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Scenario 5.3 Wearing Helmets on the Mountain

question 116

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Scenario 5.3 Wearing Helmets on the Mountain
WhiteRock is a four season resort that offers a variety of activities from hiking and biking to skiing and snowboarding.The resort's mission is to continually strive to exceed their guests' expectations and to create memories as their best mountain experience.Kyleen Mye is the Media Relations & Social Media Strategist who oversees the Social Media Interns.These positions are unpaid full-time internships that come with a free skiing and riding pass.The goal of this social media marketing team is to strive for social media domination.The interns are responsible for driving visits to various WhiteRock channels-such as Facebook,Twitter and Foursquare-by posting,monitoring,and updating WhiteRock's social media channels and responding when necessary.The interns take frequent pictures and basic video of current mountain and village "new-snow" events to post on social media channels.Safety is a priority at WhiteRock and they recommend wearing helmets for skiing and riding to customers.The social media interns,as well as all WhiteRock employees,are required to wear helmets when they ski or board on the hill not only for their own safety but as a way to educate the public about the importance of helmet usage.You have received information from the ski patrol association that Ryan,one of the social interns,was boarding very fast through a sign posted "slow zone" without a helmet.When you approached Ryan,he was unruffled about your concerns and stated that it is not cool to wear a helmet,it is not required by law,and that it occurred on his day off from work.He further explained that all the other interns feel that their helmets get in the way when trying to take quality videos on the steep slopes.He also mentioned that,even with his strong computer skills,he is struggling with the newer Foursquare online computer application.He apologized about not respecting the "slow zone" but stated that he felt it was not really a concern as it was at the end of the day and no one was on the hill.
-Please refer to Scenario 5.3.If Kyleen decides to deliver a training initiative,what two related issues should be the focus during the training delivery phase?

Definitions:

Persuasive Advertising

Communication used to motivate consumers to take action.

Push Strategy

Designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.

Pulsing Advertising Schedule

A strategy that involves intermittent bursts of advertising, combined with periods of either no advertising or reduced efforts.

Screen Out Messages

The process of filtering and ignoring irrelevant or unnecessary information, especially in the context of media consumption or advertising.