Case Study: Communications Audit
Nature of the Work
Member Communications
Focus Groups
Communication Planning
Challenge
Wendy’s Quality Supply Chain Co-op (QSCC) requested a communications audit to determine the effectiveness of information they sent to members, and to identify strengths, weakness and opportunities for improvement. Knowing co-op members are inundated with emails from all sources, they wanted to make sure the information they send is efficient and effective, and not getting lost in email clutter.
The scope of the audit involved a review of all communications regularly sent to members, an online survey, phone interviews with key influencers, and focus groups with members and employees.
One of the biggest challenges involved the redundancy of quarterly pricing updates. The co-op sent these updates in two formats: a video webcast and a large PowerPoint deck. Both updates contained detailed projections and cost-saving opportunities (identified as critical information by members), and the co-op team invested considerable time and energy putting the information together. Did they need to produce both updates or would one suffice? How were members using the information and what was the preferred format?
Result
The audit showed that, overall, the co-op was providing the information members needed to run their businesses and save money. The communication plan that was approved and implemented by the co-op included three tactics:
Member Communications
Focus Groups
Communication Planning
Challenge
Wendy’s Quality Supply Chain Co-op (QSCC) requested a communications audit to determine the effectiveness of information they sent to members, and to identify strengths, weakness and opportunities for improvement. Knowing co-op members are inundated with emails from all sources, they wanted to make sure the information they send is efficient and effective, and not getting lost in email clutter.
The scope of the audit involved a review of all communications regularly sent to members, an online survey, phone interviews with key influencers, and focus groups with members and employees.
One of the biggest challenges involved the redundancy of quarterly pricing updates. The co-op sent these updates in two formats: a video webcast and a large PowerPoint deck. Both updates contained detailed projections and cost-saving opportunities (identified as critical information by members), and the co-op team invested considerable time and energy putting the information together. Did they need to produce both updates or would one suffice? How were members using the information and what was the preferred format?
Result
The audit showed that, overall, the co-op was providing the information members needed to run their businesses and save money. The communication plan that was approved and implemented by the co-op included three tactics:
- Streamline and Simplify – combine emails when possible to reduce clutter; reformat and simplify the pricing deck and reinvent the webcast.
- New Technology – explore new ways to communicate with members, such as an app for push notifications, and improve current technology to make information easier to find (identified as a need).
- Visibility – encourage board members to communicate with their constituents to increase their visibility and to solicit member testimonials for future webcasts.
