For this class assignment, I needed to create an overall strategic communication plan for a company of my choosing. I had stumbled upon a Pew Research Center poll earlier in the course, which stated that 13 percent of Americans don't use the internet; 41 percent are people 65 years of age and older.

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As a fan of Apple, I knew it was a company that appealed to the younger generation; but I was wondering what its marketing to seniors looked like. I decided to do a SWOT analysis to find out and discovered that it was missing this prime target market.

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This ad campaign is designed specifically for the Apple iPad and MacBook Pro. The purpose is to target this heretofore-untapped market of consumers aged 65 years and older, increase their awareness of the benefits associated with using the internet, increase sales and provide services.