An effective communication plan must include an effective delivery strategy. You’ll continue your communication plan for the Wheelies company focusing on delivery methods for your message. Keep in mind potential issues that may arise from your different methods.
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 first three hours that the store is open. Additionally, Wheelies has a Facebook page (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 decided to invest in modern marketing techniques. In doing this, they hope to establish a presence in the community and gain new, returning customers. This will require the owner to understand the company’s audiences and how to market to them.
You’ve been hired by the owner as a consultant. You will:
- Create a basic communication plan that provides guidance on how to appropriately collect demographic information.
- Analyze the provided demographic data in the San Francisco Fact Sheet, linked in the Supporting Materials section.
- Identify ways to reach the target audience so that the owner can move forward with the new marketing campaign.
You’ll 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 that many of the employees who will be affected by your plan will not be present during its development.
- You’ll be unavailable during most of the busy season when the part-time staff come back to work.
- Company Goals
- Establish a presence in the community.
- Gain new, returning customers.
Be sure to provide sufficient guidance and rationales in your communication plan that will allow for the plan to speak for itself.
Directions
Using the provided scenario and customer data set in the San Francisco Fact Sheet, continue work on your communication plan for Wheelies. This is in support of your final 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:
- Recommending Effective Delivery Strategies: 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 come up because of delivering the targeted message. For instance, consider the legal, ethical, or cultural issues.
- Explain how the targeted messages might reach unintended audiences.
Full Answer Section
Current Communication Strategies and Their Limitations
Wheelies' current communication strategies, primarily relying on employee coupon distribution and an outdated Facebook page, have limitations that hinder its ability to reach a wider audience and effectively convey its message.
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Limited Reach: Handing out coupons within a one-mile radius of the store restricts the company's reach, failing to tap into the broader tourist population and potential customers beyond the immediate vicinity.
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Infrequent Updates and Limited Engagement: The Facebook page, last updated two months ago, indicates a lack of consistent engagement with potential customers. This outdated approach fails to capture the attention of tech-savvy tourists and locals alike.
Target Audience
To develop an effective communication strategy, it is crucial to understand Wheelies' target audience. The primary audience segments include:
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Tourists: This group comprises individuals visiting San Francisco for leisure or business purposes. They are seeking convenient and affordable transportation options to explore the city.
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Locals: This group includes San Francisco residents seeking recreational activities and alternative transportation options. They are more familiar with the city and may require targeted messaging.
Enhanced Communication Plan and Delivery Methods
To address the limitations of its current strategies and effectively reach its target audience, Wheelies should implement a comprehensive communication plan that incorporates a variety of delivery methods:
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Enhanced Social Media Presence: Revamp the Facebook page with regular updates, engaging content, and targeted promotions. Utilize Instagram to showcase scenic rides, customer testimonials, and special offers.
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Search Engine Optimization (SEO): Optimize the company's website for relevant keywords and phrases to improve search engine rankings, making it more visible to potential customers searching for scooter and bicycle rentals in San Francisco.
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Content Marketing: Create informative and engaging blog posts, articles, and videos that highlight the benefits of using Wheelies' services, such as exploring hidden gems, avoiding traffic congestion, and promoting eco-friendly transportation.
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Partnerships and Collaborations: Partner with local hotels, tourism agencies, and attractions to offer exclusive discounts or packages that include Wheelies' rental services. Collaborate with local influencers to promote the company and its offerings to their followers.
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Email Marketing: Develop an email marketing list and send regular newsletters with promotional offers, event announcements, and customer testimonials. Segment the list to target specific audience groups with relevant messaging.
Potential Issues and Solutions
As Wheelies implements its enhanced communication plan, it may encounter potential challenges:
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Maintaining Consistent Engagement: Regularly updating social media and creating engaging content requires dedicated resources and a content strategy.
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Optimizing SEO: SEO requires ongoing efforts and expertise to ensure the website remains visible in search results.
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Managing Partnerships: Collaborations with various partners require clear communication, coordination, and ongoing relationship management.
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Email Marketing Compliance: Adhere to email marketing regulations, such as obtaining explicit consent and providing opt-out options.
To address these challenges, Wheelies should consider:
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Hiring a Social Media Manager or Agency: Allocate resources to manage social media presence consistently and effectively.
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Seek SEO Expertise: Consult with SEO professionals to develop an effective strategy and optimize the website for relevant keywords.
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Establish Clear Communication and Expectations: Clearly outline expectations and responsibilities with partners to ensure smooth collaboration.
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Utilize Email Marketing Automation Tools: Leverage email marketing automation tools to streamline the process and comply with regulations.
Conclusion
By implementing a comprehensive communication plan that incorporates a variety of delivery methods and addressing potential challenges, Wheelies can effectively reach its target audience, establish a strong presence in the community, and achieve its desired growth objectives. By consistently engaging with its audience, providing valuable content, and offering compelling promotions, Wheelies can attract new customers, retain existing ones, and become the go-to scooter and bicycle rental provider in San Francisco.
Sample Answer
Introduction
In today's competitive business landscape, an effective communication strategy is essential for any company seeking to attract new customers, retain existing ones, and establish a strong presence in the community. For Wheelies, a small, family-owned scooter and bicycle rental business in San Francisco, California, revamping its communication approach is crucial to stand out from the competition and achieve its desired growth objectives.