Chat with us, powered by LiveChat PowerPoint presentation with 12–13 slides with very detailed speaker notes. Sources cited APA forma | Max paper
  

 PowerPoint presentation with 12–13 slides with very detailed speaker notes. Sources cited APA format.

Overview:

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. 

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. 

Prompt

  1. Provide a marketing strategy that considers the following areas (slides 1–4):
    1. Digital marketing strategy
    2. Traditional marketing strategy
    3. Communications and public relations strategy
    4. 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:

  1. Identify three SMART marketing objectives and describe how they align with safety, customer satisfaction, and profitability. (slide 5)
  2. Identify one KPI that can be used for each of the marketing objectives. (slide 6)
  3. Describe the methods that could be used to monitor performance of the three marketing objectives. Provide rationale. (slides 7–8)
  4. Using plan-do-check-act (PDCA) methodology, provide a continuous improvement process for preserving brand identity and reputation. (slides 9–10)
  5. 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.

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 should 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 $75,000 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.

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.

GLOBAL PARKS CEO

CHIEF OPERATIONS
OFFICER (COO)

CHIEF FINANCIAL
OFFICER (CFO)

CHIEF MARKETING
OFFICER (CMO)

CHIEF COMPLIANCE
OFFICER (CCO)

CHIEF PEOPLE
OFFICER (CPO)

CHIEF STRATEGY
OFFICER (CSO)

CHIEF SALES OFFICER
(CSO)

PARK US SE PARK US SE PARK US SE PARK US SE PARK US SE PARK US SE PARK US SE
VP OF PARK

OPERATIONS
PARK CONTROLLER MARKETING

DIRECTOR
LEGAL DIRECTOR HR DIRECTOR STRATEGY &

BUSINESS INTEL
SALES DIRECTOR

PARK US WEST PARK US WEST PARK US WEST PARK US WEST PARK US WEST PARK US WEST PARK US WEST

VP OF PARK
OPERATIONS

PARK CONTROLLER MARKETING
DIRECTOR

LEGAL DIRECTOR HR DIRECTOR STRATEGY &
BUSINESS INTEL

SALES DIRECTOR

PARK GERMANY PARK GERMANY PARK GERMANY PARK GERMANY PARK GERMANY PARK GERMANY PARK GERMANY
VP OF PARK

OPERATIONS
PARK CONTROLLER MARKETING

DIRECTOR
LEGAL DIRECTOR HR DIRECTOR STRATEGY &

BUSINESS INTEL
SALES DIRECTOR

PARK JAPAN PARK JAPAN PARK JAPAN PARK JAPAN PARK JAPAN PARK JAPAN PARK JAPAN
VP OF PARK

OPERATIONS
PARK CONTROLLER MARKETING

DIRECTOR
LEGAL DIRECTOR HR DIRECTOR STRATEGY &

BUSINESS INTEL
SALES DIRECTOR

• PEOPLE
• SAFETY
• TRAINING

• FINANCIAL
• CONTROLS
• AUDIT

• BRANDING
• MARKETING
• PUBLIC RELATIONS
• ADVERTISING
• COMMUNICATIONS

• LEGAL
• ETHICAL
• STAKEHOLDERS
• CSR
• PUBLIC AFFAIRS

• HIRING
• BENEFITS MGT
• OMBUDS
• LABOR RELATIONS

• STRATEGY MGT
• BUSINESS INTEL

• SALES
• CUSTOMER RELATIONSHIP
MANAGEMENT
• VENDOR RELATIONS
• AFTER-SALES SERVICES

  • Sheet1

MBA 645 CMO MEMO
From: Chief Marketing Officer

To: Marketing Director, U.S. Park Southeast
Re: Park Reopenings

Good day.

As you know, we recently closed our theme parks globally due to a serious safety incident
resulting in serious injury to several of our guests and two employees. This has resulted in the
closing of the parks and all associated services. We are confident that the safety issues have
been addressed and are preparing to reopen the parks, beginning with the U.S. Park Southeast.
We have made every effort to ensure extensive safety measures are in place at this time.

I am asking you, given your extensive background in marketing and strategic development, to
take the lead in planning a marketing strategy for the U.S. Park Southeast’s reopening, including
plans for a phased reopening of all parks. You will need to consider critical objectives such as
maximum safety, crisis communication, customer satisfaction, and optimal profit potential. You
will be coordinating the marketing strategy with corporate strategy to ensure our brand is both
protected and optimized.

A brand analysis and the identification of critical marketing and communications factors must
be included in your planning to successfully reopen the parks. Please consider the alignment
with our other functional departments in your efforts. It will take all of us to successfully
relaunch the parks and to protect and optimize our brand.

I would like a presentation made to all marketing directors of our global brand within 10 weeks
from today.

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