Hoosier Case
Consider the following information relative to your consulting engagement for Hoosier Media, Inc.
Marketing
Currently Hoosier Media utilizes traditional media vehicles for marketing. This includes print advertising to solicit new and renewal newspaper subscriptions. Other marketing tactics currently used include regional television and radio advertising spots. Management has expressed interest in expanding its marketing reach through social media and mobile app technology but is unsure how to move forward in those areas.
Information technology
Hoosier Media’s newsroom is in dire need of technological updates. All workstations currently have desktop computers; however, many employees have been requesting the ability to work from home as well as have access to company networks while on the road for business. Many of the younger employees would like to have access to iPads and would like to replace their desktop computers with lightweight laptop computers.
Propose marketing and information technology implementation tactics for Hoosier Media, Inc.
The paper should also reflect on how the company should communicate its strategic plan to key stakeholders by:
Identifying the information that should be communicated
Defining the audience that should receive the communication
Identifying the channel(s) of communication
Solution-Implementation & Communication Plan- Hoosier Media Inc.
Marketing and Information Technology Implementation Tactics
Hoosier Media has to move to the modern media channels. Despite having an adequate marketing plan on different social media channels, it has to consider some key traits. For Instance, implementation of social media marketing needs video targeting which can enhance the visibility of targeting and positioning. Based on several customer segments, quick video clips can make a difference for the company. Also, Chabot to join the conversation is a good option for the company. During the implementation process, the most important thing is to enhance customer interactions. Instead of using the same content for all marketing campaigns, it looks imperative to use fleeting content. It will ensure high engagement. A better technological implementation tactic is to pull instead of push. Instead of depicting some big shifts, the management has to take baby steps to move steadily. Moreover, the firm aims to replace desktop computers with lightweight laptop computers. The appropriate tactic is to provide a full support system to reduce the visibility of employee resistance and troubleshooting. Implementation of the new technology needs constant learning, and it is possible through the well-organized support system (Ruch, 2018).
Communicating the Strategic Plan
Hoosier Media decided to make some changes in the internal business process to improve the work process and get an advantage over the other rivals. Swift operations along with some efficiency measures can recreate the brand image and revenue growth. Thus, the company made an effective strategic plan. Communicating the strategic plan for all stakeholders is a significant change in the management. When dealing with an immense range of employees, it looks tough to communicate it. However, some tactics have emerged in contemporary business, which drives the capability of communication at both the micro and macro level. These tactics are identifying the communication, identifying the audience, and identifying channels of communication. The management of the company has to know and understand what the message is and what impact it may create on employees. By communicating the strategic plan to internal stakeholders, the firm can shape or drive behavior or employees. Describing the program is a part of the change process or a new culture, and the firm can make some results predictable. On the other hand, employees at all levels of the company must know the need for change, as they have to be prepared for it (Weaver, 2016).
Identification of Information
Communicating the strategic plan needs information. First, the management has to streamline marketing needs. The administration can tell employees that people are losing interest in printed media. It is due to poor marketing techniques. Hoosier Media remained traditional regarding the marketing process as compared to other print media houses. The company has to show how traditional media marketing puts the company backward. It can visualize statistics and comparison with other media houses to create the change urgency. Conversely, as far as the technology shift is concerned, the firm can tell employees several benefits of new technology. For Instance, it can ensure flexible working hours, work-life balance, cost reduction, skill development, and training opportunities. Working on new systems and software can enhance the skill level of employees and increase career opportunities. The administration can derive some insights from the possible technological change and its impact on the bottom line of the company. It looks mandatory to communicate how the company and employees can emerge stronger. However, integration with the change is imperative with the time to embrace new trends.
Audience to Receive Communication
All internal stakeholders need to assess the information. The management has to identify the audience to communicate the strategic plan. For Instance, the company can identify the bottom-line of the company to share the possible change initiatives. The purpose is to create the urgency at the bottom line of the company. Also, people at all levels of the firm must integrate with the new technology such as laptops and integrated systems. The management can communicate in different ways. First, it may contain critical announcements. Second, it may initiate the training and development processes to communicate the scope of the change and streamline the rationale of the possible change.Similarly, as mentioned above, the firm intends to make some changes to the marketing process. Thus, accordingly, this part of the strategic plan must be communicated to people working in the marketing department. Hoosier Media needs to identify the audience to receive the information. The assertiveness of people can be increased by communicating all possible initiatives. People have to execute all these strategies. Thus, these are the primary stakeholders in the change process, and therefore, sharing the information is mandatory (Hannah, 2017).
Channels of Communication
Hoosier Media can use different communication channels to communicate the strategic plan. Face to face communication is a traditional and appropriate option for the administration. It seems the purest form of communication. For Instance, Hoosier Media management may conduct meetings and arrange training programs to enhance interactions with people. For Internal stakeholders, mobile communication has become a significant channel of communication. However, modern business needs new channels of communication. Hoosier Media needs internet or intranet to enhance discussion in several departments. It can enable the rapid communication process to make quick decisions. For external stakeholders, social media is the best communication channel. This communication channel can be used to boost attraction and positioning. These communication channels will increase interaction in both the short and long run (CM Bell, 2017).
References
CM Bell. (2017, May 10). 17 Top Internal Communication Channels. https://www.cmbell.com/blog/2017/4/26/internal-communication-infographic
Hannah, R. (2017, July 17). How To Improve Your Company’s Communication With Employees. https://dynamicsignal.com/2017/07/17/how-to-improve-your-companys-communication-with-employees/
Ruch, D. (2018, July 10). Six Steps for Successfully Implementing New Technology. https://www.inc.com/dan-ruch/six-steps-for-successfully-implementing-new-techno.html
Weaver, J. (2016, November 4). How To Effectively Communicate Your Strategic Plan To Employees. https://www.clearpointstrategy.com/communicating-strategy-be-effective/
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