Communication Strategy – Dolphin Resort (ICAICT419A 1.1 – 1)

Communication Strategy – Dolphin Resort (ICAICT419A 1.1 – 1.4, 2.3 – 2.4)

Create a communication strategy for Dolphin Resort to manage their new website development and the relaunch of their Spa and Spa products. The strategy must include objectives, audience, messages, tools and activities, resources, timescales, and evaluation and amendment. The report should be structured as a PowerPoint presentation to be presented at an executive meeting.

Paper For Above instruction

Introduction

Effective communication is crucial in ensuring the successful execution of projects and initiatives within an organization. For Dolphin Resort, a comprehensive communication strategy will facilitate the smooth development of their new website and the relaunch of their Spa and Spa product line. This report outlines a detailed communication strategy structured as a PowerPoint presentation, aligning with best practices in project communication management. It encompasses clearly defined objectives, targeted audiences, key messages, tools and activities, resources, timescales, and mechanisms for evaluating and refining the strategy to achieve optimal results.

Objectives

The primary objectives of the communication strategy are to inform, engage, and align all stakeholders involved in the website development and Spa relaunch initiatives. Specific goals include ensuring timely dissemination of project updates, fostering stakeholder buy-in, managing expectations, and facilitating feedback for continuous improvement. The strategy aims to support organizational transparency and coordinate efforts across departments to achieve project milestones effectively.

Audience

Identifying and understanding the target audiences is fundamental to tailoring communication effectively. The key audiences include:

- Internal Stakeholders: Management team, project team members, marketing, and customer service departments.

- External Stakeholders: Website vendors, SPA product suppliers, marketing partners, and customers.

- Executive Leadership: Board members and top management who require high-level updates.

Understanding the needs, concerns, and preferred communication channels of each group will guide message delivery.

Messages

Messages should be clear, consistent, and aligned with organizational goals. Core messages include:

- Project purpose and benefits, emphasizing enhancements in customer experience.

- Timelines and milestones, providing transparency on progress and deadlines.

- Roles and responsibilities, clarifying stakeholder contributions.

- Feedback requests to foster engagement and continuous improvement.

For external stakeholders, messages will focus on benefits to customers and brand positioning.

Tools and Activities

A combination of communication tools and activities will be employed:

- Regular email updates and newsletters to all stakeholders.

- A dedicated project portal or intranet site for document sharing.

- Face-to-face meetings and video conferencing for key discussions.

- Project dashboards and visual timelines to track progress.

- Surveys and feedback forms to gather stakeholder input.

Implementing diverse tools ensures accessibility and engagement across stakeholder groups.

Resources

Resource allocation involves both human and technical assets:

- Communication team responsible for content creation and dissemination.

- Budget for tools, such as project management software and communication platforms.

- Time commitment from stakeholders for meetings and feedback.

- Training resources to familiarize staff with new communication tools.

Efficient resource planning ensures sustained and effective communication.

Timescales

The communication activities will be mapped onto the project timeline:

- Initiation phase: Stakeholder identification, purpose, and initial messaging (Month 1).

- Development phase: Ongoing updates, feedback collection, and adjustments (Months 2-4).

- Launch phase: Intensive communication around website launch and Spa relaunch (Month 5).

- Post-launch: Follow-up, evaluation, and ongoing communication for maintenance and improvements (Months 6+).

Timely updates scheduled at key project milestones foster transparency and stakeholder engagement.

Evaluation and Amendment

Regular evaluation mechanisms will include:

- Feedback surveys post each communication activity.

- Monitoring engagement metrics, such as email open rates and website visits.

- Stakeholder interviews and focus groups for qualitative feedback.

Based on evaluations, the strategy will be refined to improve effectiveness, address gaps, and adapt to stakeholder needs.

Conclusion

A well-structured communication strategy is vital for the successful delivery of Dolphin Resort’s website and Spa relaunch projects. By clearly defining objectives, understanding stakeholders, delivering targeted messages through appropriate tools, allocating resources efficiently, adhering to a timeline, and continuously evaluating efforts, Dolphin Resort can ensure transparent, effective, and professional communication. This approach not only enhances stakeholder engagement but also contributes to the overall success and reputation of the organization.

References

• Cornelissen, J. (2017). Corporate Communication: A Guide to Theory and Practice. SAGE Publications.
• Rawlins, B. L. (2009). Principles of Communications Success for Effective Public Relations. Public Relations Journal, 3(3).
• Clampitt, P. G. (2012). Communicating for Managerial Effectiveness. SAGE Publications.
• Keyton, J. (2017). Communication and Organizational Culture. Routledge.
• Gregory, A. (2015). Planning and Managing Public Relations Campaigns. Kogan Page.
• Funk, R., & Kobayashi, K. (2009). Strategic Communication in Business and the Professions. Broadview Press.
• Heath, R. L. (2010). The art of effective communication. Routledge.
• Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining Strategic Communication. International Journal of Strategic Communication, 1(1), 3-35.
• Pressgrove, G. J. (2001). Strategic communication: Learning to craft, deliver, and evaluate messages. Routledge.
• Smith, R. D. (2017). Strategic Planning for Public Relations. Routledge.