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

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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