Employee communications plan

Community relations plan for DaimlerChrysler

DaimlerChrysler's public relations plan: PR, sponsorships, community relations and employee relations

Within the area of public relations these are the items, programs and events we believe DaimlerChyrsler must budget for and implement in order to achieve the full benefit of integrated marketing communication.

Fan Clubs
Establish product fan clubs and national gatherings for those fan clubs (like a PT Cruiser reunion, similar to Honda Goldwing's "Wing Dings.") Initial research indicates that this type of fan club structure has minimal cost and tremendous long-term value. In most cases, large regional dealers can function as the organizers of this fan clubs.

Product Homecomings
Provide the material, displays, tents and employees to tour nationally and host a DaimlerChyrsler "Homecoming" at every product distribution point. The product distributors or local dealers would be responsible for tying in other events and inviting their current customers to this homecoming to get "reacquainted" with the new DaimlerChyrsler. Again, this concept has minimal cost but provides multiple opportunities to invite all of the target audiences to come and eat, have fun and get reacquainted. DaimlerChrysler should provide tents and a travelling workforce that would assist with this event and the advance publicity. The homecomings should also include games for children, free food, a special project that is designed to raise money for a local non-profit organization and a photo contest where the public is invited to submit photos of people with DaimlerChrysler products. The contest theme would be "For the places you go" and winning photos would be included in local, regional and perhaps national DamilerChrysler publications and literature.

Lifestyle magazine
Establish a DaimlerChyrsler customer "lifestyle" magazine entitled "Going places!" We envision this as a quarterly four-color print product focused on the innovations and growth at DaimlerChyrsler. Every magazine would contain the same basic 12 page shell and then be personalized with four middle pages targeting the product used by the DaimlerChyrsler customer receiving the magazine. These magazine shells could also be distributed through dealers who personalize the product with their own four-page newsletter in the middle. And, we also recommend sending the magazine to employees, again, with the middle four pages personalized for use by each location.

Toys
The company also needs to increase efforts among toy manufactures to include the name DaimlerChyrsler on auto related products and models. At this point, there are no models or toys which include the full DaimlerChrysler name.

Satellite network
Establish the DaimlerChrysler satellite network for news and entertainment. The premise of this project is similar to Channel One but instead of installing televisions, VCRs and satellite connections in schools we recommend placing this equipment in the break rooms, employee lounges and cafeterias at middle to large sized companies. These televisions would provide news segments (a total of 25 minutes every hour) and lots of advertisements and material about DamilerChrysler. Every hour would also include a section that local companies could personalize and use for announcements. The news coverage can be subcontracted at a minimal cost. We see this as a tremendous public relations tool for getting out news and information about DaimlerChrysler, as well as a strong marketing tool. This can be done at a reasonable cost (estimates of $11,000 per location) and it is one way of getting the corporate name in "under the radar."

Signs and readers
DaimlerChrysler should pursue the aggressive placement of signs and readers in the isles of auto parts stores

News holders
DaimlerChrysler should invest in news/flyer holders for placement in bathrooms. These holders could be manufactured from plastic for less than $2 each (local quote) and would contain the DaimlerChrysler name/logo and website at the bottom. These could be shipped to all types of businesses nationwide for placement inside bathroom stalls and above urinals. DaimlerChrysler may have to pay a small fee for placement but the product would be useful for companies and retail outlets who want to place flyers or news announcements around the building.

Community relations
DaimlerChrysler must also consider the role community relations will play in its overall public and employee relations effort. We have written a community relations plan for DaimlerChrysler known as the "Positive Community Impact Plan" and it can be viewed by clicking here.


Sponsorships
Sponsorships at Daimler Chrysler should be focused on three key areas: NASCAR, safety and education.

We do not believe that NASCAR is the best investment for DaimlerChrysler. Instead, NASCAR should receive heavy sponsorship from the individual product brands.

One low-cost sponsorship would be safety clinics (to be conducted at product dealers) where autos are checked for recalls and proper installation of baby seats.

In terms of education, DaimlerChrysler should institute an international scholarship program and contest benefiting the children of DaimlerChrysler employees. We envision this sponsorship as being similar to the industry leading program developed by Wal-Mart. The result will be improved employee relations and long-term relationships with students and colleges.

Employee relations


Employee communication and change management

Employee communications plan