Communication Plan

Team B7
April 28, 2017

A
 Our Team

Jacob Cowan Daniel Hupfer Clay Kiggins Robert Morgan Bryanna Samuels
Finance Finance Finance Finance Finance

A
Agenda

A
Situation

A
 Situation Analysis

What is it? Goal Metrics

A
 Situation Analysis
Opportunity Identification

Through Corporate Social Responsibility

initiatives transform Down for the Count
into a profitable business that can
maintain this position over time

A
Stakeholders

A
 Stakeholders

1. 2. 3.

School Districts Auto Insurance

Retailers
Companies

A
 School Districts
Who Are They? Wants & Needs Concerns

Catalina Foothills High Safer students How can we make it fair (will
School Increased community values all students be paid the same
Social responsibility: promote amount for their gift cards)
good practices (not just CSR
also other skills)
Parents enroll students in
school that teaches good values

A
 Automobile Insurance Companies
Who Are They? Wants & Needs Concerns

Small local insurance Manage risk Profitability

companies Diversity Payouts
National Insurance Portfolios Management
Providers Brand recognition

A
 Retail Sponsors
Who Are They? Wants & Needs Concerns

Individual businesses that Maintain or increase profits How can we maintain or

want to promote/advertise Reach new customers increase our bottom line?
through DFTC Grow value of brand How do we reach new
Local/national potential customers in a financially
sound way?

A
Recommendation

A
 Recommendation
1.

1. Target student drivers at Catalina Foothills High

School.
School Districts
2. Propose that Catalina Foothills High
School pay for the top 10 student drivers.

Recommend securing funds/raising funds through

3. fundraisers, drives, etc.
1,657 Only
high school
students
in district

A
 Recommendation
2.

Eliminate Premiums for those drivers who exhibit safe

1. driving habits over an extended period of time.
Auto Insurance
Companies

2. Offer an average discount of around 5%.

28% 3. Utilize smaller local providers such as Titan Insurance,

a local inexpensive insurance company. 18%
of all
accidents of drivers
ages <24. ages <24.

A
 Recommendation
3.

Propose discount plan for gift cards offered through DFTC

1. app.

Retailers
Offer an average discount of around 5% on gift cards
2. earned through safe driving.

3. Focus on local retailers, replicable in other regions.

$10B 75%
growth in gift of gift card
card sales per purchases exceed
year gift card amount

A
Communication Strategy

A
 Communication Strategy
1. 2. 3.

School Districts Auto Insurance Retailers

Companies

Schools Social Media Corporate Offices

Flyer/Posters, Digital Ads, In person presentations

A
 Communication Strategy

Drive Safe, Get Rewarded

Reduced
Gift Cards Safer driving
Insurance

Download now in the App Store!

A
Response
Timeline

A
 May 1, 2017 July 1, 2017 September 1, 2017
Timeline
Reach out to school Start process of Start collecting
district, auto creating response data.
insurance company advertisements.
and retailers.

START FINISH

June 1, 2017 August 1, 2017 October 1, 2017

Finalize contracts With initial results
With the start of
with each of the three start planning for
secondary school
stakeholders. extension of
implement programs.
recommendations.

A
Response
Budget

A
 Budget

TOTAL: $12,361.74

Travel Expenses: Flyers/ Posters (Half Page): Social Media Costs:

$500 $1,861.74 $10,000

A
 Response
Return on Investment

A
 Return on Investment

School Districts Auto Insurance Retailers DFTC

Companies

Promotion of More incentives Increased gift No expected

CSR through to safe driving card sales (more returns short
display of care Higher revenue) term
for students contribution Promoting CSR Through
Safer student margin (less through retail investments,
drivers accidents) stores build brand
value and
consumer base
for future
returns

A
Summary

A
 Summary

1. 2. 3.

School Districts Auto Insurance Retailers

Companies

Safe Driving Program Insurance Discounts Renegotiated

Sponsorship Deal

A
A
 Appendix
1. Situational Analysis
2. Stakeholders
a. School Districts
b. Automobile Insurance Companies
c. Retail Gift Card Sponsors
3. Recommendation
a. School Districts
b. Automobile Insurance Companies
c. Retail Gift Card Sponsors
4. Communication Strategy
5. Response
a. Timeline
b. Budget
c. Return on Investment
6. Summary
Communication Plan
Team B7

A
 Works Cited

Auto Insurance Industry (Rep.). (n.d.). IbisWorld.

Blog, T. C. (2012, June 02). Six Reasons Companies Should Embrace CSR. Retrieved April 25, 2017, from
https://www.forbes.com/sites/csr/2012/02/21/six-reasons-companies-should-embrace-csr/#51c30ead3495

Frequency US Consumers Exceed Gift Card (Rep.). (n.d.). Statista.

(n.d.). Retrieved April 24, 2017, from

https://psg.office.fedex.com/ngproductProd/deepLinkGateway.html?ppid=431&lid=ordernowbutton_fastordersets_polflyers