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, 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).
- Keeping the 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?
- Keeping the target audience in mind, 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?
- 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?
- 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).
What to Submit
Submit a narrated PowerPoint presentation with 10–12 slides. Consult the Shapiro Library APA Style Guide and FAQ: Where Can I Find Information on APA Style and PowerPoint Presentations for more information.
Note: In addition to the text on the slides, remember to include audio narration in your PowerPoint presentations to convey your information effectively. If due to technical challenges, audio narration is not possible, precise and extensive speaker notes should be used to address all the critical elements in the presentation. For example, you can use brief bulleted lists on the slide and include detailed explanations in your audio narration or speaker notes.
Milestone Two Rubric
| Criteria | Exemplary (100%) | Proficient (90%) | Needs Improvement (70%) | Not Evident (0%) | Value |
|---|---|---|---|---|---|
| Methods for Consumer Research | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Determines two consumer research methods to be used in developing the marketing plan and provides rationale behind the choice | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include determining appropriate consumer research methods or providing sufficient rationale | Does not attempt criterion | 15 |
| Traditional Marketing Methods | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Determines three traditional marketing methods to be used in developing the marketing plan and addresses how these methods will help in the acquisition of new customers and the retention of existing customers and provides advantages and disadvantages of these methods | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include exploring and identifying various traditional marketing methods suitable for the reopening of the park and stating how these methods can help in the acquisition and retention of customers; stating advantages and disadvantages of traditional marketing methods | Does not attempt criterion | 15 |
| Digital Marketing Methods | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies three digital marketing method to be used in developing the marketing plan and addresses how these methods will help in the acquisition of new customers and the retention of existing customers and provides advantages and disadvantages of these methods | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include exploring and identifying various digital marketing methods suitable for reopening of the park and stating how these methods can help in the acquisition and retention of customers; stating advantages and disadvantages of digital marketing methods | Does not attempt criterion | 15 |
| Traditional and Digital Marketing to Optimize Brands | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Explains the alignment between traditional and digital marketing and explains which is most impactful method for target audiences and most effective method for branding; describes how both methods support the brand and business growth | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the target-audience-based marketing methods and explaining the alignment between identified methods of marketing; explaining how the identified methods are impactful for the target audiences and effective for branding and supports the brand and business growth | Does not attempt criterion | 15 |
| Crisis Management Strategies | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Explains the crisis management strategies that address customer expectations and improve brand damage and support employees; anticipates crises related to the incident and reopening | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include planning for crisis management pertaining to brand damage and employee support and anticipating crises that could impact brand image and success | Does not attempt criterion | 15 |
| Legal and Ethical Issues | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies one legal and one ethical issue which can occur referring to the memo provided by the legal team and provides proactive measures to prevent them | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include comprehending the memo from the legal team and identifying any of the legal and ethical issues related to reopening and providing measures to prevent them | Does not attempt criterion | 15 |
| Articulation of Response | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose | Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability | Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas | 5 |
| Citations and Attributions | Uses citations for ideas requiring attribution, with few or no minor errors | Uses citations for ideas requiring attribution, with consistent minor errors | Uses citations for ideas requiring attribution, with major errors | Does not use citations for ideas requiring attribution | 5 |
| Total: | 100% | ||||