s of stakeholders that are affected by the reopening and also plan the communication strategy for before and after the parks’ reopening. Also, you will identify the roles and responsibilities of key functional departments that are going to play an important role in the reopening process. This analysis will help you develop a strategic marketing plan to address the reopening of the park and also to develop an effective crisis communication plan.
In this milestone, you will create a PowerPoint presentation that will include brand analysis and the implications of reopening on the brand equity and functional departments, including their roles and responsibilities in the reopening process.
Prompt
Brand Analysis and Implications—In this part of the project, you will present the brand implications of reopening the park in the course scenario. Your presentation should include the following critical factors:
Determine the essential factors that can impact brand equity when reopening the park (Slides 1–3)
Define brand equity and explain its importance to the organization (Slide 1).
Provide positive implications (Slide 2):
Safety concerns addressed and communicated
Community and local government support for reopening
Employee support for reopening
Provide negative implications (Slide 3):
Social media negative reactions
Employee negative concerns
Operational concerns for safety
Describe the strategic communication plan that should occur before and after the park reopens. Your responses should address the following (Slides 4–8):
Identify three key stakeholder groups from this list and describe each stakeholder’s interest in the organization:
Employees
Customers
Government agencies
Communities
Vendors
Describe their communication needs.
Identify the best mode for communicating with them based on their needs, including how you will take feedback from stakeholders.
Describe what impact reopening the park could have on each identified stakeholder (low, medium, or high). Why?
Slide 2: Positive Implications for Brand Equity
Safety Concerns Addressed and Communicated: ⛑️ By implementing and publicly communicating robust safety protocols (e.g., enhanced cleaning, social distancing, and mask policies), the park can build a reputation for being a responsible and safe destination. This reinforces trust and shows the brand prioritizes customer well-being over profit.
Community and Local Government Support: 🤝 Securing positive endorsements and public support from local officials and community leaders validates the park's reopening plan. This external validation strengthens the brand's public image and demonstrates its commitment to being a good community partner.
Employee Support for Reopening: 🤗 When employees are confident in the safety measures and feel supported by management, they become the best brand ambassadors. Their positive sentiment and enthusiasm for the reopening will resonate with customers, reinforcing the brand's core values.
Slide 3: Negative Implications for Brand Equity
Negative Social Media Reactions: 📱 If the reopening is perceived as rushed or unsafe, it can lead to a viral wave of negative social media posts, comments, and reviews. This public backlash can quickly erode customer trust and severely damage brand reputation.
Employee Negative Concerns: 🗣️ If employees feel their safety is being risked or their concerns are being ignored, their dissatisfaction can lead to public protests, negative social media comments, or poor on-the-job morale. This creates a disconnect between the brand's public image and its internal reality, which is a major threat to brand equity.
Operational Concerns for Safety: 🚧 Any visible safety shortcomings—long lines, crowded spaces, or lack of sanitation—can create a sense of unease among visitors. This directly contradicts the brand's promise of a safe, fun experience and can lead to a long-term perception of unreliability.
Sample Answer
Slide 1: Brand Analysis and the Importance of Brand Equity
What is Brand Equity? 📈 Brand equity is the value a brand gains from consumer perception, based on their experiences and feelings toward the brand. It’s a measure of the brand's strength and its ability to influence customer behavior.
Why is it Important? For an organization, strong brand equity translates to customer loyalty, a willingness to pay a premium price, and a competitive advantage. It builds trust and makes the brand more resilient during a crisis. Reopening the park is a high-stakes moment for brand equity; if done right, it can build immense goodwill; if done wrong, it can cause lasting damage.