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    Anheuser-Busch has created a communication plan to address issues with its LGBTQ+ community outreach. The plan introduces the project team and outlines key stakeholders. It acknowledges past communication problems and lack of apology. The plan proposes a new communication strategy including issuing an apology, providing incentives, and strengthening partnerships. It celebrates LGBTQ+ History Month through iconic ads and collaborations. The plan projects a $15 million budget over two years with key metrics tracking social media engagement, website conversions, and sales of alternative products. An timeline is provided for rolling out the apology and new marketing initiatives throughout 2022 and 2023.

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    Anheuser-Busch has created a communication plan to address issues with its LGBTQ+ community outreach. The plan introduces the project team and outlines key stakeholders. It acknowledges past communication problems and lack of apology. The plan proposes a new communication strategy including issuing an apology, providing incentives, and strengthening partnerships. It celebrates LGBTQ+ History Month through iconic ads and collaborations. The plan projects a $15 million budget over two years with key metrics tracking social media engagement, website conversions, and sales of alternative products. An timeline is provided for rolling out the apology and new marketing initiatives throughout 2022 and 2023.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    63 views28 pages

    Final Communication Plan

    Uploaded by

    api-700574251
    Anheuser-Busch has created a communication plan to address issues with its LGBTQ+ community outreach. The plan introduces the project team and outlines key stakeholders. It acknowledges past communication problems and lack of apology. The plan proposes a new communication strategy including issuing an apology, providing incentives, and strengthening partnerships. It celebrates LGBTQ+ History Month through iconic ads and collaborations. The plan projects a $15 million budget over two years with key metrics tracking social media engagement, website conversions, and sales of alternative products. An timeline is provided for rolling out the apology and new marketing initiatives throughout 2022 and 2023.

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    of 28

    Anheuser-Busch

    Communication Plan
    Meet the team

    Olivia DeLong Scott Carp Kristopher Riley Abhi Gehlaut Olivia Friesen
    SUMMARY
    Communication Issues Key Stakeholders

    New Communication
    Old Communication
    Plan
    How Did We Get Here?

    Dylan Mulvaney Lack of Apology No Communication


    Where Do We Go From Here?

    Apology Incentives Partnership


    LGBTQ+
    Community
    Communication
    The 5 Elements of a Complete Apology
    1. An explicit “I’m sorry.”
    2. An offer of repair
    3. An explanation
    4. Taking responsibility
    5. A promise of forbearance
    Apology

    LGBTQ+ History Month

    Rainbow Railroad
    LGBTQ+ History Month
    LGBTQ+ History Month

    Celebrating LGBTQ+ History Month


    Anheuser-Busch has a long history of Commercial Links
    supporting the LGBTQ+ community.
    Throughout the month of October, we want
    Bud Light Canada x Rainbow Railroad
    to remember some of our more iconic
    commercials and ads that have been made.
    Join the Party
    H
    Rainbow Railroad
    Love is Natural
    Rainbow Railroad is a Canadian-based
    charity that helps members of the LGBTQ+
    community escape dangerous situations in All Kinds of Love
    their home states. Bud Light has been in
    support of this organization since 2019 and
    has vowed to continue and expand its Typical American
    relationship with Rainbow Railroad.
    LGBTQ+ History Month

    Celebrating LGBTQ+ History Month


    Print Ads

    1998 collaboration with 2013 collaboration with DOMA 2019 collaboration with
    GLAAD Rainbow Railroads
    Harvard Business Review
    Old Market
    Communication
    Anheuser Busch’s Super Bowl Experience
    Expand on our Credit Union
    How Do We Know this Works?
    The Results Show
    Loyalty or rewards program’s impact on the likelihood to continue
    doing business... According to Customers
    New Market
    Communication
    Partnership
    The Alix Earle Effect.
    How we know our plan will work
    Projected Budget
    & KPI’s
    Projected Budget

    Anheuser-Busch Marketing Budget 2022 $335 Million

    Projected Project Budget $15 Million

    Percentage of Maketing Budget 4.5%


    Fiscal Year 2023
    Projected Budget
    Projected Project Budget:
    15 Million

    20% Traditional Market


    80% Expansion Market

    Figures in Millions*
    Key Performance Indicators

    Social Media Traffic

    % change of site visits


    on Instagram &
    Facebook

    External traffic to product site,


    i.e conversion rate
    Key Performance Indicators
    Alternative Product Line
    Growth

    Net Sales Growth


    Communication Timeline
    Issue apology Open raffle for
    to public and WITHIN NEXT FEW Superbowl
    DAYS
    Dylan tickets MAY

    WITHIN NEXT FEW JANUARY


    DAYS
    Release Release ads
    website page with new
    influencers
    Thank you!
    Questions?

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