As a regional director of marketing, it is essential for you to know how you are going to apply various marketing principles and theories to design an effective and relevant marketing plan for the reopening of the park. This includes various aspects such as understanding the target audience; identifying the right and relevant marketing methods to communicate with the target audience; using product, place, price, and promotional strategies to attract the target audience; and so on.

You have been provided with the following target audiences:

• Primary Market:Families with children (ages 6-18) with an average annual family income of over $75,000 per year
• Secondary Market:Teens, ages 15-18

Prompt:In this mentor-focused video check-in, you will review the Milestone Two Guidelines and Rubric (Milestone Two is due in Module Six) and have an asynchronous discussion with your instructor regarding any initial concerns about the same. You will also review theCMO Memo for Target Audience(SEE ATTACHED PICTURE)and address questions about target audiences.

You are encouraged to continue reaching out to your instructor so that any concerns and questions are addressed before the course project is due. Discuss your progress and concerns with your instructor through this video submission.

1. Refer to the CMO Memo for Target Audience, then describe how the four Ps can be used to attract existing and new customers back to the U.S. Park Southeast when it reopens, keeping the target demographics in mind. Your response should address the following:
   1. Describe the plan to market theproductto the identified target audiences. What communication strategy will you use for the target audiences regarding the park services?
   2. Describe thepricing strategythat should be considered to drive new and existing customers. How will you communicate the value of your offering through an effective pricing model?
   3. Describe the role ofplacein attracting customers back into the park. Identify the appropriate communication method to share information about the safety measures you have taken.
   4. Describetwo promotional eventsaimed at your two target audiences designed to drive attendance. Include one promotional event for each of the two target audiences. This element requires you to use your own creativity or previous exposure to promotional events.

The considerations should be such that customer and business perspectives are well balanced. The company is open to ideas showing creativity and innovation but does not want to reinvent the wheel completely.

2. Share yourexpectations and understandingabout Milestone Two, including any questions or concerns you may have regarding:

• Determining the right target audience
• Consumer research methods
• Trends in corporate social responsibility (CSR) impacting the park business
• Marketing methods to be considered for the reopening of the parks
• Search engine optimization

From: To: Re: Chief Marketing Officer MBA 645 CMO MEMO Marketing Director, U.S. Park Southeast Park Reopenings Good day. As you know, we recently closed our theme parks globally due 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.