Reword to make my own

We will conduct consumer research using both quantitative and qualitative methods. The two methods will enable Marketing to get deeper into the customer's needs and responses. Both have similar questioning styles. Although both are costly, U.S. South Park Southeast has a substantial issue to overcome, and a successful relaunch depends on knowing what will appeal to the consumer.

Quantitative research

Quantitative research involves numbers and addresses the questions of "how many" and "how much". The statistical validity of quantitative research is greater. Typically, it is used on larger samples to spot trends in consumer behavior or profile. Surveys can be used to accomplish this. It is possible to include open-ended or closed-ended questions in surveys. Depending on the format, they may be sent by email, telephone, online form, or in person. Knowing beforehand what information is required from consumers and what the survey's objectives will be is essential. The interviewer should be well prepared with questions from a variety of topics in order to make the interview as organic as possible. Additionally, the interviewer may need to be prepared to seamlessly bring the conversation back around to certain key questions without leading the interviewee. Social media listening can also be used. Monitoring your brand or product's online reputation is known as social media listening. Through social media listening tools, you can gain access to real-time information about what your consumers are sharing on social media. The interviewer should be prepared with questions from many different topics in order to be as natural as possible.

Qualitive Research

By conducting qualitative research, we aim to understand why consumers behave in a certain way or how they would react to a change or a new product. Qualitative consumer insights research requires the right people, not a large number. Surveys and focus groups can be used for qualitative research. Individual interviews with users can be conducted face-to-face, online, or over the phone. A structured interview, a semi-structured interview, or an unstructured interview allows you to learn directly from consumers. The focus group is a group of six to nine people who meet for two hours to discuss different topics. During focus groups, a moderator provides feedback to the members and collects data for consumer research. Seeing how opinions change when another perspective is introduced will be beneficial.

Traditional Marketing Methods

In order to be effective, marketing campaigns should target Generation Z and Millennials. The average theme park visitor is between the ages of 18 and 29, encompassing both generations. These guests make up over 46% of theme park guests. We can reach Generation Z and Millennials with TV, radio, and out-of-home marketing if done correctly, but we also can reach Generation X with them.

Using outside marketing techniques

The combined generations do not typically respond to traditional marketing in a positive manner, however outside of home marketing does resonate with them. Outdoor marketing techniques such as billboards, ads on buses and trains, in-store/mall advertising, and bus stop advertising can effectively reach the Gen Z demographic. It would be beneficial for U.S. Park Southeast to develop a marketing campaign that utilizes mass transit to promote the cause of environmental protection. We can gain the attention of the largest generation by creating an authentic campaign that focuses on the sustainable farming practices, farm to table recipes and water conservation practices at our parks and resorts. This form of marketing has a wide reach and a higher return on investment. There is the possibility of consumer apathy where the consumer has seen the ad so many times that it becomes part of the background image. An advertising campaign that rotates should be considered in order to prevent this from occurring.

The radio

Compared to previous generations, Gen Z is much more likely to listen to radio and television. Seventy-eight percent of Gen Z listens to AM/FM radio and is connected to the messages they receive, while ninety-three percent of millennials listen to the radio on average 11 hours per week. Radio provides a trusted source that is authentic and human. As an added benefit, radio connects Gen Z to the nostalgia behind radio, which is something that US Park Southeast can connect with in the future. It also has a much broader reach than most thanks to shows that are available on a wide range of platforms. As people are restricted to audio while driving, traditional radio or satellite are among their few choices. As the memo is being drafted, an Amazon Echo sitting on the desk is streaming a local station. To maximize the impact of the campaign, the advertising should be targeted to outlets with a listenership in the Gen X to Z age group. There may be a cost associated with acquiring rush hour time slots since they are limited in nature.

Television

Traditional television will not reach Gen Z and Millenials, but you can use TV to reach them. It will be necessary for us to shift our mentality to the streaming that is done through connected televisions. We can capture the TV market by focusing on streaming as it shifts away from broadcast and cable television. Approximately 70% of Gen Z are connected to cable television. According to this group, 54% do not mind watching advertisements on television as long as they are relevant to them. Television marketing has the advantage of its reach, outperforming print and radio in terms of reach, but it also has the disadvantage of its cost.

The use of digital marketing methods

You can engage the target audience with content by creating a TikTok Channel. Our channel or website can be promoted through sponsored ads in the app. We can find several categories of videos on the channel, including Candid Guest Reactions, Promotional Offers, Attraction Specific and Food Specific Videos. Each video does not need to focus on just one category. Videos should be designed to draw guests in and show people having fun, while also capturing the nostalgia of the park for potential customers. To put it another way, let us convey a feeling of warmth and comfort to the viewer. A cross-promotion of different videos can tell a compelling story. Using TikTok has the advantage of having no costs associated with the channel, and production should be inexpensive since it should appear natural. The use of a smartphone may be appropriate. However, the disadvantage is that the content will need to remain fresh with new ideas constantly flowing in. New content should not be absent for more than a few days.

An in-app game

Our goal is to design a mini game that can be presented in a variety of apps on the phone of the user. The mini-game will be targeted at a younger audience and will provide them with a virtual tour of the park. Virtual versions of the park's attractions, shows, and characters can be viewed. Users will have the option of choosing a route through the park and visiting everything that is available in U.S. Park Southeast. Our mini game will not have a time limit that forces you back to the original application. Users can choose to be directed to a scaled-down version of the website when they leave the game. In this case, the consumer is not the target audience of this advertisement, but rather the child of the consumer. Positively, we are creating a new generation of fans.

Search Engine Optimization

Our website will be optimized for search engines (SEO). Our top keywords will be: Theme Parks, Thrill Rides, Family fun, Disney, Roller Coasters. These keywords were chosen because they are not too generic and will allow the park to appear in these searches. All of the words were chosen because they describe things that can be found or experienced at U.S. Park Southeast. The brand of Disney was added as a competitor. Being the strongest brand in the area, we want to be visible as an alternative when people are looking for vacations. The extra traffic that is directed this way based on a person's search keywords will increase sales even if SEO is costly.

Traditional and Digital Marketing to Optimize Brands

TikTok seems to be the best method of marketing for US Park Southeast. In addition to website traffic, YouTube traffic will be generated via this method. We can also take advantage of its flexibility and adaptability by quickly pivoting the content when something appears to be working. Branding can also be accomplished well with this strategy. The ability to focus on different content in one place allows our consumers to choose which aspects of U.S. Park Southeast they prefer. This tool allows for accurate banding of the park in a few different ways. We can then target those unaffected by digital marketing in our OOH, TV, and radio spots.

Crisis Management Strategies

We must keep our eye on the fact that we had an incident that has been thoroughly reviewed, studied, and mitigated, not only at Park Southeast, but also at all our sister parks.At a theme park, we should expect to have fun and enjoy ourselves. We can manage the expectation that the park is still fun by emphasizing the fun and enjoyment of the park.

Not only are park employees affected by the event that occurred and the impact it had on our guests, but we've also seen changes within the park due to the course corrections made. There is likely to be confusion among them, and some may feel that the changes are excessive while others feel that they are insufficient. No matter what the employee's stance is, the park must support them. The company must investigate all issues identified by the employees and respond to their concerns in a timely manner.

Our response does not guarantee that we are out of the woods. There may be formal and informal boycotts from groups, such as schools or clubs, which have traditionally used the area for travel. To convince the public and the government that the park is safe, we will need to overcome their skepticism.

Legal and Ethical Issues

As the park reopens, we are bound to face scrutiny. Around the time of the reopening, there may be litigation arising from the incident. There will be a negative image to overcome as a result of this. Taking responsibility for the incident and acknowledging the parks desire to do so can go a long way towards offsetting this negative impression. A settlement with the plaintiff(s) may also be beneficial, since it would be less pressworthy if drafted correctly. In addition, ethical questions will arise such as: should the park reopen, is it too soon, is it putting profits ahead of people? All of these questions have good answers. Both cases require that we state the facts that overwhelmingly our attractions are safe based on our past safety records. In addition, we have reviewed everything carefully and when possible, have erred on the side of caution. Despite the fact that the park was safe, we had an incident that was unfortunate, from which we have learned. U.S. Park Southeast apologizes for the situation, but we won't let it define us.