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I​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​n this project, you will demonstrate your mastery of the

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I​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​n this project, you will demonstrate your mastery of the following competencies:
Manage elements of a sustainable global brand
Propose a method to market
Design a marketing strategy
Scenario
You are the regional marketing director of a theme park in the southeastern United States that is part of global brand. The chief marketing officer of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response to a recent safety and injury incident at one of the parks that resulted in serious injuries to employees and customers. This theme park was closed immediately following the incident to ensure safety measures for customers and employees and to deploy the needed safety measures.
Now, as the theme park is all set to reopen, the CMO has called you to take a lead in planning the marketing strategy to support the reopening of the park. Your responsibility is to design a phased strategy for reopening all parks, with critical objectives such as maximum safety, crisis communication, customer satisfaction, and profit potential. You must coordinate marketing strategy with corporate strategy, as failed or successful planning will impact brand success and recognition.
You have determined the scope of work and have outlined the high-level plan. As a first step, you decided to perform the brand analysis and identification of critical elements to successfully market the reopening of the park. Based on the outcomes, you developed a customizable marketing strategy template that can be used by other theme parks under the same umbrella.
Next, you need to create a presentation (toolkit) to share your analysis and recommendations for the proposed marketing support of the park. But, as you are working to complete the final bit of the toolkit, your social media monitoring partner shares a report of the theme park’s social media image and performance. The report shows a significant spike in negative public feedback. The report states there is the perception of an uncaring, careless brand forcing a reopening for profit. Your presentation should also include strategies for how you will address the emerging negative perception on social media about the theme park. You wil​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​l show this presentation to your CMO and other regional marketing directors of the park.
Customizable Marketing Plan Template
Based on the information provided to you, share a completed marketing plan template for the reopening of this individual park. Ensure you address any feedback received in Milestone Two before you submit the final template.
Your template should include the following critical sections:
Determine two methods to be used for consumer research in developing the marketing plan. Provide rationales.
Determine three traditional marketing methods you will use in developing the marketing plan and provide rationales. Your response should address the following:
How will the identified methods help in the acquisition of the new customers?
How will the identified methods help in the retention of the existing customers?
What are the advantages and disadvantages of the identified methods?
Determine three digital marketing methods you will use in developing the marketing plan and provide rationales. Your response should address the following:
How will the identified methods help in the acquisition of the new customers?
How will the identified methods help in the retention of the existing customers?
What are the advantages and disadvantages of the identified methods?
Explain how the traditional and digital marketing methods you have selected will work together to optimize the brand. Your response should address the following:
Which method do you think could be most impactful in addressing your target audiences?
Which method do you think could be most effective in branding?
Can both digital and traditional marketing support the brand and growth of the business?
Explain the crisis management strategies to be implemented prior to reopening. Your response should address the following:
How can we focus on customer expectations to improve brand damage from the incident?
How can we support our employees’ needs in reopening the park?
What possible crises could arise relevant to the incident and reopening?
Determine one legal and one ethical issue that could arise and negatively impact the organization’s brand image upon reopening and provide proactive steps that could be taken now to preven​‌‍‍‍‌‍‌‍‍‍‌‌‌‍‌‌‌‌‌‌​t them.

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