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MBA 645 CMO MEMO
From: Chief Marketing Officer

To: Marketing Director, U.S. Park Southeast
Re: Park Reopenings

Good day.

As you know, we recently closed our theme parks globally due to a serious safety incident
resulting in serious injury to several of our guests and two employees. This has resulted in the
closing of the parks and all associated services. We are confident that the safety issues have
been addressed and are preparing to reopen the parks, beginning with the U.S. Park Southeast.
We have made every effort to ensure extensive safety measures are in place at this time.

I am asking you, given your extensive background in marketing and strategic development, to
take the lead in planning a marketing strategy for the U.S. Park Southeast’s reopening, including
plans for a phased reopening of all parks. You will need to consider critical objectives such as
maximum safety, crisis communication, customer satisfaction, and optimal profit potential. You
will be coordinating the marketing strategy with corporate strategy to ensure our brand is both
protected and optimized.

A brand analysis and the identification of critical marketing and communications factors must
be included in your planning to successfully reopen the parks. Please consider the alignment
with our other functional departments in your efforts. It will take all of us to successfully
relaunch the parks and to protect and optimize our brand.

I would like a presentation made to all marketing directors of our global brand within 10 weeks
from today.

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