Section One:

Situational Analysis for: Your Fire Site.

Contact Information:
Your Fire Site
379 Judge Sharpe RD
Graham, NC, 27253
Phone: (336) 525-0000
Email: rcain@yourfiresite.com
Website: http://www.yourfiresite.com/
Day and hours of Operation:
6am-1pm Everyday (Eastern Time)
Description of Services:
We have been designing and hosting domain names for fire departments since
2006. Website hosting domain names for fire departments all around the United
States. We build and design websites using the Joomla Content Managing
System.

Mission Statement:

We simply want you to have a website that does what you want. We want to
provide services to fire departments and make it very affordable. We want to also
eliminate the hassle of managing a site; by doing this we give the fire
departments more time to do their job helping others.

Administrative Staff:
Rodney Cain
Owner
(336) 534-1480
Email: rcain@yourfiresite.com

This company is a sole proprietorship. Rodney is the only person on staff.

Short-term Goals:

To get 10 new customers a week.

To make every customer experience an easier experience.

To design sites for every fire department in North Carolina

To improve marketing targeted on the company website.

Long-term Goals:

To get every Fire-department in the United States a website.

To consistently rank number 1 on the google search engine

Strengths of Organization:
Your Fire Site continually stays very affordable among competitors around the
world. They strive to stay affordable and available for the departments to have a
better relationship with the company who provides them the site. Your Fire Site
is very committed and dedicated to helping the community of fire departments.
Your Fire Site believes in being fair; they talk about simply providing web design
for an affordable price and not getting taken advantage of like the other
companies who are competitors of Your Fire Site. They also won numerous
awards for its expertise in customer service.
Challenges of Organization:
Your Fire Site is a very fast growing company with the technology of todays
world advancing faster than we can imagine. Your Fire Site needs more
employees that offer skills in design, technology, and marketing/ public relations.
With more employees Your Fire Site will be able to make their long term goals
more possible. It will be almost impossible to get every fire department in United
States when you dont have but one employee.
Your Fire Site could change the logo and also main website could use a little
tweaking. The logo could be a little clearer and also the words on the page
shouldnt be larger than 12 pt. font. The font should be Arial or Times News
Roman.

Existing Competitors:
Fire Companies Web Design
1379 Dilworth town Crossing Suite 226
West Chester, PA 19382
Phone: (877) 610-8041
Website: https://firecompanies.net/
Firehouse Solutions
P.O. Box 911

Leonardtown, MD 20650
Phone: (301) 475-1900
Website: http://www.firehousesolutions.com/
Fire Centrics
1407 Foothill Blvd, #103
Laverne, CA 91750
Phone: (888) 350-3473
Website: http://www.firecentrics.com/

Pro Firefighter
P.O. Box 100
Battle Ground, WA 98604
Phone: (888) 248-5557
Website: http://www.profirefighter.com/

Government and Regulatory Agencies:

Internal Revenue Services (IRS) (Federal)
P.O. Box 931000
Louisville, KY 40293-100
Phone: (800) 829-4833
Website: http://www.irs.gov
Internal Revenue Services (IRS) (State)
4905 Koger Boulevard
Greensboro, NC 27407
Phone: (336) 574-6024
Website: http://www.irs.gov/uac/Services-Provided-Greensboro-NC
Reference Publications:

Only websites: You can search these sites from http://www.yourfirsite.com

There are over 200 sites.
Channels of Communication:

Websites

Word of mouth

Facebook

Channels of Communication:
Facebook
YourFireSite.com
Word of Mouth
Client Publics:
Rank
Public
Internal/External

Reason

Owner (Rodney Cain)

Guidance

Go Daddy

Provider of domains

Media

Awareness

Fire departments

Existence

Future customers

Existence

Exhaustive Ranked Labeled List of Client Publics:

Rank Public

Resource

I/E

Customers

Reason behind business E

Future customers

Reason behind marketing E

Admin

Managing

Media

Awareness

Competitors

Raising the standards

Opportunity Client Statement:

When Your Fire Site came into the world of web design and hosting
domains for fire sites. They truly dedicate to providing an affordable
domain and web design. Also outstanding customer service as indicated in
the awards they earned throughout existence.
In the world of web design and domain hostage around the United States;
we will have to be available 24 hours a day. With this being highlighted as
a need if you want to expand the company; we will need more employees.
Some employees that Your Fire Site should consider would have
expertise in marketing/ public relations, design, and also technology. This
plan will significantly improve the sales and also help get Your Fire Site
name out there.

Target Public Description and Defense:

The target public for Your Fire Site is fire departments. The average age
for a fire fighter is going to be late 30s and early 40s. In order to get these
older members of the fire department on board and more knowledgeable
in technology; we will offer speeches that PR person I mentioned before
will perform all around and travel to different departments informing the
older members about the benefits of the site.
By targeting the average age of the target public we will then bring the
core of business back to us.
Target Public Demographics:

The target public chosen in this company will be older members of the fire
department. Younger people already know the benefits of technology and
this is only the case because younger people grew up with it. The older
member didnt grow up playing with the computer so thats where this plan
comes in handy. We are targeting the older members through awareness
speeches that the public relation team we hire will play a role. By focusing
on the core of the public we are going to increase sales by more than
double.

Target Public Psychographics:

Achievers
Motivated by the desire for achievement, achievers have goal-oriented
lifestyles and a deep commitment to career and family. Their social lives
reflect this focus and are structured around family, their place of worship,
and work. Achievers live conventional lives, are politically conservative,
and respect authority and he status quo. They value consensus,
predictability, and stability over risk, intimacy, and self-discovery.
With many wants and needs, achievers are active in the consumer
marketplace. Image is important to Achievers; they favor established,
prestige products and services that demonstrate success to peers.
Because of their busy lives, they are often interested in a variety of timesaving devices.
http://strategicbusinessinsights.com/vals/ustypes/achievers.shtml

Defense of Psychographics:
The Achievers is appropriate for Your Fire Site, because they
demonstrate the characteristics of the achievers through the way they
market to the publics they choose, and through the lifestyle they live.

Strategic Research Design:

The research that will be performed is going to be based on the average age of
the fire fighter and how and what they are interested in. We will research by first
hand experiences when we talk the older members by going to the departments
and conducting interviews. By performing this research extensively the members
will have no other choice, but gather the interest of those members and bring it to
their attention; giving us the edge in marketing to that group.
We will figure out what our competitors are doing and figure out what makes
them successful. By doing this we will eliminate the competition because after
this is performed we will figure out what we need to do to eliminate the
competition.
Budget Information:
The budget for this plan will be $50,000.00 (To pay new workers for new
services.)

Strategic Planning Detail:

Section two

Communication Objective: To promote business, we will travel around to

different fire departments raising the awareness to the older generation that
digital online is the way to go. We will have a person who is hired and this will
become that persons complete goal. By doing this we will sky rocket the sales
considering that the target public we are targeting are majority older fireman.
By going around telling the older fireman about the benefits of webpage for the
fire department this will help create the incentive that they should purchase my
product and began with the webpage for their department. This will help the
fireman become more organized which has its benefits all together.

Message: Are you that small to medium size fire department looking to up your
game in the fire world? If so then my webpage is the product for you.
This message breaks down the target public to be a smaller and more

manageable group to focus on. This will help the business increase where they
need to go and focus on to get them to the digital world.
Spokesperson: The elected spokesperson for Your Fire Site is going to be the
founder of the company. Rodney Cain is the spokesperson because thats the
only person who knows his business better than anyone I know. By having
someone who is so knowledgeable about the company being the spokesperson;
this will allow for more accurate and better and more homey feeling, which those
target public ( the small or medium size fire department) will like that better than
having something else that is bigger and less careful for their customers.

Spokes Entity: The connection from the target public of older fireman and the
company spokesperson is going to be the hired person that is going to have a
masters in communication so they know how to reach the public to make sure
that they are increasing the business and making a difference in sales. There will
be training that will take place for that hired person performed by myself:
Brandon Cain. I will use techniques that I have learned when in college doing
communication studies at the UNCG campus. It will focus more on the
communication relations aspect that I learned in building those relationships. I
learned a lot from mannings class, which will be taking into consideration.

Section Three
Communication Tactics
For
Your Fire Site

Event Description: The founder of Your Fire Site, Rodney Cain; has agreed to
take place in a program of extensive training in communication. Throughout this
training he will learn the different ways to communicate and target a certain
audience of customers, which will increase his sales. This training is going to be
performed with myself: Brandon Cain, and we will touch on the different ways his
message on the site changes the perception that the public is viewing the site. I
have gathered all of my notes from previous lectures and notes from the reading.
He has agreed to keep me on the employee list and decided to hire me right
away upon graduation. We will touch on the different ways he can enhance his
webpage to make it communicate more clearly. A lot of this info is being used
from public relation class from your class. I will give you credit.
Event Rationale: The reason behind having Rodney Cain work with me in the
communication field and work alongside myself; is for him to really make
Improvements in reaching different publics by targeting the people differently,
which in the long run makes business better. This will help him focus his
advertising and that will help interest different people. More people targeted will
result in more customers, which will result in more money, which is success.

Event Timeline: The event timeline of my interactions with Rodney Cain is listed
below. This is the times we met up to train and direct his communication to his
target public:
March 2nd 2015: Me and founder Rodney Cain sat down to discuss tactics and
ways to target different publics using communication perspectives.
March 7th 2015: Talked about different ways I believe he can change his logos
and mission statement to help business.
March 14th 2015: We began changing the mission statement directing it to a
more affordable product.
March 17th 2015: We talked about publishing his mission statement that we
changed and we published it after making some small finishing touches on the
statement.
April 1st 2015: We now talked about how his design could be improved in order
to help the company
April 7th 2015: We began changing different advertising that he done, and he told
me that the mission statement change really helped business, because he got 6
new sites that week afterwards.
April 8th 2015: We talked about the future and how we will help change this
company into something that will be worldwide. After talking about that we did a
little more on the advertising sections.

The remainder of meeting will be determined upon our meeting on April 15 th

2015: He has a busy schedule and couldnt plan that far ahead.

Event Partners: This includes myself and my knowledge of the communication

perspectives I learned from UNCG. This a small partnership between me and the
company. All info is coming from what I learned previously in the the schooling at
UNCG and prior to UNCG at Coker College.
Partner Rationale: By having me as a partner in helping Rodney Cains
company flourish, he will have to take on different communication tactics that I
learned in my studies at the university. This is something that is going to help his
company because its been proven scientifically and will help the current
business reach new heights. In order for Rodney Cain to reach his goals, this will
be a very smart move. I have studied the communication between customer and
seller. This is proven to work and this is no doubt raise his sales.
Publicity:
Controlled: Word of mouth when we are in our meetings,
Emails sent between the two of us,
Website messages sent and published onto the sites.
Uncontrolled:
Media, Some word of mouth
Budget: The budget of this training with myself and Rodney Cain is going to be
free of charge. This is going to be a learning process for me, and Rodney Cain
will have power to change whatever he would like. Im only going to offer my
opinion, which Rodney Cain said he would take and use, but he will view the
material twice before making decisions.

Feedback questions:

What did you think about the training with myself from the beginning?

Did the program of working with me work? What worked the best?

Did we work well as a team? How so?

Are you going to keep the changes and advice I gave to you? Why?