DIversity Communciation plan
Hillaryh33 
MilestoneoneGuidelinesandRubric.html.zipMilestone one Guidelines and Rubric.html
Overview
Scenario
Wheelies is a small family-owned scooter and bicycle rental business near the large tourist city of San Francisco, California. Wheelies currently has 42 employees, most of whom are San Francisco residents. Currently, Wheelies promotes itself by having their employees hand out 20% discount coupons within a one-mile radius of the store. Employees do this each morning for the three hours that the store is open. Additionally, Wheelies has a Facebook page (though it was last updated two months ago) that offers a two-for-one rental coupon to followers who share the post. The biggest struggle for Wheelies is its competition with other local businesses to attract tourists. The owner of Wheelies has decided to invest in more modern marketing techniques in hopes of establishing a well-known presence in the community and gaining new customers who return to support the business year after year. This will require the owner to better understand the company’s audiences and how best to market to them.
You have been hired by the owner as a consultant, and your job is to create a basic communication plan that provides guidance on how to appropriately collect demographic information, analyze the gathered demographic data from the San Francisco Fact Sheet PDF, and identify ways to reach the target audience so that the owner can move forward with her new marketing campaign.
The full communication plan will be created for your final project in this course. This plan will affect both internal staff and external customers, so it’s important to keep in mind these key elements of the company:
- Employees
- Since it is the off-season, the seasonal part-time staff are not currently working at Wheelies. This means a significant portion of the employee base that will be impacted by your communication plan will not be physically present during the plan development.
- You will be unavailable during most of the busy season when the part-time staff come back to work.
- Company Goals
Be sure to provide sufficient guidance and rationales in your communication plan that will allow for the plan to speak for itself.
Prompt
Using the provided scenario and customer data set, begin work on your communication plan for Wheelies in support of your final project submission due in Module Seven. The plan should address the company’s goals to be well-known in the community and to retain new customers year after year.
Specifically, you must address the following rubric criteria:
- Review how data and information were collected to provide feedback on how they were collected and suggestions for future improvements:
- Evaluate if the data and information are accurate, credible, and valid based on how they were collected.
- Determine if the data and information were collected in accordance with federal laws and regulations.
- Analyze the demographic data that Wheelies has already collected on their target audiences:
- Identify important target audience demographic information that has been collected.
Use the Communication Plan Template Word Document to help you plan this milestone assignment. Keep in mind that you will not be submitting this template for your milestone assignment; this is just a guide for planning your written response. If you choose to use the template for your planning, you do not need to fill out the whole template at this time. Your focus should be on the items specified in these instructions.
Guidelines for Submission
Submit this assignment as a Word document. This assignment must be 200 to 350 words in length and must be written in APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Include at least three references cited in APA format. Consult the Shapiro Library APA Style Guide for more information on citations.
Milestone One Rubric
| Criteria | Exemplary (100%) | Proficient (85%) | Needs Improvement (55%) | Not Evident (0%) | Value |
|---|---|---|---|---|---|
| Data and Information Collection: Accuracy, Credibility, and Validity | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Evaluates whether the data and information are accurate, credible, and valid based on their collection method(s) | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include establishing which collection methods were likely used to collect the provided data or identifying any potential concerns surrounding accuracy, credibility, and validity | Does not attempt criterion | 30 |
| Data and Information Collection: Laws and Regulations | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Determines whether the data and information were collected in accordance with federal laws and regulations | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying specific data collection laws that were followed or how the data does or does not reflect the collection practices that followed those laws | Does not attempt criterion | 25 |
| Analyzing Audience Data: Target Audience Demographics | Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner | Identifies important demographic information for targeting each audience | Shows progress toward proficiency, but with errors or omissions; areas for improvement may include clearly stating relevant demographic information for the chosen target audience, such as age, gender, median salary, average length of stay, average amount of money spent per trip, or top reasons for visiting | Does not attempt criterion | 20 |
| 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 | 15 |
| 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 | 10 |
| Total: | 100% |
course_documents/COM 225 San Francisco Fact Sheet.pdf
Laurie Armstrong Director, Media Relations – US & Canada 415.227.2615 [email protected] Elisabeth Wieselthaler-Toelly Director, Media Relations – International 415.227.2603
FOR IMMEDIATE RELEASE
San Francisco Fact Sheet Latest data available from the San Francisco Travel Association, California Department of Finance, www.sfgov.org and various industry sources; see final page for annotated resources.
Visitor Spending
Visitor Spending
Total visitors and convention participants (2016) 1 25.2 million
Visitors in San Francisco per day (2016) 1 68,998
Visitor spending in San Francisco per day (2016) 1 $24.5 million
Total tourism direct spending (2016) 1 $8.9 billion
Average daily expenditure for all visitors 1 $356.45
Visitor Spending per San Francisco household (2016) 1 $10,667
Number of convention delegates staying in
hotels/motels (2016) 1
2.6 Million
Total Convention Attendee Spending (2016) 1 $1.2 billion
Total Exhibitor Spending (2016) 1 $656 million
Total Meeting Planner/Hosting Spending (2016) 1 $42 million
Convention and meetings related spending (2016) 1 $1.9 billion
Average expenditure per convention delegate per day
(2016) 1
$492.65
Average length of stay per convention delegate 2 4.1
Average daily expenditure per general visitor staying in
hotels/motels 2
$298.03
Top six producing domestic metropolitan statistical
areas (2015) 3
Los Angeles, CA San Francisco-Oakland-San Jose, CA Sacramento – Stockton – Modesto, CA New York, NY San Diego, CA Washington, DC
Average daily room rate (2016) 4 $252.92
Hotel occupancy (2016) 4 85.5%
Room demand (2016) 4 10.5 million
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Visitor Spending
Transient room demand (2016) 4 7.4 million
Total group room demand (2016) 4 2.6 million
Moscone group room nights (2016) 22
(Group nights typically average one million room nights annually; the group room nights stated are a temporary decrease and due to Moscone Expansion.)
861,000
Self-Contained group room nights (2016) 4 1.7 million
Top five producing international markets 5 Mexico
China United Kingdom Canada Germany
Top reasons for visiting San Francisco 2 Atmosphere and ambiance
Friends and family in area Scenic beauty Restaurants and cuisine
Leading attractions visited 2 Pier 39
Golden Gate Bridge Golden Gate Park Ferry Building
Leading activities 2 Dine in restaurants
Shopping Visit a park Visit friends and family
Leading neighborhoods visited 2 Union Square
Fisherman’s Wharf Embarcadero Chinatown
Purpose of visit 2 85.6% Leisure/Vacation
7.1% Business Travel 7.2% Meeting/ Convention
Visitor Profile2
For detailed profiles on hotel guests, VFR (visiting friends and relatives) and international travelers contact San Francisco Travel Association Media Relations Department; the information below is a compilation of all visitor categories:
Visitor Profile
Average Age 40.1
Average Annual Household Income $94,637
Average Length of Stay in City 2.5 Nights
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Visitor Profile
First Time Visitors 24.4%
Gender Female 51.2% Male 45% Prefer not to answer 3.7%
Population7
City of San Francisco 864,816
Major ethnic groups (2016): White 40.8% Asian 34.5% Hispanic Origin 15.3% African American (Black) 5.0% Multiracial 3.5% American Indian 0.1% Pacific Islander 0.4% Other Races 0.4%
Population of the nine Greater Bay Area counties: Alameda (1,647,704) Contra Costa (1,135,127) Marin (260,651) Napa (142,166) San Francisco (870,887) San Mateo (764,797) Santa Clara (1,979,402) Solano (440,207) Sonoma (503,070)
Total Bay Area population 7,684,011
Weather The weather in San Francisco is mild year-round with temperatures seldom rising above 70 degrees (21 degrees C) or falling below 40 degrees (5 degrees C).
Daily Mean Temperature (F/C)
Month Maximum Minimum Rainfall (Inches/cm)
January 56.0/13.4 46.2/7.9 4.48/11.38 February 59.4/15.2 48.4/9.1 2.83/7.18 March 60.0/15.6 48.6/9.1 2.58/6.55 April 61.1/16.2 49.2/9.6 1.48/3.76 May 62.5/16.9 50.7/10.4 0.35/0.89
June 64.3/17.9 52.5/11.4 0.15/0.38
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Month Maximum Minimum Rainfall (Inches/cm)
July 64.0/17.8 53.1/11.7 0.04/0.10
August 65.0/18.3 54.2/12.3 0.08/0.20
September 68.9/20.5 55.8/13.2 0.24/0.61
October 68.3/20.2 54.8/12.7 1.09/2.77 November 62.9/17.2 51.5/10.8 2.49/6.33 December 56.9/13.8 47.2/8.5 3.52/8.94 Annual Average 62.5/16.9 51.0/10.6 19.33/49.10
History and Geography
Total area in square miles in the city of San Francisco 47.335 miles
Miles of shoreline 8 29.5 miles
Miles of waterfront 8 7.5 miles
Number of piers 39
Square miles in San Francisco Bay and Delta 9 Ranges from 400 to 1,600
miles
Fog signals around the San Francisco Bay 9 32 signals
Total square miles in Golden Gate National Recreation Area (GGNRA)9
82,791 acres
10 Miles of San Francisco streets 1,088 miles
Recreation and Park Facilities
Recreational and open space within San Francisco 3,400 acres
Marina slips 671
Neighborhood parks 220
Playgrounds and play areas 179
High-rises (eight stories and above) 13 766
Buildings designated historical landmarks (since 1967) 13 266 buildings
Historic districts (Alamo Square, Blackstone Court, Bush Street Cottage Row, Civic Center, Dogpatch, Jackson Square, Liberty- Hill, Market Street Masonry, Northeast Waterfront, South End, Telegraph Hill, and Webster St.)13
12 total
Lodging
Hotel rooms available 4 33,793 rooms
Number of hotels 4 218 hotels
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Transportation
Average number of commuters daily 13 431,859
Total number of licensed taxis permits (medallions as of 2016) 11 1,967
Yearly cable car riders (2016) 11 5,800,000
Cable cars 44 cars
Historic streetcars 45 cars
Route miles of cable car track 8.8 miles
Speed of cable car per mile 9.5 mph
Sources 1. Total Tourism Direct Spending (2016), San Francisco Travel Association in conjunction with Tourism
Economics and Destination Analysts 2. 2014, San Francisco Travel Association/Destination Analysts “Findings, Final Report: San Francisco Visitor
Profile Research” 2017 Visitor Profile Study is in the field with results being available in 2018. 3. 2015; Longwoods International, “San Francisco 2015 Visitor Study” 4. STR; YTD Performance for City and County of San Francisco 5. Global Travel City Database, January 2017, Tourism Economics 6. OAG Flight schedule and seat capacity; August 2016 (next is August 2017) 7. U.S. Census Bureau American Community Survey http://factfinder2.census.gov and California Department of
Finance 8. City and County of San Francisco, Port of San Francisco 9. U.S. Army Corps of Engineers 10. Golden Gate National Recreation Area 11. City and County of San Francisco, San Francisco Municipal Transportation Agency 12. City and County of San Francisco, Recreation and Park Department 13. City and County of San Francisco, Planning Department 14. MTC-ABAG Library, www.mtc.ca.gov; includes within city as well as nearby locations 15. City and County of San Francisco, San Francisco International Airport, www.flysfo.com 16. Bay Area Toll Authority, http://bata.mtc.ca.gov/bridges/sf-oak-bay.htm 17. Golden Gate Bridge, Highway & Transportation District,
http://goldengate.org/organization/annualreports.php 18. City and County of San Francisco, Department of Public Health, Environmental Health Section (MIS); number
changes daily. 19. Grants for the Arts and San Francisco Travel Association 20. San Francisco Business Times, 2017 Book of Lists “Bay Area Largest Public Companies” Based on FY 2015
Revenue. 21. City and County of San Francisco, Office of the Mayor 22. USI, CRM San Francisco Travel Association
• • San Francisco Travel Association
Ono Front Su oot , Suite 2900 San Francisco, CA 94111 sanfrancisco trav
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
- San Francisco Fact Sheet
- Visitor Spending
- Visitor Profile
- Population
- Weather
- Daily Mean Temperature (F/C)
- History and Geography
- Recreation and Park Facilities
- Lodging
- Transportation
- Sources
course_documents/COM 225 Communication Plan Template.docx
COM 225 Communication Plan Template
|
Section |
Prompt |
Response |
|
Data and Information Collection |
Evaluate the accuracy, credibility, and validity of the demographic information. |
|
|
|
Determine whether the data collection meets federal laws and regulations. |
|
|
|
Suggest any additional research techniques that would have benefited the collection of information to best target an audience. |
|
|
Analyzing Audience Data |
Describe the intended audience and specify important demographic information. |
|
|
|
Identify the current communication strategies being used to reach audiences. |
|
|
|
Determine whether or not these current strategies are appropriate for the target audience, and use audience information to support your response. |
|
|
Recommending Effective Delivery Strategies |
Identify key considerations that are needed to create an effective message for the intended audience. |
|
|
|
Recommend adaptations to the message that would effectively target the intended audience. |
|
|
|
Provide a rationale for your suggested adaptations, and use audience information to support your response. |
|
|
|
Explain how current delivery methods could be improved to better reach the target audiences. |
|
|
|
Recommend new delivery methods for each of your target audiences. |
|
|
|
Describe potential issues that may arise when the targeted message is delivered. |
|
|
|
Identify ways the targeted messages may reach unintended audiences. |
|
|
|
Explain why these considerations are important, and use audience information to support your response. |
|
