National Geographic

Case Study #2 National Geographic

This case has two parts:

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1.Situation analysis and stakeholder analysis
2.Communication plan
You only need to finish the part 2. Thank you!

Assume that John Fahey, National Geographic Society’s (NGS) CEO, has actually hired someone to assume the e-commerce role described in the case study. You are the communication adviser to this new senior vice president, who will be reporting directly to Fahey.

Part 2: The SVP has asked you to draft a communication plan in support of the e-commerce initiatives for the coming twelve months. Your plan should support two primary business objectives: 1) Strengthen the relationship with NGS subscriber/members in order to drive revenue growth; 2) Coordinate web-based offerings and outreach across NGS’s various departments in order to drive efficiency and promote cross-functional innovation.

You plan should include:

A narrative description of your strategic approach, referencing appropriate course readings, including the principles of persuasion that you will apply
1 communication objective for each of the 2 business objectives (Note: your communication objective in support of business objective #1 must involve some aspect of the customer decision journey.)
Target audiences/influencers for each communication objective
1 communication tactic to help achieve each communication objective, including a description of each tactic, the channels/media to be used to implement the tactic, and 3-5 success measures.
Word length: approximately 1100-1500 words

Research beyond course readings is not required. Follow APA guidelines for in-text citations. Do not conduct additional research about NGS — all the information you need about NGS is in the case. Include an APA style reference list.

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