In Milestone One, you analyzed the brand implications of reopening the park, and you have delivered the analysis report in the form of a presentation. In your role as regional marketing director of one of the theme parks in the southeastern United States, you have been tasked by your CMO with designing a marketing plan to address the marketing and branding needs of reopening the park. You will create a customizable strategic marketing plan template, which you will implement for your own park and share with the other regional directors of marketing. The other directors will implement the same strategy based on the needs and demographics of their respective parks.

In this template, you will elaborate on the traditional and digital marketing methods and discuss how these marketing methods are aligned with each other. You will also discuss the crisis management strategies that should be implemented prior to the reopening of parks and perform some analysis of legal and ethical issues, which might have negative impacts on the brand.

Prompt

Based on the information provided to you, share a completed customizable marketing plan template for the reopening of the individual park. Your template should include the following critical sections with relevant guiding information:

1. Determine      two methods to be used for consumer research in      developing the marketing plan. Provide rationale.
2. Determine      three traditional marketing methods you will use in      developing the marketing plan and provide a rationale. Your response      should address the following:
   1. How       will identified methods help in the retention of existing customers?
   2. What       are the advantages and disadvantages of identified methods?
3. Determine      three digital marketing methods you will use in      developing the marketing plan and provide a rationale. Your response      should address the following:
   1. How       will identified methods help in the acquisition of new customers?
   2. How       will identified methods help in the retention of existing customers?
   3. What       are the advantages and disadvantages of identified methods?
4. Explain      how the traditional and digital marketing methods you have      selected will work together to optimize the brand. Your response      should address the following:
   1. Which       method do you think could be most impactful in addressing your target       audiences?
   2. Which       method do you think could be most effective in branding?
   3. Can       both digital and traditional marketing support the brand and growth of       the business?
5. Explain      the crisis management strategies that should be implemented      prior to reopening. Your response should address the following:
   1. How       can we focus on customer expectations to improve brand damage from the       incident?
   2. How       can we support our employees’ needs in reopening the park?
   3. What       possible crises could arise relevant to the incident and reopening?
6. 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 prevent them.