Communication Audit Project
- 1. AB ConsultiNG Group Communication Audit Project For
- 2. Qualifications “ To effectively communicate, we must realize that we are all different in the way we perceive the world and use this understanding as a Addison Kinney University of Alabama Bachelors Degree: Business Marketing Statistical analysis Excel skills Brandon May University of Alabama Bachelors Degree: Business Marketing Good Excel skills Established Powerpoint skills guide to our communication with others. ” Tony Robbins Alex Lederle Bradley Utsey University of Alabama University of Alabama Bachelors Degree: Managment Bachelors Degree: Accounting Refined presentation skills Strong graphical design ability Business writing skills Good Powerpoint skills Addison kinney Alex Lederle Brandon May Bradley Utsey Contact information: Bradley Utsey bradleyutsey@yahoo.com 251-404-0465
- 3. Contents Executive Summary 6 document comparison 8 Introduction 11 Methodology 12 Initial Findings 14 Recommendations 16 Post test Findings 18 Final document 20 Conclusion 21 Appendix 23
- 4. 6 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 7 Executive Summary Conclusion: After showing the original and revised document to each interviewee, the revised document will allow the Reed Group to communicate more effectively. Based on the survey provided with the revised document, the majority of the interviewees chose it over the original. Objective: The objective of this communication audit is to create a more effective way for the Reed Group to communicate its Business Preview to potential customers. The reason for this audit is to develop and more clear and concise document based on areas we thought could be improved. Recommendations: Based on our findings, the following changes are recommended •Improve the grammar in the business summary •Change the layout to make it more reader friendly •Add color to add attractiveness Methodology: •Select Document •Interview author of document •Interview 20 individuals using the plus minus system •Analyze findings and provide recommendations for improving document Findings: Based on the interviews, the following information was determined Positive Findings •Use of the table chart •Header and logo Negative Findings •Comprehending the overall document •Lack of color •Large amounts of information provided
- 5. 8 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 9 Original document final document
- 6. 10 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 11 Introduction The communication audit document project gives our group the opportunity to analyze and make recommendations about a document we have chosen from a local business using on the knowledge gained from GBA 300. The document is from The Reed Group, Inc. located in Fairhope, Al. The document is a “Business Preview” page. This document shows basic information about the business that is available for sale. Included on the document is: the generic business name, key financial numbers, business statistics, and a general description about what the business does. There were several areas of the document that we saw opportunity for improvement. A clear and concise document is crucial to all businesses. This is especially true when the buyer is looking to spend millions or tens of millions of dollars to acquire a business that is being represented by The Reed Group. The changes that we made allow the reader to more clearly and quickly interpret the information that is displayed in the document.
- 7. 12 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 13 Methodology Recommendations: All of the people interviewed had recommendations on how to make the document better. Recommendations consisted of moving the table of information on the left side of the page needs Document Selection: to switch positions with the information given on the right. The logo needs to be bigger and The process began to audit a document by a group discussion. We looked at many potential centered. Move “Business Preview” below the logo. Put the address of the company at the top of clients and decided to pick The Reed Group Incorporated. Bradley Utsey, a group member the page next to the company’s logo. currently works for the company and we all agreed that this document could use some revising. Post Test: Client Contract: The proposed recommendations were given to twenty people. We tried to get the same people In order to have permission to audit the document we needed to have a signed contract from we interviewed about the original document. We handed them the original document as well as the company. This was an easy task for us since Bradley works for the company. We drafted a the revised document to get their opinion of what they thought. proposal and Brad delivered it to The Reed Group asking for their permission. Recommendations against Post Test: Writer Interview: We compared the Post Test findings to the recommendations gained from the initial survey. We After getting permission to audit a business preview from the Reed Group an author interview were able to measure our progress based on this analysis. was needed. Bradley set this interview up with his manager Dock Reed. The main purpose for this interview was to get a better understanding of the document and what is was trying to convey Conclusion: to its customer. Bradley had a list of questions that as a group we came up with to ask Dock. Based on the feedback we gained at each step of the process, the revised document clearly communicates to the reader what the Reed Group is offering. This will help the Reed Group Surveys: communicate to their consumers more effectively. Surveys were given to twenty people, five by each member of the group. These were question asked about what they thought about the document. We asked them to evaluate the layout/color, grammar, clarity, and effectiveness of the document. Plus/Minus Method: Each member of the group was asked to complete the Plus/Minus Method. This consisted everyone in the group asking five people what they thought was positive and negative about the document. If there was something the interviewee found positive, a plus sign was marked; any negative information was followed by a negative sign.
- 8. 14 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 15 Initial Findings Plus/Minus Survey Results Attribute’s Average Rating + - 36 63 3.15 2.1 1.85 2.25 75 5 60 4 45 Interviewees 3 Average Rating (Mean) 30 2 15 0 1 Positive Attributes (+) Negative Attributes (-) 0 Layout Grammar Color Understandability Attributes
- 9. 16 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 17 Recommendations Revised document Based on analysis of the findings, the following recommendations are proposed: The following document was revised based on information gained from the post test. Layout: Average score overall was 3.15 •Centered the title and made it bigger •Moved “Business Preview” down the page Roofing, Waterproofing, and Metal Fabrication •Moved the information chart to the ride side of the document, and the text information to Business Preview: the left •Made the contact information more visible This is a well-established family owned business that •Minimized the disclaimer and moved to bottom of document has been serving the southeast for more than 50 years. Preview # 268 The pre-tax profits exceed 24% and there is a backlog of contracts that exceeds last year’s revenues. This SIC # 1761 Grammar: Average score overall was 2.1 company provides services to a wide variety of •Re-worded sentences without deleting any content customers and organizations both commercial and Revenues: $7,458,711 residential. These customers and organizations include: •Inserted punctuation when needed NASA, military facilities, utility companies, educational •Switched order of sentences facilities, hotels, casinos, hospitals, shopping centers, Cash Flow: $675,322 condominiums, apartment complexes, personal homes, and many more. The key personnel are in place and are Color: Average score overall was 1.85 willing to stay after the business changes ownership. Asking Price: $1,938,927 These personnel have many years of experience and •Added more color to title and top of page are responsible for all areas of company management Inventory: $65,000 •Improved clarity of information chart including: cost estimating, contract bidding, design, material purchasing, installation, maintenance, along with all finance and accounting functions of the FMV-FFEV: $1,560,807 Understandability: Average score overall was 2.25 business. All of the equipment used in daily functions, including vehicles, is up to date in order to achieve •Simplified wording Corp. Structure: “C” Corp maximum efficiency. There are also in-house •Improved Title Placement maintenance personnel to service all equipment. The facilities used by the company include a separate office Employees: 75 •Improved Contact Placement and fabrication facility, two material storage •More free space around summary and information chart warehouses, along with equipment and vehicle maintenance facility. This entire infrastructure is Region: Southeast spread over 4± acres of prime real estate. The Reed Group, Inc. www.trgi.net Toll Free: 800-952-2515 Additional information will require receipt of our confidentiality agreement including financial qualifications. We will be prompt in forwarding a Confidential Business Review and answering any questions to qualified interested parties. We suggest you contact us for a conference call with the owner as soon as possible. All the numbers will be explained during a site visit and verified in due diligence. We go to the marketplace without a price due to the structure of the transaction. Tax ramifications and real estate are considerations to be negotiated. We have a straightforward methodology without surprises and/or empty promises. Disclaimer: This information is taken from sources provided by the owner and is not audited or warranted by TRGI. All information is subject to corrections and/or changes by the owner(s). Adjustments made to balance sheets and income statements can be verified.
- 10. 18 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 19 Post test Findings Attribute’s Average Rating Plus / Minus Survey Results + - + - 44% Increase 90% Increase 105% Increase 64% Increase 5 122% Increase 294% Decrease 4.55 80 80 4 4 3.8 3.7 75 63 3.15 3 Average Rating (Mean) 60 Number of +/- Marks 2.25 2.1 45 2 36 1.85 30 1 16 15 0 0 Layout Grammar Color Understandability Original Document Revised Document Attributes Pretest Post Test
- 11. 20 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 21 final document Statistics Based on feedback received during the final presentation we made the necessary changes to further fine-tune the document. These changes create were made in order to create the greatest appeal in the eye of the reader. 105% 90% Increase in the Increase in the document’s overall grammar of the color appeal business description 5:1 254% Ratio of (+) to (-) Decrease in total (-) marks on the revised marks on the post-test document compared to initial test Conclusion Based on the post-test data, the changes made from the original to the revised document have significantly improved the overall effectiveness, clarity, and aesthetic value. If the Reed Group chooses to adopt the suggested changes, there is potential to increase business turnover. This is clearly displayed upon final analysis of our data and the changes made in the categories of layout, color, understandability, and grammar. We experienced a 122% increase in positive findings and a 254% decrease in negative findings on our revised document. This new document would affect the entire array of businesses currently for sale, because the same template is used for every business that The Reed Group represents.
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- 13. 24 AB Consulting Group | Communication Audit Project Appendix 3 Writer interview 1. Who is the intended reader? What type of person? Strategic Party already in this business. Private Equity Group wanting to enter into this space; or, as an add-on to a company that they already own. Finally, financial buyers and/or high net worth individuals. 2. What is your reason for creating this document? Present opportunity for acquisition to the marketplace (world-wide) in a generic manner as a “teaser” if you will without disclosing name, location or anything to break the confidential nature of our agreement with our client. (Opposite of the way real estate is marketed) Also to get our confidentiality agreement executed by an interested party coupled with financial qualifications to move forward. 3. What knowledge do you want your readers to gain from this document? A straight-forward positive overview of the strengths of the business coupled with what our client (business owner) wants to accomplish. Is there an interest in acquiring this business or not? 4. What are a few things you like and dislike about this document? I personally designed it about 20 years ago and it has served us well. Simple, to the point. Regarding a dislike, always open for improvement in substance, style and presentation to the customer. Welcome any feedback. 5. When was the “business preview” document written initially? Has the format been revised since? The very first time we meet with a Business Owner, we present a blank draft and explain the purpose, how, when and why use it. We solicit them to assist us in writing a summary of ap- proximately 100 words. Our client approves everything before we go to market. Format has not changed; however, wording does sometimes as the business changes.
- 14. 26 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 27 Appendix 1 Initial survey results
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- 19. 36 AB Consulting Group | Communication Audit Project AB Consulting Group | Communication Audit 37 Appendix 2 Post-Test survey results
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- 24. 46 AB Consulting Group | Communication Audit Project Appendix 3 Audit document contract
- 25. AB Consulting Group Addison Kinney Alex Lederle Brandon May Bradley Utsey GBA 300 Fall Semester 2012 To view an online version of this repor t All content is subject to copyright and may not be reproduced in any form without express written consent from AB Consulting Group.