Kind Ice Cream Communications Plan

This document was created as a mock communications plan for my strategic communications class in preparation for the opening of Kind Ice Cream's new Highlands location in Spring of 2021. It is significant because the new location opened amidst the pandemic, and we had to be conscious of changing restrictions and safety measures. In order to work around the circumstances, we ensured the plan was flexible and left the necessary room to make changes if new restrictions are implemented. Our objectives for this plan were to increase new customers by 40% and repeat customers by 30% within three months of opening the new location. A third objective was to increase media coverage by 100% to ensure Kind gained as much exposure as possible.

I worked with a partner to develop this plan, but my individual work consisted of the external assessment, identifying key audiences, creating key messages, and developing the strategic approach. We collaborated on the tactics, timeline, and budget as well as formatting and final edits. We incorporated creative tactics such as rewards programs, Spotify playlists, merchandise expansion, and partnerships to place Kind Ice Cream above their competitors and engage with their customer base in a creative and personalized way.