7-2 Project Submission
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7-2 Project Submission
Tabitha Smith
Southern New Hampshire University
COM-225: Communication with Diverse Audiences
Professor Stanford Mukasa, PH.D
August 09,2023
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The manner in which the data and information was gathered lends credence to the idea that it is reliable, trustworthy, and capable of being relied upon. The material was not based on anyone's opinion; rather, it was compiled from a wide variety of sources, and it did not contain any details that could be used to identify the source. This data was compiled using information obtained from a variety of sources, including the San Francisco Travel Association, the American Community Survey conducted by the United States Census Bureau, the Golden Gate Bridge Highway & Transportation District, and several departments within the City and County of San Francisco. The San Francisco Fact Sheet cites a total of 22 different places from which the San Francisco Travel Association acquired the information it presents. On the other hand, while looking at the data that was provided as well as the list of sources, it is not obvious what information was obtained from some of the sources. For some of the sources, all that is supplied is the name of the source; there is no indication of how to access the material that is stated to have been provided by that source. There is no way to determine the reliability of the information
that was obtained from that source because there is no means to verify it.
The website run by the San Francisco Travel Association appears to provide users with links to a
variety of various opportunities for vacation planning in San Francisco. People are able to view
the mission statement, values, company history, contact information for the executive team, and
address information for various visitor centers by delving deeper into the website and heading to
the About section. This information is published on the website, and alongside it is a link that
visitors may click on to read the company's privacy guarantee, in which they can learn more
about the types of information the company collects from users and how it will be used. It also
includes the instructions on how to remove oneself from the email lists if one so desires. The fact
that they are actively working toward being GDPR compliant is mentioned on the privacy policy
website, which is an essential statement. The fact that the organization is striving toward being
compliant demonstrates to the customer that the association values the customer's right to
personal privacy. The San Francisco Travel Association's website includes a privacy policy that
reveals the organization collects "personally identifiable information" and "non-personally
identifiable information" about those who use their website. This information is disclosed on the
website. They additionally indicate that information that is available to the public from federal,
state, or municipal government databases is not considered "personally identifiable" information
("San Francisco travel privacy policy," 2018). They state that the information that is supplied to
them will be used to create "targeted advertising and/or promotional campaigns; and to contact
you or send you promotional materials" ("San Francisco travel privacy policy," 2018). They are
complying with federal laws and regulations by being open and transparent about the
information they gather and by disclosing in detail what information they collect and how they
utilize it.
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More research methods that might have been helpful in collecting information to target
the audience include conducting polls on social media networks through advertisements
on travel websites. These are examples of tactics that could have been utilized. Wheelies
would be able to collect information that would allow them to better serve potential
clients if they conducted a poll with questions such as "What exactly is important to the
visitor when they are on vacation?" and "Where would they be interested in visiting?" It
would be vital to add a space for them to write a comment, often known as feedback,
regarding what they experienced in taking the survey and to ask them whether they have
any suggestions for improving their experience overall. This would also provide them
with a sense of the attractions that customers are interested in viewing during their
vacation, which would allow them to position personnel at these attractions to hand out
brochures or vouchers to use their service.
According to the San Francisco Fact Sheet, 51.2% of tourists are female while 45% of tourists are male. Visitors to San Francisco are, on average, forty years old when they arrive here. This leads me to conclude that they are of upper middle class status given that
the average income for a household is $94,637. According to the data sheet, 85.6% of visitors are in San Francisco for leisure or vacation purposes, and the reasons for their visit range from friends or family living in the region to the scenic beauty of the area. The
reasons for their visit range from friends or family living in the area to scenic beauty of the area. The amount spent by people who stay in hotels and motels is approximately $298.03, despite the fact that they are only there for an average of 2.5 nights. Even though their typical time in San Francisco is not very long, they make the most of it by going to a number of attractions while they are there. Pier 39, the Golden Gate Bridge and Park, the Ferry Building, Union Square, Fisherman's Wharf, the Embarcadero, and Chinatown are among the most popular tourist destinations and areas in San Francisco that guests will explore. The information that is supplied in the San Francisco Fact Sheet does not include any information on the ethnicity of visitors to the city; however, it does mention that the population of the city is comprised of 40.8% Hispanic people, 34.5% Asian people, and white people at a rate of 40.8%.
According to the available evidence, the audience of interest is approximately 40 years old, belongs to the upper middle class, and is comprised of a variety of different ethnic groups. This is due to the fact that the majority of individuals who travel to San Francisco
do so in order to pay their respects to family and friends while they are on vacation. Considering that the top populations of San Francisco are comprised of people from a variety of cultural backgrounds, it stands to reason that the visitors would also be comprised of people from a variety of cultural backgrounds. On the basis of the information that has been presented to us, we are also able to draw the conclusion that the
majority of tourists that visit San Francisco are there for a family holiday. The fact that the vast majority of people in their 40s already have children led me to conclude that the
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target audience is comprised of men and women in their 40s who are on vacation with their children and who come from a variety of ethnic backgrounds.
One of the most important things to keep in mind when crafting a message that is intended for a wide variety of audiences is to ensure that the message is both clear and succinct, as well as simple to grasp. According to Films Media Group (2015), it is essential to "avoid jargon and culture specific idioms" while communicating with a broad
audience in order to reduce the likelihood of the message being misunderstood. By doing so, you ensure that the message will not be taken the wrong way by anyone and that it will be easy to comprehend. When developing communications for a variety of audiences, it is important to make sure that the message "does not have too much information, and that it is not full of errors" (Films Media Group, 2015). If it contains an excessive amount of information and is riddled with mistakes, then the audience will become disinterested and have a negative opinion of the company. Because the audience consists of people from a variety of cultural backgrounds, it is essential to be aware of the
many cultural norms that exist in order for the business to establish a good reputation in the neighborhood and attract new clients. When interacting with people of different cultures, it is important to remember that it is possible that English is not their first language. When something like this occurs, the information needs to be communicated in
a way that is both understandable and does not "talk down to an individual" (Films Media
Group, 2015). Wheelies will be able to achieve its aims of retaining existing consumers, being well-known in the community, and acquiring new customers with the assistance of having an awareness of the variances that exist among the various audiences. Wheelies needs to formulate a message that is simple, clear, concise, and gets right to the point in order to gain the attention of the many audiences it is trying to reach.
The currently available communication tactics are not being applied in an effective manner, which prevents them from reaching the intended audience. Wheelies is running advertisements on Facebook, which is a fantastic strategy to reach the target audience of people age 40; however, the Wheelies Facebook page has not been updated in a long time. According to Cox (2019), 90% of members of Generation X, which comprises of adults aged 35-54, use Facebook more frequently than they use other social media platforms. Generation X consists of persons born between 1965 and 1980. Due to the fact
that this is the case, having an out-of-date Facebook page will not help Wheelies in their efforts to attract the attention of their target audience. Wheelies is also handing out coupons for 20% off within a one-mile radius of their business; but, this is not enough to reach the target groups that are going to nearby attractions. Wheelies should beef up their presence on social media in order to attract more tourists, as the majority of travelers conduct preliminary research on a destination before making travel plans. In order to increase awareness of their business, they need to keep their Facebook page current and may also benefit from using Instagram and Twitter. According to the information provided in the piece that was written by Cox (2019), 72% of members of Generation X
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prefer publishing photographs. Because this is the case for the demographic that we are trying to reach, it is essential that Wheelies keeps their Facebook page up to date and makes an effort to participate in Instagram and Twitter. The audience that you are trying to reach will be able to upload pictures about the good times they had while using the Wheelies service while they are on vacation if you do this. People who share their postings with people who have the potential to become consumers could receive rewards from the company. They can consider providing an incentive in the form of a free rental in exchange for referring a friend. This would help in making their business known, which is beneficial because word of mouth is one of the best forms of advertisement. Another possibility would be for Wheelies to create partnerships with local businesses such as hotels, travel agencies, and information centers in order to distribute pamphlets to
the general public. It is possible that this will assist them in becoming better known in the
community.
They may also have a few staff go out to some of the top neighborhoods and places that the target demographic frequents and hand out brochures or vouchers to the people that are there. If the company were to do this, they would be able to bring in more customers, which is something they now lack.
When it comes to conveying the intended message to the intended audience, there are a few potential complications that could emerge. Wheelies needs to make sure that they are
not misleading their customers when they are marketing to them so that they may avoid losing business. If they do contain any disclaimers, then it is the responsibility of the customer to "see, read, hear, and understand the information" ("Advertising and marketing on the internet: Rules of the road," 2021). In the event that a consumer is given
misleading information or is not provided with disclaimers and disclosures, the corporation may be subject to legal action brought by the Federal Trade Commission (FTC). Another potential problem that could come up is ensuring that any consumer data is gathered in a lawful manner and with the authorization of the customer. This is a potential issue that could occur. This becomes a problem from an ethical standpoint if the data were illegally obtained. In spite of the fact that the United States "has no cohesive and comprehensive set of laws or regulations at the federal level" (Lavoy, 2018), getting customer information in an unethical manner would have a detrimental effect on how people perceive the organization. There is a chance that customers will stop putting their faith in the company, which might be detrimental to the reputation the organization has built up over the years. If someone's information were to be illegally taken and they were to post about it on social media, then Wheelie's present and potential customers' business could be negatively impacted as a result of this situation.
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An individual has the potential to be swamped by advertisements from a company if the
firm's Facebook page is upgraded and if the business also runs potentially other social
media campaigns. People who have no interest in renting a bicycle or scooter could be
contacted by the targeted ads even though they were not the intended audience for those
advertisements. There are some persons who are not athletic, whereas others are. There is
also the possibility of communicating with folks who have absolutely no interest in the
service that is being provided. folks who are just in town to see family members and folks
who are just in town for business could both fall into the category of potential unintended
viewers. It's possible that reaching out to these unforeseen groups will have both positive
and negative effects. If a person sees one of the advertising and it piques their interest to
try something new, this would be a beneficial effect for the company because it would
result in the acquisition of a new customer. They would then be able to tell their friends
and family about their amazing experience, which would result in the company gaining
even more new clients. The unintended audience could propagate their poor view of the
message to other individuals, which would be a negative effect of the message being sent
to the wrong audience. This unfavorable perception may result in damage to the
company's reputation, which may result in the business's loss of clients.
A competitor is an example of an additional audience that was not anticipated. When a
firm makes changes to their marketing campaign, there is a possibility that their rival
would try to copy those changes in order to gain an advantage over the first company. It's
possible that simply having a more eye-catching campaign, offering greater incentives, or
lowering pricing will help. There is a possibility that both positive and bad outcomes
could occur as a result of an expansion of a company's digital presence. According to
what is stated in Woodward (2014), "There is irony in the fact that with increased ease of
making connections, we have also made it easier to misunderstand what others are
saying." Due to the fact that this is the case, we need to exercise extreme caution while
formulating our messages in order to ensure that they are not misunderstood, and we
should also make an effort to lessen the detrimental impacts of our communications
reaching people who were not their intended recipients.
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References
Woodward, G. C. (2014, September 13). Attempting to drive from the backseat. The Perfect Response | EFFECTIVE COMMUNICATION IN A DISTRACTED AGE.
https://theperfectresponse.pages.tcnj.edu/tag/unintended-audiences/
Lavoy, D. (2018, January 10). Marketers, data collection and the E-word: Ethics.CMSWire.com
https://www.cmswire.com/digital-marketing/marketers-datacollection-and-the-e-word-ethics/
Cox, T. A. (2019, July 2). How different generations use social media | March 2021. The Manifest - Small Business News, Data, and How-To Guides.
https://themanifest.com/social-media/how-different-generations-use-socialmedia
Advertising and marketing on the internet: Rules of the road. (2021, January 15). Federal Trade Commission.
https://www.ftc.gov/tips-advice/businesscenter/guidance/advertising-marketing-internet-rules-
road
San Francisco travel privacy policy. (2018, May 24). San Francisco Travel.
https://www.sftravel.com/san-francisco-travel-privacy-policy