HQ2 to DMV
Midterm Case Proposal
By Alessandra Gonzalez Callan
Amazon HQ2 to DMV Gonzalez Callan

Situation Analysis
Amazon  has  slowly  but  surely  taken  over  the  e-­‐commerce  market  due  to  its  
immense  platform  that  has  generated  over  85  million  subscribers  in  the  
United  States.  In  order  to  affectively  continue  to  expand  their  reach  while  
fulfilling  the  needs  of  their  public,  Amazon  has  decided  to  establish  their  
second  headquarters,  dubbed  HQ2,  in  the  District-­‐Maryland-­‐Virginia  (DMV).  
Similar  to  their  current  headquarter  in  Seattle,  Washington,  Amazon  believes  
this  expansion  will  create  various  internal  and  external  opportunities.  
According  to  the  company’s  website,  Amazon  expects  to  “invest  over  $5  billion  
in  construction  and  grow  this  second  headquarters  to  include  as  many  as  
50,000  high-­‐paying  jobs.”  By  locating  HQ2  in  the  DMV,  Amazon  also  plans  to  
develop  positive  outreach  initiatives  to  rebrand  the  company  and  increase  
community  support  in  surrounding  areas.    
 
  STRENGTHS   WEAKNESSES

• The  DMV  is  a  top  tech  talent  with   • Amazon  has  gone  under  fire  for  their  
the  fourth  largest  concentration   working  conditions  of  low-­‐paying  
of  tech  workers  in  the  country     jobs  and  long  labor  hours    
• The  DMV  has  the  second  best   • Amazon  has  received  negative  news  
educated  workforce     coverage  over  the  years    
• The  metropolitan  areas  has    
respected  colleges  that  can  churn  
out  potential  employees    

  OPPORTUNITIES   THREATS
• Amazon  has  wide  exposure  to   • Some  DMV  residents  are  concerned  
various  parts  of  the  government   that  Amazon’s  50,000  employees  will  
capable  of  regulating  their  business   clog  the  area  roads    
operations       • DMV  residents  also  fear  the  influx  
• Amazon  HQ2  is  expected  to  create   will  send  home  prices  and  rents  
tens  of  thousands  of  additional  jobs     soaring,  pointing  to  the  high  costs  in  
• HQ2  is  also  expected  to  amount  tens   Seattle  
of  billions  of  dollars  in  additional   • President  Donald  Trump  has  a  
investment  in  the  surrounding   negative  relationship  with  Amazon    
community      
Amazon HQ2 to DMV Gonzalez Callan

Problem Statement
To  create  a  positive  brand  image  within  the  DMV,  Amazon  must  create  an  
outreach  initiative  that  will  improve  community  relations  in  a  way  that’s  
distinctive  to  the  jurisdiction  and  the  Amazon  company  philosophy.    
 
Secondary Research
As  Amazon  conducted  their  HQ2  search,  they  noticeably  depicted  certain  
qualities  of  a  region  they  found  to  be  necessary  for  the  success  of  their  
relocation.  Among  the  various  qualities  the  company  was  looking  for  within  a  
potential  host  city,  they  mentioned  the  importance  of  being  an  urban  area  
with  at  least  one  million  residents,  having  manageable  commutes,  pertaining  
to  a  diverse  demographics  and  belonging  to  a  community  with  strong  local  
schools/universities  that  can  produce  potential  employees.        
 
Why  Amazon  and  the  DMV  are  a  perfect  fit    
 
According  to  the  Washington  
Post,  “the  Washington  region  
did  well  in  the  initial  round  
because  of  the  allure  of  its  
well-­‐educated  workforce,  its  
cultural  diversity  and  its  
proximity  to  the  federal  
government  and  three  
airports.”  Due  to  the  location  
of  this  metropolitan  area,  
Amazon  is  able  to  team  up  
with  nearby  governmental  
institutions  and  smaller  businesses  to  create  campaigns  that  will  benefit  DMV  
residents.  Creating  these  positive  relationships  is  imperative  for  the  success  of  
Amazon  for  three  different  reasons  –  decision-­‐making,  legitimacy  and  
competitiveness.    
 
The  Network  for  Business  Sustainability  explains,  “business  leaders  can  take  
community  concerns  into  account  when  making  business  decisions.  
Community  groups  also  often  have  valuable  local  knowledge,  which  can  lead  
to  better,  even  innovative,  projects.”  By  doing  so,  Amazon  will  make  their  
community  group  feel  heard,  which  will  then  establish  a  trusting  and  loyal  
Amazon HQ2 to DMV Gonzalez Callan

relationship  with  them.  Regardless  of  the  backlash  Amazon  has  recently  
received  from  President  Donald  Trump,  the  Network  for  Business  
Sustainability  explains  that  not  only  does  a  good  community  relation  make  it  
easier  to  attract  workers,  but  they  also  “reduce  lawsuits  and  other  obstacles  
that  cause  costly  project  delays.”  
 
Three Strategies for Working with Communities

 
(NBS,  Companies  can  work  with  community  groups  in  three  ways)  
 
Amazon  in  the  community    
 
Over  the  years,  Amazon  has  established  numerous  outreach  initiatives  to  
interact  with  their  public  while  giving  back  to  their  communities.  The  
company  explains  on  their  website,  “At  Amazon,  we  believe  in  being  involved  
in  our  community-­‐  from  the  donations  we  give  directly  to  tens  of  thousands  of  
nonprofits  across  the  United  States  through  AmazonSmile  and  our  direct  
donations.”  With  the  help  of  their  employees,  Amazon  is  able  to  hold  events  
like  “toy  drives  around  the  holidays,  food  banks  and  clothing  collection  
campaigns,  sponsoring  and  coaching  little  league  teams,  serving  on  boards,  
and  investing  time  into  ensuring  their  favorite  local  organizations  are  helping  
as  many  people  as  possible.”    
Amazon HQ2 to DMV Gonzalez Callan

 
Recent contributions by Amazon to communities across the
United States include:

1  Green  Planet,  Electronics  and  computer   ACCEL  Schools-­‐  Phoenix,  AZ  

recycling-­‐  Seattle,  WA  
 
   
Alliance  for  Education-­‐  Seattle,  WA   Altru  Cancer  Center-­‐  Grand  Forks,  ND  
   
  American  Cancer  Society  Hope  Lodge,  
America  SCORES-­‐  Seattle,  WA   Overnight  lodging  for  cancer  patients  and  
their  caregivers-­‐  Lexington,  KY    
 
American  Legion  Gerald  C.  Daniel  Post  37-­‐   American  Red  Cross-­‐  (numerous  chapters  
Fernley,  NV     nationwide)  
 
  Art  with  Heart,  Art  therapy  programs-­‐  
Art  on  the  Fly  Festival-­‐  Seattle,  WA     Seattle,  WA    
 
  Cascade  Drum  Corps  Northwest-­‐  Seattle,  
Capitol  Hill  Clean  Sweep-­‐  Seattle,  WA   WA    
 

Spokesperson  
 
To  continue  this  outreach,  HQ2  will  
implement  these  strategies  through  
partnerships  and  campaigns  that  can  
improve  the  DMV  lifestyle.  In  order  to  
brand  Amazon  as  a  company  that  
cares  about  their  neighbors  in  the  
metropolitan  area,  a  trustworthy  
spokesperson  should  be  used  to  
deliver  their  key  messages.  The  
Sydney  Public  Relations  Agency  
explains,  “a  good  spokesperson  is  vital  
to  any  business…  they  can  effectively  communicate  your  messages  to  the  
public  and  the  media.”  This  spokesperson  must  also  understand  the  media,  
Amazon HQ2 to DMV Gonzalez Callan

know  the  target  audience  and  be  able  to  deliver  the  business’  key  messages.  
For  this  reason,  Amazon  should  use  their  HQ2  Community  Relations  
Specialists  as  their  spokespersons.  This  will  enable  them  to  relate  to  their  
public  on  a  more  personal  level,  as  they  will  most  likely  be  residents  
themselves  of  the  area.  Additionally,  they  will  be  able  to  affectively  deliver  the  
main  idea  behind  the  outreach  initiative  since  they  also  identify  with  the  
company.    
 
Suggested Primary Research  
• A  focus  group  of  DMV  residents  to  get  a  deeper  understanding  of  their  
opinions  regarding  HQ2  
• A  survey  for  Amazon  employees  who  have  volunteered  for  community  
projects  to  gather  insight  as  to  how  Amazon  can  improve  their  outreach  
initiatives    
• A  nationwide  survey  for  Amazon  costumers  to  see  if  current  community  
projects  have  impacted  their  relations  with  the  company    
 
Planning
Goal:  To  establish  positive  and  trustworthy  community  relations  within  the  
DMV.    
• Objective  1:  Establish  at  least  100  partnerships  with  local  businesses  
within  the  first  month  of  opening  HQ2.    
• Objective  2:  Generate  at  least  70,000  media  impressions  revolving  
around  Amazon’s  DMV  Community  Relations  Specialists  within  the  first  
month  of  opening  HQ2.    
• Objective  3:  Attain  at  least  3,000  attendees  at  each  community  event  
throughout  the  month  of  April  2018.      

Publics

Prim ary Secondary

• DMV  residents  (18+)   • Amazon  warehouse  employees  
• Local  businesses   • Amazon  costumers  outside  the  DMV  
• Amazon  costumers  in  the  DMV    (18+) • Gen  X  and  Gen  Y  costumers
Intervening M oderating

• DMV  news  outlets     • Spokespersons  for  amazon;  Community  

• Consumer  review  publications     Relations  Specialist
• Social  influencers    
Amazon HQ2 to DMV Gonzalez Callan

Message Points
Primary  Messages:    
• Amazon  is  excited  to  work  with  the  
DMV,  where  customers,  employees,  
and  the  community  can  all  benefit    
• Amazon  cares  about  their  neighbors  
and  wants  to  create  positive  
community  relationships    
Secondary  Messages:    
• HQ2  will  employ  50,000  DMV  
residents    
• HQ2  will  generate  billions  of  dollars  
in  additional  investment  in  the  DMV  
• Amazon  will  partner  up  with  small  and  local  businesses  in  the  DMV  
• HQ2  will  improve  the  quality  of  life  for  residents  in  the  metropolitan  
area    
• Community  projects  held  by  HQ2  will  improve  communities  in  need  

Spokesperson
A  spokesperson  that  would  best  
execute  Amazon’s  goal  of  creative  
positive  community  relations  is  the  
administrative  organizer  of  ONE  DC,  
Claire  Cook.  ONE  DC  is  an  organization  
that  recognizes  the  societal  issues  
impacting  our  nation’s  capital.  Their  
vision  is,  “to  build  power  and  
advantage  for  communities  of  color,  
the  working  poor,  and  other  groups  of  
oppressed  people  through  grassroots  organizing  and  leadership  
development.”  ONE  DC  advocates  for  those  often  ignored  and  represents  the  
voice  of  communities  in  need.  With  the  help  of  Cook,  Amazon’s  HQ2  will  be  
able  to  get  a  profound  understanding  of  what  community  issues  the  DMV  
faces.  This  will  also  enable  them  to  create  community  projects  curated  to  meet  
the  needs  of  their  public.    
 
 
Amazon HQ2 to DMV Gonzalez Callan

Theme Line
The  theme  line  for  this  outreach  initiative  will  be  “An  Amazon  for  Everybody”,  
which  plays  with  the  name  of  the  company  while  depicting  the  fact  that  this  
initiative  can  be  beneficial  to  everybody.  This  also  ties  in  Amazon’s  mission  
statement,  which  promises  “an  attractive  e-­‐commerce  service  to  satisfy  
customer’s  needs”  (Gregory  2017).  It’s  important  to  highlight  the  aspect  of  
inclusivity  because  this  initiative  is  meant  to  meet  the  needs  of  the  DMV  
community.  Despite  its  simplicity,  “An  Amazon  for  Everybody”  is  a  relevant  
and  motivational  theme  line  that  can  be  memorable.    
 
Big Idea
The  big  idea  behind  this  outreach  initiative  is  that  by  locating  Amazon’s  HQ2  
in  the  DMV,  Amazon  will  be  able  to  improve  the  quality  of  life  in  surrounding  
communities.  Because  Claire  Cook  is  already  a  well-­‐known  figure  in  the  
metropolitan  area  with  a  good  understanding  of  the  current  issues  affecting  
the  DMV,  she  will  be  able  to  relate  the  company’s  goal  with  the  public’s  needs.    
 
Overarching Strategy
In  order  to  create  a  trustworthy  and  loyal  relationship  with  the  DMV  
community,  we  will  focus  on  catering  this  initiative  to  the  needs  of  residents  
and  local  organizations.  Amazon  HQ2  will  hold  monthly  events,  create  
partnerships  with  local  businesses  and  organizations,  and  launch  online  
campaigns  to  advocate  for  the  metropolitan  area.    
 
Detailed Plan for Overarching Strategy with Tactics and
Activities
• April  2018:  Prepare  for  a  press  conference  to  announce  the  opening  of  
HQ2  in  the  DMV    
o Establish  key  talking  points  for  spokesperson  
o Brainstorm  ideas  for  opening  event  including  entertainment  and  
spokespersons    
o Establish  a  budget  for  launch  event    
o Create  a  press  kit  for  the  media  with  key  messages  and  big  ideas    
• May  2018:  Host  launch  event  for  HQ2  
o Have  a  social  media  campaign  for  attendees  to  participate  in    
o Promote  future  community  projects  and  new  partnerships  with  
local  businesses/organizations    
Amazon HQ2 to DMV Gonzalez Callan

o Invite  the  press  and  have  a  time  for  question  from  the  media  
o Have  a  live  stream  on  social  network  for  those  oversea    
• June  2018:  International  Picnic  Day    
o Partner  up  with  local  farmer’s  market  to  celebrate  International  
Picnic  Day    
o Have  a  field  day  full  of  outdoor  activities  and  family  events    
• July  2018:  Independence  Day    
o Partner  up  with  museums  in  Washington,  DC  to  hold  a  firework  
event    
o Host  an  “all-­‐American  cookout”  with  live  performances    
o Promote  on  Facebook,  Instagram,  and  Twitter    
• September  2018:  Read  a  Book  Day    
o Partner  up  with  local  libraries  and  bookstores  to  promote  the  
importance  of  literacy    
o Host  workshops  with  local  schools  to  have  students  participate    
o Launch  “Be  the  Author”  campaign  on  social  media  to  raise  
awareness  for  literacy    
§ Have  participants  (of  any  age)  submit  a  short  passage  they  
wrote  on  Facebook,  Instagram  or  Twitter    
• October  2018:  Halloween  x  Amazon    
o Partner  up  with  Girl  Scouts  to  collect  Halloween  costumes  to  
donate  to  local  shelters    
o Create  an  online  campaign  for  users  to  post  a  picture  of  their  best  
Halloween  costume  purchased  from  Amazon    
o Host  “Halloween  Night”  for  families  in  local  shelters  and  have  kids  
trick-­‐or-­‐treat  throughout  HQ2    
• December  2018:  Santa  uses  Amazon    
o Partner  up  with  Toys  For  Tots  to  host  a  toy  drive  for  DMV  shelter,  
schools,  and  churches    
o Create  a  commercial/ad  regarding  Santa  using  Amazon  to  get  his  
gifts    
o Launch  “live  stream”  video  of  Santa  visiting  Amazon  workshop  
and  talking  to  employees  in  HQ2    
• January  2019:  Recap  of  first  year    
o Hold  a  press  conference  with  spokespersons  explaining  how  HQ2  
has  been  doing    
o Send  a  press  kit  to  the  media  regarding  the  first  fiscal  year  in  the  
metropolitan  area    
Amazon HQ2 to DMV Gonzalez Callan

o Create  a  plan  for  the  upcoming  year  and  organize  future  events    
• February  2019:  Valentines  Everywhere    
o Create  Valentines  Everywhere  campaign  to  deliver  gifts  for  
Valentine’s  Day  to  local  hospitals    
o Develop  online  campaign  for  social  media  users  to  submit  videos  
dedicated  for  patients  on  Valentine’s  Day    
• June  -­‐  August2019:  School’s  Out,  Amazon’s  In!    
o Begin  summer  camp  for  children  that  focuses  on  technology  
advancements  and  creativity    
o Partner  up  with  local  schools  to  have  kids  participate  in  the  
summer  camp    
o Create  a  commercial/ad  for  students  getting  out  of  school  for  the  
summer    
• September  2019:  Read  a  Book  Day    
o Partner  up  with  local  libraries  and  bookstores  to  promote  the  
importance  of  literacy    
o Host  workshops  with  local  schools  to  have  students  participate    
o Launch  “Be  the  Author”  campaign  on  social  media  to  raise  
awareness  for  literacy    
§ Have  participants  (of  any  age)  submit  a  short  passage  they  
wrote  on  Facebook,  Instagram  or  Twitter    
• November  2019:  Give  to  Get  
o Have  a  month-­‐long  campaign  centered  around  the  theme  line  Give  
to  Get  to  encourage  others  to  give  more    
o Promote  the  concept  of  giving  is  getting  on  social  media;  
Facebook,  Instagram,  Twitter    
o Partner  up  with  local  shelters  and  soup  kitchens  to  host  
“Thanksgiving  Dinner”    
• January  2020:  Happy  New  Years!    
o Ring  in  the  new  year  with  fun  festivities  for  families    
o Partner  up  with  local  businesses  and  organizations  to  promote  a  
healthy  and  positive  new  year    
• April  2020:  “Thank  You”  speech  from  CEO  Jeff  Bezos    
o Celebrate  the  two-­‐year  anniversary  of  HQ2  in  the  DMV  with  a  
press  conference    
o Have  CEO  Jeff  Bezos  highlight  the  success  of  HQ2  and  the  
important  role  the  DMV  community  has  played    
Amazon HQ2 to DMV Gonzalez Callan

o Create  a  celebratory  video  that  captures  all  events  held  

throughout  the  two  years    
 
Evaluation Methods
To  determine  whether  “An  Amazon  for  Everybody”  was  successful  or  not,  
Amazon  should  conduct  the  following  evaluation  process:  
 
Outputs-­‐    
• #  of  media  impressions  individual  campaigns  gained  on  Twitter,  
Facebook  and  YouTube    
• #  of  social  media  users  engaging  with  social  media  campaigns    
o Favorites,  retweets,  likes,  shares,  etc.    
• #  of  YouTube  views  each  commercial/ad  received    
• #  of  attendees  to  each  social  event  hosted    
• #  of  profit  made  within  the  first  two  years  of  HQ2    
• #  of  partnerships  created  with  local  businesses/organizations    
• #  of  media  placements    
 
Outcomes-­‐    
• Did  DMV  residents  change  their  negative  perspective  on  Amazon  
moving  to  the  metropolitan  area?    
• Did  consumers  react  positively  to  the  community  projects?    
• Did  the  outreach  initiatives  create  positive  relations?    
• Does  the  DMV  community  support  HQ2?    
 
Outtakes-­‐  
• Disseminate  follow-­‐up  survey  and  hold  a  second  focus  group  with  the  
same  respondents  from  the  primary  research.    
 
Outgrowth-­‐  
• Were  there  any  third-­‐party  supporters?  Who?  How  many?    
• Which  local  business/organizations  offered  to  help  with  the  outreach  
initiatives?    
• Did  the  outreach  initiative  present  an  opportunity  to  continue  because  
of  strong  social  media  engagement?    
   
 
 
Amazon HQ2 to DMV Gonzalez Callan

Works Cited  
“Amazon  Announces  Candidate  Cities  for  HQ2.”  Robot  Check,  
www.amazon.com/b?node=17044620011.  
 
Amazon.  “Giving  Locally.”  About  Amazon  -­‐  In  The  Community  -­‐  Amazon  Volunteers,  Amazon,  
www.amazon.com/p/feature/svh2mtbqnw438cb.  
 
CPCommunications.  “Importance  of  Having  a  Good  Spokesperson  for  Your  Business.”  Public  
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good-­‐spokesperson-­‐for-­‐your-­‐business/.  
 
Gregory,  Lawrence.  “Amazon.com  Inc.'s  Vision  Statement  &  Mission  Statement  (An  
Analysis).”  Panmore  Institute,  12  Feb.  2017,  panmore.com/amazon-­‐com-­‐inc-­‐vision-­‐
statement-­‐mission-­‐statement-­‐analysis.  
 
 
McCartney,  Robert,  et  al.  “'Game-­‐Changer':  Amazon's  HQ2  Shortlist  Includes  D.C.,  
Montgomery  and  Northern  Va.”  The  Washington  Post,  WP  Company,  18  Jan.  2018,  
www.washingtonpost.com/local/game-­‐changer-­‐amazons-­‐hq2-­‐shortlist-­‐includes-­‐dc-­‐
montgomery-­‐and-­‐northern-­‐va/2018/01/18/96966288-­‐fc7a-­‐11e7-­‐ad8c-­‐
ecbb62019393_story.html?utm_term=.4806f70659cd.  
 
Network  for  Business  Sustainability  .  “Improving  Community  Relations  
.”  Https://Nbs.net/p/Improving-­‐Community-­‐Relations-­‐6b4f4e2d-­‐4625-­‐42fc-­‐99e6-­‐
71840f876610,  nbs.net/p/improving-­‐community-­‐relations-­‐6b4f4e2d-­‐4625-­‐42fc-­‐99e6-­‐
71840f876610.  
 
ONE  DC.  “About  ONE  DC.”  ONE  DC,  www.onedconline.org/about.