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8. Identify at least two competitors offering a similar service. Who are they, where are they located, what exactly is the service and, if the if the information is available, how much do they charge?
9. Identify all of the internal and external stakeholders relating to the new service.
10. Create a digital media marketing strategy for the new service. Your strategy must include:
a. What media you will use and to what extent
b. Protocols and etiquette required
c. Be appropriate for your target market, stakeholders, sponsors / donors and people from diverse backgrounds
Print and attach this to your assessment.
11. Explain the considerations you need to consider in regard to the financial implications of the strategy and budget. Consider also the projected return on investment you would expect.
Appendix
Optional Scenarios:
Part A: A Crisis Communication Plan
Organisation X provides supported accommodation for people who have been released from forensic psychiatric facilities. Paul, who has been living in the accommodation service for six months and is doing well, did not return after a trip to the shops last night. Unfortunately, this morning the police have contacted the organisation to tell them that Paul is under arrest for stabbing his mother. The media begins calling immediately and soon there are media cars outside of the organisation.
Organisation X implements their crisis communication plan. The plan outlines who will communicate with the media and how this will be done without violating privacy or confidentiality. It includes a strategy for a media release and for granting interviews.
Part B: Communication Plan for an organisation
Brian has begun work recently as a team leader in a community outreach service. The service provides case management, counselling and practical support to people who are homeless or at risk of becoming homeless.
Many of the people receiving services have a mental illness or have issues with drugs or alcohol. Staff members work across multiple sites and typically spend some time in the office and sometime out working directly with the people they provide services to. Staff come from a variety of cultural backgrounds. The stated vision of the organisation is ‘Quality support by people who care’.
A recent communication survey in the workplace found that there is poor recording of client confidential details, a lack of understanding of legislation about communications records and frequent cases of staff complaining they had not been told about changes in the workplace that affected them. In one significant case, a staff member learnt that the organisation was moving offices by reading the local newspaper rather than hearing about the change at work.
Brian has been asked by senior management to develop a communications plan for his organisation.
Task 3: Portfolio
Research and add the following documentation to your portfolio:
1. A chart depicting an organisation’s communication hierarchy and official communication channels.
2. Add the completed SWOT analysis to your portfolio
