Communication plan final question

Ace your studies with our custom writing services! We've got your back for top grades and timely submissions, so you can say goodbye to the stress. Trust us to get you there!


Order a Similar Paper Order a Different Paper

need help answering question final communication plan 

Running Head: COMMUNICATION PLAN FOR WHEELIES

COMMUNICATION PLAN FOR WHEELIES 4

Identify key considerations and targeted adaptations needed to craft an effective message for diverse audiences.

Communicating to audiences from different cultural backgrounds or people who speak various languages requires special techniques on the part of the communicator. To effectively craft messages for diverse audiences, the communicator should consider the following factors; one is the demographic of an audience that includes age, religion, ethnic background, sexual orientation, age, and other. The communicator should avoid audience stereotyping based on their demographic information. The other factor is the audience’s expectations. When people become audience members, they bring with them expectations about the communicator or the topic. Violating audience expectations might lead to negative impacts on speech effectiveness. Other factors include the audience’s knowledge of a topic, attitude towards the topic, audience size, and presentation setting.

Explain how current delivery methods and strategies could be improved to better reach intended audiences.

According to the business conducted by wheelies organization, majority of its audiences seems to be young individuals, it’s important to improve its current delivery methods. The company has a Facebook page that has been dormant for the last two months. They can make it more active, include visuals with every post, encourage tagging, hold contests, and be proactive in listening to and responding to their online community. These strategies will make the platform more attractive to many audiences. The organization should include useful and relevant content such as topics of interest that will help in reaching their target audiences.

Describe the potential issues that could arise as a result of delivering the targeted message. For instance, consider the legal, ethical, or cultural issues.

Some of the issues that might arise as a result of delivering targeted messages include exaggerations of messages, misleading the public, for instance, the company should not feature one of their best customers as a success story, and they could be crossing lines because they might be misleading potential clients into thinking that their results will mirror those of that particular client.

Explain how the targeted messages might reach unintended audiences.

Target messages may fail to reach the intended audiences due to various factors such as failure to assess the tools available for communication. If the communicator fails to identify who exactly the audience is and the methods of gathering information, can lead to the delivery of information to unintended audiences. The other factors that might hinder the effective delivery of a message are failure to target and test the audiences and failure to measure your results and make changes as required.

References

Cho, Y., & Agrusa, J. (2011). How The Media Is A Significant Promotional Tool To Deliver Marketing Messages To Audiences?. International Business & Economics Research Journal (IBER)6(10. doi.org/10.19030/iber.v6i10.3418.

Guion, L. (2019). Reaching Diverse Audiences. EDIS2005(10). doi.org/10.32473/edis-fy753-2005

Running head: COMMUNICATION PLAN 4

Wheelies Communication Plan

Communication strategy for Wheelies, a small San Francisco bike and bicycle rental company, is attempting to expand its market reach by using sophisticated marketing techniques. This may be developed by answering common, simple questions. Basic questions, on the other hand, may have very difficult responses, necessitating the creation of a correspondence plan to help with describing what the anticipated message should be, who will be the interest group, and the ideal way for conveyance (Ramirez, et al 2020).

Data Analysis

This information was collected using a variety of quantitative methods that provide information that can be expressed numerically. Quantifiable information such as quantity, frequency, and value aid us in evaluating and deciding on the overall viewpoint of visitors to San Francisco. Testing, overviews, perception, and recording of information and events, as well as obtaining essential information from the board frameworks, are all part of the process (Ramirez, et al 2020).

Demographics and Target Audience Analysis

The data collected may be used to characterize and segment the primary interest group for Wheelies. The section on “Guest Profiles” contains the most important information from this reality sheet. This data includes statistics indicating the average age, sex, and salary of San Francisco’s typical visitors (Ramirez, et al 2020).

With this information, it will be easier to segment the primary interest group and create marketing activities that are tailored to the demographics of that segment. For example, we know from the data that women visit the area more often than males. This information may help in creating a marketing strategy that targets the primary interest group, which is defined as women. The information collected on age (for example, the average time spent by visitors is 40.1) is also important and may be used to create targeted advertisements for that age group (Ramirez, et al 2020).

The demographic data collected is mostly comprised of family and employees. When concentrating on a crowd of people, it’s critical to be aware of age groups, sexual orientation, culture, and so on. To find your perfect interest group, first decide what demographics and psychographics your company typically attracts. Demographics describe “who” your customers are, whereas psychographics describe “why” they are buying. Age, sexual orientation, race, income, home ownership, and marital status are all common demographic factors that an organization may consider when forming a focus group (Ramirez, et al 2020).

When identifying organizations or individuals who are known as interest groups and who will buy an item, demographic information is critical. Wheelies’ communication methods aren’t appropriate for concentrating on crowds. One, they use coupons and distribute them far from the shop, and they have a Facebook page that hasn’t been updated in over two months (Ramirez, et al 2020).

References

Dudovskiy, J. Quantitative Data Collection Methods – Research-Methodology. Business Research Methodology. https://research-methodology.net/research-methods/quantitative- research/.

Privacy & Data Security Update (2016). (2019, July 18). https://www.ftc.gov/reports/privacy- data-security-update-2016.

Ramirez JD/CIPP, N. (2020, November 8). Data Privacy Laws: What You Need to Know in 2020.Osano

Project Guidelines and Rubric.html

Competency

In this project, you will demonstrate your mastery of the following competency:

  • Evaluate relevant data and information to determine how to segment and target an audience
  • Apply legal and ethical considerations in relation to the use of target audience information
  • Determine the considerations and adjustments needed to communicate effectively with diverse audiences

Scenario

Wheelies is a small family-owned scooter and bicycle rental business near the large tourist city of San Francisco, CA. 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 three hours that the store is open. Additionally, Wheelies has a Facebook page (though it was 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 has decided to invest in more modern marketing techniques in hopes of establishing a well-known presence in the community and gaining new customers who return to support the business year after year. This will require the owner to better understand the company’s audiences and how best to market to them. To begin this process, they have reached out to the San Francisco Travel Association and the California Department of Finance for the most recent publicly available numerical data on the city’s tourists, which was gathered through city censuses and formal questionnaires. The complied information is listed in the provided fact sheet under the Supporting Materials section.

You have been hired by the owner as a consultant, and your job is to create a basic communication plan that provides guidance on how to appropriately collect demographic information, analyze the gathered demographic data provided, and identify ways to reach the target audience so that the owner can move forward with her new marketing campaign.

Directions

Using the provided scenario and customer data set, create a communication plan for Wheelies that addresses the company’s goals to be well-known in the community and to retain new customers year after year. This plan will affect both internal staff and external customers, so it’s important to consider the company in terms of its employees, values, and goals. Be sure to provide sufficient guidance and rationales in your communication plan that will allow for the plan to speak for itself. This is especially important since it is currently the off-season, and you will not be available during most of the busy season when the part-time staff come back to work.

Specifically, you have been asked to address the following. Make sure to support your responses using the course resources.

  1. Data and Information Collection: Review the San Francisco Fact Sheet, then provide feedback on how the data and information were collected and make suggestions for future improvements. Address the following:
    • Evaluate whether the data and information is accurate, credible, and valid based on how it was collected.
    • Determine whether the data and information were collected in accordance with federal laws and regulations.
    • Suggest additional research techniques that would have been beneficial in collecting information to best target an audience.
  2. Analyzing Audience Data: Analyze the demographic data that Wheelies has already collected on their target audiences. Address the following:
    • Identify important target audience demographic information that has been collected.
    • Determine if the current communication strategies being used are appropriate for target audiences.
  3. 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.
    • Recommend new delivery methods for each intended audience. For example, decide whether to deliver the campaign messages through the use of emails, phone calls, fliers, social media, and so on.
    • Describe the potential issues that could arise as a result of delivering the targeted message. For instance, consider the legal, ethical, or cultural issues.
    • Explain how the targeted messages might reach unintended audiences.

What to Submit

To complete this project, you must submit the following:

Communication Plan
Submit this assignment as a Word document. This assignment must be 1,000 to 1,250 words in length and must be written in APA format. Use double spacing, 12-point Times New Roman font, and one-inch margins. Include at least three references cited in APA format. Consult the Shapiro Library APA Style Guide for more information on citations.

Supporting Materials

The following resources may help support your work on the project:

Project Resource: San Francisco Fact Sheet Word Document
Use the information provided in this fact sheet to develop your project. This resource (adapted from San Francisco Travel) includes helpful information on visitor information, weather, and transportation methods.

Template: Communication Plan Template Word Document
Use this graphic organizer to plan the final draft of your communication plan. Keep in mind that you will not be submitting this template for your course project; this is just a guide for planning your written response.

Website: APA Style: Basics
This guide is intended to help you cite sources in APA style, avoid plagiarism, learn what APA style is and what it includes, find examples of APA style, lead you to campus resources that can help you cite sources in APA, and more.

Project Rubric

Criteria Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Data and Information Collection: Accuracy, Credibility, and Validity Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Evaluates whether the data is accurate, credible, and valid based on its collection methods Shows progress toward proficiency, but with errors or omissions; areas for improvement may include establishing which collection methods were likely used to collect the provided data or identifying any potential concerns surrounding accuracy, credibility, and validity Does not attempt criterion 9
Data and Information Collection: Laws and Regulations Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Determines whether the data was collected in accordance with federal laws and regulations Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying specific data collection laws that were followed or how the data does or does not reflect the collection practices that followed those laws Does not attempt criterion 9
Data and Information Collection: Additional Research Techniques Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Suggests additional research techniques that would have benefited data collection to best target an audience Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying research techniques that were most likely used to collect the provided data or recommending additional research strategies that weren’t used, but that would’ve improved the collection process or data quality Does not attempt criterion 9
Analyzing Audience Data: Target Audience Demographics Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Identifies important demographic information for targeting each audience Shows progress toward proficiency, but with errors or omissions; areas for improvement may include clearly stating relevant demographic information for the chosen target audience, such as age, gender, median salary, average length of stay, average amount of money spent per trip, or top reasons for visiting Does not attempt criterion 9
Analyzing Audience Data: Current Communication Strategies Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Determines whether the use of current communication strategies is appropriate for target audiences Shows progress toward proficiency, but with errors or omissions; areas for improvement may include determining which communication strategies are currently in use or identifying whether these strategies are being used appropriately (and if not, explaining how they could be improved) Does not attempt criterion 9
Recommending Effective Delivery Strategies: Key Considerations Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Identifies the key considerations and targeted adaptations needed to craft an effective message for each intended audience Shows progress toward proficiency, but with errors or omissions; areas for improvement may include stating the key considerations for crafting effective messaging, the audiences being targeted in the communication plan, and the specific adaptations needed to target each intended audience Does not attempt criterion 9
Recommending Effective Delivery Strategies: Reaching Intended Audiences Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Explains how current delivery methods and strategies could be improved to better reach intended audiences Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the current delivery methods being used for the company’s messaging, along with ways these methods could be improved or built upon to better reach target audiences Does not attempt criterion 9
Recommending Effective Delivery Strategies: New Delivery Methods Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Recommends new delivery methods for each intended audience Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the new delivery methods for the company’s messaging and how these methods could work more effectively than the current methods at reaching target audiences Does not attempt criterion 9
Recommending Effective Delivery Strategies: Potential Issues for Message Delivery Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Describes potential issues that could arise as a result of delivering the targeted message Shows progress toward proficiency, but with errors or omissions; areas for improvement may include stating specific potential issues involved with delivering the target message or the effects these issues could have on the message reaching its intended audiences Does not attempt criterion 9
Recommending Effective Delivery Strategies: Reaching Unintended Audiences Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Explains how the targeted message may reach unintended audiences Shows progress toward proficiency, but with errors or omissions; areas for improvement may include identifying the unintended audiences who may receive the targeted message, the potential ways the message could reach these audiences, or the possible effects that reaching these audiences cold have on the message Does not attempt criterion 9
Articulation of Response Exceeds proficiency in an exceptionally clear, insightful, sophisticated, or creative manner Clearly conveys meaning with correct grammar, sentence structure, and spelling, demonstrating an understanding of audience and purpose Shows progress toward proficiency, but with errors in grammar, sentence structure, and spelling, negatively impacting readability Submission has critical errors in grammar, sentence structure, and spelling, preventing understanding of ideas 5
Citations and Attributions Uses citations for ideas requiring attribution, with few or no minor errors Uses citations for ideas requiring attribution, with consistent minor errors Uses citations for ideas requiring attribution, with major errors Does not use citations for ideas requiring attribution 5
Total: 100%

course_documents/COM 225 San Francisco Fact Sheet.docx

Laurie Armstrong

Director, Media Relations – US & Canada 415.227.2615


[email protected]

Elisabeth Wieselthaler-Toelly

Director, Media Relations – International

415.227.2603


[email protected]

FOR IMMEDIATE RELEASE

San Francisco Fact Sheet

Latest data available from the San Francisco Travel Association, California Department of Finance, www.sfgov.org and various industry sources; see final page for annotated resources.

Visitor Spending

Visitor Spending

Total visitors and convention participants (2016)1

25.2 million

Visitors in San Francisco per day (2016)1

68,998

Visitor spending in San Francisco per day (2016)1

$24.5 million

Total tourism direct spending (2016)1

$8.9 billion

Average daily expenditure for all visitors1

$356.45

Visitor Spending per San Francisco household (2016)1

$10,667

Number of convention delegates staying in hotels/motels (2016)1

2.6 Million

Total Convention Attendee Spending (2016)1

$1.2 billion

Total Exhibitor Spending (2016)1

$656 million

Total Meeting Planner/Hosting Spending (2016)1

$42 million

Convention and meetings related spending (2016)1

$1.9 billion

Average expenditure per convention delegate per day (2016)1

$492.65

Average length of stay per convention delegate2

4.1

Average daily expenditure per general visitor staying in hotels/motels2

$298.03

Top six producing domestic metropolitan statistical areas (2015)3

Los Angeles, CA

San Francisco-Oakland-San Jose, CA

Sacramento – Stockton – Modesto, CA

New York, NY

San Diego, CA

Washington, DC

Average daily room rate (2016)4

$252.92

Hotel occupancy (2016)4

85.5%

Room demand (2016)4

10.5 million

Transient room demand (2016)4

7.4 million

Total group room demand (2016)4

2.6 million

Moscone group room nights (2016)22 (Group nights typically average one million room nights annually; the group room nights stated are a temporary decrease and due to Moscone Expansion.)

861,000

Self-Contained group room nights (2016)4

1.7 million

Top five producing international markets5

Mexico

China

United Kingdom

Canada

Germany

Top reasons for visiting San Francisco2

Atmosphere and ambiance

Friends and family in area

Scenic beauty

Restaurants and cuisine

Leading attractions visited2

Pier 39

Golden Gate Bridge

Golden Gate Park

Ferry Building

Leading activities2

Dine in restaurants

Shopping

Visit a park

Visit friends and family

Leading neighborhoods visited2

Union Square

Fisherman’s Wharf

Embarcadero

Chinatown

Purpose of visit2

85.6% Leisure/Vacation

7.1% Business Travel

7.2% Meeting/ Convention

Visitor Profile2

For detailed profiles on hotel guests, VFR (visiting friends and relatives) and international travelers contact San Francisco Travel Association Media Relations Department; the information below is a compilation of all visitor categories:

Visitor Profile

Average Age

40.1

Average Annual Household Income

$94,637

Average Length of Stay in City

2.5 Nights

First Time Visitors

24.4%

Gender

Female 51.2%

Male 45%

Prefer not to answer 3.7%

Population7

City of San Francisco

864,816

Major ethnic groups (2016):

White 40.8%

Asian 34.5%

Hispanic Origin 15.3%

African American (Black) 5.0%

Multiracial 3.5%

American Indian 0.1%

Pacific Islander 0.4%

Other Races 0.4%

Population of the nine Greater Bay Area counties:

Alameda (1,647,704)

Contra Costa (1,135,127)

Marin (260,651)

Napa (142,166)

San Francisco (870,887)

San Mateo (764,797)

Santa Clara (1,979,402)

Solano (440,207)

Sonoma (503,070)

Total Bay Area population

7,684,011

Weather

The weather in San Francisco is mild year-round with temperatures seldom rising above 70 degrees (21 degrees C) or falling below 40 degrees (5 degrees C).

Daily Mean Temperature (F/C)

Month

Maximum

Minimum

Rainfall (Inches/cm)

January

56.0/13.4

46.2/7.9

4.48/11.38

February

59.4/15.2

48.4/9.1

2.83/7.18

March

60.0/15.6

48.6/9.1

2.58/6.55

April

61.1/16.2

49.2/9.6

1.48/3.76

May

62.5/16.9

50.7/10.4

0.35/0.89

June

64.3/17.9

52.5/11.4

0.15/0.38

July

64.0/17.8

53.1/11.7

0.04/0.10

August

65.0/18.3

54.2/12.3

0.08/0.20

September

68.9/20.5

55.8/13.2

0.24/0.61

October

68.3/20.2

54.8/12.7

1.09/2.77

November

62.9/17.2

51.5/10.8

2.49/6.33

December

56.9/13.8

47.2/8.5

3.52/8.94

Annual Average

62.5/16.9

51.0/10.6

19.33/49.10


History and Geography

Total area in square miles in the city of San Francisco

47.335 miles

Miles of shoreline8

29.5 miles

Miles of waterfront8

7.5 miles

Number of piers

39

Square miles in San Francisco Bay and Delta9

Ranges from 400 to 1,600 miles

Fog signals around the San Francisco Bay9

32 signals

Total square miles in Golden Gate National Recreation Area (GGNRA)9

82,791 acres

Miles of San Francisco streets10

1,088 miles

Recreation and Park Facilities

Recreational and open space within San Francisco

3,400 acres

Marina slips

671

Neighborhood parks

220

Playgrounds and play areas

179

High-rises (eight stories and above)13

766

Buildings designated historical landmarks (since 1967)13

266 buildings

Historic districts (Alamo Square, Blackstone Court, Bush Street Cottage Row, Civic Center, Dogpatch, Jackson Square, Liberty-Hill, Market Street Masonry, Northeast Waterfront, South End, Telegraph Hill, and Webster St.)13

12 total

Lodging

Hotel rooms available4

33,793 rooms

Number of hotels4

218 hotels

Transportation

Average number of commuters daily13

431,859

Total number of licensed taxis permits (medallions as of 2016)11

1,967

Yearly cable car riders (2016)11

5,800,000

Cable cars

44 cars

Historic streetcars

45 cars

Route miles of cable car track

8.8 miles

Speed of cable car per mile

9.5 mph

Sources

Total Tourism Direct Spending (2016), San Francisco Travel Association in conjunction with Tourism Economics and Destination Analysts

2014, San Francisco Travel Association/Destination Analysts “Findings, Final Report: San Francisco Visitor Profile Research” 2017 Visitor Profile Study is in the field with results being available in 2018.

2015; Longwoods International, “San Francisco 2015 Visitor Study”

STR; YTD Performance for City and County of San Francisco

Global Travel City Database, January 2017, Tourism Economics

OAG Flight schedule and seat capacity; August 2016 (next is August 2017)

U.S. Census Bureau American Community Survey http://factfinder2.census.gov and California Department of Finance

City and County of San Francisco, Port of San Francisco

U.S. Army Corps of Engineers

Golden Gate National Recreation Area

City and County of San Francisco, San Francisco Municipal Transportation Agency

City and County of San Francisco, Recreation and Park Department

City and County of San Francisco, Planning Department

MTC-ABAG Library, www.mtc.ca.gov; includes within city as well as nearby locations

City and County of San Francisco, San Francisco International Airport,
www.flysfo.com

Bay Area Toll Authority,
http://bata.mtc.ca.gov/bridges/sf-oak-bay.htm

Golden Gate Bridge, Highway & Transportation District,
http://goldengate.org/organization/annualreports.php

City and County of San Francisco, Department of Public Health, Environmental Health Section (MIS); number changes daily.

Grants for the Arts and San Francisco Travel Association

San Francisco Business Times, 2017 Book of Lists “Bay Area Largest Public Companies” Based on FY 2015 Revenue.

City and County of San Francisco, Office of the Mayor

USI, CRM San Francisco Travel Association

Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia-sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf

course_documents/COM 225 Communication Plan Template.docx



COM 225 Communication Plan Template

Use this template to draft your communication plan. This is a useful tool to help you organize your thoughts prior to submitting your milestones and course project. However, you do not need to submit this template for either of your milestones or your course project.

Section

Prompt

Response

Data and Information Collection

Evaluate the accuracy, credibility, and validity of the demographic information.

Determine whether the data collection meets federal laws and regulations.

Suggest any additional research techniques that would have benefited the collection of information to best target an audience.

Analyzing Audience Data

Describe the intended audience and specify important demographic information.

Identify the current communication strategies being used to reach audiences.

Determine whether or not these current strategies are appropriate for the target audience, and use audience information to support your response.

Recommending Effective Delivery Strategies

Identify key considerations that are needed to create an effective message for the intended audience.

Recommend adaptations to the message that would effectively target the intended audience.

Provide a rationale for your suggested adaptations, and use audience information to support your response.

Explain how current delivery methods could be improved to better reach the target audiences.

Recommend new delivery methods for each of your target audiences.

Describe potential issues that may arise when the targeted message is delivered.

Identify ways the targeted messages may reach unintended audiences.

Explain why these considerations are important, and use audience information to support your response.


Writerbay.net

Looking for top-notch essay writing services? We've got you covered! Connect with our writing experts today. Placing your order is easy, taking less than 5 minutes. Click below to get started.


Order a Similar Paper Order a Different Paper