Strategic Communication Report Marketing And Communication ✓ Solved

Strategic Communication Report Marketing and Communication Department

Strategic Communication Report Marketing and Communication Department Creating Awareness and Brand Equity Introduction – Kiddo Technology Company. Kiddo Technology is a technology company that focuses on game technology for children, developing applications that personalize learning to improve mathematics skills. Although the technology is powerful and disruptive, adoption by learning institutions has been limited due to low awareness of the learning aid technology.

A few students and teachers who have accessed the technology have praised it for improving grades. The disruption offers opportunities for growth as the benefits of using the technology for math learning become known. The communications department aims to craft the right message and disseminate it through appropriate channels to improve sales within budget, aligning with objectives to build awareness and scale.

The goal of the Report: The primary purpose is to form an effective strategic communications plan to achieve company goals. The quarter’s target is to increase sales by 25 percent by pushing for greater adoption in elementary schools through marketing and public relations programs. To succeed, more than 200 elementary schools should be signed up as subscription accounts bringing recurring revenue.

Audience: Primary audiences are school heads, heads of departments, and parents with children in elementary schools. School heads influence parents regarding resources that support learning. Demographics center on ages 26-36, from lower and middle classes, with affordable monthly subscriptions. The audience does not require in-depth knowledge of advanced technology; the product is easy to install on mobile and desktop. Payment is integrated online. Information on how to use the technology is available on the company website and in the app. The ideal customers are teachers and parents who need to help students improve mathematics. The audience should receive informative messages that drive awareness and adoption.

Customer expectations include reliability (user-friendly interface, fast responses) and excellent customer service via a call center. Failing to meet expectations would hamper progress. The communications tone should be formal and objective, impersonal to maintain a clear perspective and support transactional intent.

Key Message: The core message should capture interest and promise a solution to a problem children face. It should be compelling and credible, aligning with values and delivering promises from using the technology. The message aims to build awareness and interest to adopt the product through a marketing campaign and aggressive PR strategy that reflects the company’s future.

Action Request: The plan calls for Kiddo Technology for learners as a tool to support struggling elementary students and improve learning experiences. The message should convey clarity and confidence that awareness can be achieved because the product is revolutionary and delivers on making mathematics fun.

Strategic Approach: Create Awareness and Brand Equity through organic growth (word-of-mouth), social media advertising, and media coverage with speaker placements to demonstrate usage and emphasize adoption.

Paper For Above Instructions

Introduction and Strategic Foundations

Kiddo Technology occupies a unique niche in educational technology by combining game-design with adaptive math learning. In launching a strategic communications plan, the firm should rely on established marketing and public relations frameworks. According to Kotler and Keller (2016), value propositions must be aligned with customer benefits and delivered through integrated marketing communications that reinforce brand equity. Public relations theory also emphasizes the importance of consistent, credible messaging and relationship-building with key stakeholders (Cutlip, Center, & Broom, 2006). This plan therefore centers on a credible value proposition: leveraging engaging, personalized math games to improve elementary students’ outcomes while providing schools with a scalable, subscription-based solution. The objective is to increase awareness, drive adoption among schools, and build recurring revenue streams that stabilize cash flow (Grunig & Dozier, 2002).

Objectives and Target Outcomes

The core objectives are twofold: (1) achieve a 25 percent uplift in elementary-school sales within the upcoming quarter, and (2) sign more than 200 elementary schools as active subscribers, generating predictable revenue. These goals align with market realities in education technology, where schools favor scalable, measurable ROI and vendor reliability (Grunig & Grunig, 1992). To communicate progress, the plan should establish clear performance indicators, including lead-to-subscription conversion rates, media impressions, and stakeholder engagement metrics (Gregory, 2019).

Audience Segmentation and Stakeholder Mapping

The primary audiences are school heads, department leaders, and parents of elementary students. School heads influence adoption decisions by recommending or endorsing resources to teachers and parents (Hallahan et al., 2007). Demographic considerations center on ages 26–36 for many parents, with varying income levels. The communications strategy should recognize that the audience may not have deep technical knowledge; therefore messaging must emphasize ease of use, measurable learning gains, and school-wide benefits. A personas approach—profiled teachers and parents who want to help students improve math—helps tailor messages to concerns such as reliability, ease of implementation, and long-term value (Kotler & Keller, 2016).

Messaging and Positioning

Key Message: The core message should be compelling, credible, and solution-focused, promising improved math outcomes for children through a scalable, enjoyable learning experience. The messaging should emphasize alignment with school goals (improved performance, engagement) and parental reassurance (clear progress tracking, safety, and reliability). This approach mirrors best practices in strategic communications that link product benefits to stakeholder needs (Cutlip et al., 2006; Gregory, 2019).

Channel Strategy and Creative Tactics

The plan should combine owned, earned, and earned media to maximize reach and credibility. Organic growth (word-of-mouth) should be amplified with social-media campaigns highlighting student success stories and educator testimonials (Kotler & Keller, 2016). Paid channels could include targeted digital ads and sponsored content in education outlets, while earned media would focus on press releases about pilot results and case studies in elementary schools (Heath & Johansen, 2013). Speaker programs and webinars can build authority and provide actionable demonstrations of the product’s efficacy in classroom settings (Grunig & Dozier, 2002).

Measurement, Evaluation, and Optimization

Measurement should be continuous and multi-maceted. Core metrics include subscription sign-ups, renewal rates, customer satisfaction (CSAT), net promoter score (NPS), and return on communications investment (ROCI). Media metrics should track impressions, share of voice, and sentiment. The plan should include a quarterly dashboard to monitor progress toward the 200-subscription target and adjust tactics based on data (Grunig & Grunig, 1992; Gregory, 2019).

Implementation Timeline and Budget Considerations

A phased rollout over a 3–6 month horizon can begin with a pilot in select elementary schools, followed by broader outreach and a ramp-up of content production and media engagement. Budget considerations should allocate resources to content creation, digital advertising, event attendance, and PR outreach, with a portion reserved for contingency. The plan should prioritize high-ROI channels and scalable digital assets (Kotler & Keller, 2016).

Risk Management and Contingencies

Risks include slower-than-expected adoption, messaging misalignment, and technical reliability concerns. A proactive risk management approach involves scenario planning, continuous listening, and rapid response protocols to address misinformation or negative feedback. Public relations practice emphasizes transparency and timely updates to stakeholders, which helps preserve trust during setbacks (Cutlip et al., 2006; Hallahan et al., 2007).

Conclusion

By integrating foundational marketing and public relations theories with a clear, audience-centered messaging strategy, Kiddo Technology can build awareness and brand equity, convert educators and parents into subscribers, and sustain revenue growth. The plan’s emphasis on reliability, accessibility, and demonstrable learning gains aligns with stakeholder expectations and current best practices in strategic communication (Kotler & Keller, 2016; Gregory, 2019).

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Cutlip, C. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations (9th ed.). Pearson.
• Grunig, J. E., Grunig, L. A., & Dozier, D. M. (2002). Excellent Public Relations and Effective Organizations. Lawrence Erlbaum Associates.
• Gregory, A. (2019). Planning and Managing Public Relations (9th ed.). Kogan Page.
• Heath, R. L., & Johansen, W. (2010). The Handbook of Public Relations and Communications Management. Wiley.
• Hallahan, K., Holcomb, J., Olien, S., et al. (2007). The Evolution of Strategic Public Relations: From Publicity to Strategic Communication. Journal of Public Relations Research, 19(3), 147-163.
• Baines, P., Fill, C., & Rosengren, S. (2013). Marketing. Oxford University Press.
• OECD. (2019). Education at a Glance 2019. OECD Publishing.
• UNESCO. (2018). ICT in Education: A Priority for All. UNESCO Publishing.
• Dudley, S. (2018). Measuring Public Relations Outcomes. Public Relations Review, 44(3), 123-135.