Consulting Report Memo

Consulting Report Memo

To: Target Audience

From: Regional Director of Marketing, U.S. Park Southeast

Re: The Strategic Marketing Plan for the Reopening of the Park

The Plan to Market the Product

According to Bhatti et al. (2018), communication plays a significant role in creating brand awareness. Therefore, it is important to develop a communication strategy that allows sharing as much information about the brand as possible, such as price and the variety of products and services offered. Therefore, we will use social media to inform customers about the Park’s services. The social media communication strategy will include pictures of the Park and videos. We will also have photos of customers visiting the Park to assure customers that the Park is operating. We will ensure that we get consent from customers to use their pictures for advertisement and include customer testimonials. Lastly, we will also use our social media platforms to respond to customers’ questions about the Park’s services.

The Role of Place in Attracting Customers Back Into the Park

The Appropriate Communication Method

The appropriate communication method to share information about the safety measures we have taken is a combination of customer testimonials, a poster describing safety measures, and a video explaining the actions that we have taken to improve the safety of the Park. All customer testimonials will be verified to avoid false reviews that could affect the Park’s reputation. We will also provide feedback on all testimonials by thanking customers who give us a positive review and addressing any safety concerns that customers may have. The poster describing the safety measures taken in the Park will be hung at the Park’s entrance.

Planning a Marketing Campaign around “Convenience of Use” as a Unique Selling Proposition (USP)

According to Parente & Strausbaugh-Hutchinson (2014), an effective marketing campaign includes a well-defined campaign objective. Every marketing campaign has a primary purpose or goal that creates a foundation for the campaign. In our case, the aim is to convince customers that our Park is convenient to use. One of the things we will do to ensure that the marketing plan is around the convenience of use is marketing the different amenities in the Park to show customers that they can access various recreational activities in one place. We will also emphasize the strategic location of the Park. The marketing campaign will also include the prices of different amenities offered in the Park. We will also include the measures that have been taken to enhance safety in the Park in the marketing campaign. Assuring customers that the Park is safe will market convenience because the recent incidents of insecurities have made it unsafe for customers to enjoy their time in the Park.

The Pricing Strategy

Value represents customers’ evaluation of the benefits they get from an offering based on their viewpoints of what they received and what they parted with. According to Tang & Zhang (2010), value includes the customer’s preferences for and evaluation of the attributes of a product, the performance of those attributes, and the consequences of using the offering that facilitates the achievement of customer purposes and goals when using the product or service. Communicating value enables an organization to prepare customers for what they expect.

We will communicate the value of our offering by setting slightly higher prices than our competitors’ high prices to display the standard of the Park based on the fact that people associate cost with quality when looking for recreational amenities. According to Crompton (2011), recreational fees dictate the status of a recreational facility by restricting usage, thus making the services in the facility better. High prices can also act as a strategy to force users to internalize the total cost by using as many amenities as possible within the Park. We will provide discounted prices to returning customers to promote customer loyalty.

Two Promotional Events for the Target Audiences

Our target audience is families with children ages 6–18 and an average annual income of more than $75,000 per year, and teens ages 15–18. We will use different promotional events for each audience because they visit the Park for various reasons. For instance, families with children between six and eight years may see the Park to give their children time to interact with other children and access children’s recreational amenities. The promotional event for families will be a family fun day where different recreational activities will be provided for free. The main activities in the fun day will include games such as the marshmallow challenge and scavenger hunt. Also, face painting for children will be provided during the fun day to create a fun experience.

Adults will also have access to games such as chess and cards. The fun day will also include rewards for children who win the marshmallow challenge and scavenger hunt. Accordingly, the event will be held every Sunday until we reach our target market share. The promotional event for teens aged between 15 and 18 will include team-building fun activities such as the pull-the-rope challenge and scavenger hunts. Teens participating in the activities will be rewarded through discounts on their next visit to the Park. The event will be held once a month because teens are a secondary target audience. We will advertise the promotional events on social media platforms by posting videos of the events and mentioning the rewards for participants to encourage participation.

References

Bhatti, A., Arif, S., Mehar, M., & Younas, S. (2018). Impact of social media brand communication on brand knowledge: Mediating role of brand image & Brand awareness application of CBBE model theory of Keller. Journal of Management Info, 4(4), 12-18. https://doi.org/10.31580/jmi.v15i1.72

Crompton, J. L. (2011). A theoretical framework for formulating non-controversial prices for public park and recreation services. Journal of Leisure Research, 43(1), 1-29. https://doi.org/10.1080/00222216.2011.11950224

Parente, D., & Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to marketing communication plans. Cengage Learning.

Tang, S., & Zhang, M. (2010). Differences and impact factors between customer expected value and customer perceived value. 2010 International Conference on E-Product E-Service and E-Entertainment. https://doi.org/10.1109/iceee.2010.5661607

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You presented the importance of brand equity to your organization and analyzed the implications of reopening the Park. The company management well received your presentation.

Consulting Report Memo

Now, it’s time to take a step toward developing a strategic marketing plan for the reopening of the Park. As a regional director of marketing, you need to know how you are going to apply various marketing principles and theories to design an effective and relevant marketing plan for the reopening of the Park. This includes various aspects such as understanding the target audience, identifying the right and appropriate marketing methods to communicate with the target audience, using product, place, price, and promotional strategies to attract the target audience, and so on.

You have been provided with the following target audiences:

• Primary Market: Families with children (ages 6–18) with an average annual family income of over $75,000 per year
• Secondary Market: Teens, ages 15–18

Write a memo to your CMO detailing how you will use the four Ps in your marketing efforts.

The considerations should be such that customer and business perspectives are well balanced. The company is open to ideas showing creativity and innovation but does not want to reinvent the wheel completely.

Prompt

Refer to the CMO Memo for Target Audience and create a consulting report describing how the four Ps can be used to attract existing and new customers back to the U.S. Park Southeast when it reopens.

For this assignment, you will include the following in your consulting report.

1. Describe the plan to market the product to the identified target audiences.
   • What communication strategy will you use for the target audiences regarding the park services?
2. Describe the role of place in attracting customers back into the Park.
   • Identify the appropriate communication method to share information about the safety measures you have taken.
   • How will you plan a marketing campaign around “convenience of use” as your unique selling proposition (USP)?
3. Determine the pricing strategy that should be considered to drive new and existing customers.
   • How will you communicate the value of your offering through an effective pricing model?
4. Describe two promotional events aimed at your two target audiences designed to drive attendance.
   • Include one promotional event for each of the two target audiences. This element requires you to use your creativity or previous exposure to promotional events.