MBA 645 Exemplar Communication Grid Stakeholders Stakeholder's Interest in the Park Reopening Assessment of the Impact on Stakeholder (Low/Medium/ High) Information and Communication Needs of the Stakeholder Communication Methods With the Stakeholder Example: Lenders Knowing the status of the return to opening and possible investment costs Medium Regular updates on the reopening and any investment cost needs • Virtual meetings on a quarterly basis • Emails MBA 645 CMO Memo for Target Audience To: Director of Marketing, U.S. Park Southeast From: Chief Marketing Officer, Global Theme Parks Re: Target Audience Identification This memorandum is intended to confirm our recent presentation to the marketing directors of our global theme parks. A target audience is a group of consumers within a predefined target market that have been identified as the best recipients for a particular marketing message. And a target market broadly describes consumers who care about our theme parks, products, and services. Under the right conditions, they are most likely to be our customers, and our marketing efforts should focus on this target audience. For the U.S. Park Southeast, working with market research and our business intelligence group, we have identified the primary target audience of families with children ages 6–18 and an average annual income of more than $75,000 per year. A secondary target audience of teens ages 15–18 has also been identified. These two target audiences will likely create a diverse marketing plan as we re-engage with them through our reopening efforts. MBA 645 Memo From Legal Team To: Chief Marketing Officer—Global Theme Parks From: Corporate Legal Department CC: U.S. Directors of Marketing, U.S. Parks Re: Legal and Ethical Considerations in Marketing the Parks’ Reopenings Below you will find a list of considerations to take into account in the development of the marketing plans to support the reopening of our U.S. parks. We are asking you to review all plans and messaging with the legal teams at your specific parks, given that local and state statutes will vary. Broadly, these are considerations to keep top of mind as you develop your plans. Ethical considerations: • There are growing corporate social responsibility (CSR) trends addressing people, planet, and profit. Commonly called the triple bottom line or TBL, these trends are becoming the expected norms for businesses. • Ensure your efforts align with our company’s TBL efforts and CSR initiatives. • Ensure you engage critical stakeholder groups as required in both the marketing initiatives and communications. • We understand a significant portion of our target audience is comprised of families with young children, young adults, and teenagers. This audience is particularly sensitive to the CSR of businesses they consider supporting. Here are six uneth ...

1. MBA 645
Exemplar Communication Grid
Stakeholders Stakeholder's
Interest in the
Park Reopening
Assessment of
the Impact on
Stakeholder
(Low/Medium/
High)
Information and
Communication
Needs of the
Stakeholder
Communication
Methods With the
Stakeholder
Example:
Lenders

2. Knowing the
status of the
return to opening
and possible
investment costs
Medium Regular updates on
the reopening and
any investment
cost needs
• Virtual meetings
on a quarterly
basis
• Emails
MBA 645 CMO Memo for Target Audience
To: Director of Marketing, U.S. Park Southeast
From: Chief Marketing Officer, Global Theme Parks
Re: Target Audience Identification
This memorandum is intended to confirm our recent

3. presentation to the marketing directors of our
global theme parks. A target audience is a group of consumers
within a predefined target market that
have been identified as the best recipients for a particular
marketing message. And a target market
broadly describes consumers who care about our theme parks,
products, and services. Under the right
conditions, they are most likely to be our customers, and our
marketing efforts should focus on this
target audience.
For the U.S. Park Southeast, working with market research and
our business intelligence group, we have
identified the primary target audience of families with children
ages 6–18 and an average annual income
of more than $75,000 per year. A secondary target audience of
teens ages 15–18 has also been
identified. These two target audiences will likely create a
diverse marketing plan as we re-engage with
them through our reopening efforts.
MBA 645 Memo From Legal Team
To: Chief Marketing Officer—Global Theme Parks
From: Corporate Legal Department
CC: U.S. Directors of Marketing, U.S. Parks
Re: Legal and Ethical Considerations in Marketing the Parks’
Reopenings

4. Below you will find a list of considerations to take into account
in the development of the
marketing plans to support the reopening of our U.S. parks. We
are asking you to review all
plans and messaging with the legal teams at your specific parks,
given that local and state
statutes will vary. Broadly, these are considerations to keep top
of mind as you develop your
plans.
Ethical considerations:
• There are growing corporate social responsibility (CSR) trends
addressing people,
planet, and profit. Commonly called the triple bottom line or
TBL, these trends are
becoming the expected norms for businesses.
• Ensure your efforts align with our company’s TBL efforts and
CSR initiatives.
• Ensure you engage critical stakeholder groups as required in
both the marketing
initiatives and communications.
• We understand a significant portion of our target audience is
comprised of families with
young children, young adults, and teenagers. This audience is
particularly sensitive to
the CSR of businesses they consider supporting.
Here are six unethical and illegal practices to avoid:
1. False advertising

5. 2. Selective marketing
3. Unethical data collection
4. Stereotyping
5. Negative advertising
6. Pricing strategies (predatory pricing or “bait and switch”
pricing)
With consumers able to access transparent details of businesses'
operational policies and
philosophies, any questionable marketing approaches are sure to
come to light and must be
avoided.
GLOBAL PARKS CEO
CHIEF OPERATIONS
OFFICER (COO)
CHIEF FINANCIAL
OFFICER (CFO)
CHIEF MARKETING
OFFICER (CMO)
CHIEF COMPLIANCE
OFFICER (CCO)
CHIEF PEOPLE
OFFICER (CPO)
CHIEF STRATEGY
OFFICER (CSO)

6. CHIEF SALES OFFICER
(CSO)
PARK US SE PARK US SE PARK US SE PARK US SE
PARK US SE PARK US SE PARK US SE
VP OF PARK
OPERATIONS
PARK CONTROLLER MARKETING
DIRECTOR
LEGAL DIRECTOR HR DIRECTOR STRATEGY &
BUSINESS INTEL
SALES DIRECTOR
PARK US WEST PARK US WEST PARK US WEST PARK
US WEST PARK US WEST PARK US WEST PARK US WEST
VP OF PARK
OPERATIONS
PARK CONTROLLER MARKETING
DIRECTOR
LEGAL DIRECTOR HR DIRECTOR STRATEGY &
BUSINESS INTEL
SALES DIRECTOR
PARK GERMANY PARK GERMANY PARK GERMANY
PARK GERMANY PARK GERMANY PARK GERMANY
PARK GERMANY
VP OF PARK

7. OPERATIONS
PARK CONTROLLER MARKETING
DIRECTOR
LEGAL DIRECTOR HR DIRECTOR STRATEGY &
BUSINESS INTEL
SALES DIRECTOR
PARK JAPAN PARK JAPAN PARK JAPAN PARK JAPAN
PARK JAPAN PARK JAPAN PARK JAPAN
VP OF PARK
OPERATIONS
PARK CONTROLLER MARKETING
DIRECTOR
LEGAL DIRECTOR HR DIRECTOR STRATEGY &
BUSINESS INTEL
SALES DIRECTOR
• PEOPLE
• SAFETY
• TRAINING
• FINANCIAL
• CONTROLS
• AUDIT
• BRANDING
• MARKETING
• PUBLIC RELATIONS
• ADVERTISING

8. • COMMUNICATIONS
• LEGAL
• ETHICAL
• STAKEHOLDERS
• CSR
• PUBLIC AFFAIRS
• HIRING
• BENEFITS MGT
• OMBUDS
• LABOR RELATIONS
• STRATEGY MGT
• BUSINESS INTEL
• SALES
• CUSTOMER RELATIONSHIP
MANAGEMENT
• VENDOR RELATIONS
• AFTER-SALES SERVICES
Sheet1
MBA 645 CMO MEMO
From: Chief Marketing Officer
To: Marketing Director, U.S. Park Southeast
Re: Park Reopenings
Good day.
As you know, we recently closed our theme parks globally due

9. to a serious safety incident
resulting in serious injury to several of our guests and two
employees. This has resulted in the
closing of the parks and all associated services. We are
confident that the safety issues have
been addressed and are preparing to reopen the parks, beginning
with the U.S. Park Southeast.
We have made every effort to ensure extensive safety measures
are in place at this time.
I am asking you, given your extensive background in marketing
and strategic development, to
take the lead in planning a marketing strategy for the U.S. Park
Southeast’s reopening, including
plans for a phased reopening of all parks. You will need to
consider critical objectives such as
maximum safety, crisis communication, customer satisfaction,
and optimal profit potential. You
will be coordinating the marketing strategy with corporate
strategy to ensure our brand is both
protected and optimized.
A brand analysis and the identification of critical marketing and
communications factors must
be included in your planning to successfully reopen the parks.
Please consider the alignment
with our other functional departments in your efforts. It will
take all of us to successfully
relaunch the parks and to protect and optimize our brand.
I would like a presentation made to all marketing directors of
our global brand within 10 weeks
from today.