Communication Plan Report: Norden Volkswagen - BUSD 2023 Assignment

This report presents a communication plan developed for Norden Volkswagen, a car dealership in Edmonton, in response to the opening of a new location in St. Albert. The plan outlines the reasons for communication, targeting the middle to high-income demographic, including young adults and middle-aged individuals, with a focus on those interested in technology and modern vehicles. The communication strategy emphasizes the new location's technological advancements, the community event at both locations, and special financing options. The report details the target audience's geographic, demographic, and psychographic characteristics. The core message includes the new showroom's opening, its technological features, the community event, and available services, aiming to attract both existing and potential customers. The plan also addresses the importance of providing relevant information, including helpline numbers, and mitigating potential negative perceptions of the smaller showroom size through promotional activities.

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.

3COMMUNICATION PLAN
Psychographic: family people, seek the luxury of new technology and style.
.
What do we want to say?
The communication plan will include the direct message that
is intended to be said. In this case,, the primary focus will be on three things:
1. That a new location will be opened at the St. Albert (north of Edmonton
2. The new location, though small in space will have the variety of technological facility to
make it easy and handy for the customers.
3. A community event will be hosted on account o this opening.
The communication of this message will be effective to reach to the mass and let them
know what exactly are the services being provided by the company. the other message regarding
the availability of the required models, the financial facilities etc will be clearly stated. Also
who are the target audience of the company and why is it beneficial will be addressed as well..
The primary reason for the stating of the fact that the audiences will instantly able to relate with
their own needs once the plan are being communicated to them. The communication plan also

4COMMUNICATION PLAN
needs to brief about the area where the service will be available3. In addition, helpline numbers
should be provided. Since the new showroom is quite small, there may be a chance of forming a
negative attitude. This promotional event and the right communication will help the audiences
know about the offerings.
3 Bacile, Todd J., Christine Ye, and Esther Swilley. "From firm-controlled to consumer-
contributed: Consumer co-production of personal media marketing communication." Journal of
Interactive Marketing 28, no. 2 (2014): 117-133.

5COMMUNICATION PLAN
Reference List:
Blakeman, Robyn. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield, 2018.
Bacile, Todd J., Christine Ye, and Esther Swilley. "From firm-controlled to consumer-
contributed: Consumer co-production of personal media marketing communication." Journal of
Interactive Marketing 28, no. 2 (2014): 117-133.
Kayode, Olujimi. "Marketing communication." (2014).