Corporate Communication Plan for Aston Martin: Launch of Fully Electric Vehicles

This assignment discusses the key elements of a communication plan for Aston Martin's launch of fully electric vehicles. It covers the identification of objectives, regulation and requirements, previous communications, stakeholder analysis, communication and engagement program, timetable, and more.

Communication Action
Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Identification of Objectives....................................................................................................2
Regulation and requirements of communication plan............................................................2
Previous communications / engagement activities.................................................................3
Indentifying and analysis of stakeholders..............................................................................3
Communications and engagement program and plan............................................................7
A timetable including key communications / engagement milestones................................10
Resources and responsibilities..............................................................................................11
Monitoring and reporting.....................................................................................................12
Management functions.........................................................................................................12
Evaluation of process in respect of set objectives................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
A Corporate communication plan bacilli represent a policy-driven approach or action
plan for providing stakeholders with all relevant and required information. The communication
plan thus, formally defines and provide information regarding that the specific information
would be given to whom, when and how information should be delivered including information
about what communication channels will be used to deliver information to specific stakeholders
(Baker, 2018). The current corporate communication plan is based on Aston martin and consists
information about the launch of new electric vehicles by this fastest growing automotive brand
(Aston Martin: the world’s fastest growing automotive brand, 2020). Thus, current assignment is
based on key elements of a communication plan along with its alignment with strategic
communication processes.
MAIN BODY
Aston martin is a well known global automotive brand that is engaged in designing and
manufacturing of luxury cars from many years and having its main Headquarter in Gaydon,
England, UK. Being a fast growing Automotive brand of world it become essential for this
organisation to set an effective communication and interaction with its stakeholders to maintain
high level of commitment and encouragement in them (Aston Martin: the world’s fastest
growing automotive brand, 2020). Beside this, it is also vital for Aston martin to regularly make
improvement and betterment in its product and car engineering and manufacturing, thus, coming
up with fully electronic cars is the latest and most viable project of Aston martin. Thus, the
current assignment is based on development of an effective communication plan that is based on
transferring and collecting all relevant information regarding to the new project of coming up
with a fully electric car by Aston martin (Lo Presti and Marino, 2019). The Aston martin is
highly commutated towards its stakeholders thus, always ensure proper transfer and a two way
communication with its stakeholders to maintain there commitment and loyalty level. The
communication plan is highly valuable that ensures is to assess, develop and implement an
effective plan and strategy that would lead to maximize brand equity, performance and
awareness all stakeholders in order to in line them with mission, vision and values of a company
to build higher commitment and loyalty. The commitment statement of Aston martin is based on
leading higher and most exceptional customer experience along with being the best place to work
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and strong support to all stakeholders while working together as one Galpin through ensuring
regular and uninterrupted communication and connection with them.
Thus, for success of current project based on coming up with a fully electric vehicles
through proper consent and meeting expectations of all customers use of an effective strategic
communication process and plan is made by Aston martin (Hofrichter, 2020). A deep discussion
and alignment between key components of communication plan and strategic communication
process is provided below:
Identification of Objectives
The first and foremost part of a corporate communication plan is setting a desired
objectives for whole team that they want to accomplish in regards with needs of current project
to ensure better success and viability of current project (Hoyt, Guilmett and Kochien, 2019). The
following objectives are set by Aston martin that are properly align with the needs of current
project based on coming up with fully electric vehicles:
 To ensure effective commitment level and consent form all stakeholders regarding the
project of coming with fully electric vehicles.
 To have better discussion and communication with stakeholders regarding the benefits
associated with laugh of fully electric vehicles along with meeting expected issues of
stakeholders.
 To have improved influence on media, consumers, and other stakeholders through
effective communication regarding launch of fully electric vehicles to ensure success and
higher productivity for current project.
Regulation and requirements of communication plan
The key requirements of communication plan consist of developing information about the
targeted information and the communication channels and modes that could be used by an
orgnisation to transfer relevant information with customers and other stakeholders (Eisenhauer
and Clark, 2016). The main regulations and requirement associated with development of current
communication plan by Aston martin consists of Stakeholder or Audience, Message or Topic,
Communicator, Schedule or Frequency, Delivery Method along with discussion about main
issues and suggestions to maintain effective regulation on current project.
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Previous communications / engagement activities
The Previous communication and engagement activities of Aston martin are limited to its
internal stakeholders that consists of its directors, managers and employees and also limited with
engagement with employees and directors for taking decisions regarding any new project.
Previously all the decisions about a project is only based on the view point and perspective of
directors and managers through use of official meetings and more dependent on offline mode of
communication (Aston Martin restructures Marketing and Communications team, 2018). But
now, a change in its communications / engagement activities is made by Aston martin that is
now more focused on opinion of both internal and external stakeholders and to ensure more
effective connection and regular engagement with stakeholders, Aston martin is now more
inclined towards online mode of communication (Petrovic, 2019). A detailed discussion about
new communication plan to ensure effective engagement with stakeholders is provided below as
a crucial part of strategic communication process of Aston martin.
Indentifying and analysis of stakeholders
For success of any project the most vital and crucial part is having proper identification
and analysis of key stakeholders. The current project of Aston martin is based on coming up with
fully electric vehicles that require proper discussion and effective communication with many
relevant stakeholders in order to meet and achieve the desired objectives (How to Develop a
Corporate Communications Plan, 2017). The below stated table is providing information about
the relevant stakeholders along with indicating their likely level of interest in the project and
their specific issues:
List of stakeholders Level of interest Specific issues Requirement of
communication
Directors and other top
authority of Aston
Martin.
High The issues faced by
directors of Aston
martin in meeting the
above stated
objectives are
basically associated
with having a proper
interaction and
High level of
communication
intensity and
requirement is seen
for Directors of
Aston martin as they
need to communicate
about various crucial
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efficient discussion
with all other aligned
parties in order to
have better discussion
regarding advantages
and other factors of a
new project (Turner,
2019).
factors of a project in
order to ensures its
success and
effectiveness.
Managers High Managers are the one,
who have maximum
responsibility
regarding success of
any project thus,
faces maximum
issues while setting
an efficient
communication with
employees and also
face many problems
in directing
workforces for timely
achievement of set
goals. Further, issue
in maintaining
effective balance and
coordination between
top authority and
employees is also
faced by managers of
Aston martin in case
of lack of proper
The intensity and
need of efficient
communication is
extremely high for
managers of Aston
martin as they are the
one who have
responsibility to set a
proper coordination
between employees
and top authority
(González and
Frumkin, 2018).
Further, effective
communication is
also vital for
managers as need an
effective way to
direct employees for
achievement of set
goals and objectives.
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communication tool.
Employees High The main issues that
are faced by
employees is
associated with lack
of information and
proper direction
about their role and
responsibility that
hampers there
performance and
efficiency (Seeger,
Sellnow and Petrun,
2017). Thus, the main
issue that is faced by
employees is
associated with lack
of proper guidance
and training in order
to accomplish and
achieve the set targets
of current project.
Effective
communication is
highly required by
employees to ensure
clarity in their roles
and responsibility
along with viable and
relevant information
and direction about
current project to
ensures better
performance and
productivity for
success of a project.
Customers Medium The issues that is
faced by customers is
mainly associated
with lack of valid and
authentic information
about new products
and main features of
a product that
hampers there
Effective
communication with
customers is highly
required to ensure
better production of
product and services
and it also ensures
enhanced
commitment and
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satisfaction and also
lead to dissertation of
their expectations.
connection with
customers to ensure
success of a project
(Freimann,
Petermann and
Schilling, 2019).
Media persons Medium The issues faced by
media persons is
associated with
authenticity of
information provided
by an organisation
which has to be
broadcast by a media
house for target
customers of Aston
martin.
Effective
communication and
viable sources of
information are
essential and
required by Media
house to insures
better influence and
enhance target
customers for
success of new
project of Aston
martin. Proper
transfer of
information
regarding advantages
of new project is
required by Aston
martin to enhance
viability and success
level of fully electric
vehicles.
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Communications and engagement program and plan
Following communication and engagement program and plan is made by Aston martin in
order to accomplish above stated objectives and cope with the issues faced by various
stakeholders as listed above (How to Develop a Corporate Communications Plan, 2017):
Communication Program and Plan
Stakeholders Power/
interest
Frequency of
communication
Communication
channel or
mode
Stakeholder engagement
techniques
Directors High Monthly Both online and
offline modes of
communication
The engagement technique
used to set an effective
engagement and
connection among
directors consists use of
official e-mails and
regular board meetings to
have effective discussion
on current project of
coming up with fully
electric vehicle to achieve
the set objectives (Ernst,
Humphrey and Rossfeld,
2019).
Managers High Weekly or
regular
Both formal and
informal modes
of
communication
through online
as well as
offline modes
(Hoang, 2018).
The engagement technique
used for communication
with managers consists
use of regular meetings
and group decisions along
with face to face
integration in order to
ensure better
transformation of
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information and effective
direction for employees.
Further, use of both formal
and informal channels of
communication through
online as well as offline
modes is made to ensure
better balance at
organisation to achieve set
objectives.
Employees High Regular Both online and
offline modes
Stakeholder engagement
techniques used for
communication with
employees consists of use
of social media
networking and other
online platforms to make
them aware about current
project and its objective
along with direct oral and
written communication
with managers to ensure
proper guidance and
direction for
accomplishment of a
project (Bass, 2017). To
ensure effective
management with
employee proper
participation and
involvement is also
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allowed at workplace of
Aston martin.
Customers Medium Monthly or
quarterly basis
Online mode off
communication
Stakeholder engagement
techniques used for
customers consist of use
of various online
platforms and social media
networks like Instagram,
Facebook, Twitter, etc to
provide continuous
information to customers
regarding new products
and its features (Zeng,
2016). Further, to ensure
proper engagement and
effective connection with
customers, timely
feedback and responses
are also availed from them
to have improvement in a
project that enhance
chances of its success.
Media
Persons
Medium Quarterly Digital and
online modes of
communication
Stakeholder engagement
techniques that is used to
influence media and set
positive connection with
them consists of use of
regular interview
techniques and other
modes to have positive
broadcast of information
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regarding fully electric
vehicles in order to ensure
better success and higher
productivity for current
project (Baker, 2018).
A timetable including key communications / engagement milestones
To ensure timely accomplishment of all task and activities associated with development of
communication plan and needed to achieve the set objectives, following timetable is prepared
reflecting the key milestones associated with current project and communication plan.
Key Millstone Need and Importance for
project
Expected Time duration
Setting of objectives Provide better direction for
accomplishment of project
1 week
Identification of key
Stakeholders
To ensure effective
communication as per set need
and issue of specific
stakeholders
2 weeks
Development of
communication plan and
program
To ensure more clarity
through properly stating mode
of communication and
Stakeholder engagement
techniques to achieve set
objectives
4 weeks
Reviewing and responding to
feedback
This activity ensures better
control and effective
modification in project and
plan to accomplishing desired
objectives in a better way
along with leading better
engagement with stakeholders
3 weeks
Corrective Action on the basis This ensures enhanced 2 weeks
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of feedback viability and access level of
project through accomplishing
expectations and desires needs
of stakeholders.
Monitoring and reporting It is continuous process that
ensures better success and
control over performance and
accomplishment of project.
2 weeks
Resources and responsibilities
To ensures better accomplishment of current project along with leading effective
communication with stakeholders use of various resources are made by Aston martin that
consists of technical resources, financial resources and Human resources. The technical
resources consists of use of various online and digital modes of communication that are used by
Aston martin to ensure effective flow of information with stakeholders (Lo Presti and Marino,
2019). The Financial resources consists of all the expenditure and cost incurred by Aston martin
for current project a description of which is provided below:
Expected communication and project Budget
Expected Expenses Cost Incurred
Expense on Online communication $ 150
Expenses on technical training of staff $ 200
Expenses on offline modes $ 100
Other expenses $ 50
Total Cost $ 500
Beside this, financial resources, use of human resources are also made by Aston martin
that consists of its workforce and skilled manpower for proper accomplishment and achievement
of desired objectives and goals.
Further, to ensures achievement of set objectives all the responsibilities and duties
regarding the success of current project of Aston martin and its communication plan are properly
bifurcated among employees and its managers. Leading effective communication with customers
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and media persons is the reasonability of Marketing manager. Beside this, evaluating more
innovative ways of communication and effective product decision is the responsibility of R&D
department of Aston martin (Hofrichter, 2020). Further, leading effective communication among
managers and employees is the duty and responsibility of line managers to ensure effective
balance and coordination at workplace for better accomplishment of current project and set
objectives.
Monitoring and reporting
It is a vital part of any project or communication plan as it ensures effective control and
check on key activities and performance. Use of KPI (Key performance indicator) tool is made
by Aston martin to ensure effective monitoring on its communication process that consists of
comparing actual performance with planned activities in order to identify any loophole or error
so that timely corrective action could be taken to maintain the viability and success level of
communication plan and its project (Hoyt, Guilmett and Kochien, 2019). Proper records and
written documentations are also made and prepared by managers regarding the communication
process and its efficiency so that timely reporting to top authority and other associated parties
could also be done in a viable manner.
Management functions
The main management faction is associated with effective planning and organisation of
whole process that consist of effective bifurcation of resources for leading clarity in work
(Eisenhauer and Clark, 2016). Besides this, leading effective control and motoring is also a part
of management function along with taking timely correction action on the basis of feedback
received from stakeholders to ensure better success and enhanced viability of current
communication process and project of Aston martin.
Evaluation of process in respect of set objectives
On the basis of above communication plan and process it can be evaluated that it lead to
effective and timely accomplishment of set objectives as it ensures proper identification of key
stakeholders for project and also lead information about the specific issues of theses
stakeholders. Further, the communication yield viable information about the use of suitable
stakeholder engagement techniques and appropriate communication mode and techniques to
ensure effective commitment level and consent form all stakeholders regarding the project of
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coming with fully electric vehicles. Further, the set communication process also ensures effective
discussion and communication with stakeholders regarding the benefits associated with laugh of
fully electric vehicles along with meeting expected issues of stakeholders through receiving and
reviewing feedback from these stakeholders. Further, the current communication process also
ensures timely corrective action for betterment of project on order to have better success and
accomplishment of desired goals and targets.
CONCLUSION
On the basis of above assignment it can be summarised that communication plan and
process are highly valued by an orgnisation as it lead to an effective way to have enhanced
integration and better engagement with stakeholders of an orgnisation. Further, it has been find
out that managers, directors, employees and customers are key stakeholders of an orgnisation
that faces some issues and have their own requirement for having effective communication. It
could also be summarised that online modes of communication that consists of social media and
other digital forms lead to most viable strategy and tool to communicate with all stakeholders. At
last, it can be summarised that proper monitoring and reporting plays a vital part for success of
any plan or process as it lead to better check and timely corrective action.
REFERENCES
Books and journal
Baker, L. K. S., 2018. A Strategic Communication Plan for the City of Superior Building
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Eisenhauer, B. M. and Clark, S., 2016. MCCCF Intern Communication Plan.
Ernst, K. F., Humphrey, L. and Rossfeld, Z., 2019. Improving Pediatric Palliative Care
communication with Primary Care Providers: Development and implementation of a
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Freimann, A., Petermann, T. and Schilling, K., 2019, July. Interference-Free Contact Plan
Design for Wireless Communication in Space-Terrestrial Networks. In 2019 IEEE
International Conference on Space Mission Challenges for Information Technology
(SMC-IT) (pp. 55-61). IEEE.
González, K. and Frumkin, R., 2018. Effective Communication Matters: A Reflective Plan of
Action. In Communicating Effectively and Meaningfully with Diverse Families (pp. 1-
11). Brill Sense.
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Hoang, T.V.A., 2018. OVERALL BUSINESS PLAN AND NEW PRODUCT LAUNCHING PLAN
(Doctoral dissertation, Khoa Quốc tế, ĐHQGHN).
Hofrichter, J., 2020. In-company project: an integrated communication plan to increase the
usage of the e-floater sharing service in Lisbon (Doctoral dissertation).
Hoyt, C., Guilmett, J.A. and Kochien, K., 2019. Communication, Collaboration & Productivity
as Part of the Campus Communication Plan.
Lo Presti, L. and Marino, V., 2019. Is online public engagement a new challenge in the
university communication plan? A managerial perspective. Studies in Higher Education,
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Petrovic, J., 2019. Integrated Marketing and Communication Plan in the self-publishing
industry: a theoretical framework applied to a business case (Bachelor's thesis,
Università Ca'Foscari Venezia).
Seeger, M., Sellnow, T. and Petrun, E.L., 2017. Creating a Food Defense and Response Plan in
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Online:
Aston Martin: the world’s fastest growing automotive brand. 2020. [Online] Available
Through:< https://media.astonmartin.com/aston-martin-the-worlds-fastest-growing-
automotive-brand/>.
Aston Martin restructures Marketing and Communications team. 2018. [Online] Available
Through:< http://www2.astonmartin.com/live/news/2018/03/14/aston-martin-
restructures-marketing-and-communications-team>.
How to Develop a Corporate Communications Plan. 2017. [Online] Available Through:<
https://www.alert-software.com/blog/how-to-develop-a-corporate-communications-
plan>.
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