Strategic Brand Implication and Management
rder Instructions
You are the regional marketing director of a theme park in the southeastern United States that is part of a global brand. The chief marketing officer of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response to a recent safety and injury incident at one of the parks that resulted in serious injuries to employees and customers. This theme park was closed immediately following the incident to ensure safety measures for customers and employees and to deploy the needed safety measures.
Now, as the theme park is all set to reopen, the chief marketing officer (CMO) has called you to take a lead in planning the marketing strategy to support the reopening of the park. Your responsibility is to design a phased strategy for reopening all parks, with critical objectives such as maximum safety, crisis communication, customer satisfaction, and profit potential. You must coordinate marketing strategy with corporate strategy, as failed or successful planning will impact brand success and recognition.
You have determined the scope of work and have outlined the high-level plan. As a first step, you decided to perform the brand analysis and identification of critical elements to successfully market the reopening of the park. Based on the outcomes, you developed a customizable marketing plan that can be used by other theme parks under the same umbrella.
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