How to Write for Your Target Audience: Case Study

A client requested a document outlining a  plan to improve employee morale. How could I use online research and client feedback to a create a document that spoke directly to this target audience?

  •  Workplace Culture and Audience Analysis: First, I considered the workplace–a healthcare facility. Could I find an existing online employee morale-building program for this group? Most information I found was incomplete. So, I reviewed general corporate employee morale-building programs to gain an understanding of basic how-to’s.
  • Client Preferences: Next, I considered how my client approached project development.  I asked him whether he would prefer a narrative style document or another format.  He preferred that this proposal be written in outline form with objectives and goals and tasks.
  • Best Practices: I then researched best practices for morale-building programs.  According to all my research, employee participation in creating this program was key from start to finish.  I suggested to the client that he assemble of  committee to steer the process.  This committee would obtain input and be accountable to the entire staff. They would obtain  feedback before, during and after the program. They would oversee the creation, data-gathering, execution , and follow-up. Should the committee need an outside consultant to facilitate the process, one could be called in at any point.
  • Appropriate Tools: Next, I researched and compiled a selection of data-gathering tools, e.g., surveys, blind e-mails. These tools would create a baseline. They would help the steering committee to assess employee satisfaction and  perceptions of problem areas. The administration and staff would assess this data and implement workplace changes.  Most data-gathering  tools I chose were formal and objective as, once again, the staff was used to communicating in a formal fashion. This  list of options became resources for the committee to review; they selected from a master list to create the program to their specifications. I chose  online methods for staff feedback to encourage the staff to remain involved as frequently as they would like.
  •  Timeline and Budget: Finally, I incorporated a timeline for execution of the project. This included periodic dates for the collection of follow-up data to assure goals and objectives were being met. I also included budget for additional staff necessary to carry out the administrative details of the project.

Summary: The key to the development process was utilizing selective online research and resources. I chose those appropriate to  the company culture and tailored the document and program to my client’s preferences.

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