Overview
Scenario
Wheelies is a small family-owned scooter and bicycle rental business near the large tourist city of San Francisco, CA. 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 provided from the San Francisco Fact Sheet, and identify ways to reach the target audience so that the owner can move forward with her new marketing campaign.
You will create a full communication plan for the course project. 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, continue work on your communication plan for Wheelies in support of your project submission, which is due in Module Seven. This 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:
Recommend effective delivery methods and strategies to help the business reach its goals. Address the following:
Identify key considerations and targeted adaptations needed to craft an effective message for diverse audiences.
Explain how current delivery methods and strategies could be improved to better reach intended audiences.
Describe the potential issues that could arise as a result of delivering the targeted message. For instance, consider the legal, ethical, or cultural issues.
Explain how the targeted messages might reach unintended audiences.
Use the Communication Plan Template 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.