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Christian Iosif

Company: HypeBeast Social


Profile: Social media marketing company
Writer: Chad / Vice President
Audience: Brad / President
Textual Genre #1: Project Proposal Email
Rhetorical Situation Behind Textual Genre #1:
● Exigence: Staying relevant in social media
● Writer: Chad / Vice President of Hypebeast Social
● Primary/Intended Audience: Brad / President of Hypebeast Social
● Company: Hypebeast Social is a social media marketing company that mostly promotes
streetwear from the fashion industry on multiple media platforms including instagram,
snapchat, and twitter
● Secondary/Peripheral Audience: The rest of their small 10 person company
● Author’s Purpose/Goal: To persuade the president of the company to develop and
implement a better marketing strategy so their company can minimize their risk of
irrelevance in the fashion industry
● Context/Background Info: As the company is growing with an exponential increase in
followers on Instagram, the vice president sees this as an opportunity to expand. Brad, on
the other hand, hasn't been doing anything new other than the usual branding promotional
posts. Chad comes up with a plan that can expand the company to more locations around
the world. New brands have grown in popularity, and they can use their platform as a way to
introduce unknown brands to the world. He wants to introduce these new brands to be able
to monetize their page better and even has a plan to be able to do it in a way that coincides
with human predictability. He's reaching out to Brad about possibilities and wants to know
what he thinks. Chad's essentially imploring Brad to do something so their Instagram page
doesn't fall off the market.

Hey Brad,

It feels like just yesterday that we were only taking pictures of each other in clothes we couldn’t
afford. We’ve accomplished a lot in our past 4 years with Hypebeast Social. I think a lot of hard
work and good timing really helped us out in the end. Instead of taking pictures of our own limited
wardrobe, now we have professional photographers taking pictures of street wear that’s sent to us
for free! All we do now is manage other leaders of departments and we’ve grown so much.

Since we’ve achieved 6 digit numbers in revenue, we’re at the top of the market when it comes to
streetwear marketing. There are other companies that I’ve been looking at recently that are also
growing through instagram too. I noticed that even though they’re posting brands that aren’t that
Christian Iosif

popular, the way the shots are positioned and their setting in the background is visually astonishing.
They have a mix of jungles, pyramids, deserts, waterfalls, cities, skies, and breathtaking views.

If we want to exponentially grow, now is the time. We took advantage of the first movers strategy
but now we have competitors that might be forcing us adapt and continue evolving. Our brand is
very reputable with the fashion industry. If we reach out to brands with upcoming popularity, they
will most likely pay us to showcase their best designs and we have a strategy that promotes the
natural traits of our brain’s habits. Hypebeast Social has been great to us, but we need to take action
and be great for the rest of the company. That is, if we want this company to continue being great.

Let me know how you feel during dinner tonight,

Chad

Metacognitive “Moves” I made for Textual Genre #1


● I brought up the past initially to introduce a nostalgic and friendly greeting so it would be
easier to make a personal connection
● I summarized the past of the company so Chad can force Brad down a similar path of
thinking and potentially understand the true purpose of the email by the end
● I brought up the revenue to show the value of the company and made sure to say that “we”
are at the top to show “our” responsibility
● After a long buffer, I introduced our competitors and what they are doing to catch up so
Brad could have people to blame for needing to expand/ maybe giving him more motivation
● I talked about what the competitors do but didn’t include the whole proposal for a new
strategy to induce interest on the rest of the proposal
● I ended by email with a positive note for positive morale and I made sure to make it sound
like Chad is forcing Brad to think about the idea for the dinner Chad is also forcing upon
him.
● The reason why Chad is reaching out to Brad instead of the product management
department is because their team is small. Similar to Juul, even though they’re acquiring
more employees, most of the company is overseen by these two and they play an important
role in the future of the company

Company: HypeBeast Social


Profile: Social media marketing company
Writer: Tina / Public Relations Director
Audience: Followers of HypeBeast Social
Christian Iosif

Textual Genre #2: Mission Statement


Rhetorical Situation Behind Textual Genre #2:
● Exigence: New companies for marketing in social media are appearing and it’s getting
increasingly difficult to compete
● Writer: Tina / Public Relations Director
● Primary/Intended Audience: Followers of HypeBeast Social
● Secondary/Peripheral Audience: Prospective followers / the general public
● Company: Hypebeast Social is a social media marketing company that mostly promotes
streetwear from the fashion industry on multiple media platforms including instagram,
snapchat, and twitter
● Author’s Purpose/Goal: To let the public know about what differentiates them from other
pages on instagram
● Context/Background Info: As the company continues to expand, other companies in the
same market are increasing in popularity and catching up. Other than the usual brand
promotional posts, no plan has been initiated to keep their #1 spot as a streetwear fashion
marketing company. Therefore, the Public Relations Director decided to make a mission
statement to stand above the rest of the competitors

HypeBeast’s Mission Statement

HypeBeast Social was founded to support the belief that people around the globe deserve equal
opportunity to express themselves. As a community dedicated to spreading the ideas of totality and
awareness through innovative technology, we want you to join us on our mission.

Metacognitive “Moves” I made for Textual Genre #2


● I made sure not to talk about what the company actually does because the reason why big
companies have such successful marketing campaigns is that their beliefs are declared for
everyone to see
○ Apple doesn’t market “quality products and beautiful design”, they market
“innovation”
○ Hypebeast says “people… deserve equal opportunity to express themselves”, not
“people deserve to wear whatever they want”
● During the last century, across the globe there has been striking advancements in equality
and HypeBeast Social wants to be a part of that by announcing that they’re on a journey
striving towards related ideas
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○ Acceptance for equality in gender, racial, sex, sexual-orientation, and even different
social / financial classes has increased starting from the era World Wars to
exponentially increasing because of the internet
● I said “community” because Saxby’s calls their customers “guests”, not customers or even
clients
○ The reason to do this is to provide a sense of belonging and move away from the
feeling of disconnect between a business and the people in it or the people it serves
● “Totality and awareness” are positive traits that are beneficial and support the goal of “equal
opportunity and expression”
● Having the “we want you to join us on our mission” is there as a motivation and a call to
action, similar to Uncle Sam’s recruiting propaganda during the war

Company: HypeBeast Social


Profile: Social media marketing company
Writer: Brad / President
Audience: Todd / Brand Recruiting Director
Textual Genre #3: Employee Termination
Rhetorical Situation Behind Textual Genre #3:
● Exigence: Todd has not been performing to the standards that HypeBeast Social has set in
its culture
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● Writer: Brad / President


● Primary/Intended Audience: Todd / Brand Recruiting Director
● Secondary/Peripheral Audience: Brand Recruiting Department
● Company: Hypebeast Social
● Author’s Purpose/Goal: To fire Todd as a public hanging to show the rest of the company
what happens when the purpose of action for employees have ulterior motives than that of
the company
● Context/Background Info: Todd is in charge of reaching out to different brands to create
affiliations with the marketing company in order to increase sales, views for the page, and
have a wider variety of streetwear brands represented. Todd has conjured companies with no
popular background whatsoever but that paid handsomely for HBS to market for their
brand. Brad looked further into these companies and found out that these companies use
child slaves to sew their clothing. HBS does not want to support such an immoral brand and
after investigating even further, Brad found out that Todd has been receiving extra
commission from them every time their brand is marketed.

Dear Todd,

I’m reaching out to inquire about the newer brands that have recently joined HypeBeast Social. As
part of our new and growing marketing campaign, we welcome and support most brands that
support our cause to achieve totality and awareness.

At the start of this campaign, we’ve also engaged in yearly quality checks for these brands. During
these checks, we look for their source of materials, how they’re sewn and designed, and the general
checks that we have here in the states. However, after double checking the origins and processes of
some of these newer brands, specifically Bahn and Indo, some information about their product
procurement has been brought to my attention.

Brands such as Bahn and Indo use processes to make their clothing that are not supported here in
the US such as child labor, slavery, and caged animals for their materials. From the beginning, there
was a noticeable difference in payment from these companies to market their brand. Initially we
were hesitant to accept more money from these smaller companies considering their offerings were
higher than the other growing companies we are helping.

After our investigation, we’ve come to realize that the reason why they’re able to spend that much
for marketing is because they save money on labor with child slaves. For their materials, they cage
sheep and alpacas to save space on real estate farmland which is not the image we are going for.
HypeBeast’s larger companies are hand selected because their labor is mostly US based which brings
jobs to the states and their animals roam free on large acres of farmland. We will not continue to
support these companies and will be reaching out to them to cancel our agreement and remove any
instance of their branding from our social media pages immediately.
Christian Iosif

Initially after this discovery, I personally had doubts that you knew about their immoral processes
because since our campaign is so new and you are known to fall asleep often in meetings, I figured
you just didn’t look into it. After further investigation by different people, we have found emails
showing that you were in personal contact with these companies. From the emails, it is obvious to
us now that you’ve known about this the whole time and were taking extra commision from them
every time we marketed them to our followers. Not only is our company not supportive of their
business processes, but we are also not going to tolerate your actions. Lawyers have been contacted
as your actions have breached our contract with you.

I regret to inform you that HypeBeast Social has finalized the decision to relieve you of your
position at the company. Your employment has been officially terminated effective immediately.
Your office is expected to be empty of all personal belongings within the hour and any act of
defiance may be used against you in court.

Brad Conrad
President and CEO of HypeBeast Social Inc.
brad.conrad@hbs.com | 849. 929. 3726

Metacognitive “Moves” I made for Textual Genre #3


● The idea came from a problem that happened with Ikea and their rugs
○ They are supposed to have quality checks every year
○ They put a tag on their rugs that says it was done without child labor
○ People found out that their rugs were outsourced and that company used child labor
● The first paragraph is an introductory paragraph that is just meant to ease into the main
problem
○ Nothing about anybody messing up is brought up whatsoever
○ Only the processes of the new campaign were brought up just in case Todd didn’t
already know
● From the beginning I spill the beans about the companies that Todd is supporting because
we need to provide a sense of importance and urgency
○ Made sure still not to blame Todd for anything and just state was has been
happening in order to present the information as objectively as possible
○ Even provided specifics such as “child slaves and caged animals”
○ I bring up how our current brands run and how we expect the newer companies to
run
● Brought up how he falls asleep during meetings to also show that his performance within the
company is subpar
● I made the last paragraph super straightforward and factual to not leave any doubt in the
reader’s mind that he is being terminated
Christian Iosif
Christian Iosif

Company: HypeBeast Social


Profile: Social media marketing company
Writer: Chad / Vice President
Audience: Heads of Foreign Relations at the Bahn and Indo Brands

Textual Genre #4: Call to action


Rhetorical Situation Behind Textual Genre #4:
● Exigence: A newer company affiliated with HypeBeast Social has business processes that go
against the culture and values of the social media marketing company
● Writer: Chad / Vice President working with the Public Relations Director / Tina
● Primary/Intended Audience: Heads of Foreign Relations at the Bahn and Indo Brands
● Secondary/Peripheral Audience: Followers and prospective followers of HBS
● Company: Hypebeast Social
● Author’s Purpose/Goal: To disaffiliate HBS from these brands
● Context/Background Info: Todd is in charge of reaching out to different brands to create
affiliations with the marketing company in order to increase sales, views for the page, and
have a wider variety of streetwear brands represented. Todd has conjured companies with no
popular background whatsoever but that paid handsomely for HBS to market for their
brand. Brad looked further into these companies and found out that these companies use
child slaves to sew their clothing. HBS does not want to support such an immoral brand and
after investigating even further, Brad found out that Todd has been receiving extra
commission from them every time their brand is marketed and has since gotten fired.
Without a department head for brand recruiting, Chad has been assigned to work together
with Tina in order to break away from such an affiliation. Instead of running the risk of the
public finding out about their past affiliation, they want to make all communication between
the companies ready for the public in order to win back their trust.

Dear Heads of Foreign Relations at the Bahn and Indo Fashion Organizations,

I am the Vice President at HypeBeast Social. We appreciate our new affiliation and want to invite
you to come to our office in the states to talk in person. We have questions about your processes
within the company and want to make further decisions that may affect our contract. Because of the
importance of this issue, we implore that you contact us as soon as possible to schedule a time and
date to meet.

We look forward to hearing back from you. Thank you.

Chad Rad
Vice President and CFO of HypeBeast Social Inc.
chad.rad@hbs.com | 849. 239. 4059
Christian Iosif

Metacognitive “Moves” I made for Textual Genre #4


● Made sure to address both heads at both companies to just group them together for the
publicity at the end goal
○ The end goal is to end the affiliation in a diplomatic manner for the public but to do
it in steps just to be thorough
● The initial appreciation is just for the public because as a company, HBS has no toleration
for such immorale business processes
● Made sure to ask to be contacted as soon as possible to provide urgency to the situation
Christian Iosif

Company: HypeBeast Social


Profile: Social media marketing company
Writer: Terry / Inspired follower trying to start their own brand
Audience: HypeBeast Social Customer Service
Textual Genre #5: Formal Complaint
Rhetorical Situation Behind Textual Genre #5:
● Exigence: Terry is inspired by the brands posted on the HypeBeast page and has had
multiple attempts to try and have them as a marketer for his personal brand he is trying to
advertise
● Writer: Terry / Inspired follower trying to start their own brand
● Primary/Intended Audience: HypeBeast Social Customer Service
● Secondary/Peripheral Audience: Terry’s social media followers
● Company: Hypebeast Social
● Author’s Purpose/Goal: To formally complain about HypeBeast’s lack of responses to his
claims
● Context/Background Info: HypeBeast Social has grown so much as a social media
marketing company that they stopped working with smaller brands. They market brands that
pay well for a large audience and the only smaller brands HypeBeast markets were either
acquired or founded by the company. Terry, inspired by the brands marketed, wants his
personal brand to be brought to the public’s attention but has no received and response after
multiple tries to reach the company.

To whom it may concern,

My name is Terry Cruise and I have been a fan of the page as one of the original followers and I
love what you all are doing with the page and the campaign you have recently started. I too have
recently taken a big step into the fashion industry. My brand, Cruz, is a brand that prides itself on
good quality and streetwear style.

This will be my 5th time reaching out to ask about HypeBeast’s marketing services. Unfortunately,
this will be my last time inquiring for such a service. During these past four months of pushing out
different outerwear styles, now that winter is approaching, I have been contacted by multiple fashion
companies that want me to join them. Instead of trying to start my own personal brand, I will be
joining these established companies that can help me reach the audience I have been looking for.

The reason for my email is to explain why I have no interest in pursuing a company that ignores
potential partners. I hope that for your sake as a company looking to grow, that you reply to this
email to ensure to your fan base that you are a caring and personal company. If a brand reaches out
to you for help, I recommend you respond to them. If you do not have the labor for it, I
recommend you create a department specifically for these sort of requests, for missed opportunities
Christian Iosif

will become more often for you. Because of your ignorance to prospective brand relationship
creation, a growth limit is placed and potentially avoidable if properly dealt with.

Thank you for taking the time out of your day for reading this email,

Best regards,
Terry Cruise

Metacognitive “Moves” I made for Textual Genre #5


● I wanted to start the email with a buffer for the bad news
○ Introducing what Terry has done from the beginning helps create a leeway into what
he has done himself without them
○ “My brand… good quality and streetwear style” emphasizes the sort of customers
HypeBeast is potentially looking for
● Starting off with a sentence that is objective that leads into a sentence that brings in some
bad news shows professionality
○ Similar to a job rejection “We have taken a look into your resume and we’re
impressed… Although, unfortunately we will not be continuing with your
application”
● After that, Terry introduces what has happened for his change of pace and why he has
accepted other options rather than HypeBeast Social
○ He says “... joining these established companies that can help me reach the audience
I have been looking for”
■ That says he has been looking for a way to reach a wider audience but hints
that HBS has made a mistake with not even replying to him
● After the initial buffer and introduction of the issue, a conclusion has been made with the
complaint about a company that doesn’t care about prospective small opportunities
○ Terry wants to show HBS that they aren’t the biggest company to where they have to
ignore people, and if they have a legitimate reason, that they have to change and hire
more people or create a department responsible for communication with inquiries
○ This is the official complaint and we want it to be last in order to be as professional
as possible
■ The bad news always goes near the end
■ It doesn’t have a buffer at the end to make it sound better to leave an
emphasis on the mistake HBS has made

Company: HypeBeast Social


Profile: Social media marketing company
Writer: Lisa / New Head of External Communication at HypeBeast Social
Audience: Terry / Inspired follower trying to start their own brand
Christian Iosif

Textual Genre #6: Formal Complaint Response


Rhetorical Situation Behind Textual Genre #6:
● Exigence: Terry is inspired by the brands posted on the HypeBeast page and has had
multiple attempts to try and have them as a marketer for his personal brand he is trying to
advertise. After reaching out to the company and complaining, HypeBeast has a reply.
● Writer: Lisa / New Head of External Communication at HypeBeast Social
● Primary/Intended Audience: Terry Cruise / Brand Rep from Social Beast Hype
● Secondary/Peripheral Audience: HypeBeast Social’s other employees
● Company: Hypebeast Social
● Author’s Purpose/Goal: To formally reply to Terry and address every issue declared in his
email
● Context/Background Info: HypeBeast Social has started marketing brands that pay well
for a large audience and the only smaller brands HypeBeast markets were either acquired or
founded by the company. Terry, inspired by the brands marketed, with his personal brand
tried creating a partnership with HBS but never received any response. After realizing how
HBS’s culture was not accurately represented with their lack of actions, they wanted to set
the record straight

Dear Mr. Cruise,

I am the new Head of External Communication here at HypeBeast Social and I wanted to personally
thank you for your ambitions and perseverance that helped create my position here at the company.
Speaking on behalf of the company, we are proud to recognize your progression within the industry
and congratulate you.

Because of your multiple attempts to contact us, my position was created to prevent loss in
prospective potential. We want to create as many opportunities possible for those who believe in
our mission and want those with potential to succeed whether it’s within our community or another.
Your efforts have initialized a new movement towards open communication between companies,
regardless of competition. Our new program will ease the process of recruitment for our new
commutative organization and the industry will be seeing an exponential increase in prospective
employees.

We wish you luck in your endeavors and thank you for being an important asset to the fashion
industry.

Best Regards,

Lisa Chaffer
Head of External Communication
lisa.chaffer@hbs.com | 849. 209. 1923
Christian Iosif

Metacognitive “Moves” I made for Textual Genre #6


● Introduction starts with appreciation to offset the big issue of not responding
○ Congratulating Terry also focuses on the positive and that the company is
appreciative
● Instead of focusing on our lack of responses, I concentrated on his number of emails to
HBS, again to offset the bad acts of HBS for not responding to his emails
● Referring to his actions as positive and what it has done to the company and to the industry
helps the reader think that they have something beyond them and that they are changing
others without even trying to do so
Christian Iosif

Z. De Piero Student:
________________________
202D Business Writing, F’18

Rubric for 202D Final Project

Rubric for Rhetorical Situations

Did Not Meet Met Exceeded


Expectations Expectations Expectations

Company Profile

Have you you provided relevant background information to help bring your
organization to life? What’s the name of this organization/company?
What’s their field, industry, or “line of work”? Where are they located?
Who is their clientele?

Exigence

What prompted the writer’s need to communicate? What’s the urgency


behind the need to enact this particular genre? Why this, why now?

Writer

Who is the writer? What’s their name, what organization/company are


they affiliated with, and what’s their role/position?

Audience (Primary and Peripheral)

Who is the intended/primary audience for this genre? What’s their name,
what organization/company are they affiliated with, and what’s their
position/role?

Additionally, what other peripheral/secondary audiences might play a role


in how we can understand this genre? Might other people be interested in
the message that’s being communicated? Could the writer have additional
people in mind beyond the specific person(s) that they’ve contacted?

Purpose

What’s the writer’s goal? Is it realistic? Have they identified a concrete,


actionable outcome that they’re hoping to achieve?

Context / Background Info


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What additional information is necessary to make the most sense of this


rhetorical situation? Do the writer and their audience have a “history” of
sorts? Is there an upcoming deadline? Has a company’s policy or
personnel recently gone through changes? Is there a current “hot topic”
that’s circulating throughout the news cycle that makes this communication
more urgent?

Notes and Score (X/7.5)

Rubric for Textual Genres

Did Not Meet Met Exceeded


Expectations Expectations Expectations

Genre Identification

Did you (accurately) name/identify each unique genre that you


enacted?

Alignment with the Rhetorical Situation

Does the genre that you created/enacted accurately reflect the


rhetorical situation (for each genre) that you laid out?

Genre-Specific Conventions

To what extent did each textual genre include its most important
conventions? Remember: when we think of “conventions,” we think
of the unique characteristics, features, patterns, or ingredients of a
particular genre. (e.g. a sspecific subject or an e-signature line for an
email)

Rhetorical Strategies

Has the writer used various rhetorical strategies to persuade their


reader/audience in the most effective way possible? From jargon
(technical terminology), to particular details (e.g. the specific amount
of $ due for a claim; timelines for a call to action), to communication
with internal vs. external audiences, have you (the student) brought
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each genre “to life” in realistic ways with your language-based


decisions?

Organization/Structure

Is the writer’s communication organized/structured in a clear and


logical manner? Does the organizational strategy best suppor the
writer’s goals of each particular genre?

Mechanics + Punctuation

Have you demonstrated a control of mechanics and punctuation?


Are you using complete sentences (unless intentionally avoiding them
for stylistic reasons)?

Notes and Score (X/15)

Rubric for “Metacognitive Moves” Reflection

Did Not Meet Met Exceeded


Expectations Expectations Expectations

Focus on “Moves”

What writerly decisions did you make in this project? Did you identify
numerous, conseequential “moves” that you made for this project? Did you
articulate what you did and why you did it? (Or didn’t do it?) do that

Examples of “Moves”

Is your analysis of your moves connected to your language? Have you


quoted yourself to provide concrete examples?

Learning and Insights

The whole point of engaging in a metcaognitive reflection (like this) is to


better understand what you’re learning and to communicate that with
others. What insights are you gaining about written communication?
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About language? About rhetorical situations? About genre? Ahout


organizational structures?

Interview

Think back to your interview. How/when/where/why did you draw from


insights that came out of your interview? Indicate how your interview
informed this 202d project.

Connection to Assigned Readings

Per the syllabus, did you make specific connections to our assigned course
readings? What ideas, concepts, or strategies informed your project? I’d
like to see you paraphrase and “quote” at least 5 different times from at
least 3 different readings/chapters.!

Notes and Score (X/15)

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