Marketing Role
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The Role of Marketing in the Communication Plan

The Fictionville Communication Plan will utilize all of the various resources that generate the daily successes of Mohawk.  Mohawk Marketing will be a key component of this organized plan.

Marketing focus – the marketing group should package a branded, homogenous program providing a commonality for all published material.  All collateral needs to be specifically created with Fictionville Headers, logo, contact information, web address, etc.   The Group should focus on 700 new families working for Mohawk rather than 700 new employees.

In this instance the product marketed will be employment with Mohawk, how Mohawk will positively impact the community, and the family benefits provided by Mohawk employment.  The Tagline of this campaign should be "700 Families" to reinforce the impact that this new Manufacturing Facility will have on families and community.

The Marketing Plan should focus on 700 Families, rather than 700 jobs which is typically the Corporate focus.  The goal of marketing is to paint a picture of a community partner that is more concerned with the people of the community, an environment steward, and reinforce the 1400 support jobs (Indirect employment) that will be created to support the 700 Mohawk families.

The centerpiece of the Marketing segment's efforts will be the Fictionville-Mohawk's Website.  While each Communication Plan segment will have specific website sections outlining their responsibilities, Marketing  will be accountable for shaping and packaging the message.

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Michael Hilton

706-463-2168