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Communications & Media
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Case Study
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Case Study #2 National Geographic. Communication Plan

Case Study Instructions:


Case Study #2 National Geographic
This case has two parts:
1. Situation analysis and stakeholder analysis2. Communication plan
Assume that John Fahey, National Geographic Society’s (NGS) CEO, has actually hired someone to assume the e-commerce role described in the case study. You are the communication adviser to this new senior vice president, who will be reporting directly to Fahey.
Part 1: Situation Analysis (20 points)
Your first task is to perform a situation analysis. What are the primary communication challenges, internal and external, that must be addressed by the new senior vice president? This is not a research paper, so you should not do any research on NGS! Rely only on the information in the case as the factual basis for your analysis. Be sure to reference material from the Gillis text, as well as the articles I’ve posted to help frame your analysis.
Part 1: Stakeholder Analysis Matrix (20 points)
Then conduct a stakeholder analysis using the attached matrix:  Stakeholder Analysis Matrix(2).docx Stakeholder Analysis Matrix(2).docx - Alternative Formats
  You should decide on the 5-8 key internal and external target audiences for the e-commerce initiative.
Word length for all of Part 1: 1000-1200 words
Part 2: Communication Plan (40 points)
The SVP has asked you to draft a communication plan in support of the e-commerce initiatives for the coming twelve months. Your plan should support two primary business objectives:
1) Strengthen the relationship with NGS subscriber/members in order to drive revenue growth;
2) Coordinate web-based offerings and outreach across NGS’s various departments in order to drive efficiency and promote cross-functional innovation.
You plan should include:
• A narrative description of your strategic approach, referencing appropriate course readings, including the principles of persuasion that you will apply• 1 communication objective for each business objective• Target audiences/influencers for each communication objective• One communication tactic to help achieve each of the communication objectives, including a description of each tactic, the channels/media to be used to implement the tactic, and 2-3 success measures
Just like with Helix, you should use the below expanded outline (do the below for each business objective). 
• Business Objective 1• Communication Objective 1• Target Audience 1• Influencers Impacting Target Audience 1• A narrative description of your strategic approacho Know, Think, Feel - Where is your focus? How are you hoping to impact your audience with your communication efforts?o Reference appropriate course readingso Include principles of persuasion• Tactics You Will Use to Accomplish Objective o What channel(s) will you use to accomplish this tactic?o What Principles of Persuasion relate to the tactics?o What are your success indicators? Make sure your metrics are SMART (reference SMART goals in the textbook if you need additional information)Word length: 1000-1200 words
This is not a research paper – you should only reference (follow APA guidelines for in-text citations) readings from CMN6010 or other CMN courses. No reference list is required.

Case Study Sample Content Preview:

Communication Plan for National Geographic
Author’s Name
Institutional Affiliation
Communication Plan for National Geographic
Introduction
The National Geographic Society (NGS) is a renowned organization with the second largest distribution of its magazine across the globe. The magazine published by international non-profit organization has monthly readership of 350 million people. The organizational growth has been stalled by various internal and external communication challenges obstructing its transition to e-commerce. The Chief Executive Officer (CEO) of NGS made several efforts to alleviate the process of transition. One such initiative was the appointment of new organizational position of Vice President to manage the entire process of transition. It includes the coordination of web-based offerings to the different sections of society, formulation of e-commerce strategy to make a shift towards integration of different mail processes and management of relationship with the members of National Geographic Society.
1.Situation Analysis
1 Internal Communication Weaknesses
NGS faced some serious internal communication challenges during the time when new leadership was appointed. The organization was undergoing some serious issues moving in the downward direction. The magazine topics often lack consensus and approval of all the groups within the organization which cause delay in the decision-making process. This was the time when digitalization was also happening. NGS had to adapt to the changes to cope up with the increasing competition of digital corporate world. Digitalization changed the way of business for NGS. They had to switch from contemporary platform i.e. magazine to dynamic digital world.
The organization had a fragile horizontal communication system. The departments were operating independently and did not share any information or knowledge with each other. This resulted in disintegration of departments increasing cost and time. The vertical communication within-firm was also ineffective. Employees were unaware of organizational objectives and their roles. A survey conducted in 2009 revealed that the staff was oblivious to the business policies, planning decisions, their job specifications and organizational goals. This was due to communication gap between management and staff. The roles were not clearly defined. Employees had low enthusiasm due to undefined career paths and promotion criteria which is mostly the source of motivation in organizations. The workplace environment was ineffective due to lack of communication. NGS faced growth challenges and the progress was dormant. It was evident from management inefficiency, lack of resources, poor conflict resolution and ...
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