Jasmine 8-1 Memo

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Southern New Hampshire University *

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645

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Business

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Jun 4, 2024

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Jasmine Coleman MBA-645-Q3806 Optimizing Brands Professor Joseph Neptune Southern New Hampshire University 8-1 Memo: Business Intelligence Alert 04/21/2024
Memo To: Director of Marketing, U.S. Park Southeast From: Director of Business Intelligence, U.S. Park Southeast Re: Monitoring of Consumer Social Media Engagement Date: April 21, 2024 This memo will be used as a strategic document to address the concerns of our customers and employees in the context of a business crisis. This memo will outline our strategic adjustments, cross-functional attempt for alignment, a crisis communication plan, social media response approaches, and corporate social responsibility (CSR) communications. Strategic Changes: To ensure that we are effectively addressing the safety concerns of the park it is important that continue to implement safety procedures and protocols that will help change the negative feelings and narrative of the park reopening. In order to have a successful reopening of the park we will utilize our marketing content and strategies to showcase our outreach programs with the community this will allow us to address any immediate concerns directly while being honest and transparent. While connecting with the community through our outreach program this will allow us to provide our returning and potential new customers with visuals of our revised safety plan that will promote awareness among our customers and employees. This level of engagement with our customers through content marketing will be relevant through the use of valuable content that develops a clear understanding for our target audiences.
Cross-Functional Alignment: Implementing a cross-functional alignment between our sales and operations departments will be valuable in addressing the unease around our reopening. Aligning the two departments will provide us feedback and knowledge from both departments that will help us make any necessary changes to our safety protocols and procedures that will promote a safe environment for our customers since these departments are the frontline and work in close connection with our customers. Having a full understanding our customers wants, needs and desires will allow us the opportunity to make the appropriate adjustments that can align with our safety plan. Crisis Communication Plan: By having a predefined strategy and crisis communication plan, we will be able to avoid contradictory statements that could potentially exacerbate any situation that could lead to a loss of trust with our customers and employees. Our response and messaging should be proactive and solution-driven to maintain our image during a crisis, the messaging should convey an understanding of the situation at hand and steps will be taken to correct any issues. The plan will be ethical and highlight the improvements and adjustments in place to that will be utilized to prevent our brand from being tainted. The crisis communication plan will handle strategies that will highlight updates and resources to our internal and external audiences. Social Media Methods: Implementing social media response strategies will be an significant factor of how we utilize social media marketing to address negative feedback from our customers while attempting to use that feedback to build authentic customer relationships. Utilizing a set of guidelines and strategies for managing and responding to negative and positive feedback on social media will be
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vital for maintaining our image and connections. When addressing safety-related concerns we’ll need to answer questions and concerns with complete transparency and honesty our reputation is just as crucial as our response. Corporate Social Responsibility Communication (CSR) To ensure the effectiveness of corporate social responsibility communication we should tie our brand's CSR initiatives to our mission and values. By implementing daily and weekly team meetings, it will promote open lines of communication to effectively share our CSR initiatives. Providing our employees with regular updates on safety protocols and procedures through emails and bulletins distributed throughout the company will keep them not only informed but engaged. Providing this space for our employees will help them to maintain the knowledge, understanding and willingness to help us meet our goals while ensuring their voices are heard.
Resources: Anne. (2024, March 12). The Importance of a Crisis Communication Plan –. Proven PR for Ambitious Companies. https://avaansmedia.com/the-importance-of-a-crisis-communication- plan/#:~:text=By%20having%20a%20predefined%20strategy Social Media Response Strategies for Organizations. (2021, February 12). Getting Growth. https://gettinggrowth.com/social-media-response-strategies-for-organizations/ Andersen, E. (n.d.). Council Post: How Should Companies Communicate CSR On Social Media? Forbes. Retrieved April 22, 2024, from https://www.forbes.com/sites/forbescommunicationscouncil/2021/02/17/how-should-companies- communicate-csr-on-social-media/?sh=3f1a5e5b2c2d

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