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A_Communication_Plan_for_London_Heathrow_Airport_Terminal_Five_2.pdf - page 13 / 18

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International Marketing Communications

KAI JIAO

    • Produce and place quarterly inserts in the major media channels such as newspaper, magazines and Televisions that focus on Terminal 5 issues and successes

    • Produce inserts that specifically promote various conservation programs: word of mouth techniques (Fill 2002)

    • Produce and place a monthly column on the website and through media channels such as newspaper with a ‘Did you know’ approach, to give current and future customers and all the key stakeholders specific information updated situation at the Terminal 5

  • e.

    General media training skills (£0.05 million)

    • Conduct general media skills for the BA and BAA Terminal 5 staff, key member of the board of directors and key business partners to facilitate consistency of the message and ease in working with the media

    • Update media skills every quarter

  • f.

    Develop a Speaker Bureau just for Terminal 5 (£0.1 million)

    • Conduct presentation skills training

    • Develop a turnkey presentation with handouts

    • Place speakers at the key meetings with the media

      • 4.5

        Key Community Relations Program

To have a good relationship with key concerning communities such as local residents and environmental and quality of life advocacy groups can also help to improve BA’s public image

Purpose

  • To generate a good social relations with key concerning communities

Key Audience

  • Key community workers and local residents

Strategy

  • A mixture of poll and profile strategy would be applicable

What are they concern?

  • Environmental aspect of the Terminal 5 and quality of life

Message

Page 10

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