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Date:
May 18,2006
To:
From:
Dr. Helen Correll
Inner Lizard Design Group
Audience analysis for redesigned program brochure
RE:
Helen, per your instructions, the purpose of this memo is to provide you with the results of our audience analysis for the Technical Communications branding project. We've chosen to provide a separate audience analysis for each brochure. You will find detailed information below for the following sections: Transfer Student Template Brochure, Graduate Student Brochure, and Publicity Brochure.
Transfer Student Template Brochure Audience The primary audience is current undergraduate students from Minnesota schools. The secondary audience is students who have earned college credits/experience but aren't currently attending and working ad ults/parents. Project Purpose To recruit transfer undergraduate students from local two-year programs. Positioning of Brochure The brochure will convey that it's easy to transfer credits to Metropolitan State University. The process is straightforward. The degree will prepare students for a professional career. Stress the fact that Metropolitan State University is a reputable school, and that it's affordable, and flexible for working adults/parents. Medium/Tone Primary medium is the web. The tone should be conversational, informative, and emotional (persuasive). Short and sweet with a quick at-a-glance reference (who to call, web addresses, etc.)
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Graduate Student Brochure Audience The primary audience is students who already have an undergraduate degree. The secondary audience is students who have relevant work experience and/or working adults/parents. Project Purpose To recruit students who already have a bachelor's degree or relevant work experience and are interested in technical communication. Positioning of Brochure The program and school are reputable and affordable. Encourage people to seek a degree from Metropolitan State University in a rapidly evolving profession. Program is designed for working adults/parents and should emphasize the culture of the school.
Medium/Tone Primary medium is the web. The tone should be conversational, much more comprehensive than the transfer brochure, emotional/persuasive and engaging. Secondary medium is print and tone is the same.
Publicity Brochure
Audience The primary audience is grant writers at a variety of organizations (businesses, non-profits, government agencies). The secondary audience is educators, Metropolitan State University faculty, and philanthropists. Project Purpose The primary purpose is to solicit donations and funding to further the program. The secondary purpose is to inform about technical communication as a field and to increase program and school reputation and visibility.
Positioning of Brochure The technical communication program is well-respected and fully prepares students for the field (as potential employees.) Donations to Metropolitan State University ar~investment because the benefits are measurable. in the community
e is straightforward and factual, as well as friendly,
In conclusion, we are confident that our audience analysis is well thought out and thorough. We hope to increase enrollment in the Technical Communications graduate and undergraduate programs. We believe our brochures will reflect the credibility and reputation of the institution.
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Date:
May 18,2006
To:
Dr. Helen Correll
From: RE:
Inner Lizard Design Group
Audience analysis for redesigned program brochure
~ jer your instructions, the purpose of this memo is to provide you with the results of our audience analysis for the Technical Communications branding project. chosen We've to provide a separate audience analysis for each brochure. You will find detailed information below for the following sections: Transfer Student Template Brochure, Graduate Student Brochure, and Publicity Brochure.
Transfer Student Template Brochure Audience The primary audience is current undergraduate students from Minnesota schools. The secondary audience is students who have earned college credits/experience but aren't currently attending and working adults/parents. We are in competition with other schools. We assume the audience has a basic knowledge of
prerequisite requirements that may be needed to enter into a 4-year degree program.
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Project Purpose The purpose is to recruit transfer undergraduate students from local two-year programs. Positioning of Brochure The brochure will convey that it's easy to transfer credits to Metropolitan State University. The process is straightforward. The degree will prepare students for a professional career. The brochure will stress the fact that Metropolitan State University is a reputable school, and that it's affordable, and flexible for working adults/parents. Medium/Tone The primary medium is the web. The tone should be conversational, informative, and emotional (persuasive). The content will be short and sweet with a quick at-a-glance reference (who to call, web addresses, etc.)
Page 1 of 2
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Graduate Student Brochure Audience The primary audience is students who already have an undergraduate degree. The secondary audience is students who have relevant work experience and/or working adults/parents. We are in competition with other schools. We assume the audience has knowledge of similar graduate programs in the Upper Midwest.
Project Purpose '(~-"(f'~_V')~- .- (\ ~. The purpose is to recruit students who already have a bachelor's degree or relevant work experience and are interested in technical communication.
Positioning of Brochure The program and school are reputable and affordable. The goal is to encourage people to seek a degree from Metropolitan State University in a rapidly evolving profession. The program is designed for working adults/parents and should emphasize the culture of the school.
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