PLEASE READ!!!! Please see the below instructions, the attached instructions, ru

PLEASE READ!!!!
Please see the below instructions, the attached instructions, rubric and supporting documents needed to complete the assignment. This assignment consist of two powerpoint presentations with detailed speaker notes (12 slides each) and a 4 page paper. Please follow the instructions and rubric very very very carefully and closely. Also utilize all the supporting documents needed to complete the assignment. Make sure the assignment is 100% plariagism free.
Instructions:
Competencies
In this project, you will demonstrate your mastery of the
following competencies:
Manage
elements of a sustainable global brand
Propose
a method to market
Design
a marketing strategy
Scenario
You are the regional marketing director of a theme park in
the southeastern United States that is part of global brand. The chief
marketing officer of global operations has called upon you to help coordinate
the marketing tasks related to rolling out an emergency response to a recent
safety and injury incident at one of the parks that resulted in serious
injuries to employees and customers. This theme park was 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 to support the
reopening of the park. Your responsibility is to design a phased strategy for
reopening all parks, with critical objectives such as maximum safety, crisis
communication, customer satisfaction, and profit potential. You must coordinate
marketing strategy with corporate strategy, as failed or successful planning
will impact brand success and recognition.
You have determined the scope of work and have outlined the
high-level plan. As a first step, you decided to perform the brand analysis and
identification of critical elements to successfully market the reopening of the
park. Based on the outcomes, you developed a customizable marketing strategy
template that can be used by other theme parks under the same umbrella.
Next, you need to create a presentation (toolkit) to share
your analysis and recommendations for the proposed marketing support of the
park. But, as you are working to complete the final bit of the toolkit, your
social media monitoring partner shares a report of the theme park’s social
media image and performance. The report shows a significant spike in negative
public feedback. The report states there is the perception of an uncaring,
careless brand forcing a reopening for profit. Your presentation should also
include strategies for how you will address the emerging negative perception on
social media about the theme park. You will show this presentation to your CMO
and other regional marketing directors of the park.
Directions
Part One: Strategic Brand Implication and Management
Submit a PowerPoint presentation to share your analysis and
recommendations for the proposed marketing support of the park. Ensure you
address any feedback received in Milestone One before you submit the final
presentation.
Brand Analysis and Implications —In this part of
the project, you will present the brand implications of reopening the park.
Your presentation should include the following critical factors:
Determine
the essential factors which can impact the brand equity when
reopening the park. (slides 1–3)
Describe
the importance of brand equity to the organization. (slide 1)
Provide
positive implications (slide 2):
Safety
concerns addressed and communicated
Community
and local government support for reopening
Employee
support for reopening
Provide
negative implications (slide 3):
Social
media negative reactions
Employee
negative concerns
Operational
concerns for safety
Describe
the strategic communication plan that should occur before
and after the park reopens. Your responses should address the following
(slides 4–8):
Identify
three key stakeholder groups from this list:
Employees
Customers
Government
agencies
Communities
Vendors
Describe
each stakeholder’s interests in the organization.
Describe
their communication needs.
Identify
the best mode for communicating with them based off their needs.
Describe
the impact that 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):
Identify
three functional departments, including marketing, which play
a significant role in the reopening process. (slide 9)
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.
(slide 10)
Develop
an internal communication plan that addresses the
following (slides 11–12):
.
How will you take feedback from the
stakeholders?
a.
What could be the legal and ethical issues in
reopening of the park? To understand the specific guidelines, refer to the memo
from the legal team.
b.
What will be the frequency of meetings with
stakeholders to share relevant information?
Part Two: Customizable Marketing Plan Template
Based on the information provided to you, share a completed
marketing plan template for the reopening of this individual park. Ensure you
address any feedback received in Milestone Two before you submit the final
template.
Your template should include the following critical
sections:
Determine
two methods to be used for consumer research in
developing the marketing plan. Provide rationales.
Determine
three traditional marketing methods you will use in
developing the marketing plan and provide rationales. Your response should
address the following:
How
will the identified methods help in the acquisition of the new customers?
How
will the identified methods help in the retention of the existing
customers?
What
are the advantages and disadvantages of the identified methods?
Determine
three digital marketing methods you will use in
developing the marketing plan and provide rationales. Your response should
address the following:
How
will the identified methods help in the acquisition of the new customers?
How
will the identified methods help in the retention of the existing
customers?
What
are the advantages and disadvantages of the 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 to 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.
Part Three: Measuring Your Strategic Marketing Plan’s
Success
Submit a PowerPoint presentation to share your analysis and
recommendations for the proposed marketing support of the park.
Provide
a marketing strategy that considers the following areas
(slides 1–4):
Digital
marketing strategy
Traditional
marketing strategy
Communications
and public relations strategy
Event
marketing strategy
Monitoring Your Marketing Strategy— In this part
of the project, you will explain how you will monitor the performance of your
strategy. Your presentation should include the following critical factors:
Identify
three SMART marketing objectives and describe how they
align with safety, customer satisfaction, and profitability. (slide 5)
Identify
one KPI that can be used for each of the marketing
objectives. (slide 6)
Describe
the methods that could be used to monitor performance of
the three marketing objectives. Provide rationale. (slides 7–8)
Using
plan-do-check-act (PDCA) methodology, provide a continuous
improvement process for preserving brand identity and reputation.
(slides 9–10)
Describe two
marketing strategies to address negative public feedback on
social media. (slides 11–12)
Consider
the role of public relations.
Consider
the role of crisis management.
What to Submit
To complete this project, you must submit the following:
Strategic Brand Implication and Management
Submit a PowerPoint presentation
with 12–13 slides.
Customizable Marketing Plan
Template
Submit a 4- to 6-page Word
document with 12-point Times New Roman font, double spacing, and one-inch
margins.
Measuring Your Strategic
Marketing Plan’s Success
Submit a narrated PowerPoint presentation with 12–13 slides.
Note: Remember to use both onscreen text and speaker
notes in your PowerPoint presentations to convey your information effectively. Precise
and extensive speaker notes should be used addressing all the critical elements
in the presentation. For example, you can use brief bulleted lists on the slide
and include detailed explanations in your speaker notes.
Supporting Materials
The following resources support your work on the project:
Organizational
Chart
CMO Memo
Memo From
Legal Team
CMO Memo
for Target Audience
Exemplar
Communication Grid