The primary aim of communicating

RUNNING HEAD: COMMUNICATION PLAN
Communication Plan
Name of Student:
Name of University;
Author Note:

1COMMUNICATION PLAN
The company:
The company chosen in this case is of a car dealer company that has been operating as a
local company in Edmonton. The NordenVolkwagen is a reputed one that has been catering to
the needs of the customers by having an effective dealership of various models and in their
studio all types of modern and latest models are there that has made the company a known one.
Why are we communicating?:
Norden Volkwagen is communicating with the target audience with the aim of letting them know
about the inauguration of their new showroom at a new location. The company by means of
conducting a community event in both the former and the new place, wants to communicate to
its customers about the new specifications and the developments that has been arranged for the
new location. The primary aim of communicating is to attract the customers with these
specifications that has been devised strategically to generate the interests of the prevous
customers as well as the new potential customers1.
Who are we communicating?
For the proper growth of a company and to set up a strategy for the business it is essential
to know who are the target market. in case of communication, the identification of the target
market is necessary. this is because of the fact that the style of communication will change
according the demographic and psychographic nature of the target market. the propsed business
will be targeting the following segment:
1 Kayode, Olujimi. "Marketing communication." (2014).

2COMMUNICATION PLAN
The main audience that the company is aiming to target through their communication
plan are the middle to high class incomers of the society who are mainly young adults and the
middle aged people. The main reason of targeting this section is because these two classes have
the highest potentially to be the target customers in the new location since the young adults will
be more attracted towards the new technologies in the new location2. The adults will be more
drawn towards the financial options that are presented.
Geographic: Urban, particularly living at Edmonton.
Demographic: upper and middle class of the society, young adults to adults, families, the
technologically advanced group, the group that explores new models of vehicles and
particularly the section who has the access o various media from where they will be
getting the knowledge of the community event. The communication plan target both the
genders.
2 Blakeman, Robyn. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield, 2018.