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