Scenario

Wheelies is a small, family-owned scooter and bicycle rental business near the large tourist city of San Francisco, California. Wheelies currently has 42 employees, most of whom are San Francisco residents. Currently, Wheelies promotes itself by having their employees hand out 20% discount coupons within a one-mile radius of the store. Employees do this each morning for the first three hours that the store is open. Additionally, Wheelies has a Facebook page (last updated two months ago) that offers a two-for-one rental coupon to followers who share the post.

The biggest struggle for Wheelies is its competition with other local businesses to attract tourists. The owner of Wheelies decided to invest in modern marketing techniques. In doing this, they hope to establish a presence in the community and gain new, returning customers. This will require the owner to understand the company's audiences and how to market to them.

You've been hired by the owner as a consultant. You will:

• Create a basic communication plan that provides guidance on how to appropriately collect demographic information.
• Analyze the provided demographic data in the San Francisco Fact Sheet, linked in the Supporting Materials section.
• Identify ways to reach the target audience so that the owner can move forward with the new marketing campaign.

You'll create a full communication plan for the course project. This plan will affect both internal staff and external customers, so it's important to keep in mind these key elements of the company:

• Employees
  • Since it is the off-season, the seasonal part-time staff are not currently working at Wheelies. This means that many of the employees who will be affected by your plan will not be present during its development.
  • You'll be unavailable during most of the busy season when the part-time staff come back to work.
• Company Goals
  • Establish a presence in the community.
  • Gain new, returning customers.

Be sure to provide sufficient guidance and rationales in your communication plan that will allow for the plan to speak for itself.

Directions

Using the provided scenario and customer data set in the San Francisco Fact Sheet, continue work on your communication plan for Wheelies. This is in support of your final project submission, which is due in Module Seven. This plan should address the company's goals to be well-known in the community and to retain new customers year after year.

Specifically, you must address the following rubric criteria:

1. Recommending Effective Delivery Strategies: Recommend effective delivery methods and strategies to help the business reach its goals. Address the following:
   • Identify key considerations and targeted adaptations needed to craft an effective message for diverse audiences.
   • Explain how current delivery methods and strategies could be improved to better reach intended audiences.
   • Describe the potential issues that could come up because of delivering the targeted message. For instance, consider the legal, ethical, or cultural issues.
   • Explain how the targeted messages might reach unintended audiences.