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Ethics Case Study: Silver Springs
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Added on 2019-09-30
Ethics Case Study: Silver Springs
Added on 2019-09-30
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EthicsCaseStudy:Silver Springs’Facebook StrategyThis is afictitiouscompany, createdfor the purposes of this case study. To the best knowledge of the authorat the time the case was written, the company and its products donot exist. Facebook, Inc. is a real company but the specific strategy described in the casestudy is fictional. Cite as:O’Callaghan, P.C. (2016).Ethics case study: Silver Springs’ Facebook Strategy. Unpublished case study, Business and Management Department, University of Maryland University College.You are thenewmarketing directorfor theSilver SpringsLife Insurance Companybased in Silver Springs, Maryland.Silver Springs,a name trusted by many older Americans,is asuccessfullife insurancecompanywith a 94-year history.It is a public company listed on the New York Stock Exchange.Silver Springs’internal company dataindicatesthatannually100,000termlifepolicyholdersallowtheir policiesto lapse and loselife insurancecoverage.Through customer research and modelingSilver Springs has learned that60% ofthosepolicyholderswho lapseeach yearare betweenages 60-70 andhaveone ormore financially dependentchildrenor grandchildrenlivingunder their roof. Sensing an opportunityto win back these policyholdersand attractothers like them,Silver Springs has created amorecompetitively pricedinsurancepolicyit would like to pilot with this target group.The product,calledthe Good Provider Policy, was named after thetarget group, which Silver Springs calls “Good Providers.”Across-functionalproductteam has been assembled with the ambitiousinitialgoal ofwinning back50% ofpolicyholdersin the targetgroup. You are the marketing representative to that team; you have been tasked withproducingand placingads to promotethe Good Provider Policytothetargetgroup offormerpolicyholders.Good Providers are known to be highly active on Facebook,soas your firstmajortaskSilver Springshas arranged for youand your teamto have ameeting called apublishing garagewith ad strategists from Facebookto develop a digitaladstrategy forthe target market.You arenow in New York, meeting with the Facebook people.When you arrive Facebookmentions theywill be askingSilver Springstoprovide specificcustomer data for the targetgroup to Facebook; this allows Facebook tomatch-up with known Facebook users anddevelopads specifically to appear in thenewsfeedsonlyofthosetargets.The data points suggested for good matching are: email, phone number, first name, last name, ZIP or postal code, city, state, country, date of birth, year of birth, age, and gender.The room is full of advertising strategists and market research analysts.Themeeting is off to a slow start until...aFacebook analystlooks upfrom her computer and suggests,why notusewhat we learnedfrom theemotionsstudyto motivatethe targets?Emotions study?You look up with confusion, but everyone else nods.
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