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External Communication Plan
 

External Communication Plan

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Group assignment at Seneca College

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    External Communication Plan External Communication Plan Document Transcript

    • !"#$%&!"()*(+!)$,-!.*(/$012,(*,0&$3!4"556%$3*,$"%7!89*%:!;<=; Submitted by: Sheila Frise, Sal Hosny, Courtney Kurysh and Jesse Lane Course Code: CCM 709 Submitted on: November 29, 2011
    • TABLE OF CONTENTS **************************1.0 EXECUTIVE SUMMARY.......................................................................................................... ii2.0 SITUATION ANALYSIS............................................................................................................. 1 2.1 Background Information.................................................................................................... 1 2.2 Problems & Opportunities................................................................................................. 23.0 GOAL, OBJECTIVES & STRATEGIES.................................................................................... 34.0 KEY MESSAGES........................................................................................................................ 4 4.1 To Parents........................................................................................................................... 4 4.2 To Young Girls................................................................................................................... 4 4.3 To Critics............................................................................................................................ 5 4.4 To Shareholders.................................................................................................................. 55.0 TACTICS..................................................................................................................................... 6 5.1 Objective 1......................................................................................................................... 6 5.2 Objective 2......................................................................................................................... 8 5.3 Objective 3......................................................................................................................... 11 5.4 Tactic Schedule.................................................................................................................. 166.0 EVALUATION............................................................................................................................. 257.0 BUDGET...................................................................................................................................... 27 APPENDICES **************************APPENDIX A: SWOT & PEST ANALYSESAPPENDIX B: SAMPLE SOCIAL MEDIA POSTS ! >$>
    • 1.0 EXECUTIVE SUMMARY Barbie is about to embark on a new chapter of her life as a more audience-focused brand,choosing to capitalize on her well-established place in the hearts of young girls while evolving to meettheir changing needs more effectively and creatively. This opportunity has presented itself through anumber of challenges Barbie has faced over the past few years but it is with excitement that we moveforward from these challenges and present our revamped and refocused Barbie. The communications team at Barbie has performed extensive research into the challenges wehave faced in the past, the audiences who are most invested in Barbie being a success, and the ways inwhich we can better cater to the needs of our number one priority: the young girls who have grown, andindeed want to grow up with Barbie. Critics in the past have pointed out the perhaps limited scope ofBarbie’s interactive elements, suggesting that we have not taken the changing social climate intoconsideration in our brand. Unfortunately, we have a history of reacting negatively towards this vein ofcriticism and it has not shown Barbie in a positive light. In the future, conversations with our critics andcompetitors will be an important element to our communications plan as we need to understand both sidesof our audiences properly in order to bring Barbie into the future in the best way possible. Instead of blindly moving ahead as we have done in the past, the 2012 communications planoutlines a year of interaction. We will engage in partnerships with like-minded charities and not-for-profits who also consider the well-being of young girls to be paramount to the success of society at largeand plan to transform Barbie into more than just a toy or a brand. By partnering with these not-for-profitswe will show, through actions and not just words, that we want what is best for our biggest fans andBarbie is ready to help make that a reality! We have also designed a social media platform and strategy that will allow Barbie to have hervery own voice in 2012, tweeting, blogging and posting to her fans about her experiences at FashionWeeks, charity events, her presidential campaign, and in every day life so they can feel as connected aspossible to their icon. Moving forward with Barbie in 2012 will be a revolutionary and changing year inthe history of our favourite doll. ! >$$>
    • 2.0 SITUATION ANALYSIS 2.1 Background Information Mattel introduced “Barbie Teenage Fashion Model” to the world in 1959. She was an instant hiton the toy market and continued to be Mattels signature doll and profit engine for 40 years after heroriginal launch. Recently within the larger struggling toy industry, Barbies sales have fallen for seven straightquarters on a year-to-year basis. Global sales of Barbie have fallen 18 per cent as of 2005 while sales inthe United States have decreased by 30 per cent. This is the first time that Mattel has dealt with such aserious drop in revenue as Barbie accounts for an estimated 25 to 35 per cent of Mattels total sales. There has also been a serious backlash against Barbie amongst girls ages seven to eleven. In thepast, Barbie has been “idolized as a role model for young girls, an icon of American culture, a model ofaesthetic perfection and cultural icon of heterosexual femininity.” Numerous studies conductedthroughout the late 1990s and early 2000s have found that a majority of girls engage in destructive playwith Barbie as rejection of their past. Barbie is hated because she is “babyish” and many girls feel thatshe represents “their younger childhood out of which they had now outgrown.” Girls are turning awayfrom the didactic stylings of Barbie and to the fashion-forward world of Bratz dolls. Bratz dolls are maincompetition for Barbie and as of 2005, sales of Bratz are up by 40 per cent. In addition to the backlash of young girls, fierce opposition campaigns from The Body Shop,Dove and Nike have contributed to an “anti-Barbie climate.” These campaigns criticize the narrow viewof beauty that Barbie enforces. The Body Shop launched “Ruby, the Anti-Barbie” in 1996 as a way tochallenge beauty stereotypes. Dove followed the trend and in 2005 create the “Campaign for RealBeauty” as a way of moving away from the Barbie beauty ideal: “tall, young, thin, blond, Caucasian andlarge-breasted.” Nike also joined the trend in 2005 and created the “What Story Does Your Body Tell?”campaign. In addition to these formal campaigns, Barbie also faced stiff critiques in the forms of parodythrough the late 1990s through music, commercials and photography. >=>
    • 2.2 Problems and Opportunities:“Instead of acknowledging the critique and starting a discussion with the opposing campaigns, Matteldecided to either simply ignore the critique of take the other party to court.” Mattel must learn to engagein a meaning discussion about Barbie in the media. ! Problem: Lack of constructive two-way communication with their publics ! critics ! competitors ! customers " parents " girls ages seven to twelve ! Problem: Lack of response to the critical campaigns of detractors: ! direct attack of Barbie from The Body Shop ! indirect attacks of Dove and Nike ! Problem: Lack of understanding the deeper issues of Barbies figure and appearance ! unrealistic figure of Barbie ! didactic nature of Barbies “self” ! Bratz dolls are more proportionate and fashion forward ! Opportunity: Barbie as a storyteller for young girls ages three to six ! continue to write imaginative stories for Barbie and then create the toys ! continue to make Barbie DVDs, pop-up books and rich story “maps” ! Opportunity: Barbie as an fashion icon for girls ages seven to twelve ! continue to seek out valuable partnerships with fashion retailers ! emphasis on Barbie Style brand ! continue to partner with designers for the Fashion Luxe collection ! continue to create celebrity Barbies: " characters from “Twilight”, “High School Musical” and other popular franchises >;>
    • ! Opportunity: Barbie as “real-world” experience for girls ages seven to twelve ! expand MyScene line of dolls ! focus on realistic teen lifestyle Mattel has the ability to turn the above problems facing Barbie into opportunities. Mattel mustfirst realize that failure to constructively respond to the criticisms further damages Barbies reputationamong all publics.3.0 GOALS, OBJECTIVES & STRATEGIESGOAL: To enhance the relationship between Barbie and her critics and customers soconfidence is restored and Barbie is cemented as a positive companion for young girls.Objective 1: To have an effect on the awareness of customer-parents, specifically to increase theunderstanding of parents about Mattels new policies regarding constructive two-way communication withcritics and competitors, reaching 70 per cent of the parent demographic within the next fiscal year.Strategies: ! Corrective Action – publicly recognize failure to establish communication with critics, repair the damage with critics done through lawsuits and work to prevent reoccurrence through new policies ! Sponsorships – scholarships for adolescent girls based on the fields that Barbie has had careers in such as Dr. Barbie, Architect Barbie, Veterinarian Barbie, etc. ! Strategic Philanthropy – donate to not-for-profits that relate directly to issues regarding body image and self-esteemObjective 2: To have an effect on the acceptance of girls between the ages of seven and twelve,specifically to generate interest among 30 per cent of North American girls in that age bracket for BarbiesMyScene collection within the next fiscal year.Strategies: ! Alliances and Coalitions – pair with highly recognized designers for the Fashion Luxe collection; >?>
    • continue to pair with Sephora; alliances with Forever21, American Eagle and H&M; particularly H&M designer collections ! Special Events – Barbie does Fashion Weeks in New York City, London, Milan, Paris ! Newsworthy Information – Barbie presidency bids for 2012Objective 3: To have an affect on the action of customer-parents, specifically to increase sales of allBarbie products by 30 per cent within the next fiscal year.Strategies: ! Organizational Performance – adapt Barbie to appeal to parents by being less edgy than Bratz but still fashion-forward to warrant interest among girls ages seven to twelve ! Transparent Communication – address issues with customer-parents surrounding Mattels handling of Barbies image ! Special Events – Holiday Barbie editions – multicultural; short essay contests; parade floats4.0 KEY MESSAGES 4.1 To Parents Although the world around her has changed many times since her “birth” in 1959, Barbie is stillthe same girl-next-door that young girls can not only play with, but also learn with through Barbie’s manydifferent careers, relationships, and venues for interaction. Younger children can enjoy creating story linesfor Barbie and her friends and practice their social skills by playing with Barbie while older girls (agedseven to twelve) can turn to Barbie as a fashion icon, following her journey through the Fashion Weeks ofthe world and purchasing items from her MyScene and Fashion Luxe lines of clothing. Barbie’srestructuring is to ensure that she will always remain an important part of any child’s life, from their firstencounter to when they introduce Barbie to their own children. 4.2 To Young Girls Bring Barbie with you as you grow up and enter a new and exciting world of school, fashion, andchoices that will one day shape your life! Barbie has big plans for herself and has the tools for you to >@>
    • make some big plans of your own, too. The MyScene and Fashion Luxe clothing collections can be foundat a number of your favourite stores, proving that Barbie is not just for your little sister anymore! Followher journey as she experiences all the major Fashion Weeks in 2012, tweeting and blogging about them asshe goes! Write to Barbie and tell her what she means to you and you could win an incredible Barbie prizepack with enough stuff to share with all your friends! Also look for some of Barbie’s closest friends, yourfavourite movie characters, in stores soon. 4.3 To Critics We have made a mistake by defending ourselves against criticism when we should have beenengaging in a conversation about why Barbie is the way she is and we sincerely hope it is not too late tomend the relationships that have been damaged by this. We don’t want Barbie to remain a static figure,unchanging through time, but rather a fluid icon who is able to adapt to the world and to her beloved fansas they grow up and their needs change. For this reason we are hoping to form partnerships withimportant organizations who are also committed to the well-being of young girls, their body image, andself esteem. We are going to refocus our efforts on scholarships and other ways to make Barbie’s fans’dreams and goals to come true like essay contests to encourage critical thinking from a young age, and artshows to encourage creativity. Barbie does not want to leave her fans behind, nor does she want to be leftbehind, as our industry moves forward to a more interactive and supportive role in the lives of children. 4.4 To Shareholders Over the past seven quarters we have failed to deliver the exceptional results we know you expectfrom us and indeed that we expect from ourselves. Moving forward, Barbie is taking steps to evolvingand revamping our image to once again be the number one choice of toy for young girls aged three to sixand to also establish Barbie as the number one brand for girls aged seven to twelve as well with new focusplaced on the MyScene and Fashion Luxe clothing and accessory lines. By refocusing our efforts on notonly our products but also our key audiences, girls aged three to twelve and their parents, Barbie will soonbe as dear to the hearts of this generation as she has been for over fifty years. >A>
    • 5.0 TACTICS 5.1 Objective 1 “To have an effect on the awareness of customer-parents, specifically to increase theunderstanding of parents about Mattels new policies regarding constructive two-way communicationwith critics and competitors, reaching 70 per cent of the parent demographic within the next fiscal year.”Strategy i) Corrective Action Internal ! Formulate new two-way communications policy (January) # RACE model # first draft ! Finalize policy (February) ! Create fact sheet of new policy (February) ! Email fact sheet (March) ! Upload fact sheet to employee intranet (March) ! Hold meetings with main offices across North America (March) External ! Draft speech for Public Affairs meeting (February) ! Finalize speech (February) ! Plan meeting (February) ! Invite media (February) ! media release (March) ! Provide copies of new policy (March) ! Upload speech and policy to website (March) ! Message from the President blog (March) ! Use social media (Facebook, Twitter) as free advertisement (February) ! Publish quarterly and annual reports (March, June, September, December) >B>
    • ! highlight positive work towards two-way communication and implementationStrategy ii) Sponsorships and Scholarships Internal ! Set up scholarship fund (April) ! Select education streams to be considered for scholarships (April) ! Set guidelines for essay contest (April) ! Select jurors (April) ! Create informational brochure regarding contest rules, regulations and scholarship details (April) ! Meeting regarding Awards Dinner celebration (Sheila, this will be held the year after given the timeline) (November) ! Create media release (April) External ! Media release (May) ! Post information on website (May) ! Post information on blog and social media sites (Facebook, Twitter) (May) ! Education outreach to North American schools (May, June, September, October) ! Check in with school to determine feedback (November)Strategy iii) Strategic Philanthropy Internal ! Establish fund (June) ! Create fact sheet for charities/not-for-profits (June) ! Reach out to charities/not-for-profits that deal with issues regarding body image , self-esteem and womens interests. Gauge partnership interest (June) ! Establish list of charities/not-for-profits (July) ! Determine annual rotation list (July) >C>
    • ! Draft media release (July) ! Plan fundraising Barbie Art Show / Silent Auction for December (September) ! select venue ! call for submissions ! catering, etc. External ! Media release (August) ! Post information on website (August) ! Post information on social media (August) ! Release call for submissions for art show (September) ! Invites to new charities/not-for-profits (October) ! Invites to large donors (October) ! Invites to media (October) ! Barbie Art Show / Silent Auction (December) 5.2 Objective 2 “To have an effect on the acceptance of girls between the ages of seven and twelve, specifically togenerate interest among 30 per cent of North American girls in that age bracket for Barbies MyScenecollection within the next fiscal year.”Strategy i) Alliances and Coalitions Internal ! Plan which designers to approach for partnerships with relaunching MyScene (January) ! Target, Wal-Mart, Sephora, Forever21, American Eagle and H&M ! Meet with marketing and advertising (January) ! Gather samples from MyScene / Fashion Luxe designers for partnership presentations (January) >D>
    • ! Prepare presentations and materials for pitch meetings with designers (February) ! Prepare fact sheet on new alliances (March) ! Upload fact sheet to employee intranet (March) ! Develop draft coalition communications plan to present to designer’s communications teams (March) External ! Present to target designers (February) ! Meet with communications personnel from allied designers (March) ! Finalize coalition communication plan (April) ! Issue news release announcing alliances (April) ! Plan product launch at New York and downtown Toronto locations of stores carrying MyScene (May) ! Send out invites to media for product launches (May) ! Use social media to promote events (May) ! Product launch events (May) ! Use social media to tweet and post from events as Barbie herself (June) ! Use social media (Facebook, Twitter) as free advertisement (February) ! Publish quarterly and annual reports (March, June, September, December) ! updating on success of lines and satisfaction of allied designersStrategy ii) Special Events Internal ! Prepare fact sheet on Fashion Week for senior management (April) ! Present benefits of Barbie attending Fashion Week to senior management (April) ! Set up meetings with Fashion Week officials (May) ! Prepare news release to announce Barbie will be at all four locations for the Spring/Summer season fashion shows in September and October (July) >E>
    • ! New York City, London, Milan, Paris ! Prepare media kits for announcement (July) ! Arrange for communications personnel to be at each Fashion Week event (August) ! Prepare news releases for after each event (September) ! Write speech and prep President for final event (October) ! Upload a video of speech to employee intranet (October) External ! Media release (July) ! Media kits (July) ! Media conference (August) ! Post information website and social media (August) ! Blog, tweet and post on Facebook live from each Fashion Week event as Barbie herself (September and October) ! Issue news release after each event (September and October) ! Speech by the President after final event in Paris (October) ! Blog about entire experience from Barbie’s point of view (November)Strategy iii) Newsworthy Information Internal ! Meet with senior management to approve plan for Barbie’s 2012 US Presidency Bid (June) ! Prepare internal memo to employees (June) ! Prepare news release to issue on 4th of July announcement (June) ! Prepare commercials to air in the beginning of July (June) ! Prepare contest information for Barbie’s slogan contest (July) ! Select criteria and judges (July) ! Select winner (September) ! Create promotional material and apparel with new slogan (September) >=<>
    • ! Create fact sheet on Barbie’s “campaign platform” for media (October) ! Prepare news release for Nov. 6 (Election Day) (November) External ! Media release (July) ! Co-ordinate airing of new commercials announcing Barbie’s bid for President (July) ! Post information on website (July) ! Post information on blog and social media sites (Facebook, Twitter) (July) ! Announce the contest on website (August) ! “What Should Barbie’s Campaign Slogan Be?” ! Use social media (Facebook, Twitter) as free ads. (August) ! Announce winner of contest (September) ! Release fact sheet on platform to media (October) ! Blog, tweet and post on Facebook about Presidential election as Barbie herself (October and November) ! Issue news release on Election Day (November) 5.3 Objective 3 “To have an affect on the action of customer-parents, specifically to increase sales of all Barbieproducts by 30 per cent within the next fiscal year.”Strategy i) Organizational Performance Internal ! Plan meeting to discuss Barbie re-design (January) ! Communicate need for re-design to design-development team (January) ! Hold employee meetings to ensure understanding (January) ! Formulate public re-design contest (February) ! Draft contest rules and requirements (February) >==>
    • ! Finalize rules and requirement (March)! Set deadlines for submissions (March)! Set judgement criteria (March)! Select judging panel (March)! Begin partnership negotiations (February) ! Madonna (Material Girl), Jessica Simpson, Beyoncé (House of Dereon)! Finalize partnership deals (April)! Presentation of internal re-design submissions (May)! Re-design focus group test (May)! Analyze data / results (May)External! Media release announcing need for new design (January)! Update website (January)! Use social media (Facebook and Twitter) as free advertisement (January)! Message from the President blog (January)! Press conference with president (January) ! draft speech ! draft preparatory Q&A / media training! Media release announcing re-design contest (April)! Update website with rules and requirements (April)! Use social media (Facebook and Twitter) as free advertisement (April)! Press conference presenting new design (October)! Draft presentation (September)! Finalize presentation (September)! Invite media (September) ! media release >=;>
    • ! Draft preparatory Q&A/media training (September) ! Upload new looks to website (October) ! Use social media (Facebook and Twitter) as free advertisement (October)Strategy ii) Transparent Communication Internal ! Formulate new two-way communications policy (January) # RACE model # first draft ! Finalize policy (February) ! Create fact sheet of new policy (February) ! Email fact sheet (March) ! Upload fact sheet to employee intranet (March) ! Hold meetings with main offices across North America (March) External ! Draft speech for Public Affairs meeting (February) ! Finalize speech (February) ! Plan meeting (February) ! Invite media (February) ! media release (March) ! Provide copies of new policy (March) ! Upload speech and policy to website (March) ! Message from the president blog (March) ! Use social media (Facebook, Twitter) as free advertisement (February) ! Publish quarterly and annual reports (March, June, September, December) ! highlight positive work towards two-way communication and implementationStrategy iii) Special Events >=?>
    • Internal! Formulate short-essay contest (What does Barbie mean to you?) (July)! Draft contest rules and requirements (July)! Finalize rules and requirement (August)! Set deadlines for submissions (August)! Set judgement criteria (August)! Select judging panel (August)! Winner selection deadline (October)! Holiday event plan (May)! Apply for permission to submit float to holiday parade (major cities across U.S.A and Canada) (January)! Design float (January)! Promote float (September)External! Media release announcing short-essay contest (September)! Update website with rules and requirements (September)! Use social media (Facebook and Twitter) as free advertisement (September)! Media release announcing new holiday collection (October)! Update website (October)! Use social media (Facebook and Twitter) as free advertisement (October)! Press conference with president (October) ! draft speech ! draft preparatory Q&A / media training! Launch party for new collection (December)! Select venue (September)! Finalize presentation (November) >=@>
    • ! Design display (November)! Book catering and venue equipment (September)! Invite media (November)! Upload new looks to website (December)! Use social media (Facebook and Twitter) as free advertisement (December) >=A>
    • 5.4 Tactic Schedule ACTIVITY January February March April May June July August September October November December STRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth QuarterOBJECTIVE 1: To have an effect on the awareness of customer-parents, specifically to increase the understanding of parents about Mattels new policies regarding constructive two-way communication with critics and competitors, reaching 70 per cent of the parent demographic within the next fiscal year.i) Internal Formulate a new two-way communication policy:Corrective - RACE model XAction - first draft Finalize policy X Create fact sheet of new policy X Email fact sheet X Upload fact sheet to employee intranet X Hold meetings with main offices across N.A. X External Draft speech for Public Affairs Meeting X Finalize speech X Plan meeting X Invite media X Produce and issue media release X Provide copies of new policy X Upload speech and policy to website X Message from the President blog X Use social media (Facebook, Twitter) as free ads. X Publish quarterly and annual reports - highlight positive work towards two-way X X X X communication and implementationii) Internal Set up scholarship fund XSponsorships(Scholarships) Select education streams to be considered for X scholarships Set guidelines for essay contests X !"#!
    • ACTIVITY January February March April May June July August September October November DecemberSTRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarterii) Internal Select jurors XSponsorships(Scholarships) Create informational brochure regarding contest X rules, regulations and scholarship details Meeting regarding Awards Dinner celebration (to X be held in early 2013) Create media release X External Media release X Post information on website X Post information on blog and social media sites X (Facebook, Twitter) Education outreach to North American schools X X X X Check in with schools to receive feedback Xiii) Internal Establish fund XStrategicPhilanthropy Create fact sheet for charities / not-for-profits X Reach out to charities / not-for-profits that deal with issues regarding body image, self-esteem X and women’s interests. Gauge partnership interest Establish list of charities / not-for-profits partners X Determine annual rotation list X Draft media release X Plan fundraising Barbe art show / silent auction for December - select venue X - call for submissions - catering, etc. External Media release X Post information on website X Post information on social media (Facebook, X Twitter) !"#!
    • ACTIVITY January February March April May June July August September October November December STRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarteriii) External Release call for submissions for art show XStrategicPhilanthropy Send out invites to new charities / not-for-profits X partners Send out invites to large donors X Send out invites to media X Barbie Art Show / Silent Auction XOBJECTIVE 2: To have an effect on the acceptance of girls between the ages of seven and twelve, specifically to generate interest among 30 per cent of North American girls in that age bracket for Barbies MyScene collection within the next fiscal year.i) Internal Plan which designers to approach for partnershipsAlliances and with relaunching MyScene / Fashion Luxe XCoalitions - Target, Wal-Mart Sephora, Forever21, American Eagel and H&M Meet with marketing and advertising departments X Gather samples from MyScene / Fashion Luxe X designers for partnership presentations Prepare presentations and materials for pitch X meetings with designers Prepare fact sheet on new alliances X Upload fact sheet to employee intranet X Develop draft coalition communications plan to X present to designer’s communications teams External Present plan to target designers X Meet with communications personnel from allied X designers Finalize coalition communication plan X Issue news release announcing alliances X Plan product launch at New York and downtown X Toronto locations of stores carrying MyScene Send out invites to media for product launch X !"#!
    • ACTIVITY January February March April May June July August September October November DecemberSTRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarteri) External Use social media to promote events (Facebook, XAlliances and Twitter)Coalitions Product launch events X Use social media to tweet and post from events as X Barbie herself Publish quarterly and annual reports - updating on success of lines and satisfaction of X X X X allied designersii) Internal Prepare fact sheet on Fashion Week for senior XSpecial Events management Present benefits of Barbie’s involvement in X Fashion Week to senior management Set up meetings with Fashion Week officials X Prepare news release to announce Barbie will be at all four locations for the Spring/Summer X season fashion shows in September and October - New York City, London, Milan, Paris Prepare media kits for announcement Arrange for communications personnel to be at X each Fashion Week event Prepare news releases for after each event X Write speech and prep President for final event X Upload video of speech to employee intranet X External Media release X Media kits X Media conference to announce Fashion Week X involvement Post information on website and social media X Blog, tweet and post on Facebook live from each X X Fashion Week event as Barbie herself !"#!
    • ACTIVITY January February March April May June July August September October November DecemberSTRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarterii) External Issue news release after each event X XSpecial Events Speech by the President after final event in Paris X Blog about entire experience from Barbie’s point X of viewiii) Internal Meet with senior management to approve plan XNewsworthy for Barbie’s 2012 US Presidency BidInformation Prepare internal memo to employees X Prepare news release to issue on 4th of July X announcement Prepare commercials to air in the beginning of X July Prepare contest information for Barbie’s slogan X Select criteria and judges for contest X Select winner X Create promotional material and apparel with X new slogan Create fact sheet on Barbie’s “campaign X platform” for media Prepare news release for Nov. 6 (Election Day) X External Media release X Co-ordinate airing of new commercials X announcing Barbie’s bid for President Post information on website X Post information on blog and social media sites X (Facebook, Twitter) Announce the contest on website X - “What Should Barbie’s Campaign Slogan Be?” Use social media (Facebook, Twitter) as free ads. X !"#!
    • ACTIVITY January February March April May June July August September October November December STRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarteriii) External Announce winner of contest XNewsworthyInformation Release fact sheet on platform to media X Blog, tweet and post on Facebook about X X Presidential election as Barbie herself Issue news release on Election Day XOBJECTIVE 3: To have an affect on the action of customer-parents, specifically to increase sales of all Barbie products by 30 per cent within the next fiscal year.i) Internal Plan meeting to discuss Barbie re-design XOrganizationalPerformance Communicate need for re-design to design- X development team Hold employee meetings to ensure understanding X Formulate public re-design contest X Draft contest rules and requirements X Finalize rules and requirements X Set deadlines for submissions X Set judgement criteria X Select judging panel X Begin partnership negotiations - Madonna (Material Girl), Jessica Simpson, X Beyoncé (House of Dereon) Finalize partnership deals X Presentation of internal re-design submissions X Re-design focus group test X Analyze data / results X External Media release announcing need for new design X Update website X Use social media (Facebook, Twitter) as free ads. X !"#!
    • ACTIVITY January February March April May June July August September October November DecemberSTRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarteri) External Message from the President blog XOrganizationalPerformance Press conference with President - draft speech X - draft preparatory Q&A / media training Media release announcing re-design contest X Update website with rules and requirements X Use social media (Facebook, Twitter) as free ads. X Press conference presenting new design X Draft presentation X Finalize presentation X Invite media X - media release Draft preparatory Q&A / media training X Upload new looks to website X Use social media (Facebook, Twitter) as free ads. Xii) Internal Formulate a new two-way communication policy:Transparent - RACE model XCommunication - first draft Finalize policy X Create fact sheet of new policy X Email fact sheet X Upload fact sheet to employee intranet X Hold meetings with main offices across N.A. X External Draft speech for Public Affairs Meeting X Finalize speech X Plan meeting X !""!
    • ACTIVITY January February March April May June July August September October November DecemberSTRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarterii) External Invite media XTransparentCommunication Produce and issue media release X Provide copies of new policy X Upload speech and policy to website X Message from the President blog X Use social media (Facebook, Twitter) as free ads. X Publish quarterly and annual reports - highlight positive work towards two-way X X X X communication and implementationiii) Internal Formulate short-essay contest XSpecial Events - “What Does Barbie Mean to You?” Draft contest rules and requirements X Finalize rules and requirements X Set deadlines for submissions X Set judgement criteria X Select judging panel X Winner selection deadline X Holiday event plan X Apply for permission to submit float to holiday parade X - major cities across USA and Canada Design float X Promote float X External Media release announcing short-essay contest X Update website with rules and requirements X Use social media (Facebook, Twitter) as free ads. X !"#!
    • ACTIVITY January February March April May June July August September October November DecemberSTRATEGY Internal/External TACTIC First Quarter Second Quarter Third Quarter Fourth Quarteriii) External Media release announcing new holiday collection XSpecial Events Update website X Use social media (Facebook, Twitter) as free ads. X Press conference with President - draft speech X - draft preparatory Q&A / media training Launch party for new collection X Select venue X Finalize presentation X Design display X Book catering and venue equipment X Invite media X Upload new looks to website X Use social media (Facebook, Twitter) as free ads. X !"#!
    • 6.0 EVALUATION Throughout the process of the Barbie reputation overhaul, evaluations will be conductedperiodically in order to measure the success of the financial, emotional and communication goalspreviously outlined in our communications plan. The purpose of these evaluations is to measure theintended changes outlined in our objectives, but more importantly, to aid in the ultimate achievement ofour organizational goal. More specifically, we will be measuring the changing attitudes/relationshipbetween Barbie and her customers and critics, the increased awareness of Mattels new policies regardingconstructive two-way communication, and measuring changes in the acceptance of Barbie by girlsbetween the ages of three and twelve. In order to measure the changing attitudes among critics and customers towards Barbie, thecommunications team will be responsible for conducting media scans at regular intervals, in order toevaluate the effectiveness of the new initiatives set in place by Mattel. A well-done media scan willprovide the communications team with an understanding of who is talking about Barbie and her newimage, what is being said, general attitudes, the projected future for the doll, how the new initiatives arebeing received by the public, as well as an evaluation of our overall communications efforts. Theinformation obtained through the media scan will aid in determining the basic wants and needs ofBarbie’s key audiences, which will help to guide future communications efforts. In addition, this style ofevaluation complies with our initiative to implement policies regarding two-way communication intoMattel’s organizational culture. Through monitoring public opinion, we have the opportunity tounderstand what worked, as well as what didn’t, which in turn can be internalized by Mattel, resulting inthe appropriate organizational changes. Information regarding Mattel’s changing communication policies will be communicated bothinternally as well as externally. A fact sheet detailing all changes to organizational policy, as well as theimplementation of new communications strategies, will be uploaded to Mattel’s intranet site in addition tobeing e-mailed out to all employees. In order to ensure that the new policies and procedures have not onlybeen read, but also understood by all staff, meetings will be held in all Mattel offices across North >;A>
    • America. This will provide an environment for open discussion and clarification amongst all levels ofemployees. Additionally, this fact sheet will also appear on the company’s website, the president’s blog,the annual report, and will be further disseminated through our new education outreach program createdfor students and schools across North America. Finally, the changes in acceptance of Barbie by girls between the ages of three and twelve will beevident in increased sales of the doll and other Barbie products within the demographic. Mattel’s financialanalysts will meticulously track trends and changes in the sales of Barbie dolls and products, and willcommunicate all findings through the quarterly and annual reports. They will evaluate the overall costsassociated with the new re-branding initiatives, in contrast to the revenue produced by sales of the doll(and related products) in the months following their implementation. >;B>
    • 7.0 BUDGET ITEM COST BREAKDOWN ($) TOTAL Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. ($) First Quarter Second Quarter Third Quarter Fourth Quarter Media conference (venue and refreshments) 2,500 2,500.00 Copies of new policy (print material) 250 250.00 Hire graphic designers for designing social media outlets 3,000 3,000.00 Public quarterly reports (print material) 500 500 500 500 2,000.00 Public annual report (print material) 750 750.00 Scholarship fund 15,000 15,000.00 Informational brochure regarding contest rules, regulations and scholarship details (print material) 1,000 1,000.00 Meeting regarding Awards dinner celebration (venue and refreshments) 5,000 5,000.00 !"#!
    • ITEM COST BREAKDOWN ($) TOTAL Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. ($) First Quarter Second Quarter Third Quarter Fourth QuarterNorth American schoolsfund 10,000 10,000.00Create fact sheet forcharities / not-for-profits(print material) 1,000 1,000.00Fundraising Barbie ArtShow / Silent Auction forDecember (venue andcatering) 5,000 5,000.00Invites to new charities /not-for-profits partners,large donors, and media(print material) 500 500.00Barbie Art Show / SilentAuction (venue andcatering) 15,000 15,000.00Fact sheet on newalliances (print material) 500 500.00Product launch events atNew York and downtownToronto locations ofstores carrying MyScene 30,000 30,000.00 !"#!
    • ITEM COST BREAKDOWN ($) TOTAL Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. ($) First Quarter Second Quarter Third Quarter Fourth QuarterMeetings with FashionWeek officials(allowances) 2,000 2,000.00Barbie fashion weekevents in New York City,London, Milan and Paris(communicationpersonnel at each event -travel, accommodationsand allowances) 150,000 150,000.00Media conference toannounce Fashion Weekinvolvement (venue andrefreshments) 3,000 3,000.00Speech by the Presidentafter final event in Paris(business trip cost) 5,000 5,000.00Commercials to air in thebeginning of July 50,000 50,000.00Barbie’s contest (prizes) 20,000 20,000.00Promotional material andapparel with new slogan 20,000 20,000.00 !"#!
    • ITEM COST BREAKDOWN ($) TOTAL Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. ($) First Quarter Second Quarter Third Quarter Fourth QuarterEmployee meetings toensure understanding ofplan (catering) 2,000 2,000.00Partnership (celebrityendorsement agreement) 200,000 200,000.00Media conference withPresident (venue andrefreshments) 5,000 5,000.00Media conferencepresenting new design(venue and refreshments) 5,000 5,000.00Media conference (venueand refreshments) 2,000 2,000.00Hold meetings with mainoffices across N.A.(travel costs) 10,000 10,000.00Short-essay contest prize(“What Does BarbieMean to You?”) 10,000 10,000.00Holiday event 15,000 15,000.00Holiday paradepreparation 150,000 150,000.00 !"#!
    • ITEM COST BREAKDOWN ($) TOTAL Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. ($) First Quarter Second Quarter Third Quarter Fourth QuarterMedia conference withPresident (venue andrefreshments) 3,000 3,000.00Launch party for newcollection 25,000 25,000.00 TOTAL COSTS 388,750.00 109,500.00 210,500.00 59,750.00 768,500.00 !"#!
    • APPENDIX APEST & SWOT Analyses
    • PEST Analysis Political Economical! new leadership under Neil B. Friedman ! depressed toy market! lack of two-way communication ! plummeting Barbie sales ! issues of lawsuits against competitors ! competition from Bratz dolls and critics Social Technological! Barbies figure ! move to digital products ie. Barbie websites,! pressure from external groups online games, social media ! move to DVDs SWOT Analysis Strengths Weaknesses! History of Barbie ! Barbie as “babyish” and “unfashionable” ! advanced as women advanced ! Barbie as representing young girls! purchase of the American Girl Brand ! Barbie does not represent the average! success of Girl Power ads American girl! partnership with Girls Inc. ! Focus on didactic play instead of fashion! Barbie DVDs play! MyScene dolls ! constant lawsuits against detractors! focus on fashion ! missed opportunities for dialogic communication ! failure to address real issues with figure during Barbie remodelling Opportunities Threats! expansion of the American Girl brand ! decreasing Barbie sales! expansion of Barbie DVDs ! anti-Barbie campaigns! expansion of MyScene dolls ! opposition regarding Barbies figure and beauty stereotyping ! The Body Shop ! Dove ! Nike ! Competition and success of Bratz dolls ! !"!