Internal Stakeholders include owners, employees, and investors. Imagine if you owned, worked for, or invested in either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal? External Stakeholders include customers, suppliers, and the community. Imagine if you were a customer of, supplier for, or community member of either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal?

QUESTION

Stakeholders Analysis: Consider who the internal and external stakeholders are for the company, and answer the questions that follow.

• • Internal Stakeholders include owners, employees, and investors. Imagine if you owned, worked for, or invested in either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal?
  • External Stakeholders include customers, suppliers, and the community. Imagine if you were a customer of, supplier for, or community member of either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal?
• Target Audience Analysis: Both Acadia Park Equipment Co. and Java Been have provided you with a summary of their target audience(s). Be sure to consider who the target audience is for the company you chose, and describe their needs in relation to the communications goal. In this section, be sure to consider why a member of the target audience might be more likely to choose either Acadia Park Equipment Co. or Java Been over one of their competitors. In other words, what gives the organization a competitive edge for that particular target audience?
• Messaging: Once you have analyzed the stakeholders and target audiences, Juanita would like you to propose one message that will meet the needs of both groups. You will need to address the message type, content, and measurement. More specifically, include the following:
  • Message Type: This could be any message type, such as an email, flyer, poster, Tweet, advertisement, text message, and so on. You do not need to create the actual message, but you should propose the method you plan to use to communicate the message based on the communication goals of Acadia Park Equipment Co. or Java Been.
  • Message Content: Describe the message content. For instance, if you are planning to use images and visuals, you can describe them rather than create them. All message text should be included and geared toward the stakeholders and audience.
  • Measurement: Discuss how you will measure the success of your proposed message. For example, will you determine the success based on the number of customers acquired or the number of shares on a social media website?
• Rationale: At the end of your communication strategy outline, include a brief rationale that explains why you selected each message type, content, and measurement. Explain how your understanding of stakeholders and audiences informed your message creation.

• ANSWER

• Stakeholders Analysis

  When considering the internal stakeholders for the companies Acadia Park Equipment Co. and Java Been, we can identify owners, employees, and investors. If we imagine ourselves in the shoes of these internal stakeholders, our needs or interests would greatly impact or influence the organizations’ communications goals.

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  Internal Stakeholders include owners, employees, and investors. Imagine if you owned, worked for, or invested in either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal? External Stakeholders include customers, suppliers, and the community. Imagine if you were a customer of, supplier for, or community member of either Acadia Park Equipment Co. or Java Been. How would your needs or interests impact or influence the organization’s communications goal? How would you want to receive communication about the organization’s communications goal?

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  As owners, our primary interest would be to ensure the success and profitability of the company. We would want effective communication to drive growth, attract customers, and generate revenue. As employees, we would want clear communication channels to understand the company’s goals and expectations, as well as opportunities for feedback and collaboration. As investors, we would be interested in receiving regular updates on the company’s performance and future prospects to make informed decisions about our investments.

  For external stakeholders, such as customers, suppliers, and the community, their needs and interests would also significantly influence the organizations’ communications goals.

  As customers, we would expect clear and concise information about the products or services offered, their benefits, pricing, and availability. We would also appreciate prompt and responsive customer support (O’Flahavan, 2023). As suppliers, we would want effective communication regarding order placement, delivery schedules, and any changes or issues that may arise. As members of the community, we would be interested in understanding the company’s commitment to social responsibility, environmental sustainability, and any initiatives that benefit the local community.

  Target Audience Analysis

  Let’s focus on the target audience for Acadia Park Equipment Co. Their primary audience is outdoor enthusiasts, including campers, hikers, and nature lovers. These individuals have a need for high-quality and durable outdoor equipment that can withstand rugged conditions. They would be more likely to choose Acadia Park Equipment Co. over their competitors because of the company’s commitment to craftsmanship, innovative design, and attention to detail. Acadia Park Equipment Co.’s products may have a competitive edge by offering unique features, such as lightweight materials, advanced technology, or specialized gear for specific outdoor activities.

  Messaging

  To meet the needs of both internal and external stakeholders, a comprehensive and visually appealing message can be created (Lumen Learning, n.d.-a). An effective method to communicate this message could be a professionally designed brochure or a digital marketing campaign that includes images and visuals.

  Message Content

  The message content should highlight Acadia Park Equipment Co.’s commitment to excellence, showcasing the durability, functionality, and innovative features of their outdoor equipment. It should emphasize the company’s dedication to customer satisfaction, including exceptional customer support and after-sales service. The message should also convey the company’s environmental responsibility, such as using sustainable materials and supporting conservation initiatives.

  Measurement

  The success of the proposed message can be measured using various metrics. For example, the number of new customers acquired within a specific period can be a key indicator of success. Additionally, tracking customer feedback and satisfaction through surveys or online reviews can provide valuable insights. The engagement and reach of the digital marketing campaign can be measured by monitoring metrics such as click-through rates, impressions, and social media shares.

  Rationale

  The selection of a professionally designed brochure or a digital marketing campaign as the message type allows for a visually engaging and comprehensive communication tool. These methods provide an opportunity to showcase the products’ features and benefits effectively, capture the attention of the target audience, and convey the company’s commitment to excellence.

  The message content emphasizes the unique selling points of Acadia Park Equipment Co., catering to the needs of outdoor enthusiasts. By highlighting the company’s dedication to quality, customer satisfaction, and environmental responsibility, the message resonates with the target audience, ultimately leading to increased brand preference and customer loyalty.

  The proposed measurements, such as the number of new customers acquired, customer feedback, and engagement metrics, allow for an evaluation of the message’s effectiveness (Higa, 2022). These measurements provide insights into the message’s impact on attracting new customers, customer satisfaction levels, and the reach and engagement of the marketing campaign.

  Overall, this communication strategy takes into account the needs and interests of both internal and external stakeholders. By understanding the expectations of these stakeholders and the target audience, the message type, content, and measurements are tailored to maximize the effectiveness of the communication and support the organizations’ communication goals.

  References

  Higa, H. (2022, February 9). The 9 Goals to Consider When Creating a Marketing Strategy. The 9 Goals to Consider When Creating a Marketing Strategy. https://blog.hubspot.com/marketing/goals-of-marketing 

  Lumen Learning. (n.d.-a). Promotion: Integrated Marketing Communication (IMC) | Introduction to Business. https://courses.lumenlearning.com/suny-wmopen-introbusiness/chapter/promotion-integrated-marketing-communication-imc/ 

  O’Flahavan, L. (2023). 15 customer service email templates and tips. Customer Experience. https://www.techtarget.com/searchcustomerexperience/feature/10-sample-customer-service-email-templates