The document outlines the strategic communication plan for Consolidated Electronics, focusing on goals such as acquiring regional competitors, enhancing brand awareness, and relocating headquarters. It emphasizes the need to address employee engagement, implement new onboarding processes, and expand internet presence, including an ecommerce solution. The plan highlights the importance of collaboration with various stakeholders while addressing potential challenges, and it sets metrics to evaluate progress towards becoming the top supplier of electrical equipment.

1. Consolidated
Electronics
Strategic Communication Plan
Submitted by Team Traditions:
Felicia Pratt, LaVenia Lavelle,
Teresa Jackson,and Terrie Mitchell

2. D. Emmett Shane’s goals:
➢ Acquire 7 to 10 small regional competitors
➢ Start up a new ad campaign
➢ Become the #1 supplier of electrical equipment to large and
mid-size companies
➢ Expand its Internet presence
➢ Cut costs and headcount to reduce overhead
➢ Relocate company headquarters from Los Angeles to Denver)

3. STRATEGY
•Unify ConsoE & New Partners •Increase employee knowledge
of ConsoE business & goals
•Develop new onboarding
process that all employees (old &
new) must go through.
•Develop ConsoE Academy
•Become the #1 supplier of
electrical equipment to large and
mid-size companies through
growth and new communication
initiatives.
•Brand Awareness
•Increase internet presence to
also include an ecommerce
solution
•Growth through acquisition
•Start-up a new ad campaign
•Develop new website
•Press releases to media on
accomplished benchmarks
•Expand the internet presence
•Cut cost and headcount.
•Reduce overhead.
•Centralizing operations for
competitive advantage.
STRATEGIC EFFECT STRATEGIC COMMUNICATION GOAL TACTICS

5. Stakeholders
Internal
Employees
Board of Directors
Stockholders
Suppliers
External
Environmentalists
Industry Competitors
Community
Legislators
Industry Regulators

6. ConsoE Environmental Analysis
EnvironmentRisk Analysis
Issues & Concerns
Collaboration
Obstacles
Situational
Analysis

7. Risk Analysis
External
Economic – Manufacturing’s slow but steady
comeback
Political – Pending Federal tax legislation for
small and large businesses. Local and state
legislators (negative LA and positive Denver)
loss/increase of jobs
Promise to keep manufacturing in US
Competition – Regional, national, and
international manufacturers
Suppliers- Geographic location in relation to
operations. Transport of goods throughout
distribution and supply chain.
Media – Backlash for poor environmental
history.
Technology – Automation/Robot vs humans
mindset (or perception of “takeover”). Internet
sales increasing.
Community – loss of jobs in LA. Environmental
track record is negative.
Regulators – Monitor and enforce compliance
Environmentalists - strong voice in pollution
and community in community
Internal
Human Resources – Identify overlap or
duplication in employee roles and responsibility.
Loss of jobs or potential to create new positions.
Employees are disengaged.
Currently there are people in place on all levels
who will report issues related the internal &
external situations long-term.
Organizational Structure – Linear / Top down.
Lack of information sharing and transparency.
Budget -
Assets
Management – Not trustworthy or competent
(based on employee perception)
Procedures - Policies from ConsoE and acquired
companies need to be clear and consistent.

8. Situational Analysis - Attitude
Triggered
• Acquired and old employees don’t feel vested in the
vision or mission of the company.
• Management style is top down.
• Employees question leadership’s authenticity.
• Transition from private to public company.
• ConsoE’s leadership lacks clear directives.
• Leadership is not open to feedback or suggestions on
ways to improve the company.

9. Collaboration
➢Reach out to union representatives to talk about potential
employee job loss/gains.
➢Work with leadership and staff in Operations (short/long term
needs for the transition and physical move), Finance (budget, review
company acquisitions and losses/assets) and Human Resources
(leadership and staff overlap to identify where cuts should be made,
competitive pay to keep the best talent).
➢Local media (scanner) in Denver to promote the company’s move
to the region. Help identify potential opposition in the environment
such as environmentalists. However, these groups could become
allies, as ConsoE moves toward a more environmentally sustainable
manufacturing practices.

10. Potential Obstacles
•Class action lawsuit
•Regulations on mergers and
acquisitions
•Changing the negative perception of
the current leadership.
•Economic downturn; shift in supply
and demand.

11. Implementation Plan
(revisit stakeholder realities/perception)
ADVERSARIES ADVOCATES
Competition Employees, Administrators, Stockholders,
Board of Directors (BOD)
ANTI’S ALLIES
Environmentalists Suppliers
High
Low
Negative Positive
A
t
t
i
t
d
e
s
Impact

12. The following Themes are listed in order of importance to accomplish for
ConsoE to continue achieving its goals. Initially, employee issues must
be addressed. These are the most immediate and timely concerns for
the operation to make right in order to be in line to accomplish
additional goals. These employee objectives should begin to be
implemented within the first month of this twelve month plan and
evaluated quarterly thereafter. Following the employee issues, a
national ad campaign should be launched to put a face and feel of
the growing ConsoE company. Finally, growth issues can be addressed
to achieve the financial goals desired after the first two goals are
achieved, preparing ConsoE for accelerated earnings.
THEMES & MESSAGES

13. Message
1-EMPLOYEE ISSUES
A- Integration of existing companies for ConsoE
B-Implement ConsoE Academy. Address and
resolve disconnect between employees
and management
C- Overhead and cost reductions

15. Message
2- COMMUNICATION ISSUES
A- Launch ad campaign based on Tagline: “Products with power to
Transform the World.” (Words used in this tagline point the direction of
the campaigns.)
i- Products addresses the quality of our products over the
competition.
ii- Power addresses becoming the #1 supplier of
electrical equipment to large and mid-size companies.
iii-Transform addresses the idyllic world ConsoE can create with
our products delivering the highest level of social and
environmental standards for our employees, customers and the
planet.
iv-World addresses ConsoE’s rich heritage of quality products
with an eye on the growth and expansion in the future.
B- Expand Internet presence: Staff enhancements as needed to be
prepared for additional online presence issues.

17. Message
3- GROWTH ISSUES
A- Expand national presence, acquire additional companies that fit
the ConsoE vision and message.
B- Bring headquarters to a more nationally central location for
expanding growth Management.
C- Become the #1 supplier of electrical equipment to large and mid-
size companies nationally.
D- Increase market share from $125 to $175 million in the next 12
months.

20. Assess/Metrics
TOOLS:
• Observations - Environmental scanners for changes in organization
to ensure all necessary resources are directed properly.
• Focus groups after everyone’s completed ConsoE Academy - Have
employee attitudes changed?
• Social network and social media analysis (Sentiment analysis) - Yelp
reviews Glassdoor. Facebook, Twitter, online forums, BBB, local
Chamber of Commerce website
• Data collection - software tracking mention ConsoE in online search.
Increase in website visits and location of people.

21. Assess/Metrics
Increase Employee knowledge of vision, mission, and goals
● create a survey to see how employees feel about the organization
● Semi-annual 360 or peer reviews for leadership and employees to track whether individual
job performance is in alignment ConsE goals. Celebrate and reward peers.
● Focus Groups: See if employees and new partners have a better understanding and feel
about the company after attending ConsoE Academy (compare data with current focus
group data).
Become #1 Supplier
● Track sales - making sure that ConsoE is on on track to reaching it’s goal of $175 mil in 12
months (to also include online sales)
1. One could conclude that your market share is growing by reaching the financial
goal
Increase Brand Awareness
● Use google analytics on website to track number of website visits,
1. More people visiting the website would indicate more people knowing more about
the ConsoE
2. google analytics can also let you know where your visits are coming from.
● Social Network & Social Media Platforms to track sentiments about the organization.
a. Use sources like yelp, glassdoor, etc. This can help you understand people’s

22. Sources
Cornelissen, J. (2017). Corporate communication: A guide to theory & practice (5th ed.).
London, England: SAGE Publications Ltd.
Lewis, L.K. (2011). A stakeholder communication model of change (pp. 85-115). In
Organizational change: Creating change through strategic communication.
Malden, MA: Wiley-Blackwell.
Lovallo, D.P., & Mendonca, L.T. (2007). Strategy’s strategist: An interview with Richard
Rumelt. The McKinseyQuarterly.
University of Southern California. (n.d.). Instructional videos week 2. Retrieved from
https://mcm.usc.edu/mod/page/view.php?id=44697