Description
This case has two parts:
Situation analysis and stakeholder analysis
Communication plan
Follow the same basic format for the situation analysis, stakeholder analysis, and communication plan as the Helix case study. See below for additional details:
Assume that John Fahey, National Geographic Society’s (NGS) CEO, has actually hired someone to assume the e-commerce role described in the case study. You are the communication adviser to this new senior vice president, who will be reporting directly to Fahey.
Part 1: Your first task is to perform a situation analysis. What are the primary communication challenges, internal and external, that must be addressed by the new senior vice president? This is not a research paper, so you should not do any research on NGS! Rely only on the information in the case as the factual basis for your analysis. Be sure to reference material from the Gillis text, as well as the articles I’ve posted to help frame your analysis. (approximately600-800 words)
Then conduct a stakeholder analysis using the attached matrix: Stakeholder Analysis Matrix(2).docx Stakeholder Analysis Matrix(2).docx - Alternative Formats
You should decide on the 5-8 key internal and external target audiences for the e-commerce initiative. (approximately 600-800 words)
Part 2: The SVP has asked you to draft a communication plan in support of the e-commerce initiatives for the coming twelve months. Your plan should support two primary business objectives: 1) Strengthen the relationship with NGS subscriber/members in order to drive revenue growth; 2) Coordinate web-based offerings and outreach across NGS’s various departments in order to drive efficiency and promote cross-functional innovation.
You plan should include:
A narrative description of your strategic approach, referencing appropriate course readings, including the principles of persuasion that you will apply
1 communication objective for each of the 2 business objectives (Note: your communication objective in support of business objective #1 must involve some aspect of the customer decision journey.)
Target audiences/influencers for each communication objective
1 communication tactic to help achieve each communication objective, including a description of each tactic, the channels/media to be used to implement the tactic, and 3-5 success measures.
Word length: approximately 1200-1500 words
Research beyond course readings is not required. Follow APA guidelines for in-text citations for readings from CMN6010 or other CMN courses. Do not conduct additional research about NGS -- all the information you need about NGS is in the case. Include an APA style reference list.