Competency
In this assignment, you will demonstrate mastery of the following competency:
Align needs of various audiences with stakeholder requirements to cra messages that meet project goals
Scenario
You work for a communicaons consulng firm, Consulng Comm, and your manager, Juanita Markson, has asked for your help on an upcoming project. Two companies, Acadia Park Equipment Co. and Java Been, have approached your firm for assistance with creang a communicaons strategy. You will choose one of these companies and create a proposed communicaon strategy outline for your boss.
It is important that you consider the communicaons goal of the company that you choose. The message that you create will be based on the successful achievement of that communicaons goal. Each company has provided you with a brief summary including company history, vision, target audience, and communicaons goal. This informaon will be valuable when creang a message to meet the needs of both audiences and stakeholders. The companies are as follows:
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Project Instructions - COM-30093-XC039 Craft Messages for Projects 20DA03
Acadia Park Equipment Co.
Company History: Acadia Park Equipment Co. was founded by a brother and sister who were inspired by their love of the outdoors. They decided to start Acadia Outdoor Equipment Co. in response to all of the overpriced outdoor camping, hiking, and other recreaonal products in the big-box retail stores and sought to create high-quality products at a price anyone can afford. The company’s mission is to spread the love and appreciaon of the outdoors to all of its customers and beyond.
Vision: As Acadia Park Equipment Co. moves toward its goal of making it affordable for outdoor enthusiasts to enjoy nature, we will support organizaons whose main efforts involve research to connue environmental preservaon efforts. We regularly encourage employees to engage in preservaon and clean- up efforts to help the environment.
Target Audience: The target audience is adventure-seeking adults ages 18 to 40. Communicaons Goal: Acadia Park Equipment Co. would like to expand its
adversing to appeal to acve adults over 40 years old.
Java Been
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Project Instructions - COM-30093-XC039 Craft Messages for Projects 20DA03
Company History: Founded just under three years ago, Java Been is now a bustling café. With its high ceilings and “found space” appeal, the café has come to host exhibions, meengs, and local bands. It has become an integral part of the arts revival community that has taken root in the old factory mill buildings along the river.
Vision: The owners take pride in their community, striving to provide a creave space with gourmet coffee, tantalizing baked goods, and music to inspire the arst's soul.
Target Audience: Throughout the day, self-employed and remote workers enjoy a focused space away from home to get in a few producve hours. At night, the space comes alive with arsts, student study groups, and everyday people just looking to enjoy a cultured night on the town.
Communicaons Goal: Java Been is planning a grand opening of a second locaon and needs help adversing this event.
Direcons
Stakeholders Analysis: Consider who the internal and external stakeholders are for the company, and answer the quesons that follow.
Internal Stakeholders include owners, employees, and investors. Imagine if you owned, worked for, or invested in either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organizaon’s communicaons goal? How would you want to receive communicaon about the organizaon’s communicaons goal?
External Stakeholders include customers, suppliers, and the community. Imagine if you were a customer of, supplier for, or community member of either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organizaon’s communicaons goal? How would you want to receive communicaon about the organizaon’s communicaons goal?
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Project Instructions - COM-30093-XC039 Craft Messages for Projects 20DA03
Target Audience Analysis: Both Acadia Park Equipment Co. and Java Been have provided you with a summary of their target audience(s). Be sure to consider who the target audience is for the company you chose, and describe their needs in relaon to the communicaons goal. In this secon, be sure to consider why a member of the target audience might be more likely to choose either Acadia Park Equipment Co. or Java Been over one of their competors. In other words, what gives the organizaon a compeve edge for that parcular target audience?
Messaging: Once you have analyzed the stakeholders and target audiences, Juanita would like you to propose one message that will meet the needs of both groups. You will need to address the message type, content, and measurement. More specifically, include the following:
Message Type: This could be any message type, such as an email, flyer, poster, Tweet, adversement, text message, and so on. You do not need to create the actual message, but you should propose the method you plan to use to communicate the message based on the communicaon goals of Acadia Park Equipment Co. or Java Been.
Message Content: Describe the message content. For instance, if you are planning to use images and visuals, you can describe them rather than create them. All message text should be included and geared toward the stakeholders and audience.
Measurement: Discuss how you will measure the success of your proposed message. For example, will you determine the success based on the number of customers acquired or the number of shares on a social media website?
Raonale: At the end of your communicaon strategy outline, include a brief raonale that explains why you selected each message type, content, and measurement. Explain how your understanding of stakeholders and audiences informed your message creaon.
What to Submit
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3/13/2020 Project Instructions - COM-30093-XC039 Craft Messages for Projects 20DA03
Every project has a deliverable or deliverables, which are the files that must be submied before your project can be assessed. For this project, you must submit the following:
Communicaon Strategy Outline
You will submit one completed communicaon strategy outline for the company that you chose. The focus of the outline will be on stakeholder needs, audience needs, and messaging. There will be a brief raonale at the end of the outline that summarizes why you selected each message type, content, and measurement. The outline should be 1,000 to 1,500 words in length.
Supporng Materials
The following resource(s) may help support your work on the project:
Citaon Help
Need help cing your sources? Use the CfA Citaon Guide and Citaon Maker.