Audience Analysis Memo

Date: January 27, 2013

To: Mr. Miguel Macy and Mrs. Linda Lowe

From: I Am Smart

Subj: Audience Analysis for Marketing Department

As you requested, I have prepared a memorandum containing the audience analysis for the Marketing Department. The pertinent details which I have entailed will contribute to the benefits of the new Web-based performance appraisal system.

Primary and Secondary Audience

The Marketing Vice President leads the Marketing Department of four managers (residential sales, trade sells, business intelligence, and customer service and intelligence) and seven executives. Additionally, the Marketing Department controls and directs sales representatives and dealers globally.

For all intents and purposes, the primary audience will consist of the Marketing Vice President. Following the Marketing Vice President, the managers and executives are also considered as the primary audience. The secondary audience will consist of the sales representatives and dealers.

Audience Analysis

The audience’s reaction to provided details will be unpredictable and irrational. Nothing is as upsetting to the audience as change. Resistance to change derives from a fear of the unknown. To successfully manage change, it is imperative to address the audience’s resistance and reduce it to a minimal, manageable level. To achieve this obstacle, the benefits of the new Web-based appraisal system should be addressed.

The benefits of the new Web-based appraisal system should be presented by a subject-matter expert. The subject-matter expert will need to depict the information in as much detail as possible. Focus on opening and maintaining clear channels of communication with the audience so they understand what is coming and what it means to them. With the information provided in this fashion, the audience will be more productive both before and after the change. Ultimately, it will be effective in changing their minds to accept the...