Strategic Marketing, Communication, and Functional Roles

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Overview
You are the regional marketing director of a theme park in the southeastern United States that is part of a global brand. The chief marketing officer (CMO) of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response due to a recent safety and injury incident at one of the parks resulting in serious injuries to employees and customers. The parks were 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 for the same. Your responsibility is to design a phased strategy for marketing and the reopening of all parks. Your strategy should address critical objectives such as maximum safety, crisis communication, customer satisfaction, and profit potential. You must coordinate marketing strategy with corporate strategy, as failure or success of the marketing strategy can have a direct impact on the brand.
As a first step, you will perform an analysis to understand the implications of reopening on brand equity. In this analysis, you will identify the groups of stakeholders that are affected by the reopening and also plan the communication strategy for before and after the parks’ reopening. Also, you will identify the roles and responsibilities of key functional departments that are going to play an important role in the reopening process. This analysis will help you develop a strategic marketing plan to address the reopening of the park and also to develop an effective crisis communication plan.
In this milestone, you will create a PowerPoint presentation that will include brand analysis and the implications of reopening on the brand equity and functional departments, including their roles and responsibilities in the reopening process.
Prompt
Brand Analysis and Implications—In this part of the project, you will present the brand implications of reopening the park in the course scenario. Your presentation should include the following critical factors:
Determine the essential factors that can impact brand equity when reopening the park (Slides 1–3)

Define brand equity and explain its importance 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 and describe each stakeholder’s interest in the organization:

Employees
Customers
Government agencies
Communities
Vendors

Describe their communication needs.
Identify the best mode for communicating with them based on their needs, including how you will take feedback from stakeholders.
Describe what impact 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. 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 (Slides 9-10).
Select at least three legal and ethical considerations outlined in the memo from legal team. Explain why each of these considerations is important to factor in when reopening the park (Slides 11-12).
What to Submit
Submit a narrated PowerPoint presentation with 10–12 slides. Include precise and extensive speaker notes should be used to address all the critical elements in the presentation. Include APA7 style citations to support.
Memo attached.

Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

Step 1: Understand the Assignment

The task involves creating a narrated PowerPoint presentation on the reopening of a theme park after a safety incident. Your objective is to perform a brand analysis, describe communication strategies, and identify key departmental roles. Here’s what you need to do:

Brand Analysis:
- Determine the essential factors impacting brand equity when reopening the park.
- Provide both positive and negative implications for brand equity.
Strategic Communication Plan:
- Identify and analyze three key stakeholder groups, describing their interests, communication needs, and the impact of reopening on them.
Functional Departmental Roles and Responsibilities:
- Identify at least three functional departments (including marketing) and describe their roles in ensuring the reopening is successful.
- Discuss at least three legal and ethical considerations for reopening, emphasizing their importance.

Step 2: Create an Outline for Your Presentation

It is important to structure your PowerPoint presentation to ensure clarity and flow. Here’s a recommended outline:

Slide 1: Introduction

Title of your presentation.
Brief overview of the task and objectives.

Slide 2: Define Brand Equity

Definition of brand equity.
Explain its importance to the organization.

Slides 3-5: Brand Implications

Positive Implications (Slide 3):
- Address safety concerns and how they were communicated.
- Highlight community and local government support.
- Describe employee support for reopening.
Negative Implications (Slide 4):
- Discuss potential negative reactions on social media.
- Address concerns from employees.
- Explain operational concerns regarding safety.

Slides 6-8: Strategic Communication Plan

Identify Three Key Stakeholder Groups (Slide 6):
- Employees, customers, and government agencies.
- Describe their interest in the organization.
Communication Needs (Slide 7):
- Explain the best mode of communication for each stakeholder group (emails, meetings, press releases, social media, etc.).
- Discuss how you will take feedback from them.
Impact of Reopening (Slide 8):
- Explain the level of impact on each stakeholder (low, medium, or high) and provide reasons.

Slides 9-12: Functional Department Roles and Responsibilities

Identify Three Functional Departments (Slides 9-10):
- Focus on marketing, operations, and human resources (HR), for example.
- Describe their roles in ensuring a safe and successful reopening.
Legal and Ethical Considerations (Slides 11-12):
- Select three legal and ethical considerations from the memo.
- Explain why each consideration is important in the reopening process.

Slide 13: Conclusion

Summarize the key points.
Reinforce the importance of a well-coordinated reopening plan.

Step 3: Conduct Research and Gather Information

Brand Equity: Research the concept of brand equity in marketing. Gather scholarly articles and references that explain how safety, trust, and brand reputation affect equity.
Communication Plan: Research crisis communication strategies and stakeholder communication. Find examples from other organizations that have gone through similar situations.
Legal and Ethical Considerations: Review the legal memo carefully. Research any regulations, health and safety guidelines, or labor laws relevant to theme park operations.

Tip: Use resources like Google Scholar, your school’s library, and industry reports to find reliable sources. You’ll need at least 3-4 references.

Step 4: Develop the PowerPoint Slides

Create Clear, Concise Slides: Each slide should present key points, using bullet points for clarity. Avoid overloading slides with text.
Speaker Notes: Write detailed speaker notes for each slide. Your speaker notes should cover all the points you plan to discuss verbally. These notes should elaborate on the information presented on the slides and offer additional insights.

Tip: Keep your slides visually appealing by using relevant images, icons, and appropriate colors. Make sure your text is easy to read.

Step 5: Address Each Key Element in Detail

Brand Equity: Discuss how reopening the park can either enhance or damage brand equity. For example, addressing safety concerns will likely have a positive impact, while negative social media reactions could harm the brand.
Stakeholder Communication: Clearly define each stakeholder’s role, needs, and how you plan to communicate with them. Include a plan for receiving feedback.
Functional Departments: Identify departments like marketing, HR, and operations that are critical in the reopening. Discuss their responsibilities in detail, such as how HR handles employee safety training or how marketing manages customer messaging.
Legal Considerations: Highlight key legal aspects, like employee rights, safety regulations, and public health protocols, and explain why they’re critical to reopening.

Step 6: Finalize the PowerPoint Presentation

Once you have your slides and speaker notes ready:

Review for Clarity: Make sure your slides align with the speaker notes. The presentation should flow logically.
Proofread: Double-check for spelling and grammatical errors. You can use tools like Grammarly for this.
Citations: Ensure all sources are cited in APA7 format on your reference slides.

Step 7: Practice Your Presentation

Practice your presentation to ensure you can deliver it smoothly within the time limit. Focus on:

Speaking clearly and confidently.
Staying within the time limit for each slide.
Being prepared to answer potential questions about your presentation.

By following these steps, you’ll be able to create a well-organized and effective PowerPoint presentation for the reopening of the theme park. Good luck, and don’t forget to cite your sources!

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