Marketing the Brand
Overview
In Milestone One (attached), 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, 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.Your strategic marketing plan will be presented in a PowerPoint presentation. In this presentation, 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 further 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 for the reopening of the individual park. Your presentation 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 (Slide 1).
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Keeping the target audience (see attached memo regarding target audience) in mind, determine three traditional marketing methods you will use in developing the marketing plan and provide a rationale. Your response should address the following (Slides 2–4):
- 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?
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Keeping the target audience in mind, (see the attached memo regarding target audience) determine three digital marketing methods you will use in developing the marketing plan and provide a rationale. Your response should address the following (Slides 5–7):
- 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?
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Explain how the traditional and digital marketing methods you have selected will work together to optimize the brand. Your response should address the following (Slide 8):
- 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?
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Explain the crisis management strategies that should be implemented prior to reopening. Your response should address the following (Slide 9):
- 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 (Slide 10).
Guidelines for Submission
Submit a PowerPoint presentation with 10-12 slides, APA style. Use speaker notes to address critical elements of the presentation
Marketing the Brand Overview In Milestone One (attached), you analyzed the brand implications of reopening the park, and you have delivered the analysis report in the form of a presentation. In your
MBA 645 CMO Memo for Target Audience To : Director of Marketing, U.S. Park Southeast From : Chief Marketing Officer, Global Theme Parks Re: Target Audience Identification This memorandum is intended to confirm our recent presentation to the marketing directors of our global theme parks. A target audience is a group of consumers within a predefined target market that have been identified as the best recipients for a particular marketing message. And a target market broadly describes consumers who care about our theme parks, products, and services. Under the right conditions, they are most likely to be our customers, and our marketing efforts shoul d focus on this target audience. For the U.S. Park Southeast, working with market research and our business intelligence group, we have identified the primary target audience of families with children ages 6 –18 and an average annual income of more than $7 5,000 per year. A secondary target audience of teens ages 15 –18 has also been identified. These two target audiences will likely create a diverse marketing plan as we re -engage with them through our reopening efforts.
Marketing the Brand Overview In Milestone One (attached), you analyzed the brand implications of reopening the park, and you have delivered the analysis report in the form of a presentation. In your
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 t he 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 ef forts 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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