COM 225 Communication Plan Template
Use this template to draft your communication plan. This is a useful tool to help you organize your thoughts prior to submitting your milestones and course project. However, you do not need to submit this template for either of your milestones or your course project.
Section |
Prompt |
Response |
Data and Information Collection |
Evaluate the accuracy, credibility, and validity of the demographic information. |
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Determine whether the data collection meets federal laws and regulations. |
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Suggest any additional research techniques that would have benefited the collection of information to best target an audience. |
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Analyzing Audience Data |
Describe the intended audience and specify important demographic information. |
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Identify the current communication strategies being used to reach audiences. |
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Determine whether or not these current strategies are appropriate for the target audience, and use audience information to support your response. |
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Recommending Effective Delivery Strategies |
Identify key considerations that are needed to create an effective message for the intended audience. |
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Recommend adaptations to the message that would effectively target the intended audience. |
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Provide a rationale for your suggested adaptations, and use audience information to support your response. |
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Explain how current delivery methods could be improved to better reach the target audiences. |
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Recommend new delivery methods for each of your target audiences. |
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Describe potential issues that may arise when the targeted message is delivered. |
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Identify ways the targeted messages may reach unintended audiences. |
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Explain why these considerations are important, and use audience information to support your response. |
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Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Laurie Armstrong Director, Media Relations – US & Canada 415.227.2615 [email protected] Elisabeth Wieselthaler-Toelly Director, Media Relations – International 415.227.2603 [email protected]
FOR IMMEDIATE RELEASE
San Francisco Fact Sheet Latest data available from the San Francisco Travel Association, California Department of Finance, www.sfgov.org and various industry sources; see final page for annotated resources. Visitor Spending
Visitor Spending
Total visitors and convention participants (2016) 1 25.2 million
Visitors in San Francisco per day (2016) 1 68,998
Visitor spending in San Francisco per day (2016) 1 $24.5 million
Total tourism direct spending (2016) 1 $8.9 billion
Average daily expenditure for all visitors 1 $356.45
Visitor Spending per San Francisco household (2016) 1 $10,667
Number of convention delegates staying in
hotels/motels (2016) 1
2.6 Million
Total Convention Attendee Spending (2016) 1 $1.2 billion
Total Exhibitor Spending (2016) 1 $656 million
Total Meeting Planner/Hosting Spending (2016) 1 $42 million
Convention and meetings related spending (2016) 1 $1.9 billion
Average expenditure per convention delegate per day
(2016) 1
$492.65
Average length of stay per convention delegate 2 4.1
Average daily expenditure per general visitor staying in
hotels/motels 2
$298.03
Top six producing domestic metropolitan statistical
areas (2015) 3
Los Angeles, CA San Francisco-Oakland-San Jose, CA Sacramento – Stockton – Modesto, CA New York, NY San Diego, CA Washington, DC
Average daily room rate (2016) 4 $252.92
Hotel occupancy (2016) 4 85.5%
Room demand (2016) 4 10.5 million
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Visitor Spending
Transient room demand (2016) 4 7.4 million
Total group room demand (2016) 4 2.6 million
Moscone group room nights (2016) 22
(Group nights typically average one million room nights annually; the group room nights stated are a temporary decrease and due to Moscone Expansion.)
861,000
Self-Contained group room nights (2016) 4 1.7 million
Top five producing international markets 5
Mexico China United Kingdom Canada Germany
Top reasons for visiting San Francisco 2 Atmosphere and ambiance
Friends and family in area Scenic beauty Restaurants and cuisine
Leading attractions visited 2
Pier 39 Golden Gate Bridge Golden Gate Park Ferry Building
Leading activities 2 Dine in restaurants
Shopping Visit a park Visit friends and family
Leading neighborhoods visited 2 Union Square
Fisherman’s Wharf Embarcadero Chinatown
Purpose of visit 2
85.6% Leisure/Vacation 7.1% Business Travel 7.2% Meeting/ Convention
Visitor Profile2 For detailed profiles on hotel guests, VFR (visiting friends and relatives) and international travelers contact San Francisco Travel Association Media Relations Department; the information below is a compilation of all visitor categories:
Visitor Profile
Average Age 40.1
Average Annual Household Income $94,637
Average Length of Stay in City 2.5 Nights
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Visitor Profile
First Time Visitors 24.4%
Gender Female 51.2% Male 45% Prefer not to answer 3.7%
Population7
City of San Francisco 864,816
Major ethnic groups (2016): White 40.8% Asian 34.5% Hispanic Origin 15.3% African American (Black) 5.0% Multiracial 3.5% American Indian 0.1% Pacific Islander 0.4% Other Races 0.4%
Population of the nine Greater Bay Area counties: Alameda (1,647,704) Contra Costa (1,135,127) Marin (260,651) Napa (142,166) San Francisco (870,887) San Mateo (764,797) Santa Clara (1,979,402) Solano (440,207) Sonoma (503,070)
Total Bay Area population 7,684,011
Weather The weather in San Francisco is mild year-round with temperatures seldom rising above 70 degrees (21 degrees C) or falling below 40 degrees (5 degrees C). Daily Mean Temperature (F/C)
Month Maximum Minimum Rainfall (Inches/cm)
January 56.0/13.4 46.2/7.9 4.48/11.38 February 59.4/15.2 48.4/9.1 2.83/7.18 March 60.0/15.6 48.6/9.1 2.58/6.55 April 61.1/16.2 49.2/9.6 1.48/3.76 May 62.5/16.9 50.7/10.4 0.35/0.89
June 64.3/17.9 52.5/11.4 0.15/0.38
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Month Maximum Minimum Rainfall (Inches/cm)
July 64.0/17.8 53.1/11.7 0.04/0.10
August 65.0/18.3 54.2/12.3 0.08/0.20
September 68.9/20.5 55.8/13.2 0.24/0.61
October 68.3/20.2 54.8/12.7 1.09/2.77 November 62.9/17.2 51.5/10.8 2.49/6.33 December 56.9/13.8 47.2/8.5 3.52/8.94 Annual Average 62.5/16.9 51.0/10.6 19.33/49.10
History and Geography
Total area in square miles in the city of San Francisco 47.335 miles
Miles of shoreline 8 29.5 miles
Miles of waterfront 8 7.5 miles
Number of piers 39
Square miles in San Francisco Bay and Delta 9 Ranges from 400 to 1,600
miles
Fog signals around the San Francisco Bay 9 32 signals
Total square miles in Golden Gate National Recreation Area (GGNRA)9
82,791 acres
Miles of San Francisco streets 10
1,088 miles
Recreation and Park Facilities
Recreational and open space within San Francisco 3,400 acres
Marina slips 671
Neighborhood parks 220
Playgrounds and play areas 179
High-rises (eight stories and above) 13
766
Buildings designated historical landmarks (since 1967) 13
266 buildings
Historic districts (Alamo Square, Blackstone Court, Bush Street Cottage Row, Civic Center, Dogpatch, Jackson Square, Liberty- Hill, Market Street Masonry, Northeast Waterfront, South End, Telegraph Hill, and Webster St.)13
12 total
Lodging
Hotel rooms available 4 33,793 rooms
Number of hotels 4 218 hotels
Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf
Transportation
Average number of commuters daily 13
431,859
Total number of licensed taxis permits (medallions as of 2016) 11
1,967
Yearly cable car riders (2016) 11
5,800,000
Cable cars 44 cars
Historic streetcars 45 cars
Route miles of cable car track 8.8 miles
Speed of cable car per mile 9.5 mph
Sources
1. Total Tourism Direct Spending (2016), San Francisco Travel Association in conjunction with Tourism Economics and Destination Analysts
2. 2014, San Francisco Travel Association/Destination Analysts “Findings, Final Report: San Francisco Visitor Profile Research” 2017 Visitor Profile Study is in the field with results being available in 2018.
3. 2015; Longwoods International, “San Francisco 2015 Visitor Study” 4. STR; YTD Performance for City and County of San Francisco 5. Global Travel City Database, January 2017, Tourism Economics 6. OAG Flight schedule and seat capacity; August 2016 (next is August 2017) 7. U.S. Census Bureau American Community Survey http://factfinder2.census.gov and California Department of
Finance 8. City and County of San Francisco, Port of San Francisco 9. U.S. Army Corps of Engineers 10. Golden Gate National Recreation Area 11. City and County of San Francisco, San Francisco Municipal Transportation Agency 12. City and County of San Francisco, Recreation and Park Department 13. City and County of San Francisco, Planning Department 14. MTC-ABAG Library, www.mtc.ca.gov; includes within city as well as nearby locations 15. City and County of San Francisco, San Francisco International Airport, www.flysfo.com 16. Bay Area Toll Authority, http://bata.mtc.ca.gov/bridges/sf-oak-bay.htm 17. Golden Gate Bridge, Highway & Transportation District,
http://goldengate.org/organization/annualreports.php 18. City and County of San Francisco, Department of Public Health, Environmental Health Section (MIS); number
changes daily. 19. Grants for the Arts and San Francisco Travel Association 20. San Francisco Business Times, 2017 Book of Lists “Bay Area Largest Public Companies” Based on FY 2015
Revenue. 21. City and County of San Francisco, Office of the Mayor 22. USI, CRM San Francisco Travel Association
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