Reference no: EM133412100

Scenario

Wheelies is a small family-owned scooter and bicycle rental business near the large tourist city of San Francisco, California. Wheelies currently has 42 employees, most of whom are San Francisco residents. Currently, Wheelies promotes itself by having their employees hand out 20% discount coupons within a one-mile radius of the store. Employees do this each morning for the first three hours that the store is open. Additionally, Wheelies has a Facebook page (last updated two months ago) that offers a two-for-one rental coupon to followers who share the post.

The biggest struggle for Wheelies is its competition with other local businesses to attract tourists. The owner of Wheelies decided to invest in modern marketing techniques. In doing this, they hope to establish a presence in the community and gain new, returning customers. This will require the owner to understand the company's audiences and how to market to them. To begin this process, they reached out to the San Francisco Travel Association and the California Department of Finance for the most recent available numerical data on the city's tourists. This information was gathered through city censuses and questionnaires. The compiled information is linked in the San Francisco Fact Sheet in the Supporting Materials section.

You've been hired by the owner as a consultant. Your job is to do the following three tasks:

1. Create a basic communication plan that provides guidance on how to appropriately collect demographic information.

2. Analyze the provided demographic data in the San Francisco Fact Sheet.

3. Identify ways to reach the target audience so that the owner can move forward with the new marketing campaign.