Marinara has numerous fleets for different occasions and times of year. They run through the winter, making it possible to host holiday parties on the boat with heating. Marinara also has different menus for different times of day and events, and is also flexible for food accommodation needs. In addition, Marinara offers demodulating packages and team building picnics excursion outlines with an itinerary; the willingness, customer friendly brochure is available in PDF online. Furthermore, the company is the largest hospitality cruise operation in Canada, and also has received numerous awards and has professional associations (Torn to. Mom, 2014). These factors make Marinara a strong leader of the cruise operation sector in Toronto. However, Marinara’s soft spot is its ling point Of catering to various audiences. This could work against attracting corporate customers. In particular, offering children friendly option s such as children’s menu and optional goodies, as well as student discounts, may push away some clients who are looking for fo rmal luxury and wish to avoid any risks of being associated with a younger, less mature and sophisticated company. Direct Competitor 2: Yankee Lady Yankee Lady’s largest thriving point is being a warm, familiarized local company. Their two yachts are designed and constructed in Toronto by the owners, and the larger one has capacity of 300 people; it s smaller than Marinara or Empress, but large enough for corporate social events. Yankee Lady’s website has a very customariness, informative â€Å"Team Building’ page, which discusses values about social aspects of workplace and corporate culture. However, there are strong signs that Yankee Lady has branding issues and a lack of effective communication skills. For example, on the official website, Yankee Lady cites positive feedback from past corporate clients: BMW, Mini, Nikkei and Dolce Cabana. This suggests Yankee dad is seeking to associate itself with premium and luxury brands, as sees website, which stresses luxuriousness of the brand as well. However, this positioning is inconsistent with some aspects of the brand. The name â€Å"Yankee Lady† itself is very casual and fails to make consumers associate the brand with weighed, premium values. Moreover, the first section shown under the â€Å"menu† tab on the website is â€Å"on a budget†, and one of the dishes is named â€Å"cheap and cheerful†; corporate would not want their employees and clients to see that and perceive the company as being cheap for choosing Yankee Lady. Unprofessional is also seen in word choices on their Faceable postings. Secondary Indirect Competitors The secondary competition consists of other cruises operating businesses in Torso’s waterfront. Any competitor in this category either: has distinct branding from Empress of Canada, Yankee Lady and Marinara, operates in a smaller scale than the three companies, or both. In addition, we have identified indirect competitors of the Empress of Canada; this category includes a variety of businesses in Toronto that offer/can be used for corporate social events (please refer to exhibit? ). With increased awareness for the importance and benefits of social aspects at workplace, many local businesses remote the use of their venues for corporate social events. The top three results of Google’s search performance with the key. ;odor â€Å"corporate social events in Toronto† are of articles making â€Å"top 10† and â€Å"top 6† recommendations for organizations offering team building activities: 1) 1 0 great ideas for corporate events afterward socials in Toronto (Ratchets d, 2014) 2) 1 0 Toronto Team Building Activities for corporate Groups (warrior, 201 1) 3) 6 Local Affordable Team Building Activities in Toronto (Etcetera, 201 3) Recommendations vary in the level of physical activity, luxuriousness and affordability. Empress is not mentioned in either one of the three, while on the other hand, Spin, a pooping social club located in downtown Toronto, is named in each of them. The indirect competition of Empress is as significant as the secondary competition, if not more. This is because corporations’ root purpose of holding such events lies within motivating/showing appreciation to their employees or clients; their choice of venue or activity is a medium that helps them achieve it most effectively, and it does not have to be a cruise boat. Comparing Key Findings on Competitors to Empress of Canada In inclusion, no competitor truly offers the bundle of luxury, the edge of the city getaway and the location convenience, tailored specifically to Corporate Canada. Empress of Canada has the strongest brand consistency, representing luxury, class and style, and its premium values are supported by the red carpet service and superior customer service experience they provide. However, Empress of Canada also has significant soft spots in terms of its online presence, which may result in losing customers to competitors. First, it is not featured on the Warburton official website, whereas boats of Yankee Lady and Marinara, amongst secondary competitors, are listed with pictures and website links. The Harbor-front project is funded by the municipal government, thus it is a credible information source that consumers can use for research. Secondly, Empress does not show up on the first page, when Google search is performed with the keyword â€Å"Toronto cruises†; the search results are occupied by Marinara and secondary competitors. Last and most importantly, social media activities and customer engagement is inadequate, especially compared to Marinara. Empress needs to seek or more effective communication strategies, in order to defend itself from the competition (please refer to exhibit? ). PART 2: Marketing plan Target Market The Empress of Canada will use a small segment strategy that focuses on boisterousness’s selling. The target market will be businesses with over 100 employees located within the Greater Toronto Area. These companies may be looking to run staff parties or staff appreciation events, or use the boat as an opportunity to meet with their clients. The focus will be on older and more refined companies which are looking for quality experiences and are more likely to act as return linens, while likely providing referrals to other organizational departments an d companies. Branding At the core of the Empress of Canada is a focus on quality of service. Both owners play a prominent role on the cruise and make it a priority to always offer superior customer service; from the booking to the boarding the experience at Empress of Canada is always top notch. This quality of experience will be the focus of the companies branding. The customer experience serves to differentiate the Empress of Canada from other competing boat cruises, especially in regards to their positioning towards corporate clients. Businesses shouldn’t have to worry about their companies experience when booking with Empress of Canada, they need to know that they are in good hands, and that they will get the best possible experience. Our Marketing efforts will aim to position Empress of Canada as a premium, formal luxury through a superior customer service experience. All media and advertising should be focused on this new branding strategy including this new identity in any outgoing promotions. The current tagging of, â€Å"Long Live the Fun† (found via Twitter cover photo) is not reflective of this business and our desired positioning of being â€Å"the loyalty’ of the harbor cruises. In order to better meet the brands positioning, while keeping the quality top of mind for prospective and current customers, the tagging that should be implemented is, â€Å"Impress with E empress†. This helps to show what the Empress does for the customer, as corporate clients will want to show off their status and make sure their own clients remain with them, they will want to impress them, standing out from their own competition. Communication Strategy The main goal for this campaign is to raise awareness among the target market about the variety cruise options available when using the Empress Canada services, which will encourage both new clients to take their first cruise as well to retain current clients. The target market for this particular campaign is corporations within the Greater Toronto Area, who will be reached through a variety of communication channels and mediums. This strategy will be supported by the use of print advertisements, direct emails, and a variety of Faceable posts print The first tactic that will be utilized in this campaign is print advertising. The goal of these print advertisements is to gain new customers that ay not have heard of Empress before or have not yet considered it for a corporate gathering. Toronto Life Magazine was chosen as the publication in which to run the advertisements, as it reaches an audience of 795,000 people within the GTAG, with an average circulation of 90,563 per issue. Its primary readership average age is between 2554, with an average household income Of over $100,000 (Toronto Life, 2013). The magazine is released monthly, so it has a longer shelf life than weekly magazines or dally newspapers. This is a strong benefit for Empress, as the life of the ad will remain for the duration of at least a month. Toronto Life’s purpose as stated on their website is as follows: † Toronto Life and tortellini. Mom are the print and online destinations for people who want to get the most out of Toronto. Our goal is to add to their knowledge of the city, helping them enjoy its pleasures and cope with its complexity. † (Toronto Life, n. D. ). The readers of this magazine look to it as a so urge to find ideas and suggestions for quality dining, enterta inment, and events, which are all well in line with the services that Empress can offer. Empress will place its ad in the â€Å"features† section with premium ligament in order to better reach corporate groups and to associate with other businesslike offerings. If not directly reaching corporations, the rationale behind this placement is to reach a young professional demographic that may see the ad and then suggest Empress to their manager or boss for a corporate gathering. The cost of running a 1/3 page square print advertisement in Toronto Life magazine is $6,885, with an extra cost of $690 for premium placement (please refer to exhibit 3) (Toronto Life, 2013 The intent with this campaign is to run the advertisement twice: once in February 2015 and once in March 2015. The reasoning behind this timing is because corporations usually have their budgeting for the year finalized in February, so they are then able to start allocating their resources to specific costs, events, etc. February to May is usually the time in which most boat cruises are booked for the summer months, so it is important that Empress can advertise within this time frame to encourage more corporations to fill the available cruise time slots. An average advertisement consultation cost is $4000 for the creation of the ad. Included in Appendix is a mockup of a potential advertising concept (Exhibit 4). This mockup was created with the branding and positioning of the campaign in mind; it emits the idea of an upscale, luxurious boat cruise that would appeal to larger corporate audiences interested in a classy and elegant experience. The ad itself includes a description of possible ways in which corporations can use the services that Empress has to offer, including themed events, staff meetings, staff parties, retirement parties, and customer appreciation parties. As stated previously, the main goal of this campaign is to create awareness and inform our target market of differentiate in which report clients can use Empress, which is what this ad is achieving. There are minor potential risks involved with this aspect of the campaign. The first is that the reach of the magazine is far broader than Empress’s target market, which means that cost s would be less directly targeted towards actual potential clients. With print advertising, it is also difficult to measure actual return on investment. It is important that the ad catches the eye of the reader and does not get lost in the clutter. Lastly, with a breakable response rate of just 13 bookings, there is a very limited risk of a negative return on marketing investment. Email The second part of our communication strategy is to focus on retaining past clients and encouraging repeat purchases (please refer to exhibit 5). This will be executed through the use of an email platform, with a similar design aesthetic to the print ad campaign. The general purpose is to use a personalized message to ensure all past clients feel valued and appreciated. The email will initially act as a follow to the client’s past purchase, thanking them for their business and asking to hear feedback on their experience with Empress. The second part of the email will stimulate future sales by suggesting new ways to SE Empress for their business entertainment needs. For example, an email to a client that once used the cruise for a company holiday party may include suggestions to host client parties on board as well. A final element oft he emails will include a link to a brief survey asking the client to provide feedback on their experience with Empress. These survey responses will create an internal data source from which Empress can draw information to better their services in the future. This tactic will use the customer’s familiarity and positive association with the brand to grow sales. Rather than blindly emailing thousands of encounters off of an email list, it will prove much more efficient and profitable to focus efforts on happy past consumers. The openhanded rate will be much higher for those familiar with Empress, compared to a unconsumed who would very likely delete an email from an unfamiliar company without reading it. Targeting the email strategy to encounters and resulting in a high malediction rate could tarnish the Empress brand, as the emails could be seen as spam by potential clients. A m ajar advantage to an emailing strategy is that statistics regarding the penetrate of these emails is fully available to Empress. Conveniently displayed will be figures describing exactly how many customer s opened the email, how many deleted it without opening, and how many replied or clicked through to the company website via the email. Furthermore, targeting past clients means that the contact information to send the emails is already available. Empress will not have to purchase a costly database from a third party source. Overall, this strategy is extremely inexpensive as the majority of spending will be going toward designing the email. Furthermore, it is nearly less costly to focus on retaining past customers rather than gain new ones. This tactic is efficient, costiveness, and will have a high return rate. There are minor risks to this strategy. The first is that there is still a possibility of the emails being ignored and deleted, especially if the mail unintentionally ends up in a client’s spam inbox. The possibility of this is extremely low as it is expected that all past clients would have Empress in their email address book. If this does happen, it will also be easy to track through the email metrics regarding deletion rate. Secondly, it may be seen as risk to invest in a marketing tactic that is not actually expanding the client base. This is easily justified as targeting past, satisfied clients will likely generate more future sales with lower costs than targeting n ewe customers. Social Media Our final communication strategy focuses on improving The Empress of Canada’s social media presence. In this we will be specifically focusing on a Faceable platform, as this is the largest and most important social media platform and will have the largest impact. Growing a large following on such a medium can allow Empress of Canada to circulate managing and promotional material in the longhorn, at virtually no cost. How to cite Official Document, Papers

I Have a Dream Essay Example For Students

I Have a Dream Essay ?I Have a Dream Essay? I have a dream. Now used as common allusions, some people do not realize how much the phrase has changed the way society functions. There are many things in this speech ?I Have a Dream? that makes it stand out, repetition and referring to issues that affected not only African Americans, but also all types of people. Segregation once and still is a problem today; at one time African American?s were not allowed to sit or do anything with the white people. Racial inequality precluded American life. Jim Crowe laws once segregated people by race. People of different races could not use the same restrooms, hotels, restraints, schools, and other accommodations. Then in 1960 blacks took an active role in making changes. This began a youth led movement throughout the south. A recent study showed very little change in segregation. ?My Country Tis of Thee? was a song written in 1831 by Samuel Francis Smith to show freedom in America of all types of races and to help stop segregation. They were segregated, put into separate places and not allowed in certain places. In no way, shape, or form were the Negro in America treated as fairly or as equally as the white man. Today, blacks and whites are supposedly equal, even though statistics show that there is still a huge problem. Statistics such as the number of blacks in prison compared to the number of whites in prison, for the same exact offense. There are still racists and there are still those feelings of superiority. We have come a long way since 1963. We have made a lot of progress, but still even then we still have work to do. When Martin Luther King says, I have a dream that one day down in Alabama-with its vicious racist, with its Governor having his lips dripping with the words of interposition and nullification-one day right there in Alabama,little black boys and little black girls will be able to join hands with little white boys and white girls as sisters and brothers(King 515). His dream came true. For the most part, people have gotten a lot better. Blacks and whites no are together and for the most part are as he says sisters and brothers. Another thing King said was, I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin, but by the content of their character (King 515). In this nation in the year 1999, we are okay at not judging a person by their skin color, but by their character. We could be better but we have made a lot of progress. The I Have a Dream speech was very commendable and valuable. I have a lot of respect for this man and for what he did for our nation as a whole. He did a wonderful job and accomplished a lot. As a nation we have come a long way since 1963, but we have a ways to go but as long as we keep making progress I believe that everyone of Martin Luther King Jr. s dreams will become realities. .