Assignment scenario and tasks

Assignment scenario and tasks The All England Lawn Tennis & Croquet Club Limited (AELTC) are the organisers of the most prestigious and longest running tennis tournament events in the UK. Wimbledon Lawn Tennis Championships, one of four annual grand slam tennis events takes place from 3rd – 16th July 2017 in South West London. The event seeks to provide a two week experience of first-class tennis, strawberries and cream, and attract around 500,000 spectators and millions of television viewers worldwide. Having joined the team at AELTC you have been tasked with producing a group report on stakeholder relationships and communications. Report should include the following sections: • Brief background of AELTC and Wimbledon Lawn Tennis Championship events (150 words) Part A: Stakeholder analysis • Define stakeholders and stakeholder analysis (100 words) (L01) • Identify the stakeholders of the Wimbledon championships and categorise them into groups (200 words) (L01) • Outline the importance of the Power/Interest matrix and explain how the matrix works (250 words) (L01) Module Code Module Title Spring 2017 Coursework Brief GSM LONDON Page 4 of 14 • Using the Power/Interest matrix place each earlier identified stakeholder in the appropriate quadrant of the matrix and comment on each stakeholder’s likely level of interest in and type of influence on Wimbledon Championships (350 words) (L01) Part B: Relationship marketing • Choose one stakeholder from quadrant C (Keep satisfied) that AELTC should aim to develop a relationship approach with. Give reasons for your choice. (300 words) (L02) • Using the five stage model or levels of a relationship comment on the current stage of the relationship between AELTC and the stakeholder from quadrant C (350 words) (L02) • Explain the importance of AELTC building trust and commitment, with the identified stakeholder and provide examples of how trust and commitment may be achieved (350 words) (L02) • Create a communications plan that will add value to the relationship with the identified stakeholder. A minimum of FOUR communications is required. Ensure the key messages and types of mediums are clearly explained (400 words) (L02) • Explain how the role of the account manager will aid in developing relations with the identified stakeholder (300 words) (L04) Words for each area are indicative – REMEMBER you will need to factor in words for your introduction and conclusion Tables, images (i.e. power/interest matrix and communications plan) should be placed in your appendix and summarised in your report. For information on the event visit: • Wimbledon FAQs - http://www.wimbledon.com/en_GB/atoz/faq_and_facts_and_figures.html • Wimbledon Championships - https://www.britannica.com/sports/Wimbledon- Championships PRESENTATION SLIDE Assignment Questions You have been asked to create a 10-15 minute animated video presentation for the board of directors at The All England Lawn Tennis & Croquet Club Limited (AELTC), on the importance of measuring communications and the various methods that can be used to measure the effectiveness of stakeholder communications. Your animated video presentation should: 1. Outline the importance of measuring communications (L03) 2. Identify and explain three to four methods for measuring the effectiveness of stakeholder marketing communications (L03) 3. Explain the benefits and limitations of each method (L03) 4. Provide examples of how each method could be used (L03) 5. Utilise images and graphics Animated videos can be designed using POWTOON or your own sources · www.powtoon.com (sign up for free) Below is a link to a guide on how to use POWTOON https://www.powtoon.com/videomarketing/animated-explainer-video/