Outline
Do a SOSTAC planning system for Tennessee Aquarium (Chattanooga)
2pages each for Situation analysis, objectives, strategy, tactics, actions
1 page for control
Start with Situation analysis:
What the company is doing on the online media? Do they have a website, blog, google ad campaign, what social media they are active on?
For example: Chattanooga Zoo, Creative discover museum, Hunter Museum of American Art etc
Market Trend:
What’s happening in tourism in Chattanooga, the population
Objectives (only need three):
Serve- increase customer satisfaction
Sizzle- wow factor ( great pictures, etc)
Speak- Engage customers more to show how exciting of the aquarium
Strategy (Unique Selling proposition):
Which segments, what product serve the best
Target markets
Tactics & Actions:
Example: Have a nice website with a blog, active on social media(Facebook, Instagram), Google ad campaign
Control:
How to measure success
Example: Increase Facebook page like to 10%, 10mins response time on Facebook, add a live chat on Company’s website for customer, increase engagement on social media by 10%, Increase the traffic in the company’s website by 10% etc