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 attached 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:
Describe how you must now pivot from your previous plan to introduce strategic changes to stop negative publicity.
Which two steps will you take to effectively address the negative publicity related to the park re-opening?
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?
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?
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?
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?
Full Answer Section
Strategic Pivot and Initial Steps:
Given the ethical concerns raised, we must pivot from our original marketing plan to prioritize transparency, accountability, and demonstrable action.
- Immediate Internal Audit and Transparency: We will conduct an immediate, independent audit of all operational and ethical practices that are being questioned. The findings of this audit will be made publicly available, demonstrating our commitment to transparency.
- Direct Engagement with Concerned Parties: We will initiate direct communication with key influencers and individuals who have expressed concerns, acknowledging their feedback and outlining our corrective actions.
Cross-Functional Effort Alignment:
Addressing this crisis requires a unified, cross-functional approach.
- Sales and Operations:
- The operations department will implement and rigorously enforce enhanced safety measures, ensuring they are visibly present and communicated to guests. They will also improve customer service training, emphasizing empathy and responsiveness.
- The sales department will work closely with operations to ensure accurate information is provided to guests, and that any sales promotions align with the new safety and ethical standards.
- Marketing Channels for Safety Communication:
- We will utilize all marketing channels (website, social media, email, in-park signage) to communicate the enhanced safety measures, including detailed explanations and visual aids.
- We will create video content showcasing the safety protocols and employee training, building trust and reassurance.
Crisis Communication Plan and Ethical Alignment:
A robust crisis communication plan is essential for restoring our image.
- Improved Image through Ethical Practices: By aligning our communication with genuine ethical practices, we demonstrate authenticity and rebuild trust.
- Public Relations Efforts:
- We will proactively engage with media outlets, providing accurate and timely information.
- We will issue press releases outlining our corrective actions and commitment to ethical practices.
- We will hold press conferences, and provide opportunities for interviews with key staff.
- Corporate Website:
- We will create a dedicated section on our website to address the concerns, provide audit findings, and outline our safety measures.
- We will establish a FAQ section to address common questions and concerns.
Social Media Response Methods:
- Addressing Negative Comments:
- We will respond to negative comments promptly and professionally, acknowledging concerns and providing factual information.
- We will avoid defensive or argumentative responses, focusing on empathy and solutions.
- Answering Safety-Related Questions:
- We will create standardized responses to common safety-related questions, ensuring consistent and accurate information across all platforms.
- We will utilize video and visual content to demonstrate safety measures.
Corporate Social Responsibility (CSR) Communications Strategy:
- CSR Initiatives and Policies:
- We will emphasize our commitment to ethical labor practices, environmental sustainability, and community engagement.
- We will highlight existing CSR initiatives and implement new ones to address the concerns raised.
- Key Channels for CSR Communication:
- We will utilize our website, social media, and annual CSR reports to communicate our initiatives.
- We will engage in partnerships with local community organizations to demonstrate our commitment to social responsibility.
- We will provide clear and easy to understand information about our CSR policies.
Conclusion:
By implementing these strategic changes and communication strategies, we can mitigate the negative consumer opinion and restore trust in our brand. This requires a unified, cross-functional effort and a commitment to transparency and ethical practices.
Sincerely,
Regional Marketing Director
Sample Answer
MEMORANDUM
TO: Chief Marketing Officer (CMO)
FROM: Regional Marketing Director
DATE: [Current Date]
SUBJECT: Recommendation Report: Mitigating Negative Consumer Opinion Regarding Park Reopening
Executive Summary:
This memo addresses the Business Intelligence Unit's concerns regarding the surge of negative consumer opinions surrounding the theme park's reopening, particularly those questioning our ethical practices. This report outlines strategic changes, crisis communication strategies, and cross-functional alignment to mitigate the negative publicity and restore consumer confidence.