Stakeholder analysis (Mendelow Matrix)

• align resource use and strategy with the needs of all key stakeholders:
  -customers,
  -shareholders,
  -employees
  -suppliers
• Mendelow Matrix categorised stakeholders based on their power and interest in the initiative

1. High Power/High Interest. key investors or senior executives. Regular engagement and communication to ensure support. require frequent and detailed updates.
2. Low Power/High Interest. employees or local communities. keep inform to maintain their support.
3. High Power to impact decisions /Low Interest (no constant involvement). Satisfy with periodic updates.
4. Low Power/Low Interest. monitor with minimal attention. only occasional communication.

Identify key stakeholders and expectations

• Map stakeholders based on their power (ability to influence the outcome) and interest (level of involvement or concern).
• focus on high-power, high-interest stakeholders (the ability to influence the direction and success of marketing campaigns).
• identify which stakeholders are most critical to the initiative = develop tailored engagement plans.

Develop an engagement plan

• tailor communication and engagement strategies based on their power and interest
• tailored engagement plans address specific concerns and motivations

Align marketing initiatives with stakeholder needs

• align marketing strategy with the expectations and concerns of key stakeholders,
• secure buy-in and support by addressing their interests
• reduce resistance, improve the chances of campaign success.
• create more impactful messaging
• a higher likelihood of achieving marketing objectives