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1Donald Trump/Trump International Integrated Communication Plan
Integrated Communication Plan
Donald Trump Aims To Enforce Border Patrol In Order To “Make America
Great Again”
Brian MilgateQueens University of Charlotte
2Donald Trump/Trump International Integrated Communication Plan
Integrated Communication Plan Contents:
Situation Analysis p. 3Communication and Legal Team p. 4SWOT Analysis of Communication Issue/Need p. 5-6Goals of Communication p. 6Target Stakeholders / Audience Map p. 6Key Messages & Topics Supporting Facts p. 7Stakeholder Tactic Audit p. 8-9Theoretical Foundation Used to Achieve Goals & Create Tactics p. 9Success Measures p. 9
Total Budget p.9Communication Tactics & Execution p.10Sources p. 11
3Donald Trump/Trump International Integrated Communication PlanSituational Analysis:
• Donald Trump (Trump Organization) is struggling to uphold his image due to his racist comments against immigrants. Him and his company’s public relations crisis began after he stated that all immigrants that cross the U.S. border are rapists, murderers, and other criminals. Still today you can see the effect this issue is having on his companies’ profits, his credibility, and reputation. Donald Trump is trying topolish his image, recover lost profits, and regain respect of the American people, especially Latinos.
• Donald Trump has made some comments against immigrants that some look at as racist. He has stated that these immigrants were coming to the United States illegally. Donald Trump has sat down with Bill O’Reilly on Fox News, Since making these comments, and was asked whether or not he regretted his comments on Mexico. Donald Trump’s answer was “No, because it’s totally accurate”. Trump claims the border is a disaster. Trump states, “People are pouring in, and I mean illegal people, illegal immigrants, which has resulted in increased cost to our healthcare infrastructure and border patrol.” Donald Trump loves Mexico and Mexican people, and has a tremendous relationship with them. Trump is not angry at Mexico but is angry at our country for having such bad negotiators and such bad leaders. Donald Trump assures America that he will win the Latino vote during his run for Presidency in 2016.
4Donald Trump/Trump International Integrated Communication Plan
Communication/Legal Team
Corey R. Lewandowski Campaign ManagerTrump [email protected]
Hope HicksPress Secretary Trump [email protected]
Sam NunbergAdvisorTrump [email protected]
Megan PowersCoordinatorTrump [email protected]
Amanda MillerMarketing Trump [email protected]
Tim JostTreasurerTrump [email protected]
Donald F. McGahnLegal CounselTrump [email protected]
5Donald Trump/Trump International Integrated Communication Plan
SWOT:STRENGTHS WEAKNESSES
❖ Donald Trump is an extremely high-profile CEO known for his many ventures including casinos, the Trump Hotel Collection (hotels), Trump Golf Clubs (golf courses), his reality television shows, print books, fashion bedding and mattresses.
❖ Trump engages in pointless boasting.
❖ He is involved with many charities. Some of the causes he supports are animals, AIDS, homelessness, children, health, veterans, and physical challenges.
❖ The dynamic of his behavior most of the time is of angst, inferiority, or insecurity.
❖ Donald J. Trump is a man who knows what he wants and surrounds himself with a team of experts who make sure the rest of the world "gets it."
❖ He projects his greatness too much
❖ Global brand recognition ❖ Loss of credibility and trust
❖ He's a very instinctively aggressive guy. His supporters love him because he's willing to say what others only think.
❖ He acts self-congratulatory or self-aggrandizing whenever he is in the public eye.
❖ Outstanding negotiation skills. ❖ Uses his net worth as a crutch
❖ High Social Media involvement is used though out many channels such as Youtube, Facebook, Twitter, Instagram
OPPORTUNITIES THREATS
❖ Donald Trump can team up with Rick Perry, governor of Texas and help him solidify a better plan for border security.
❖ Possibility of him being seriously harmed or even killed.
6Donald Trump/Trump International Integrated Communication Plan
❖ Instead of critique give help. ❖ Donald Trump received a threatening tweet from Mexican drug lord El Chapo. “Keep [expletive] around and I'm gonna make you swallow your [expletive] words...”
❖ Double the troop force (Texas National Guard) from 1,000 to 2,000.
❖ Donald has a tendency to speak in the moment, without thinking. Another threat would be Donald responding to someone who was heckling him and respond with anger rather than thought.
❖ Donald Trump can change his attitude, even if it be for the time being to get in to office.
❖ Damaged relationships with the American people.
❖ Donald Trump can bring evidence of Mexico sending criminals across the border sooner than later to support his claim.
❖ Negative PR( depending how he handles situations)
❖ Give Mexico and the entire U.S. a timeline on when he will present this evidence instead of ignoring the request.
❖ Possibility of him losing candidacy to another opponent.
❖ Trump could mount an independent presidential bid if the Republican Party is unfair to him.
❖ Possibility of losing the vote of people that currently support him.
❖ Possibility of regaining respect of sponsors that cut ties with him.
Goal of Communication:
• For voters of the United States of America to believe in Donald Trump as a Presidential candidate in 2016 while supporting his border reform agenda.
7Donald Trump/Trump International Integrated Communication Plan
Stakeholder Map
Stakeholder Type Face-to-Face
Telephone
Email Print Ads
Web Ads
Direct Mail
Radio
Social Media
Voters * * * * * *Media * *Employees * * * * *
8Donald Trump/Trump International Integrated Communication Plan
Audience Selection• Target Market:
o Middle to upper class voterso Voters Ages – 21-65
Key Messages & Supporting Facts:
Key Messages:
• There are good people coming across that border. They are not all illegal. This is something Donald Trump states every day. Mr. Trump loves legal immigrants. Legal immigrants are good for America. Mr. Trump loves Hispanics. They are the hardest-working people he has ever seen. Donald Trump expresses that this is not a Hispanic issue, but an immigrant issue. If we don’t get control of our border fast, this crisis will deepen. The American border is wide open. It’s open for drugs, murderers, and people who want welfare. Mr. Trump would like to keep this a common theme and focus throughout his campaign. This will show that his words were indeed misinterpreted by the media.
• Mr. Trump will follow through on his promise of bringing back jobs that have been stolen from the U.S. and give those jobs to the Hispanics as he has promised. This will be one way to show the Latinos that he is trying to help and support them.
• Mr. Trump will follow through on his pledge to build a wall on parts of the too-leaky border. Mr. Trump would like to have the Mexican people help him build this wall. In return, Mr. Trump will pay them for their labor.
• Mr. Trump believes that by doing all this he will regain the respect of the Latinos. These are also first steps of many in order to “Make America Great Again”
9Donald Trump/Trump International Integrated Communication Plan
Tactics and Stakeholder Tactic Audit:
Tactics:Tactics Duration Cost
Push for initial meeting with representatives and Hector Garza from the local Border Patrol to
begin discussions and get process started. The
purpose of this meeting is for Trump to get an up-close look at the Laredo section of the border.
From present until
December 31, 2015 Flights
to/from Laredo(Freque
ncy 2x a month) for 5
months
$20,000 per trip2 trips/month for 5 months(estimated)
$40,000/month for 5 months(estimated)
$200,000 total for 5 months(estimated)
Develop a strategic plan on how to bring stolen jobs back to U.S. and
present to the Mexican people. Have them
involved in the process of the planning (input,
advice, etc). Run an ad campaign on how you plan
to accomplish this.
From present until
December 31, 2015(5
months)
Facebook-$800,000/month, 4 million
Twitter-$120,000 to tweet for a day,
18,000,000YouTube-$500,000/month, 2,500,000Tumblr-$25,000/day,3,750,000
Establish a team of Mexican people, that support you, to start
planning the building of the wall. Have them
involved in the process of the planning (input,
advice, etc). Run an ad campaign on how you plan
to accomplish this.
Have a team and plan in
From present until
December 31, 2015(5
months)
Facebook-$800,000/month, 4 million
Twitter-$120,000 to tweet for a day,
18,000,000YouTube-$500,000/month, 2,500,000Tumblr-$25,000/day,3,750,000
10Donald Trump/Trump International Integrated Communication Plan
place.
Run a sponsored story on Facebook. Title of the story will be “The Old
Trump Compared to the New Trump” (what new qualities does the “new” Trump possess that the
“old” Trump didn’t?)
From present until
December 31, 2015(5
months)
Facebook- $800,000/month, 4
million
Stakeholder Tactic AuditStakeholder Type
Face-to-Face
Telephone
Email Print Ads
Web Ads
Direct Mail
Radio
Social Media
Voters * * * * * *Media * *Employees * * * * *
Theoretical Foundation Used to Achieve Goals & Create Tactics
Excellence Theory Models 2:• Model 2: Two-Step Flow Theory – In the two-step flow theory an
organization would beam a message first to the mass media, which would then deliver that message to the great mass of readers, listeners, and viewers for their response. People today are influenced by a great many factors, of which the mass media may be one, but not the dominant one. (Seitel, F. 2014)
o Primary tactic – Educating the American people on Donald Trump’s plan to reenforce the American border and the positive impact this will have on keeping America safer.
o With a "Sponsored Story” on Facebook you have the potential to reach up to 161 million users.
11Donald Trump/Trump International Integrated Communication Plan
o To promote a tweet for a day on Twitter using Twitter's Trending Topics you have the potential to reach up to 18 million users.
o To post an ad on the YouTube home page which takes up half of the page, you have the potential to reach 4 million users.
o To feature an ad on Tumblr using their post for a day campaign you have the potential to reach 4 million users.
Success Measures & Total Budget
Total Budget
Estimated around - $32,250,000
12Donald Trump/Trump International Integrated Communication Plan
Communication Tactics & Execution Order
• “Sponsored story”- The “old” vs. “new” Donald.- What did the old Donald look like, what does the new Donald look like?- How has he changed? (old qualities vs, new qualities).- Why will his plan work?
• Generation of a conference line that is open to all American voters. (this will allow for more of a personal communication with Donald Trump). This line will be open once a week at Donald’s discretion (day, times of day).
• Established Social Media Initiative: “Make America Great Again” Facebook page – this specific page will serve as a message board for all American voters to share their thoughts, opinions, and suggestions to help Donald.
13Donald Trump/Trump International Integrated Communication Plan
Sources:Berglas, S. (2011, May 17). Donald Trump: A Man With An Inferiority Complex?Retrieved from:http://www.forbes.com/sites/stevenberglas/2011/05/17/donald-trump-a-man-with-an-inferiority-complex/
Hoppe, C. (2015, July 17). Donald Trump arrives in Laredo, blasts Border Patrol, Rick Perry. Retrieved from:http://trailblazersblog.dallasnews.com/2015/07/donald-trump-arrives-in-laredo-blasts-border-patrol-rick-perry.html/
Voorhees, J. (2015, July 23). Donald Trump Goes to the Border, Gives Master Class in Being Donald Trump. Retrieved from:http://www.slate.com/blogs/the_slatest/2015/07/23/donald_trump_s_border_trip_the_gop_frontrunner_goes_to_laredo_texas_convinces.html
Jackson, D. (2015, July 23). At border, Trump says he backs legal immigration. Retrieved from:http://www.usatoday.com/story/news/politics/elections/2016/2015/07/23/donald-trump-legal-immigration-laredo-texas-rick-perry/30578537/
Santucci, J. (2015, July 13). Donald Trump Asks FBI to Investigate El Chapo Related Threat. Retrieved from:http://abcnews.go.com/Politics/donald-trump-asks-fbi-investigate-el-chapo-related/story?id=32422035
Roose, D. (2012, Sept 4). What it really costs to run a social media campaign. Retrieved from:http://www.examiner.com/article/what-it-really-costs-to-run-a-social-media-campaign
https://www.donaldjtrump.com/press-releases
https://www.donaldjtrump.com/about
https://www.donaldjtrump.com/news/category/video/
https://twitter.com/realdonaldtrump
https://www.facebook.com/DonaldTrump
https://instagram.com/realdonaldtrump/
http://www.famousceos.com/profile-donald-trump-the-trump-organization.php