Communication Audit Proposal - L Brands

L Brands
Communication
Audit Proposal
JV Communications Ltd.
Jada Vasconcelos
Professor Eubanks
Vascon01@email.fran
klin.edu
Jada Vasconcelos
Table of Contents
I.
Letter from our CEO............................................................3

Objectives
Keys to Success
II.
Our purpose.........................................................................4
What is a communication audit?
What will we be doing?
III.
Outline of Audit...................................................................5
Introduction
Research
SWOT Analysis
Our Recommendations
IV.
References...........................................................................6
Letter from Our CEO

Dear Jessica Williams, Director of Care & CEO of L Brands:
Thank you for taking the time to speak with me in regards to your interest in utilizing our
company to continue your success in your customer care division at the L Brands call
center in Reynoldsburg, Ohio. Our company holds the utmost confidence in our ability to
accomplish the communication goals and successes discussed during our phone conference
earlier this week.
We have worked with our project managers to provide the following proposal for
your team to review in regards to our plan of ensuring communication success at the
Customer Care department for L Brands. We will conduct thorough research with both
internal and external stakeholders. We will complete robust reviews on this information
collected through research to provide the best suggestions and recommendations to ensure
further success for your company and employees.
Thanks again for taking the time to speak with me. Please do not hesitate to contact
me for any additional clarification or if any questions arise during your review of this
proposal.
Thank you for your consideration,
Jada Vasconcelos, CEO of JV Communications
L BRANDS COMMUNICATION AUDIT PROPOSAL
Our Purpose
A communications audit answers the questions of what
are you communicating and are your communications
effective (Smith, 2005). Communication audits are conducted
by either a self-assessment or by hiring a communications
professional to perform the audit (Smith, 2005).
We will be conducting the audit in the call center of the L
Brands customer care office located in Reynoldsburg, Ohio. We
will be reviewing the internal communications being shared
with the customer care team and the management of the care
team. The audit will be focused on reviewing the offices past
communications and their current communications programs.
The L Brands will provide documentation and information
on image, organizational culture, and goals of the customer
care call center. The audit will be conducted with the
involvement of management as well as call center
representatives. It will require the openness and participation
of the L Brand customer care group to ensure the best
opportunities for improvements on effective communications.
Audit Outline
Introduction
1.
Introduction to the L Brands Customer Care Team

a.
Schedule a meeting to introduce our representatives conducting the audit
to the L Brands leadership
b.
Share our research on the image of the L Brand
c.
Open ended meeting with goals from the leadership at L Brands- what
they wish to get from the audit
Research of Past Years Communications

2.
3.
4.
5.
6.
Review of all external and internal communications for past fiscal year
a.
In the first step of the audit, we will review all internal and external
communications with emphasis on letterheads, logos, advertisements,
promotions, marketing launches, website content, and internal postings.
Internal Interviews
a.
One-on-one interviews with staff with a focus on communications being
used, internal and customer facing for the past year.
External Interviews
a.
Focus groups for the market audience on communications currently being
used for product promotion and product marketing for the past year.
i. What is found to be appealing
ii. What is found to not be appealing
b.
Conduct customer surveys
i. Satisfaction of products
ii. Satisfaction with communications about products
iii. Satisfaction of marketing for products
Create a story board of all communications internal and external for the past
year
a.
Review the congruency of communications
i. What logos were used where and when
ii. What tone was used where and when
iii. What colors were used most frequently
iv. What graphics were used where and when
Highlight the successful communications
a.
Why was it successful
b.
What made it work
c.
What did employees enjoy most
7.
8.
9.
d.
What did customers enjoy most
Highlight the unsuccessful communications
a.
Why was it unsuccessful
b.
Why didnt it work as well
c.
What did employees enjoy least
d.
What did customers enjoy least
Review the audiences for each communication
Identify the audience for each communication.
a.
Were the audiences successfully reached?
b.
Why or why not?
c.
What did the audience enjoy most about the communication?
d.
Were there opportunities missed in reaching necessary audiences?
e.
Did the audiences receive the right message?
SWOT Analysis
1. Conduct a SWOT analysis on researched information on past years communication
a. Strengths
i. What should continue and expand upon
b. Weaknesses
i. What should be discontinued
c. Opportunities
i. What changes should be made
d. Threats
i. What should be prevented
ii. What should be protected
Our Recommendations
1. Present our recommendations
a. Meet with the leadership of the L Brands to present our recommendations
based on our research and analysis of the past years communications both
internal and external
b. Share our strategy for future communications
c. Emphasize on capitalizing on L Brands strengths
d. Continuing communications enjoyable by internal and external audience
e. Discontinuing threatening communication
f. Actions to create more opportunities through changes in communications
References
Smith, K. (2005). Ten Steps for Conducting Communication Audits. Retrieved from
http://www.urbanwordsgroup.com/tensteps.pdf

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L Brands

Letter from our CEO............................................................3

Letter from Our CEO

L BRANDS COMMUNICATION AUDIT PROPOSAL

L BRANDS COMMUNICATION AUDIT PROPOSAL

Introduction to the L Brands Customer Care Team

Research of Past Years Communications

L BRANDS COMMUNICATION AUDIT PROPOSAL

L BRANDS COMMUNICATION AUDIT PROPOSAL

L BRANDS COMMUNICATION AUDIT PROPOSAL

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