BSBWRT401 Write complex documents Case Study: The writing task You have just started work for a marketing agency. The agency has been approached by a client, Australian Outback Tours, to do some preliminary market research on their behalf. The client conducts tours in Western Australia and promises customers 'a unique experience for discerning travellers who wish to experience the natural beauty and Aboriginal culture of the Pilbara and Kimberley regions’. Tours are generally more expensive than competitor offerings because of the higher quality accommodation, need for interpreters and highly-trained and experienced staff. The client would like to explore potential overseas markets for the type of tour they offer in order to determine geographic areas (countries and regions) in which to focus their promotional activities. Their target market profile includes: • 45–70 years old • married or in long-term partnership • tertiary educated • annual income above US$80,000 or Euro, Yen equivalent • prioritises environmental conservation • insists that travel be an ‘experience to be personally enriched by’; but not a pre-packaged and mass-marketed holiday • values unique cultural experiences; will pay more to avoid the ‘beaten track’. Your manager, since the senior marketing officer has suddenly become ill, has asked you to create a short (three-page) electronic document in order to brief the client on several possible international markets. She would also like you to compare and evaluate the pros and cons of the markets and recommend one or two markets to focus on. She would like you to develop a clear and convincing argument for your recommendations that will impress the client. The document will contain: • an executive summary outlining what markets were evaluated and what recommendation(s) were made • a description of several possible markets, including advantages and disadvantages • a clearly articulated recommendation based on your research for what market to conduct promotional activities in. • You may or may not fit the target customer profile or know much about marketing. This doesn’t matter, you don’t really need to. Your manager needs you to find some basic information, readily found on the internet, and create a skilfully written, convincingly argued and credible document. • You’ll need to analyse this writing task carefully, plan your draft, write, edit and then produce a professional document for this important client. Activity 1 Based on the scenario outlined, determine the purpose of the document you have been asked to develop using the following questions: 1. Why are you writing the document? (Purpose) 2. Who are you writing it for? (Audience) 3. What do you need to tell them? (Message) 4. What is the best method for conveying this message? (Style) Activity 2 Determine the most appropriate format for this document. Why have you chosen this format? Activity 3 What means of communication would you recommend? Activity 4 What requirements would apply to the document requested? Activity 5 Identify the categories and logical sequence of data, information and knowledge for documentation. Activity 6 Develop an overview of the structure and list of contents for the document required to meet the Case Study. Activity 7 Review and organise the data, information and knowledge collected. Ensure that data, information and knowledge referenced is reviewed holistically, interpreted and summarised as appropriate. Activity 8 Identify any gaps in the required data and information. What additional methods of data collection would you use to collect the additional material? Who, from within the organisation, would be able to provide some of this information? Activity 9 Identify and develop graphics appropriate to support the document purpose, requirements, format and style. Activity 10 Draft the document text. Ensure that you: • address the purpose of the document • apply an appropriate method, format and style • use language appropriate to the audience • address the document’s requirements • present the information in a logical way • include all relevant data, information, knowledge and graphics as appropriate. Activity 11 Based on the draft document created in Activity 10, review and check for the following elements: • the document objectives are achieved • the document requirements are met • the grammar, spelling and punctuation are accurate • the style used is appropriate. Outline the basic rules that need to be followed when writing in English as they relate to the elements outlined above. Activity 12 Before finalising your draft document reviewed in Activity 11, you must receive approval by a key stakeholder. Develop a draft email to send to the appropriate person to ask them to review, provide feedback and ultimately approve the draft text. Activity 13 During the approval process in Activity 12, you received feedback that the document is too long and needs to be reduced by 5-10 percent. Action this change to the draft text in order to finalise it. Activity 14 In order to finalise the text approved in Activity 13, choose the basic design elements that would be most appropriate for your audience and document purpose. Activity 15 Review the word processed document created to ensure that all document requirements are met. Activity Solutions: Activity 1 1. To create a short document (specified as a three-page document in the Case Study) to brief a client on several possible international markets, developing a list of the pros and cons of each option and a clear recommendation. 2. A client who conducts holiday tours in WA's natural attractions. 3. A description of several possible markets, including advantages and disadvantages and a clearly articulated recommendation based on your research for what market to conduct promotional activities in. 4. A written report. Activity 2 A written report which can include pictures and graphics with a cover letter to introduce it. This format is standard for this type of information, allows for a large amount of information to be shared, can easily display graphics, pictures and data tables. Activity 3 A Word document, circulated by email. This format is standard for this type of report, simple to use and widely accessible. Activity 4 The following requirements would exist for this type of report: • use of a standard cover letter • use of a standard marketing template • clear headings for each option and the ultimate recommendation • use of client’s language and market-specific terminology • inclusion of visual aids such as photographs, charts, maps and other material to illustrate options etc... Activity 5 The categories to be addressed include the different market options, advantages and disadvantages of each and a clear recommendation. The same order of information should be used for each market option. Activity 6 Structure and contents: cover/introduction letter report executive summary location 1 • demographics • benefits (advantages) • costs • risks (disadvantages) • summary location 2 • demographics • benefits (advantages) • costs • risks (disadvantages) • summary location 3 • demographics • benefits (advantages) • costs • risks (disadvantages) • summary recommendation/conclusion Activity 7 Using the data collected for the report, slot this into the framework/ structure outlined in Activity 6. You will need to collect a relevant amount of detail as the end report is the key purpose of these exercises. Activity 8 This activity requires you to complete a constructive analysis of your current information against the purpose of the document. This is often easier to achieve at this step as you can see the information collected holistically which will make any unanswered questions clear. Based on any gaps identified, outline the methods of data collection you require to fill them. Ensure that you identify any resources and people internal to the organisation who may hold the information you need. Activity 9 Continuing from Activity 8, identify and develop graphics appropriate to support the document purpose, requirements, format and style. Typical graphics appropriate to the scenario provided would include: • geographical maps • charts etc... Activity 10 You need to address each of the elements outlined when drafting the text. Activity 11 The answer should demonstrate that you have checked and identified all issues relating to the elements identified. The basic rules of English generally relate to the use of: • punctuation • nouns, verbs and subjects • clauses and phrases • prepositions etc. Activity 12 Draft email should address the following points: • addressed to an appropriate stakeholder; i.e. their manager • introduce the document • request a review of content, recommendation, format etc. • request feedback and approval by a set date. Activity 13 Action a word count and/or page reduction of 5-10 percent without losing necessary detail. Activity 14 This document is based on a report and proposal Word document. It includes an executive summary, outlined options and final recommendation for consideration. The detail is punctuated with graphics, per a usual marketing document, that support the text and research. This supports the purpose of this document which is to provide the information needed to help the client make a decision. Word is the primary software used for this report; however, other software including Excel and/or Access may be required to support the data set reporting and graphs used. Activity 15 This is the final review and should address all the elements outlined in Activity 11, as well as the elements added through the word processing development.