Communication Strategy Shift of the Kenya-focused Branding Section

Communication Plan


Institutional Affiliation

Communication Strategy: Shift of the Kenya-focused Branding Section


Luster Up has been in operation for five years now. Following the Internal Revenue Service’s requirement to have United States-located company efforts meant for other countries directed to the specific countries, then Luster Up will abide by this by the end of 2020. This calls for the relocation of our employees whose focus is the Kenyan market to Kenya, given that we focus only on the Kenyan and the United States markets. This decision was reached by the company’s A level management.


These audiences will be notified about the change:

Company employees – focused on the Kenyan and United States market

B level management

Business partners in Kenya and U.S.A.


Messages will be sent out on the 20th of July, 2020. We have a small company constituting 20 staff including the A level management. It is important to ensure a seamless adjustment, while trying to make the grievances of our employees known and making them as comfortable as possible in a timely manner. At the same time, it is important to note that employees whose focus is the Kenyan market had been notified of a possibility of the shift, which means that the change will experience minimum difficulties. The announcements will require decisions to be made with timeliness. The outreach will be done on Friday, the 17th of July at 10 a.m. for the B level management; Monday, the 20th at 11 a.m. to the company employees; and Tuesday, the 21st at 10 a.m. to the business partners. A one-on-one meeting will be held on Wednesday, the 22nd of July at 11 a.m. to deal with any issues or questions.

Audience Outreach

The rest of the communication plan details the talking points; communication to the various audiences; and how and when to reach them.


How: Email from A Level Management to B Level Management

When: Friday, 17th July at 10 a.m.

From: A Level Management

To: B Level Management

Subject: Brand Kenya team move to Kenya

Dear B Level Management,

Our previous plans to move the Brand Kenyan team to Kenya have come to pass, although sooner than we expected. The IRS has put in place requirements that we are required to abide by, and in this case, the requirements have to do with moving our country-focused team and efforts to the focus country by the end of December of this year. This announcement has reached us on short notice, but it is in our best interest to work within the allowed period of time to get our people onboard and our business in line.

We have management to train our employees in line with the future expectations, not exempting the possible need to move countries. The A level management feels that this shift will provide fertile ground for the Kenyan market to grow, especially since our employees will be directly interacting with their focus environment. The shift means that half of the team will be moving, including A and B level management and employees. We are sad that part of the Luster Up team will be moving, but we are also motivated to grow. We hope to stay in constant connection on both professional and social terms. Any arising questions or issues can be raised during the company meeting on Wednesday, the 22nd at 11 a.m.

We have confidence that this is a win for the general Luster Up team.

Yours Sincerely,

A Level Management.


How: Email from B Level Management

When: Monday, 20th July 2020 at 10 a.m.

To: Company Employees

From: B Level Management

Subject: Brand Kenya Team move to Kenya

Dear Company Employees,

It is with a combination of great sadness and pleasure that we share about the move of the Brand Kenyan team to Kenya by the end of December, 2020. This is following the IRS directive requiring country-focused efforts to be moved to specific countries, and in our case, that would be the shift to Kenya. We are sad to see our Kenya-focused team leave us, but at the same time, happy that they get to leave out their adventure, as had been earlier indicated, in a new environment. We hope that you have been mentally preparing for this adjustment, especially seeing that it has arrived on short notice.

We shall assist wherever and whenever required, while ensuring that we make the move as seamless as possible for our moving team. This is no small ask, but we trust that it is a good opportunity for them to grow, while getting to understand the new market, and thrive in it. The move will include a part of both A and B level management, and a part of the employees. We trust that we shall stay in communication for any professional and social needs. Any arising questions or issues can be raised during the company meeting on Wednesday, the 22nd at 11 a.m.

This will be a good opportunity for both teams, as well as the company at large to grow.

Yours Sincerely,

B Level Management.


How: Calls from A and B Level Management

When: Tuesday, 21st July 2020 at 11 a.m.

Talking Points

The IRS has put out a new directive on the shift of other country-focused efforts in the United States to the respective countries. Luster Up focuses its efforts on the United States and Kenyan markets.

Luster Up is abiding by this directive by moving its Kenyan-focused team to Kenya.

The team is supposed to have made the move by the end of December, 2020.

Our business partners in Kenya will be able to work with our Kenyan team more intimately, resulting in better business management.

The business partners in Kenya will be relieved of the workload of having to shift their needs to the U.S. market, thus reducing the time and resources spent.

However, the United States team and Kenyan team will still be working together, since there still are overall company goals that need to be met.

The business partners in the United States will remain in contact with their company contacts.

Basically, what is changing is the location for the Kenyan team.

We hope to engage with you on a deeper and more successful level.

Please contact us for any needs that you need met or any details that you need filled.

Your business is greatly valued and appreciated.


Locating new company premises in Kenya and meeting Kenyan regulations

The Kenyan-focused A level managers will coordinate and follow up on acquiring company premises in Kenya

A level managers will ensure that all Kenyan regulations are met before the shift

Location of new premises will be based in a prime and easily accessible part of Nairobi (the capital city)

Meeting staff accommodation needs in Kenya

The B level managers will ensure that accommodation for the company staff is identified and paid for before the shift.

Payment will cater for four months, after which the staff can either continue residing there or move to accommodation of their liking

Importance of liaising between company management and business partners in Kenya

A level and B level managers will keep in contact with the Kenyan business partners to understand the business operations in Kenya before the shift happens. This will help eliminate any surprises for the Kenyan team.

Feedback from company staff will be taken into consideration during decision making regarding the Brand Kenya team move.

Determination of whether or not goals will have been met through the communication to the various audiences will be done after the meeting to be held on Wednesday.

** What is missing from the attached communication plan is the allowance for a feedback loop from the stakeholders as well as the confirmation of whether or not the communication plan goals will have been met.