Competency
In this assignment, you will demonstrate mastery of the following competency:
Produce various communicaons aligned to the mission and brand of an organizaon
Scenario
You work as a training manager for a small restaurant, Pasta Amore. The restaurant is opening a new locaon in Suburbia, Somewhere; in addion, the company would like to draw aenon to its expanding online presence. This locaon expansion may present an opportunity to do that as well. The restaurant owner, Laura Morelli, would like you to present a communicaon strategy with clearly defined communicaon goals for the next year. She emphasized the importance of ensuring that the presentaon is aligned with the company style guide to ensure cohesiveness of various communicaons.
Company Overview
https://learn.snhu.edu/d2l/le/content/384328/viewContent/8096764/View 1/5
6/1/2020 Project Instructions - COM-30114-XC045 Mission-Aligned Communications 20DA03
Pasta Amore serves authenc Italian cuisine in a warm, welcoming, family-friendly environment. The restaurant owners are from an Italian background, and they have a strong appreciaon for Italian food and tradions that bring families together over a delicious homemade meal.
Pasta Amore Style Guide
Prior to beginning this project, Laura has asked you to review the company style guide, which includes the following informaon:
Mission statement
Vision
Logo and usage informaon Color palee informaon Primary typography informaon Image use guidelines
Target Audience Informaon New Restaurant Seng
The communicaons team has already created an audience segmentaon table based on demographic informaon about the restaurant’s new locaon:
| Audience Segment Descripon | Age Range | Income Range | Educaon Level | Family Life | Addional Informaon |
| Up and Coming | 25–44 | Upper-middle | College graduate | Mixed | Includes recent college graduates
Healthy, acve lifestyle Homeowner/renter mix Mid- to above-average technology use |
Growing Neighborhoods
25–45
Low-middle Mix
Couples with kids
Ethnically diverse
Experience working in retail or service industries
Mix of renters and homeowners
Mid- to above-average technology use
https://learn.snhu.edu/d2l/le/content/384328/viewContent/8096764/View
2/5
6/1/2020 Project Instructions - COM-30114-XC045 Mission-Aligned Communications 20DA03
| Rered | 55+ | Upper-middle | Some college | Children moved out | Tradional values Appreciate praccality and simplicity
Typically homeowners
Mid- to low-level technology use
Ethnically diverse |
Delivery Approaches to Consider
Here are some tools to consider, but feel free to propose new ideas and tools to get the word out about the restaurant's new locaon.
Social media
The company currently uses Facebook and has a business page where it regularly post specials and interact with the community.
The company does not currently use other social media, but it is open to expanding its reach.
Free local newspaper (Suburbia Weekly Buzz)
Suburbia Weekly Buzz is a weekly local newspaper that covers news about city polics, entertainment, and community interests. The newspaper allows paid adversements and features for businesses. It is available for free at local businesses, including restaurants and grocery stores. It is well-known and read by a diverse audience.
Paid local newspaper (City Gazee)
The daily newspaper is available in stores and offers digital subscripons to its online edion.
Readers are mostly middle-aged to older adults.
Company website/blog
The company has a simple website with its mission in the “About Us” secon, as well as hours and a menu. Stakeholders are open to expanding resources on the website to beer connect to the community and build brand awareness, if the website would be an appropriate communicaon plaorm.
Economic Environment
Suburbia already has one Italian restaurant that markets itself as “fine Italian dining.” It is located on the outskirts of town and is very expensive. The restaurant appeals mostly to
https://learn.snhu.edu/d2l/le/content/384328/viewContent/8096764/View 3/5
6/1/2020 Project Instructions - COM-30114-XC045 Mission-Aligned Communications 20DA03
older, wealthy people in the community.
The area is in a phase of significant economic and middle-class growth. The city is located in an area with many old texle mills that are being bought and converted to office space by technology companies. This is creang jobs and smulang the local economy.
Direcons
Your task is to create a communicaons strategy presentaon to internal stakeholders using the company style guide. The presentaon should represent the company’s brand and mission, and will discuss ways that you apply those in the development of a communicaon strategy.
Adherence With Brand Mission and Style Guide: Pasta Amore considers its style guide a valuable company asset, and it is important to Laura that the style guide connues to inform communicaon on all levels of the company.
Develop presentaon elements in alignment with the company style guide, including communicang informaon in a way that is appropriately aligned with the corporate voice and mission presented in the style guide.
Discuss the role of the mission statement and corporate voice for informing communicaon approaches. Provide specific details in speaker notes.
Communicaon Goals and Strategy: Laura has asked that you include communicaon goals that consider Pasta Amore’s mission, vision, and corporate voice. The communicaon goals should clearly reflect and align with those elements.
Introduce your communicaon strategy for execung communicaon goals and explaining alignment to the company mission and brand ideals. Provide specific details about the elements of the mission that will appeal most to specific target audiences.
Create communicaon goals that clearly connect to the company mission statement. In the speaker notes, explain the purpose of the communicaon goals for meeng the company’s strategic iniaves and alignment with company mission and vision.
Idenfy specific decision-making methods that will inform the company’s communicaon goals, considering how the company’s mission and vision appeal to the targeted audience.
Delivery Methods: Laura has asked that you idenfy communicaon channels and provide examples of how the company will maintain mission and brand consistency across the channels that you idenfy. Specifically, consider logo usage and verbiage that supports the
https://learn.snhu.edu/d2l/le/content/384328/viewContent/8096764/View 4/5
Project Instructions - COM-30114-XC045 Mission-Aligned Communications 20DA03
company mission and corporate voice.
Determine communicaon delivery approaches and appropriate plaorms, such as suggested media channels and adversing locaons. For each delivery approach and plaorm, consider both the target audience and the mission and vision.
Describe approaches to engage with the target audience in a way that is aligned with the brand mission. For each plaorm indicated, idenfy the target audience. Provide specific details and raonale in speaker notes.
Describe examples of communicaons across various media channels in alignment with the company’s mission and brand. Consider ming, text, and images that should be included for adversements and social media posts.
Discuss taccs used to frame corporate voice and mission strategically to the targeted audience. Consider specific themes should be used in communicaons to provide a consistent experience. Provide supporng details in speaker notes.
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submied before your project can be assessed. For this project, you must submit the following:
Communicaons Strategy Presentaon
Your presentaon should use the logo, color palee, and typography indicated in the style guide. It should communicate strategic communicaon goals, including examples of style guide-aligned communicaons that reflect the mission and brand of the organizaon. The presentaon should be 8 to 10 slides in length. Use speaker notes to describe your ideas in more detail. Within the presentaon, provide examples of how you would communicate informaon.