Mohawk Communications Plan

Mohawk is preparing to expand production capacity within it's commercial carpet tile division. The Mohawk commercial carpet tile division has been steadily increasing in market share and projections show that we will exceed our current carpet tile production by 2011.

A construction site in Fictionville has been selected. Fictionville was selected for a number of reasons. While the area has never manufactured carpet or carpet tile, it has an adequate labor pool. Both the secondary schools and post secondary schools in the area are ranked highly in SAT scores and graduation rate. The Vocational schools, while under-utilized would be a welcome partner in helping resolve some of our critical training needs. We anticipate the Fictionville Community will grow significantly as a result of this facility. The Communication plan anticipates this growth from surrounding counties and we have identified a plan of engagement in reaching these communities in our communication plan.

Mohawk is one of the top two employers in the State of Georgia with almost 17,000 employees in the State. The third largest State of Georgia employer has fewer than 8000 employees. Mohawk will have a similar impact in the Town of Fictionville, where almost half of the population will either work directly for Mohawk or will work for a company in which demand has been driven as a direct result of the Mohawk facility.

This communication plan is intended to produce both a public relations bonanza for Mohawk and keep Mohawk on the minds of residents from initial groundbreaking to first production. It's objective is to provide continuous community updates of construction progress and continue to stress the current and future needs of Mohawk employment. Weekly community Media updates of construction process, employment needs, and services will create a frenzy of interest in the new plant.

One goal of the Plan is to involve as many segments of the community as practical. Active participation ensures success, since community involvement provides the community with a share of the success.

This plan will recruit key members of the community (Advisory Committee) to help direct the communication plan and will engage key segments of the Fictionville community infrastructure to plan for and resolve long-term needs for community resources.

The goal of the plan is to obtain 100% Mohawk Brand recognition by the residents of Fictionville. Every resident should be aware of the new facility and have at least some understanding of the residual impact that this facility will have on the overall community.

The Tabs to the left contain each of the essential components of the proposed Communication Plan.
Hyperlinks will be available to allow the reviewer access to more detailed information on related pages.

Key Elements of this Communication Plan

Targeted Message:	What We want to communicate?
The plan should communicate the Global impact the new manufacturing facility will have on the community. It should provide the community with a blueprint of Mohawk needs for delivering benefit to the community. The message should communicate direct and indirect employment created as a result of the new manufacturing facility.

Target Audience	Who do we want to communicate to?
Each Advisory Committee segment will target a different audience in fulfilling their objective.

Communication Method:	What communication tools will we use?
Generally, the type of communication method employed must be adapted to the target audience each Advisory Committee segment

Communication Resources:	How will we communicate?
Text messaging, email, and discussion boards are all valuable modern day communication resources.

Michael Hilton

706-463-2168