Overview
In today’s information age, customers have access to various digital platforms
to access and share information. Customers also use these platforms to
communicate with service providers, share opinions, and provide feedback.
Therefore, it is important for product owners and service providers to be ready
with a response plan for all communications over digital platforms.
You are a regional marketing director of a theme park and responsible for
designing marketing strategy for the reopening of the park. Each department is
helping you with the relevant and required information. As the date of
reopening of the parks gets closer, the business intelligence unit of the
organization in the scenario has noticed a surge of negative opinions among
consumers. This is evident not only on social media platforms but also across a
host of other digital media platforms, such as the organization’s websites and
other digital information sources. A major cause of concern is that the
organization’s ethics are being questioned in most of these negative opinions.
The business intelligence unit has sent a memo to share their concerns. The
CMO has asked you to respond to this memo by creating a recommendation
report.
Prompt
Write a recommendation report, in a memo format, to the CMO of the
organization in the course scenario, describing the strategies to minimize the
negative opinion from consumers. Refer to the Business Intelligence Memo to
ensure adjustments and additions to the plan for stopping negative publicity.
In your memo, emphasize the need for cross-functional effort alignment, crisis
management, social media response methods, and CSR communications.
Specifically, you must address the following criteria:
1. Describe strategic changes in the plan to stop negative publicity.
• Which two steps will you take to effectively address the negative
publicity related to the park re-opening?
1. Describe the cross-functional effort alignment.
• How can the organization’s sales and operations departments
help address the negative publicity?
• How can you use marketing channels to communicate the safety
measures to the customers?
1. Explain how a crisis communication plan can improve the organization’s
image, when aligned with ethical practices.
• How would you use your public relations efforts in crisis
communication?
• How would you use your corporate website for crisis
communication?
1. Describe the social media response methods to be used in this scenario.
• How would you address negative comments?
• How would you answer the safety-related questions?
1. Describe the corporate social responsibility (CSR) communications
strategy in this scenario.
• What are the key CSR initiatives and policies for the organization?
• What are the key channels of communicating the CSR initiatives?
