MILESTONE TWO

REFERENCES

• Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode
surveys: the tailored design method. John wiley & sons.
 METHODS TO BE USED FOR CONSUMER
RESEARCH
• Two methods that can be used for consumer research in developing the marketing plan are
surveys and social media listening.
• Surveys may help us collect quantifiable data on the preferences, activities, and attitudes of our
target audience regarding the park.
• Social media monitoring may assist us in getting qualitative data on the attitudes and feelings of
our target audience towards the park.
• These methods will assist us in determining the tastes and preferences of our target audience and
designing marketing strategies to meet their expectations.
 TRADITIONAL METHODS

• Three traditional methods we will use to develop the marketing plan are print, radio, and direct
mail. Print and radio ads will assist us in reaching a large audience and raising awareness about
the park.
• Direct mail may be directed towards families with children, giving discounts or special
promotions to get them to visit the park.
• These approaches will aid in acquiring new customers and retaining current ones by informing
them of the park's reopening and providing them incentives to visit.
 PROS AND CONS OF THE TRADITIONAL
METHODS
• The advantages of these methods are their broad reach and familiarity with consumers, while the
disadvantages are their potentially high cost and the difficulty of tracking their effectiveness over
time.
 DIGITAL METHODS

• Three digital methods that we will use in developing the marketing plan are social media advertising,
email marketing, and influencer marketing.
• Social media advertising can help us target our target audience's specific demographics and interests.
• Email marketing could be used to inform subscribers about special offers or discounts. Influencer
marketing may be employed to promote the park through social media influencers with a large fan
base among our target demographic.
• These methods will aid in obtaining fresh customers and maintaining current ones by enhancing
engagement and awareness.
 ADVANTAGES AND DISADVANTAGES OF THE
DIGITAL METHODS
• The benefits of these approaches include their low cost and capacity to monitor their
performance.
• But still, they have drawbacks such the necessity for constant and relevant material and the
possibility of becoming oversaturated.
 HOW THE METHODS WILL WORK TOGETHER

• Traditional and digital methods will work together to optimize the brand by targeting a broader
audience and creating a consistent message across all major platforms.
• Social media advertising and influencer marketing can be consequential in addressing our target
audience, while print and radio advertisements can be the most efficacious in branding because
of their broad reach.
• Traditional and digital approaches may help a brand flourish by increasing interest in and
awareness of it and providing reasons for people to visit the park.
 CRISIS MANAGEMENT STRATEGIES

• To prevent brand damage from the incident and improve customer expectations, the firm should
offer a full refund or exchange for tickets purchased before the park's closure.
• In addition, the organization should disclose the new safety procedures and processes that have
been put in place to safeguard the safety of visitors and staff.
• Crisis management strategies should be in place to address potential crises such as ride
malfunctions or mishaps, extreme weather, or public health concerns.
 ISSUES THAT COULD AFFECT IMAGE

• One legal and ethical issue that could arise and negatively impact the organization's brand image
upon reopening is the potential for discrimination or exclusion towards certain groups.
 PROACTIVE STEPS TO PREVENT BRAND
DAMAGE
• The company's marketing and advertising materials should be inclusive and support diversity. In
addition, the organization should guarantee that its staff gets diversity and inclusion training and
that its policies and procedures reflect these ideals.
• Proactive steps should be taken to prevent discrimination, and any reports of discriminatory
treatment should be taken seriously and investigated promptly.