Effectiveness of Messages

Communication Plan

I. Communication Goal

 Our goal is to communicate the actions the company will take to improve the safety of its products to quickly restore trust with our target audiences.

II. Target Audiences

 Customers o Customers that were especially affected by the safety incident reside in the Pacific Northwest of

the United States. o When asked to identify their concerns, the sample customer base showed concern for the safety

of our toys and have considered buying similar products from other companies. o Our long-time customers and potential new customers primarily consist of adults aged 30–45

with one or more children, and they consider themselves family-oriented. o Our customers stated they are busy and will not likely have time to check on the progress of the

company’s efforts to implement a solution to the safety issue. o Customers stated that they are unsure of the details of how the injury occurred and would like

more information on what happened, why it happened, how the issue will be resolved, and the actions the company is taking to avoid similar situations in the future.

 Employees o The sample employee base consisted of members from the manufacturing team. o The majority of our manufacturing employees have been working at the company for two or

more years. o Our employees showed concern about the security of their jobs, and specifically how the

negative publicity will impact their reputation working for a company that manufactures and sells unsafe products.

o Employees stated that new employees do not receive sufficient training on safety practices. Some employees stated that “employees have had to learn about safety practices over time.”

III. Campaign Messages

 Magazine Interview: The company is planning to have a magazine article written about the incident and the changes that the company intends to make to ensure the safety of its products. An interview will be conducted for an article that will appear in Time Magazine next month. The following are responses to questions in the interview:

“We want to apologize to our customers who have been negatively impacted by the incident that occurred.”

“As CEO of Toys For All, I am taking action to ensure a similar incident does not occur in the future.”

“I have worked in the manufacturing department of Toys For All for five years and never thought our production practices or products presented any type of safety hazard for our customers or employees. I was honestly surprised to hear about

the incident. My team and I consider safety before all else.”

 Social Media Post: The company is planning to post a visual message on the website and other social media platforms, including Twitter, Facebook, Instagram, and LinkedIn. The following message will be posted:

A message from the CEO: “Without discussing the details of the incident, I would like to first and foremost apologize to our customers who have been negatively impacted by the incident. As the CEO of Toys For All, I am dedicated to taking action to ensure a similar incident does not occur in the future. In our company promise, we are pledging to make appropriate changes to our manufacturing process.”