Although business journals and media resources provide an abundance of information on the effectiveness and stress-relieving benefits of the holidays, the majority of potential adopters will be more influenced by conversations and actions of other companies. As employees strive to work for companies that provide innovative benefits packages, word of mouth will spread among those with similar work backgrounds about companies that offer Latitude Adjustments. Rogers stated: “This dependence on the experience of close peers suggests that the heart of the diffusion process consists in potential adopters' modeling and imitation of their previously adopted network partners. Thus diffusion is a process very social" (p. 18). Latitude Adjustments will reach the target audience through several avenues. First, Latitude Adjustments will create a website dedicated to corporate wellness. The website will offer information on studies relating to the benefits of relaxing, using vacation time and relaxing. Information on what the service will offer will also be available. Next, trained account representatives from Latitude Adjustments will act as change agents by meeting with HR managers and finance managers from various companies to deliver a presentation that will demonstrate the effectiveness of the program, along with the benefits to the company. Intended Audience Corporate employers are the primary target audience, particularly human resources departments and possibly CFOs and CEOs, as they are typically the entities making financial decisions for companies. Obviously, a company will need to have substantial profits to fund a package holiday... middle of paper... aptitude and productivity, so adoption is more likely. The potential for adopting Latitude Adjustments into existing benefits packages is greatly increased because Latitude Adjustments possesses the attributes of relative advantage, compatibility, reduced complexity, trialability, and observability. Following the unveiling of the proposed delivery system, the rollout of Latitude Adjustments' services will hopefully begin with a few bold companies willing to take the risk of upskilling their employees. Once success is experienced, the innovator will rely on word of mouth to spread throughout the corporate world. The marketing of Latitude Adjustments will include marketing strategies that promote its success. Contacting human resources newspapers and magazines to place ads and perhaps secure interviews about services will also be part of your marketing.