The main focus for Kal tire when communicating with it’s stakeholders is to ensure that they are viewed as a knowledgable and trustworthy organization, with a high quality product. The most important stakeholders in the campaign are customers, specifically over the age of 20 as they are more likely to take care of their own tires. Tires are a product that customers are not happy about buying, and most customers do not have a preference of where they buy their tires, they are just looking for a trustworthy company who delivers the most helpful, stress free experience. In order to do this, the campaign will focus on educating customers on how to properly choose, maintain, and store their tires, as well as how Kal Tire gives back to the community. The channel for this campaign will be a series of blog posts. There will be 4 blog posts released every 2 months accounting to 8 months total. The first 3 posts will instruct customers on how to choose, maintain, and store their tires, with a 4th post about how Kal Tire gives back to the community through recycling. These posts will be focused mostly on information and assisting stakeholder rather than any kind of entertainment or emotional objectives. This means an appropriate spokesperson for the campaign would be the manager of a local Kal Tire store, because it portrays knowledge and credibility. The posts will begin at the start of the new year meaning they will end shortly before the winter season when most people are looking into purchasing tires.