Proposition Overview
Etsy produces a wide array of effective rhetoric on the topic of economic, ecological, and social impact. The company sets "impact goals" for each topic and distributes relevant rhetorical materials throughout Etsy's website, investor relations website, news blog, and social media.
An evaluative analysis was conducted on Etsy's key rhetorical artifacts about goals for global impact and it revealed a pattern of effective rhetorical strategy practice. Because Etsy already maintains effective and ethical rhetorical practice, this project proposes original rhetorical material that distributes company rhetoric in a more effective and accessible manner.
The proposed rhetorical material suggests transforming Etsy's news blog and investor relations website into a new mobile app that Etsy's audience can access to view the company's progression towards impact goals in real time. The app will also offer quick access to the relevant rhetoric Etsy has published on each goal.
Original rhetorical material for social media content is also proposed for the purpose of announcing and promoting the new mobile app.
The proposed materials take a strategic digital approach to delivering and promoting Etsy's rhetoric in a more effective way. Accomplishing this will result in an increased audience awareness of Etsy's rhetorical content, increased audience support of that content, and increased audience identification with Etsy as a brand.
Etsy News Mobile App
Etsy currently has an app for buying products and an app for selling products. The proposed Etsy News app offers quick access to Etsy's global impact goals and rhetorical content while utilizing Etsy's unifying symbols and branding.
In addition to tracking goal progression, the Etsy News app will link the audience to the fully detailed rhetorical artifacts Etsy has published, such as the integrated annual reports.
The Etsy News app will also let the audience save their favorite articles for future reading and provide an avenue to donate to Etsy's philanthropic programs in the "Contribute" tab. Etsy vendors receive the option to partner with charities and programs of their choice by contributing a chosen percentage of shop profits via the "Contribute" tab.
Etsy Social Media Content
Social media content is used to promote the News app and consequentially promote company rhetoric. The following proposed materials use Instagram posts and Instagram stories to accomplish this.
Summary
Taking a strategic digital approach to promoting Etsy's rhetoric allows for the rhetoric's efficacy to shine and reach more of the target audience while maintaining ethicality. The proposed rhetorical materials are further explicated in the proposition memo.