Communications Audit

The AD-SUCCESS communications audit is a program for measuring communications and marketing effectiveness within an organization, both internally and externally. It is a systematic review and analysis of how well an organization communicates with major internal and external target audiences. The audit focuses on messages exchanged, on methods used, and on overall communications effectiveness. The audit can contain some or all of the following, and is priced based on client needs.

1. The Internal Audit
For any organization, management style will determine the communications patterns for the rest of the company. Therefore, the internal audit will begin by interviewing a sample of individuals from various management positions to identify the organization's strengths and weaknesses, and to better define the organization's goals and objectives.

The first step of the audit is approached as a "Let's find out what we think" type of activity. Meetings are held between AD-SUCCESS's audit team and key managers or decision makers at the client organization. The goal of this internal research is to uncover what the company thinks about itself, and gather key information, including:
An assessment of the organization's strengths and weaknesses
Identification of key target audiences
Corporate goals and present conditions
Discover current communications issues, whether apparent or underlying, that are directly affecting the company

2. The External Audit
The purpose of the external audit is to recognize and examine customer perceptions and other issues important to the organization. This research should identify key target audiences, determine what image is being portrayed by the organization in the eyes of its customers, and uncover other important issues.

The audit team will review and assess the findings of this body of research, and include an analysis of those findings in the Analysis and Comprehensive Report.

3. Secondary Research
Secondary research will measure the pulse of the industry and produce information on current and prospective markets, major competitors, and relevant issues facing the organization.
The audit team will:
Study industry periodicals
Interview experts for background research
Gather materials directly from competitors
Utilize other resources, including Internet research features

4. Review of Current Practices
The successful operation of any organization is based on sound internal and external communications -- including policies, procedures, manuals, brochures, newsletters, news releases, and other collateral material. The audit reviews and evaluates these communication methods to determine how each might best reach its key target market.

5. Analysis and Comprehensive Report
An audit summary of our findings will be compiled to uncover communications challenges and offer recommendations to resolve them. This information will be used as support material in strategic planning and marketing efforts.

6. Development of Strategic Plan
Following a thorough analysis of the communications audit, AD-SUCCESS develops a strategic Communications Plan to chart the course for future marketing communication. The tools we recommend might include print advertising, a comprehensive public relations strategy, lead management, video presentations, internal and external newsletters, and direct mail. All future communications tools will share the same objective -- to maximize awareness and positive perception of the organization in its key target markets.

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