Determination of Audience Profile for Implementing a Sustainable Recycling Program in Golfers Way Development - Assignment Example

Frankie Jackson, Golfer’s Way Resident and Homeowner Association Member Jessica Evans, Golfer’s Way Homeowners Association Chair CC: David Benyam, Golfer’s Way Homeowners Association VP Date: December 13, 2012 Subject: Implementing a Sustainable Recycling Program in Golfer’s Way Development The officers of the Golfer’s Way Homeowners Association are equally concerned of the necessity for the proper management of our wastes. We concur, that with your proposal, we will not only benefit financially, but contribute to the overall welfare of our residents and guests, as well as the environment. If we can reduce our waste removal costs by $33,670 a year, we should do so, but some circumstances will prevent us from going forward with your proposal this year. We have already considered applying for the coverage of our costs, if we opt to enroll in the county recycling program, but the local government already declined it because we do not meet their requirements. Apparently, we would need to lobby our participation directly to the county. Because of the holiday season, however, we cannot provide adequate time for this important collective action, and we would like to defer it until next year. Aside from rescheduling future collective action on this matter, we would like to know more about the exact number of homeowners who are interested in lobbying for our participation in the county recycling program. We would appreciate if you can help us conduct a survey next year, where we can gauge the level of interest in your proposal. We cannot perform the survey this year though, because we want to carefully plan our actions to increase our chances of success. As your proposal mentioned, lack of awareness may have contributed to low participation and interest the last time this program was implemented. A second unsuccessful attempt may only disillusion our community members, so let us judiciously plan our succeeding actions. We believe that it would be better to conduct a community-wide communication campaign regarding recycling efforts, so that we can further asses what all of us can contribute to this program and to what extent. This way, we do not have to make assumptions regarding community participation and interest because we have identified the actual buy-in of our residents. At the most, a community consensus will prove to the county that we are united in this recycling program, and that they can depend on us as their partners. We believe that we should focus first on surveying community interest in the recycling program, through launching a multimedia communication strategy, and so we regret to inform you that we cannot implement your proposal. At present, let us enjoy the holidays, while individually brainstorming on a more successful campaign efforts for next year. We hope that you can contact us again with your ideas regarding this multimedia communication strategy, so that we can convince all members that we must be unified in our lobby to the county, so that we can be part of the county recycling program. Thank you for your concern to our community welfare. We both share the goal of reducing our ecological footprint through community-based recycling effort,s and we would like you to be an active leader and participant of this program next year. Sincerely, Jessica Evans Golfer’s Way Homeowners Association Chair Audience Profile Primary Audience The primary audience is Frankie Jackson, Golfer’s Way Resident and Homeowner Association Member, as well as potential members who share the same sentiments in taking an active part in opting for the county recycling program. Size and Geographic Distribution The direct audience is only one person, although others from the seventy-five (75) households may be interested in supporting Mr. Jackson’s proposal. They all reside in Golfer’s Way Development. Composition The primary audience belongs to the middle class to upper class and with diverse ethnicities, although the majority is Caucasian. Mr. Jackson is a member of the Golfer’s Way Resident and Homeowner Association. He is middle-class and highly educated. He has an environmentalist view of society, and he wants to enhance the environmental-friendliness aspect of Golfer’s Way Development. His motivations are to reduce waste retrieval costs and to decrease the negative environmental effects of the community. Furthermore, Mr. Jackson wants to enhance recycling awareness through a Town Hall Meeting. He believes that communication is key to a successful recycling program. Level of Understanding Mr. Jackson has the same level of understanding as the writer of this memo. They are both highly educated and proficient in the English language. They also want to reduce the community’s wastes and ecological impacts. Nevertheless, he might have a hard time understanding why his proposal is not feasible at the moment. Expectations and Preferences Since Mr. Jackson is a member of the community, he would expect detailed reasons for the refusal of his proposal. He wants to understand how his proposal can be rejected, when he seeks to respond to both the awareness-raising and funding components of his proposal. Furthermore, Mr. Jackson prefers clear and logical explanations. He provided strong claims regarding the benefits and costs of his proposal, and he will expect the same valid claims for my own rejection of his proposal. Probable Reaction I expect him to be a skeptic because he believes that the second wave of recycling efforts will be more successful than the last time. He will also be disappointed and may be disappointed with the management. It will be important to address his points and to open his proposal for future implementation. Read More