—Overview:
You are the regional marketing director of a theme park in the southeastern
United States that is part of a global brand. The chief marketing officer (CMO)
of global operations has called upon you to help coordinate the marketing tasks
related to rolling out an emergency response due to a recent safety and injury
incident at one of the parks resulting in serious injuries to employees and
customers. The parks were closed immediately following the incident to ensure
safety measures for customers and employees and to deploy the needed safety
measures.
Now, as the theme park is all set to reopen,
the CMO has called you to take a lead in planning the marketing strategy for
the same. Your responsibility is to design a phased strategy for marketing and
the reopening of all parks. Your strategy should address critical objectives
such as maximum safety, crisis communication, customer satisfaction, and profit
potential. You must coordinate marketing strategy with corporate strategy, as
failure or success of the marketing strategy can have a direct impact on the
brand.
As a first step, you will perform an analysis
to understand the implications of reopening on brand equity. In this analysis,
you will identify the groups of stakeholders that are affected by the reopening
and also plan the communication strategy for before and after the parks’
reopening. Also, you will identify the roles and responsibilities of key
functional departments that are going to play an important role in the
reopening process. This analysis will help you develop a strategic marketing
plan to address the reopening of the park and also to develop an effective
crisis communication plan.
In this milestone, you will create a
PowerPoint presentation that will include brand analysis and the implications
of reopening on the brand equity and functional departments, including their
roles and responsibilities in the reopening process.
—Prompt:
> Brand Analysis and
Implications—In this part of the
project, you will present the brand implications of reopening the park in the
course scenario. Your presentation should include the following critical
factors:
1. Determine the
essential factors that can impact brand equity when reopening
the park (Slides 1–3)
1 A. Define brand equity
and explain its importance to the organization (Slide 1).
1B. Provide positive
implications (Slide 2):
– Safety concerns
addressed and communicated
– Community and local
government support for reopening
– Employee support for reopening
1C. Provide negative
implications (Slide 3):
– Social media negative
reactions
– Employee negative
concerns
– Operational concerns for safety
2. Describe the strategic
communication plan that should occur before and after the park
reopens. Your
responses should address the following (Slides 4–8):
2A. Identify three key
stakeholder groups from this list and describe each stakeholder’s interest in
the
organization:
– EmployeeS
– Customers
– Government agencies
– Communities
– Vendors
2B. Describe their
communication needs.
2C. Identify the best
mode for communicating with them based on their needs, including how you will
take feedback from stakeholders.
2D. Describe what impact
reopening the park could have on each identified stakeholder (low, medium, or
high). Why?
>Functional Departmental
Roles and Responsibilities—In this part of the
project, you will identify the functional department and describe their roles
and responsibilities in making the reopening of the park a success. Your
presentation should include the following critical factors (Slides 9–12):
1. Identify three functional
departments, including marketing, which play a significant role in the
reopening process. Consider which departments will be most engaged in the
reopening process. Describe the roles and responsibilities of
these functional departments in the safe and successful process of reopening
the park (Slides 9-10).
2. Select at least
three legal and ethical considerations outlined in the memo from legal team
(SEE ATTACHED). Explain why each of these considerations is important to factor
in when reopening the park (Slides 11-12).