29 Apr Overview In Milestone One, you analyzed the brand implications of reopening the park, and you have delivered the analysis report in the for
Overview
In Milestone One, you analyzed the brand implications of reopening the park, and you have delivered the analysis report in the form of a presentation. In your role as regional marketing director of one of the theme parks in the southeastern United States, you have been tasked by your CMO with designing a marketing plan to address the marketing and branding needs of reopening the park. You will create a customizable strategic marketing plan template, which you will implement for your own park and share with the other regional directors of marketing. The other directors will implement the same strategy based on the needs and demographics of their respective parks.
In this template, you will elaborate on the traditional and digital marketing methods and discuss how these marketing methods are aligned with each other. You will also discuss the crisis management strategies that should be implemented prior to the reopening of parks and perform some analysis of legal and ethical issues, which might have negative impacts on the brand.
Prompt
Based on the information provided to you, share a completed customizable marketing plan template for the reopening of the individual park. Your template should include the following critical sections with relevant guiding information:
- Determine two methods to be used for consumer research in developing the marketing plan. Provide rationale.
- Determine three traditional marketing methods you will use in developing the marketing plan and provide a rationale. Your response should address the following:
- How will identified methods help in the acquisition of new customers?
- How will identified methods help in the retention of existing customers?
- What are the advantages and disadvantages of identified methods?
- Determine three digital marketing methods you will use in developing the marketing plan and provide a rationale. Your response should address the following:
- How will identified methods help in the acquisition of new customers?
- How will identified methods help in the retention of existing customers?
- What are the advantages and disadvantages of identified methods?
- Explain how the traditional and digital marketing methods you have selected will work together to optimize the brand. Your response should address the following:
- Which method do you think could be most impactful in addressing your target audiences?
- Which method do you think could be most effective in branding?
- Can both digital and traditional marketing support the brand and growth of the business?
- Explain the crisis management strategies that should be implemented prior to reopening. Your response should address the following:
- How can we focus on customer expectations to improve brand damage from the incident?
- How can we support our employees’ needs in reopening the park?
- What possible crises could arise relevant to the incident and reopening?
- Determine one legal and one ethical issue that could arise and negatively impact the organization’s brand image upon reopening, and provide proactive steps that could be taken now to prevent them.
Guidelines for Submission
Submit a report that is a 4- to 6-page Word document with 12-point Times New Roman font, double spacing, and one-inch margins. Consult the Shapiro Library APA Style Guide for more information.
BRAND ANALYSIS AND IMPLICATIONS
Johnathon Davis
MBA 645
Professor Sauers
April 10, 2022
Brand Equity
2
Importance of brand equity
Social value
Revenue from Goodwill
Price negotiation power
Positive implications
3
Emotional connection with customers
Increase in profits
Competitive edge
Long term customer sustainability
Safety concerns
4
Safety concerns communicated
Community support
Local government support
Employee support
Negative implications
5
Social media negative reaction
Employees concerns
Operational concerns
Strategic communication plan
6
Stakeholders
Communication needs
Mode of communication
Stakeholder’s Interest
7
Employees
Customers
Government agencies
Mode of communication
Mode of communication to customers via EMAILS and Social Marketing
Mode of communication to employees via meetings and emails
Mode of communication to government agencies via meetings
8
Impact of reopening
9
Impact of reopening to customers
Impact of reopening to employees
Impact of reopening to government agencies.
Functional departments
10
Marketing department
Safety department
Operational department
Roles and responsibilities
11
Marketing department roles and responsibility
Safety department roles and responsibility
Operation department roles and responsibility
Feedback from shareholder
12
Legal issues in reopening
Ethical issue in reopening
Guidelines
Frequency of meetings
13
Feedback from shareholders
Quarterly meetings
Annual meetings
References
Aaker, D. A. (2009). Managing brand equity. simon and schuster.
Hoover, C. (2010). The strategic communication plan. FBI L. Enforcement Bull., 79, 16.
14
,
MBA 645 Memo From Legal Team
To: Chief Marketing Officer—Global Theme Parks From: Corporate Legal Department
CC: U.S. Directors of Marketing, U.S. Parks Re: Legal and Ethical Considerations in Marketing the Parks’ Reopenings
Below you will find a list of considerations to take into account in the development of the marketing plans to support the reopening of our U.S. parks. We are asking you to review all plans and messaging with the legal teams at your specific parks, given that local and state statutes will vary. Broadly, these are considerations to keep top of mind as you develop your plans. Ethical considerations:
• There are growing corporate social responsibility (CSR) trends addressing people, planet, and profit. Commonly called the triple bottom line or TBL, these trends are becoming the expected norms for businesses.
• Ensure your efforts align with our company’s TBL efforts and CSR initiatives. • Ensure you engage critical stakeholder groups as required in both the marketing
initiatives and communications. • We understand a significant portion of our target audience is comprised of families with
young children, young adults, and teenagers. This audience is particularly sensitive to the CSR of businesses they consider supporting.
Here are six unethical and illegal practices to avoid:
1. False advertising 2. Selective marketing 3. Unethical data collection 4. Stereotyping 5. Negative advertising 6. Pricing strategies (predatory pricing or “bait and switch” pricing)
With consumers able to access transparent details of businesses' operational policies and philosophies, any questionable marketing approaches are sure to come to light and must be avoided.
,
MBA 645 Memo From Legal Team
To: Chief Marketing Officer—Global Theme Parks From: Corporate Legal Department
CC: U.S. Directors of Marketing, U.S. Parks Re: Legal and Ethical Considerations in Marketing the Parks’ Reopenings
Below you will find a list of considerations to take into account in the development of the marketing plans to support the reopening of our U.S. parks. We are asking you to review all plans and messaging with the legal teams at your specific parks, given that local and state statutes will vary. Broadly, these are considerations to keep top of mind as you develop your plans. Ethical considerations:
• There are growing corporate social responsibility (CSR) trends addressing people, planet, and profit. Commonly called the triple bottom line or TBL, these trends are becoming the expected norms for businesses.
• Ensure your efforts align with our company’s TBL efforts and CSR initiatives. • Ensure you engage critical stakeholder groups as required in both the marketing
initiatives and communications. • We understand a significant portion of our target audience is comprised of families with
young children, young adults, and teenagers. This audience is particularly sensitive to the CSR of businesses they consider supporting.
Here are six unethical and illegal practices to avoid:
1. False advertising 2. Selective marketing 3. Unethical data collection 4. Stereotyping 5. Negative advertising 6. Pricing strategies (predatory pricing or “bait and switch” pricing)
With consumers able to access transparent details of businesses' operational policies and philosophies, any questionable marketing approaches are sure to come to light and must be avoided.
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