The Case of the Mad Mayor

Situation Analysis:
The Mayor planned to build a new road that would be beneficial to the community, however he was not aware that
it would destroy a clubhouse built by a young disabled boy and his friends. Mayor Anderson was willing to change the plans
for the road in order to save the clubhouse, but when he spoke with Mrs. Milton Tyler on the phone, the clubhouse had
already been destroyed. The Mayor also needs to identify where a new clubhouse could be built in order to regain support
for the new changes in the community.
The destruction of the clubhouse is likely to cause different problems throughout the community. The media is
already aware of the situation and will most likely report the story in a negative light. The parents of the boys who built the
clubhouse will be unhappy that the road took precedent over their boys clubhouse. Mayor Anderson has an opportunity to
change the opinions of the community of the new road and to rebuild a new clubhouse.

Core problem/Opportunity:
In doing their job, the mayor and the engineers office destroyed a clubhouse that was valuable to members of the
community, which will negatively impact the reputation of the mayor and the community of it is not resolved.
Goal and Objectives:
Goal: To contain the situation so the mayor and the communitys reputation isnt ruined, so he will ultimately be reelected
Objectives:

Not lose more than 5% of the community supporters for the road at the end of two months, when the road is
finished.

Have 50% of the news coverage be favorable about the road more than about the destruction of the clubhouse by
the end of the week

get 75% of the city council to support building a new area for the childrens clubhouse by the end of the month

Contact 100% of the members of the press by 3:00pm

Key Publics and Message design:

Publics: Media, Parents of the group of boys, Supporters of the road

Media:
o
Demographics: live in the community and the greater Chicago area, possible ties to the community.
o
Psychographics: Motivated by getting the best story. Their attitude is focused on having the best story
o
Self-interests: The media wants what is best for their community and as many readers as possible.
o
Relationship to the organization : Opinion leader in the community, They will be covering information
on the mayor when it comes time for him to be reelected
o
Objectives: We plan on contacting all media by 3pm, Have 50% of the news coverage be favorable
about the road more than about the destruction of the clubhouse by the end of the week
o
Primary message: The new road is a groundbreaking opportunity for the community.
o
Secondary messages:

The new road will decrease commute time by an average of 20 minutes a day.

The new road will be safer for the communitys children.

The new road will create , new opportunities for news coverage

Parents of group of boys:

o
Demographics: middle-aged, married, live in Westport community, college-educated, average income of
$60,000 a year
o
Psychographics: Family-oriented, conservative,
o
Self-interests: Providing a safe community for their family
o
Relationship with organization: members of the community, parents of the boys whose clubhouse was
destroyed
o
Objective: Not lose more than 5% of the community supporters for the road at the end of two months,
when the road is finished. Get 75% of the city council to support building a new area for childrens
clubhouse by the end of the month
o
Primary message: The new road will keep your children safe.
o
Secondary message:

The new road will divert the traffic flow out of neighborhoods and onto the new road.

The new road will allow us to find a safer area for us to rebuild your childrens clubhouse.

Westport community commuters:

o
Demographics: middle-aged, married, live in Westport community, college-educated, average income of
$60,000 a year
o
Psychographics: supporting their family,
o
Self-interest: wanting a safe environment for their family to be in, want a fast, safe way to get to work

Relationship: Community members, will be affected when the new road is built
Objectives: Not lose more than 5% of the community supporters for the road at the end of two months,
when the road is finished
o
Primary messageThe new road will improve community safety and commuting efforts
o
Secondary message:

The new road will decrease commute time by an average of 20 minutes a day.

It will divert the traffic flow out of neighborhoods and onto the new road.
Strategies and Tactics:
Media:

Strategy: Inform the media of the benefits of the new road through personal communication

Tactics:
o
Call each media outlet in the Westport community and greater Chicago area.
o
Provide media with information on the benefits of the plans for the new road.
o
Invite them to a community festival in celebration of the new road being finished
Parents of boys:

Strategy 1: Inform parents of the safety benefits of the new road through a town event and print media

Tactics:
o
Have a town assembly with a presentation.
o
Pass out pamphlets with information about the safety and commuting benefits of the new road.

Strategy 2: Inform of the new clubhouse area for children through community events

Tactics:
o
Invite them to a city council meeting about the planning of the new clubhouse area
o
Involve them in the building process and opening of the new clubhouse
Commuters:

Strategy: Inform them of a new and faster commute to work through print media

Tactics:
o
Pass out flyers with a map and information on the road for new a commuting route.

Strategy: Inform commuters of a new and faster commute through a community event

Tactics:
o
o

Invite commuters to a community meeting with a presentation on the commuting benefits of the new road