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Sample Essay on Post Incident Marketing Campaign Plan

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Sample Essay on Post Incident Marketing Campaign Plan

Post Incident Marketing Campaign Plan




The reason for my organization’s existence

To make the consumption of coffee a sophisticated and social experience for the customers

Creation of a relaxed and inviting atmosphere at the coffee outlets where persons can foster relationships in addition to consuming coffee.

What sets our business apart from the rest?

Having an all-rounded corporate identity and treating the employees as partners. Development of the communities where the outlets operate

The employees are encouraged to have a stake in the company and grow together with it

Making donations to causes that concern the community

Who are our stakeholders?

Internal Stakeholders:

1. Management

2. Employees

3. Investors

External Stakeholders

1. Farmers

2. Customers

3. Communities

Internal stakeholders work within the company while the external stakeholders are not within, but affected by the decisions of the company.

Which of these stakeholders will we be addressing?

The external stakeholders

Revamping of the public relations department in order to deal with the complaints of the external stakeholder

What’s most important to these stakeholders?

The farmers need to have their coffee bought using fair trade pricing

The customers and the community want the corporation to pay its dues to the governments of the places they have their outlets and for the firm to uphold the ethical practices it claims to have.

Collaboration with organizations to promote fair trade pricing

The promise to pay the tax legally owed to governments and in addition to that pay a gift of £20 million over and above the taxes as apology for tax avoidance.

What do we want to accomplish by way of this plan?

To gain the goodwill of the external stakeholders who will them remain loyal to the coffee brand.

Adhering to the ethical practices that the external stakeholders expect from the company.

The top 3 things that are going to get us there:

Effective communication with external stakeholders

Resolving the issues raised by them in a timely manner

Transparency in compliance to tax laws

Use of the social media and other mainstream communication outlets

Informing the complainants of the receipt of their concerns and giving detailed plans on how resolution is to be arrived at.

Making the company’s financial reports available for audit by the public.

How much will each program contribute to my organization’s prestige/image/identity/revenue/profitability:

Effective communication allows for the image of the company to be held in high regard.

Resolving disputes in time prevents the customers from becoming resentful towards the firm, making the revenues remain stable

Compliance to tax laws will have the company contribute to the social wellbeing of the citizen making them identify more with the company

Constant feedback in order to foster trust

The consumers are updated on the progress of the resolution of issues

The consumers get the feeling the company is contributing to the wellbeing of their nations.

What sort of responses can I anticipate from specific stakeholders?

The farmers benefit and are motivated to produce better coffee

The consumers loyalty is strengthened

The community embraces the company as one of its own.

Better payment by the company to farmers resulting in higher quality yields.

The company is no longer viewed as foreign by the stakeholders in overseas

Programs I  am running to reach my goal

Regarding the employees as partners

Creating an inviting and stimulating environment in all the outlets

Contributing to CARE and ensuring that the donations go to coffee producing countries

Letting the employees have stakes in the company

The painting and interior design of the outlets to reflect a homely place

Partnering with welfare organizations worldwide

How much money will we need to get it done?




For each of the Strategies and Execution items listed above, provide a rationale for your choice(s). Why have you selected these and not something else? Why would these help achieve your corporate communication objectives and not something else?

            The need for the company to make the consumption of coffee much more of an enjoyable experience and to make it a worldwide culture is the reason for the founders’ intention to make it a social experience. The decision by the company to make the employees partners who have a stake in its growth is one of its most distinguishing aspects. The internal stakeholders have the power to influence the decisions of the company while the external ones have little or no say on how it operates, hence the categorization. Judging from the case study, it is observed that the external stakeholders are the ones that have issues with the company. This is why much focus is placed on resolving issues between them and the corporation.



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