NazarOps communication plan is in fairly decent shape with all major components present; however, some concerns should be addressed due to the competitive nature of the RFP. The communication plan does not address millennials and Generation Z at all, and without that public, SecondSight lacks any chance of succeeding. Therefore, when the audiences are added to the communication plan, it would change the goals, objectives, messages, strategies and tactics that the system would use to effectively edge out the competition in the DoD's RFP ( Goering, 2017) . Since the previous audience was made up of congressional staff, delegates from Texas, and leaders from TRADOC, their communication strategy was different. In this case, the communication plan involved leveraging key opinion leaders to enforce establishment and major defence contractors. Millennials and Generation Z, however, need a different kind of approach. Their communication plan should involve motion graphics and resonate with their personal beliefs to propel their career. Therefore, the inclusion of the public in the communication plan would mean that NazarOps should have a different objective that would involve the target group ( Nadanyiova & Das, 2020) . Since millennials were brought up by parents who never wanted to make mistakes of the previous generation, they grew up more confident and are oriented towards achievement ( Oumlil & Balloun, 2019) . Therefore, a strategy that would resonate with the company's bigger purpose and pave the way for career development would be more effective than a strategy oriented towards a different population.
NazarOps Technology Communication Plan
Situation Analysis
The U.S. Department of Defense has issued an RFP for the provision of a tactical simulation system for the training of combat infantry personnel within the Training and Doctrine Command (TRADOC). The specifications of the simulator, contained in Appendix 1 of the RFP, should be slightly modified, and NazarOps' SecondSight Tactical Simulation System meets all the requirements. Based on the DoD's contract, TRADOC's contract is for an initial order of 500 simulators, along with other simulations environment, including semi-urban and urban areas. Based on the first batch performance, there is a chance of a second-order of 3,500 simulators, adding up to the $35,000,000 contract's estimated value ( Munsch, 2021) .
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Goals
Build NazarOps' reputation among police departments and the competitive gaming industry
Position NazarOps as the leader of tactical simulation technology for military training sessions
Convince key DoD acquisition, congressional and TRADOC decision-makers that the SecondSight system will meet their customized needs at their stated price and is the best solution among other products in the market.
Target Public
Millennials
Members of the public born between 1981 and 1996 would use the SecondSight Tactical Simulation System to practice customized drills.
Generation Z
Trainees born between 1997 and 2012 who would use the NazarOps' system to practice evacuation drills prepared for the Department of Defense.
Objectives
Ensure that the communication tool is effective by using platforms such as social media and other motion graphic enhancers within two months of the start of the campaign.
Effectively communicate the path to career growth within four months of the start of the campaign.
To secure NazarOps' position among millennials and generation Z by demonstrating fairness at the workplace.
To effectively de-position competitive products through direct product comparisons and related trade media reporting.
Messages
M1: NazarOps Technology recognizes, retains and develops talent by delegating tasks that challenge an individual to try something new.
NazarOps Technology
Has an intense R&D centre in San Jose, California.
Maintains an R&D department with scientist recruited from MIT, Stanford and Cambridge (U.K)
Dr Irene Sue, the company's deputy chief technology officer, is now specializing in large-scale V.R. system design
M2: The SecondSight Tactical Simulation System is the best realistic simulation experience available today
SecondSight offers:
State-of-the-art simulation experiences, including changing elevations and real-life terrain experiences
Expansive technology that could accommodate multiple players to train together in a single environment
A climate detection system that allows temperature, wind, precipitation and humidity control
Strategies
Regular communication and mentorship
Prepare production facility tours combined with SecondSight system simulation to demonstrate how the system works. Invite all the millennials and Generation Z for briefings and latest developments in the simulations at the company's headquarters, and provide mentorship to the public. The mentorship program would act as a medium of response analysis to the organization.
Paid and Earned Target Media Outreach
Leverage key media, especially social media, to reach Generation Z and millennials with credible and relevant information that highlights NazarOps' expertise in V.R. simulators and SecondSight's unique selling points
Timeline
Budget
Tactics
Use of Adverts
Pay for billboard adverts and or place them in the dailies. The advertorials' focus will identify the benefits of V.R. training simulations for the U.S. military with reference to NazarOps' SecondSight system, which would make the primary unique selling point.
Use of Briefings
The tactic would involve site visits and demonstration of SecondSight in NazarOps headquarters. Millennials and Generation Z would be invited to Austin for updates on the latest developments in V.R. simulations.
Use of Social Media
Use paid advertising on Twitter, Facebook, and Instagram with stories on Nazorps advances in erasing the line between simulation and technology.
Evaluation
The communication program will use the following success criteria in its evaluation:
The number of millennials and Generation Z who visited NazarOps headquarters for the simulation program
The number of target group social media adverts reached and compared the value with the number of millennials and Generation Z present in the headquarters during the facility tour
References
Goering, E. M. (2017). Communication Matters: Developing a Strategic Communication Plan for Promoting Internationalization and Global Learning within an Institution. Zeitschrift für Hochschulentwicklung , 119-131.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science , 31 (1), 10-29.
Nadanyiova, M., & Das, S. (2020). Millennials as a target segment of socially responsible communication within the business strategy. Littera Scripta , 13 (1), 119-134.
Oumlil, A. B., & Balloun, J. L. (2019). Millennials’ attitude toward advertising: an international exploratory study. Young Consumers .
