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.
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