CASES UNIT 7

1. BREATHING LIFE BACK INTO YOUR BIOTECH CAREER: E-MAIL REQUESTING A RECOMMENDATION

Because you are reversing a major career decision made only three years ago, a brief explanation will help your reader understand your thought process and your purpose in asking for the letter. Remind Morris of several key accomplishments that would be helpful to include in the letter, and be sure to specify a date by which you’d like to receive it.

Date: 3/20/09 5:43 PMFrom: Rosario Gilette <gilette2112@hotmail.com>To: Calvin Morris <c.morris@cellgen.com>Subject: Request for letter of recommendation

Hello Calvin,

I hope you’ve been well since we spoke last year. I continue to keep up with news regarding the biotech industry and Cell Genesis in particular—I can hardly believe it’s been three years since I left! The reason I’m writing today is to announce a career change and ask if you would be able to provide me with a letter of recommendation.

As you may recall, I left Cell Genesis in order to find employment in a more stable industry. It was a tough decision, but at the time I felt that financial stability had to take precedence over my passion for working in biotech. I’m happy to say that I’ve done well in the grocery industry, but these three years have taught me that biotech is my true calling. I am therefore planning to move back into the industry, even with its occasional ups and downs.

Of the many successful projects I worked on during my seven years at Cell Genesis, three in particular come to mind as possible points to mention in the letter:

Supervising the automation of the recruiting process, allowing us to handle 20 times the number of applicants with the same number of HR staffers

Selecting and implementing the online training system that allowed the company to reduce training downtime by 40 percent

Coordinating the transfer and orientation of the 65 employees who joined us when we acquired BioLink in 2002

I’ve attached a current copy of my résumé as well. Naturally, any other points you would like to include would be more than welcome.

I plan to begin applying around April 15 if you would be able to provide the letter by then. For your convenience, I’ve enclosed a stamped envelope with my new address. I appreciate your time and effort in writing this letter. Thank you for your assistance.

Sincerely,

Rosario

2. TRANS-GLOBAL EXCHANGE: INSTANT MESSAGE REQUEST FOR INFORMATION FROM CHINESE MANUFACTURER (Above-average solution)

Hello Kuei-chen,I was hoping you could help me with a problem I’ve encountered with Product #3347XM. Production stopped last month quite suddenly and I have orders waiting to be filled. Would you let me know what

the problem is if possible? I may have the resources to help. Also, since this is a popular product, I would appreciate a target date for our next shipment.Thanks for your help.

2. TRANS-GLOBAL EXCHANGE: INSTANT MESSAGE REQUEST FOR INFORMATION FROM CHINESE MANUFACTURER (Below-average solution)

Hello Kuei-chen,I was hoping you could help me with a problem I’ve encountered with Product #3347XM. Production stopped last month quite suddenly and I have orders waiting to be filled. No one at your company seems to be able to respond to my requests for information regarding my next shipment. Since my vendors are trying to stock for Christmas, I really can’t wait much longer for this shipment to arrive. Would you let me know what the problem is? Also, I would appreciate a target date for our next shipment.Thanks for your help.

3. TRACKING THE NEW PRODUCT BUZZ: TEXT MESSAGE TO COLLEAGUES AT A TRADE SHOW (Above-average solution)

Short messages can be among the most difficult to write because every word—even every character—must count. For this message, be sure to specify exactly what you would like the audience to do, including what the new product is, where it can be found, and what sort of information you hope to learn.

Have you seen Trickster’s new controller-cam in Booth 1064? Looks hot! Please listen for

buzz at the show, in hotel lobbies, etc. Are people talking about it?

3. TRACKING THE NEW PRODUCT BUZZ: TEXT MESSAGE TO COLLEAGUES AT A TRADE SHOW (Below-average solution)

Have you seen Trickster’s new controller-cam? Web-ready vid cam, 4 megapixel stills, USB

2.0. Could hurt us -- need to know ASAP if it’s as hot as it looks.

4. THAT’S NOT THE WAY THINGS REALLY ARE: CORRECTING ECONOMIC MISINFORMATION (Above-average solution)

Students should refer to the article early in the letter and move quickly to explain which part of the story they’re calling into question. It would also be vital to establish credibility by explaining that the writer is the CEO of a local small business. The letter should end with a statement that sums up why the writer does not agree with the politician’s view of the economy.

August 12, 2009

Mr. Joe StinnettManaging EditorThe News & Advance101 Wyndale Dr.Lynchburg, VA 24501

Dear Mr. Stinnett:

Newsadvance.com featured an article today entitled, “Growth is Good: Government Scores Big on Economy.” In that story, Congressman Kenneth Otis was quoted as saying, “The latest job growth figures clearly show that the administration’s economic policies are working.” He went on to explain that more people have jobs, more money from their paychecks fuels business, and business is empowered to hire even more employees.

As a small business owner, I believe it’s important to recognize the limitations of this viewpoint. The economy is in relatively good shape, but still has a long way to go in terms of adapting to increased regulation, NAFTA, and skyrocketing health care costs.

Congressman Otis was correct when he said the U.S. economy has added nearly 2 million jobs in the past five years. However, he did not acknowledge that nearly all those jobs were in the health care sector alone (as BusinessWeek recently reported). Job growth in one segment of the economy does not translate into more jobs across the board. I can’t hire more employees nor give my current workers raises because my company can barely afford health insurance for those we already have.

Local business leaders have flooded your editorial page with similar concerns (“Barely Staying Afloat” published on July 12 is just one example). As more jobs move across the border and more imports take the place of American products on store shelves, it’s hard for me to share the congressman’s positive outlook on the economy.

Sincerely,Irv GuptonIrv GuptonOwner and CEO, Gupton Industrial

4. THAT’S NOT THE WAY THINGS REALLY ARE: CORRECTING ECONOMIC MISINFORMATION (Below-average solution)

August 12, 2009

Mr. Joe StinnettManaging EditorThe News & Advance101 Wyndale Dr.Lynchburg, VA 24501

Dear Mr. Stinnett:

I’d like to point out several errors in Congressman Kenneth Otis’ comments that you published today.

Otis believes that the economy is good because more people have jobs, that more money from their paychecks fuels business, and that business is empowered to hire even more employees. He’s wrong. I know firsthand that most of the jobs that have been added have been in the health care sector. It’s great that the health care sector

is expanding, but I can sure tell you that my sector isn’t expanding. Now is probably the time to tell you that I’m a small business owner and am worried about all the jobs going south. NAFTA was the worst thing to happen to this country. Plus, even if my sector was growing, I couldn’t hire new employees because I can’t afford to pay for their health care. You know that I’m right—if you doubt my opinion, all you have to do is re-read your editorial page where other small business folks have written in detailing the hard times they’re dealing with too.

I can’t believe Otis’ perspective—he needs to be more informed. I invite him to come and visit my company so that we can discuss these items firsthand.

Sincerely,Irv GuptonIrv GuptonOwner and CEO, Gupton Industrial

5. LISTENING TO BUSINESS: USING THE IPOD TO TRAIN EMPLOYEESAudio-only instructions present two major challenges. First, without the benefit of visuals, you’ll need to take extra care to describe parts and procedures. (In many cases, a podcast would be accompanied by some manner of graphical support.) Second, because listeners can’t skip back and forth as easily as they can with printed instructions, every instruction needs to be clear, and the instructions need to follow each other in logical order. The brief excerpted example here describes the steps necessary to assemble a home weather station. (Adapted from “Assembly Instructions for the 1-Wire® Weather Station V2.0/V3.0,” AAG Electronica website [accessed 21 March 2000] www.aagelectronica.com.)

Before you begin assembling your weather station, verify the operation of the pause button on your music player. Whenever you hear the word “pause” after an instruction, press the pause button, complete the step, then press the pause button again to resume the audio. Press pause now to test.

Begin by carefully removing the weather station housing from the protective plastic bag. Pause.

Next, locate the weather vane, the part that looks like a large arrow. Pause. You will attach it to the shaft that runs vertically through the weather vane housing. Locate the bottom of the housing by looking for the serial number label. Remove the outer nut from the shaft. Be sure to leave the inner nut in place. Pause. Slide the vane onto the shaft, then secure it by replacing the nut that you just removed. Pause.

Now locate the wind cup assembly. It has three small cups arranged in a circle around a central hub. You will attach this piece to the opposite end of the shaft in the same manner in which you just attached the weather vane. Pause. Remove the outer nut, slip the wind cup assembly onto the shaft, and replace the nut. Pause.

Your weather station is now ready for testing. Locate the eight-foot test cord and plug one end into the weather station and the other into the serial port on your computer. The cord is shipped from the factory with an adapter plug that will be required with some computers. If you don’t need this adapter, simply remove it and plug the cable directly to your serial port. Pause.

Start the 1-Wire Weather® software that you installed earlier. Pause. When the software starts for the first time, you will be given instructions on screen for teaching the software the eight directional points of the compass. This process is easy and takes only a few minutes. Pause.

After you’ve trained the software, disconnect the test cable at both ends. You are now ready to install the weather station outdoors.

[continues]

6. AUTO-TALK: E-MAIL MESSAGE FOR HIGHTWAY BYTES COMPUTERS TO BE SENT AUTOMATICALLY

Make sure to identify key words, as well as their variants. For cover messages, use the standard opening, body, and close for positive messages. Be sure to focus on audience needs and feelings, and be brief.

1. Installing Your Cycle Computer

a. Key words: install, first time, set up, setup, add, attach

b. Cover message

Dear [name inserted from customer e-mail]

Thank you for writing us regarding the installation of your new Cycle Computer. I’m sure you’re looking forward to getting the computer installed and running as quickly as possible, and the attached document, Installing Your Cycle Computer, covers all the necessary steps.

In most cases, installation takes only a few minutes. If your particular bike requires additional steps, or if you would like additional information of any kind, please contact us at support2@highwaybytes.com. A support technician will be in touch with you within 24 hours.

Have fun on the highway!

[name of Highway Bytes support manager]

2. Troubleshooting Your Cycle Computer

a. Key words: troubleshoot, trouble, diagnose, repair, fix, glitch, bug, broken, frozen, crashed, restore, problem

b. Cover message

Dear [name inserted from customer e-mail]

Your message has reached me here at Highway Bytes, and I'm sorry to read that you're having trouble with your Cycle Computer. Fortunately, most problems can be fixed quickly, since they involve simple issues such as loose wires or a dead battery. The attached document, Troubleshooting Your Cycle Computer, will help you identify the source of the problem and will explain how to fix it.

If the steps in the attached document don't resolve your problem, please contact us at support2@highwaybytes.com, and a support technician will be in touch with you within 24 hours.

Best of luck to you—and please don't hesitate to write back if you need additional help.

[name of Highway Bytes support manager]

3. Upgrading the Software in Your Cycle Computer

a. Key words: upgrade, latest, version, revision, new software

b. Cover message

Dear [name inserted from customer e-mail]

Thank you for inquiring about the latest version of software for the Cycle Computer. The new features add some interesting capabilities, and the upgrade takes only a few minutes.

The attached document, Upgrading the Software in Your Cycle Computer, shows you exactly what to do. If you need additional assistance, please contact us at support2@highwaybytes.com, and a support technician will be in touch with you within 24 hours.

Have fun with the new features!

[name of Highway Bytes support manager]

4. Responding When the System Can’t Identify the Specific Issue

Note: this e-mail doesn't need to mention that the system couldn't identify the specific issue the customer was writing about. It should take a fairly generic and even-toned approach, since it will be sent in response to a wide range of customer queries.

Dear [name inserted from customer e-mail]

Thank you for contacting Highway Bytes. Your message is now in the support queue, and one of our technicians will be in touch with you as quickly as possible.

In the meantime, you might want to browse the support section on our website to learn more about your computer and its capabilities.

Thank you for purchasing a Cycle Computer. We look forward to helping you.

[name of Highway Bytes support manager]

7. THE SPECIAL COURIER: LETTER OF RECOMMENDATION FOR AN OLD FRIENDSince you are making your recommendation as a friend and not as a result of your position at Airborne Express, use personal letterhead. However, mentioning your title and company in the close lends credibility to your message. The challenge is to praise an outstanding and talented individual without seeming overly effusive. Use specific examples whenever possible to convey your sincerity. Your praise should appear heartfelt. Answer the reader’s questions in a numbered list, in the order they were asked. Use a friendly, but business-like tone.

WILLIAM MASON626 Bainbridge Ave., Seattle, WA 98110

(206) 982-3599 bill.mason@airborne.com

August 3, 2009

Roscoe de la PendaNon-Stop Messenger Service899 Sparks St.Ottawa, Ontario K1A 0G9Canada

Subject: Kathryn Norquist

Dear Mr. De la Penda:

I am delighted to give Kathryn Norquist my unqualified recommendation for a position as courier with Non-Stop Messenger Service. Kathryn would be an excellent choice to handle the position’s responsibilities and demands, as you describe them in your letter. Let me answer your questions in order:

How long and in what circumstances have you have known the applicant? I met Kathryn in 1994, when we were both sophomores at San Diego State University. We were roommates for nearly three years (sharing a house with two other students until graduation and sharing a two-bedroom condo for nearly a year afterward). Since early 1999 our careers have kept us in different cities—sometimes different countries—but we have remained close friends, keeping in touch and visiting each other whenever we get the chance.

What qualities does she possess that would qualify her for the position of special courier? Kathryn possesses the concentration, stamina, and integrity that would serve her well as a courier. The first year after graduation, I witnessed firsthand her ability to focus on important assignments while putting meals, sleep, and personal concerns on hold. Just two years ago, she left civilized comforts behind for a six-week trudge through the jungles of Borneo to help write a National Geographic article on the shrinking habitat of Orangutans. Her integrity is unquestionable. I remember one case in which a member of her local city council tried both threat and bribe to convince Kathryn to quit a story. Even her peers were hounding her to back off, but she withstood incredible pressure to uncover longstanding corruption. Her efforts were directly responsible for the mayor’s push for ethics standards. Her energy and enthusiasm are matched only by her style. Whether digging into political corruption or braving life in the Bornean jungle, her manner appears unshakable—honorable, flexible, and organized.

What qualities might be improved before she is put on permanent assignment in this job? Kathryn has always worked hard to stay mentally and physically sharp. However, only she can tell you whether she would need additional training to handle the “threatening situations” you mention in your letter.

As vice president of human resources at Airborne Express, I know how difficult it can be to find just the right person for any given position. I believe Kathryn Norquist would make a fine courier. Her enthusiasm for hard work, long hours, and challenging goals should serve your company well.

Sincerely,

William Mason

8. LIGHTEN UP: E-MAIL REPLY TO A WEBSITE DESIGNER AT ORGANIZERS UNLIMITED (Above-average solution)This e-mail warms up the reader with the subject line, and the message starts with a note of appreciation for the designer’s promptness. Then the writer gets right to the problem, as befits the brief and less formal style of e-mail and this type of working relationship. The tone is light. Instead of complaining about or criticizing the design, the writer uses the middle section to provide useful information about why the design won’t work. The message closes with encouragement and a compliment, and it suggests a time frame for a second proposal.

Date: 13 February 2009 9:15:17 –0600

From: Margita Kim <MK@organizersUL>

To: Pete Womack <pwomack@designsite.com>

CC:

BCC:

Attached:

Subject: A good beginning

Dear Pete:

Thanks for getting your proposal to us so quickly. Both my bossand I have looked it over, and it has some nice features. But we’d like to suggest a new tack for the homepage.

My research tells me that our site visitors will want that page to load within 8 to 10 seconds, or they’ll quickly ditch us and go to another site with no waiting. So we’ll need to keep the homepage around 40-50 KB. Your proposed animations are cute, but it looks like they’ll burn up about 500 KB.

We would rather not risk a high bailout rate. We believe most of our customers will be using a dial-up modem with 56 kbps, so they’ll appreciate us more if we can provide them with the fastest possible access to the information they’re looking for.

Please address the following:

Reduce the graphics and animationReduce homepage content so that visitors do not have to page downProvide site links and an introductory paragraph on the homepage

Your proposal is a good beginning, though. This change shouldn’t take too long to accomplish. Can you give us another look in, say, three days?

Sincerely,

Margita

8. LIGHTEN UP: E-MAIL REPLY TO A WEBSITE DESIGNER AT ORGANIZERS UNLIMITED (Below-average solution)

The writer forgot to avoid negative words in the subject line. This message has no note of appreciation for the designer’s quick work; it simply begins with the negatives. The bulk of the message is filled with complaints and criticism of the design. The reader may even interpret some of the text as a lecture. However, he may still not understand what he should do to change the design. More specific information about what is wanted from him will help him complete an acceptable design more quickly. The message contains no notes of encouragement to the reader, and it leaves an ambiguous deadline for the revised design.

Date: 13 February 2009 9:15:17 –0600

From: Margita Kim <MK@organizersUL>

To: Pete Womack <pwomack@designsite.com>

CC:

BCC:

Attached:

Subject: Website design problems

Dear Pete:

The website design you forwarded to us for review has some major problems that must be fixed.

As designed, the website is too cluttered. It has way too many graphics and animations and too much “dancing baloney,” according to my boss. The product we sell is designed to reduce clutter, so we can’t have a cluttered website. We simply don’t want bouncing cotton balls and dancing shampoo bottles! Because of all the graphics it will take too long to load. We can’t assume that all of our customers will be accessing our site using cable modems or DSL lines. If the site takes too long to load, we will never get them as customers. Even if the homepage loads rapidly, we don’t want a cluttered site for them to view. Since we need to get this site up and running as quickly as possible, please get us a revised design proposal as soon as possible.

Margita

9. LEVERAGING THE GOOD NEWS: BLOG ANNOUNCEMENT OF A PRESTIGIOUS PROFESSIONAL AWARD (Above-average solution)

JULY 20, 2009

EPSON COMMUNICATION EFFORTS RECOGNIZED WITH PRESTIGIOUS AWARD

The new PictureMate Personal Photo Lab has received quite a few industry honors for

its innovative design, and I’m pleased to report that the PR program for the PictureMate

has just garnered a prestigious award, too. The Public Relations Society of America has

given Epson the Silver Anvil, recognizing the PictureMate PR campaign as one of the

best in the country this year. I have the opportunity to observe our talented PR team in

action every day, so I am especially satisfied to see that their peers now recognize the

quality of these efforts, too. Please join me in congratulating our top-notch PR

professionals!

9. LEVERAGING THE GOOD NEWS: BLOG ANNOUNCEMENT OF A PRESTIGIOUS PROFESSIONAL AWARD (Below-average solution)

JULY 20, 2009

PR DEPARTMENT SCORES BIG

I hate to brag, but what the heck! My team was recently awarded the Silver Anvil award

by the Public Relations Society of America. Most of you probably don’t recognize this

award, but believe me, it’s one of the highest honors that anyone in our profession can

receive. Hats off to my team, and you can look forward to more creative and, dare I say,

award-winning work from us in the future!10. OUR SYMPATHY: CONDOLENCE LETTER TO AN AETNA UNDERWRITER (Above-

average solution)

AETNA HEALTH PLANS201 No. Civic Dr. Suite 300

Walnut Creek, CA 94596510-977-3232 Fax 510-977-0793 www.aetna.com

November 17, 2009

Mr. Hector Almeida47 West Ave. #10Walnut Creek, CA 94596

Dear Hector:

We were all shocked and sorry to hear the news of your wife’s death. We know Rosalia was a fine woman and will be deeply missed by many people, especially her family.

Hector, we also know that you, above all, have the strength and tenacity to pull through this trying time. Our thoughts are with you—and if you need to talk to a friend, you know where to find us.

Also, if you’d like to shift your schedule up an hour when you return to work (so you’ll have more time to spend with Lisa after school), just let me know.

Best wishes from your friends at Aetna,

Georgina ShanleyChief Administrator

(Names and signatures of underwriting department members)

10. OUR SYMPATHY: CONDOLENCE LETTER TO AN AETNA UNDERWRITER (Below-average solution)

AETNA HEALTH PLANS201 No. Civic Dr. Suite 300

Walnut Creek, CA 94596510-977-3232 Fax 510-977-0793 www.aetna.com

November 17, 2009

Mr. Hector Almeida47 West Ave. #10Walnut Creek, CA 94596

“The hand of time lightly lays, softly soothing sorrow’s wound.”

Dear Hector:

When I heard the news about the terrible tragedy of your wife’s death, I was reminded of the quote above, which I’d read many years ago. I know you’re upset now, but time will surely heal this sorrow that you and your children must be feeling.

This was such a senseless accident, and seems so unfair. I don’t know exactly what your beliefs are, but I am sure that a woman like the one I met last year at our company banquet has gone on to a better world. No doubt she will be missed by those who loved her.

With heartfelt sympathy,

Georgina ShanleyChief Administrator

11. UNHAPPY CUSTOMER: CLAIM LETTER FROM YOU REQUESTING AN ADJUSTMENT (Above-average solution)

Assuming that a fair adjustment will be made, the writer uses the organization plan for a direct request. The first paragraph requests a replacement product. The middle paragraph explains all the details: why Frye is writing the manufacturer, what Frye has already done to attempt to solve the problem, and when the watch was actually purchased. The first sentence in the closing paragraph provides an incentive for the company to honor the claim. Frye also makes it easy for the customer service representative to contact her and has enclosed a copy of the relevant document.

533 St. Charles StreetThibodaux, LA 70301

September 8, 2010

Customer Service DepartmentCalvin Klein, Inc.205 West 39th StreetNew York, NY 10018

Dear Customer Service Representative:

The CK Ladies’ Gold Plated watch that I purchased three months ago has stopped. I need your assistance in obtaining a replacement.

I purchased the watch at Wilson’s Jewelry in Thibodaux, Louisiana. However, Wilson’s Jewelry went out of business last month, and I am unable to return the watch to the store to obtain a replacement. To make sure the problem was not simply a dead battery, I did have the battery checked at another jewelry store; the battery tested fine. The watch has not been dropped or placed under water. A copy of my sales receipt for $159.94 is enclosed to verify my purchase on June 4, 2010.

This is my first Calvin Klein watch, and I am anxious to resume wearing it. Please let me know how I can return the watch in exchange for a working replacement. You can reach me at the above address, by phone at (985) 448-1234, or by e-mail at lfrye123@aol.com.

Sincerely,

Linda Frye

Enclosure: Copy of sales receipt

11. UNHAPPY CUSTOMER: CLAIM LETTER FROM YOU REQUESTING AN ADJUSTMENT (Below-average solution)

Although this letter should be treated as a routine claim and written in the direct organizational pattern, the writer does not make the actual request for a replacement until the last paragraph. The reader does not need to know that the watch was purchased with money received as a birthday gift or that the writer was late for an appointment. More details, such as exact place of purchase and mention of an enclosed copy of the sales receipt, would provide the reader with enough information to verify the claim. Although a mailing address is included, the reader may need to contact the writer via phone, but no number has been provided.

533 St. Charles StreetThibodaux, LA 70301

September 8, 2010

Customer Service DepartmentCalvin Klein, Inc.205 West 39th StreetNew York, NY 10018

Dear Customer Service Representative:

A few months ago I bought a beautiful Calvin Klein watch with money I received for my birthday. I was very excited to finally own a high-fashion ladies’ watch from my favorite clothing and accessory manufacturer. Imagine my disappointment when it simply stopped running one day. Unfortunately, I didn’t realize this until I arrived late for an appointment.

The store where I purchased the watch has been closed, so I can’t take it back for repair or refund. Although I inquired at another store that sells Calvin Klein watches, that store won’t exchange it for a new one because I didn’t buy it there. The store employees suggested that I write directly to the manufacturer.

I would like a replacement for the watch. Do you want me to send in the watch I currently have? When can I expect a replacement? A copy of my warranty card is enclosed.

Sincerely,

Linda Frye

12. HERE’S HOW IT WILL WORK: EXPLAINING THE BRAINSTORMINGPROCESS

Begin by envisioning readers’ interests and needs. Since this is part of a message that will be posted on a product blog, it needs to be compelling, easy to understand, and specific. Pay attention to formatting, since making the text easy to skim may increase the audience’s willingness to read it. Here is one possible revision:

Be yourself. Don’t try to “think like an advertising specialist.” Your responses to each challenge should reflect your own unique perspective, so tell us what you really think.

Be spontaneous. This is not the time to worry about issues like spelling, punctuation, and word choice. The important thing is to record your ideas as quickly as possible.

Be creative. You’ll submit your responses anonymously, so don’t be afraid to take some risks. No one will say, “I can’t believe you said that!”

Be “impractical.” Some of the best ideas are those that sound impractical at first. If yours would require a great deal of time, effort, and/or resources to enact, we still want to hear about them!

13. WINDOW SHOPPING AT WAL-MART: OFFERING ADVICE TO THEWEBMASTER

Student responses to this exercise will vary widely. The important question is whether or not students discuss specific aspects of the website or limits his/ broad, unsubstantiated assessments. Students should address some the elements listed in the prompt (language, layout, graphics, and overall ease of use), and may include comments on other characteristics of the site such as pop-ups, load time, browser compatibility, and so on. An e-mail to the webmaster could look something like this:

Date: 22 September 2009 1:07:33 –0800From: Pete Taylor <pete_taylor@walmart.com> To: webmaster@walmart.comCC:BCC:Attached:Subject: Feedback on walmart.com

Thank you for requesting my feedback on walmart.com.

Overall, I find the site appealing and easy to use. The graphics are attractive and well-produced, and I had no problems finding the items I searched for. Prices, product information, and details on Wal-Mart’s shipping policies were accessible and easy to find. The text throughout is clear and concise, and contributes to the generally inviting feel of the website.

I did, however, sometimes have trouble reading fonts on the website because of their small size. For example, the text in the top right corner of the homepage (“Cart,” “My Account,” “Track Order,” etc.) was very difficult to make out unless I increased the text size through my web browser. This was also true of the text at the bottom of the homepage and elsewhere throughout the site. The small font would not be so annoying that I would leave the site, but it was a noticeable inconvenience.

The Flash slideshows on the homepage and on the “department” pages were also somewhat of an inconvenience. I found myself wishing I could turn off the slideshows because they were distracting me from other areas of the site. I’ve noticed that other retailers also include animation like this on their pages, but it might be worth giving visitors the option of viewing the site without them.

Aside from these two areas, I am very pleased with walmart.com. Please let me know if you’d like more details on any of my comments.

Sincerely,Pete

14. GREEN IS THE NEW GREEN: BLOG UPDATE ON ENERGY SAVINGSSince this message will be posted on an internal blog, it needs to be concise, specific, and compelling. Start with an overall statement about Adobe Systems’ success in reducing energy usage, thank employees for their efforts in this area, and move immediately to details about the Platinum Certification.

National Recognition of Adobe Systems’ Environmentalism

Adobe Systems continues to lead the way in becoming a more environment-friendly corporation. Thanks to the cooperative efforts of our employees, our company has saved more than $1 million in energy costs and was honored as the first recipient of three Leadership in Energy and Environmental Design (LEED) Platinum Certifications from the U.S. Green Building Council. As our CEO Bruce Chizen explained, the awards “are a validation of Adobe’s ongoing efforts to promote environmental stewardship and create healthy work environments for our employees.”1

USGBC President and CEO Rick Fedrizzi noted that, “With the certification of Adobe’s Almaden and East Towers, Adobe has again raised the bar for other companies seeking to introduce sustainable, environmentally-friendly practices into their facilities.”

15. CONGRATS ON THAT: COMPLIMENTING A FORMER BUSINESSACQUAINTANCE FOR NATIONAL RECOGNITION

Organize the message using the direct approach, and adopt a personal tone as you offer sincere congratulations on the recipient’s recent honors. Since it’s been several years since the two of you have been in contact, briefly mention a detail or two to help her remember who you are.

October 5, 2009

Indra Nooyi, CEOPepsiCo, Inc.700 Anderson Hill RoadPurchase, NY 10577

Dear Indra,

Congratulations on your recent promotion to CEO of PepsiCo and on being named Fortune magazine’s most powerful woman in American business.

I enjoyed working with you during your company’s merger with Quaker Oats (my former employer) back in 2001, and I’ve followed your progress since then with much interest. You and I spoke often about how growth and change are inseparable, and I admire your ongoing achievements in helping PepsiCo adapt to meet consumers’ needs.

1 Adobe press release [accessed 3 August, 2007] www.adobe.com.

These are both well-deserved honors, and I wish you continued success in your new role at PepsiCo.

Sincerely,

Morgan Crane

CASES UNIT 8

1. REMOVING THE OBSTACLES ON THE ON-RAMP: BLOG POSTING TO ERNST & YOUNG EMPLOYEES

The challenge in this message is addressing the negative perceptions about the “off-ramp” program in a productive way. The program is going to happen, so it’s not a matter for discussion; however, if current employees don’t believe the program is necessary or fair, it’s going to generate friction that will damage morale and productivity. Either a direct or an indirect approach could be used, depending on the tone the writer wishes to establish with the audience. In either case, acknowledge the anxiety expressed by some employees, explain why management believes the program is the right choice for the company, and invite continued discussion on the matter—not so people can argue for or against the program, but to make sure that any lingering concerns are addressed as much as possible.

September 19, 2009

KEEPING E&Y COMPETITIVE: THE IMPORTANCE OF THE NEW “OFF-RAMP” PROGRAM

As some of you have heard by now, we will soon be implementing a program to rehire and reintegrate employees who have left the company for personal reasons over the years but now wish to return. I understand the anxiety that you may be feeling, particularly regarding salaries, promotions, and other important questions. The management team is planning a formal announcement of the program for next month, but for now I’d like to address your concerns and encourage a productive conversation about this important change.

First, the management team is unanimous in recognizing the need to institute this program. The competitive strength of any service firm lies in the quality of its professional talent. If we don’t open our doors to our former associates when they want to return to the workforce, they will simply go to work for our competitors. While some employees may welcome this in the short term because it removes some internal competition for salaries and promotions, in the long term it will hurt the firm and therefore hurt everyone in the firm.

Second, E&Y has always fostered a fair and supportive workplace for all employees, and every employee is given equal opportunity to succeed. This new program does nothing to change that philosophy. No one will receive preferential treatment, and everyone will continue to be compensated based on his or her contribution to the firm’s success.

Third, I have heard some resentment expressed toward employees who left for personal reasons and now want to return. I would like to remind everyone that one of the factors that makes E&Y such a great place to work is the value the company places on the whole person, not just the 9-to-5 employee. Helping people balance their personal and professional lives gives us a competitive advantage, and it is a management philosophy to be viewed with appreciation, not suspicion.

However, as strong as these reasons are in favor of the program, I don’t wish to downplay the particular concerns any of you might have about your own careers as we begin this new phase in the history of the firm. I invite you to discuss these concerns with your immediate supervisor. If you have comments or questions of a more general nature, please post them here on the blog. Doing so will help all of us work through these issues and ensure that the new program will be a success for everyone here at E&Y.

2. LISTEN TO THE MUSIC, PARTNER: DELIVERING AN ULTIMATUM TO A BUSINESS ASSOCIATE

This message will be unwelcome at the very least and probably unexpected, so an indirect approach is called for. The ultimatum needs to be clear and unequivocal, but it can be expressed in calm, professional language. Don’t apologize for “spying” on the retailer even though the reader is likely to be angry because of it; you did nothing illegal or unethical and were only protecting your large investment in the product.

November 9, 2007

Jackson FletcherMusic9914014 Preston PikeDover, Delaware 19901

Dear Mr. Fletcher:

On behalf of everyone at Stanton, I would like to convey our thanks for your continued efforts to sell our products. Stanton continues to grow with exciting new products, and we owe much of our success to our professional partners in the retail channel.

Our new FinalScratch DJ system has been a huge hit with amateur and professional DJs alike, thanks to the unique benefits offered by its breakthrough technology. While this technology has huge advantages, it does require some expertise on the part of retailers in order to present it accurately and effectively to potential buyers. We recognized this need before we introduced the product and responded by creating a special training seminar that we offered for free to all our retailing partners. I’m pleased to report that those retailers who attended the training are selling FinalScratch efficiently and profitably.

At the time, Music99 opted not to take advantage of the free training. While we certainly respect your right to make whatever decisions you deem appropriate for your business, the evidence is clear that the lack of training is hurting FinalScratch sales in your stores. To understand why the product was selling so poorly at Music99, we recently conducted some observational research to see firsthand how your sales consultants were presenting the product. The results of this investigation where extremely discouraging. Not only did most Music99 consultants present FinalScratch ineffectively, but many actually misrepresented the product and its capabilities. On numerous occasions, we observed buyers settling for a lesser product from our competitors simply because they were misinformed about FinalScratch.

I’m sure you can appreciate our concern and the urgent need to rectify this situation. We value our relationship with Music99, but any relationship requires commitment from both parties. To protect our brand, Stanton management has decided that all retailers who wish to carry our products must commit to the training necessary to present those products accurately and effectively. Our factory specialists are available to train your employees at the earliest possible date. In order to schedule this training or to enable us to start recruiting other retailers in your market areas, please respond with your decision by November 20.

We look forward to hearing from you and hope that we will continue to count Music99 among our successful retail partners for many years to come.

3. MESSAGE TO THE BOSS: REFUSING A PROJECT ON ETHICAL GROUNDS

This ethical dilemma is easier than some because the resolution that satisfies your own ethical standards can also be presented as a wise strategy for the company. Consequently, don’t focus exclusively on your own ethical qualms about the proposed training program, and don’t preach. An indirect approach is clearly called for, since your message is both unanticipated and unwelcome. Also, bear in mind that the subject line of the e-mail message will set the tone for the message that follows, so consider it carefully.

Date: Wednesday, August 2, 2007, 2:33 PMTo: Jen Wilson <jkwilson@electrosales.com>From: Kell Darooge <kmdarooge@electrosales.com>Subject: A fresh perspective on the warranty sales training challenge

Hi Jen,

The extended warranty sales training program involves a major revenue stream, so I want to thank you for placing your trust in me for a project that is so important to the company. I’ve had the opportunity to analyze the data and think through the project since we spoke, and I wanted to share some new ideas regarding both the training and the warranties themselves.

In a market as competitive as consumer electronics, our reputation is obviously a vital asset. As more and more consumers become aware of the financial parameters of many extended warranties and possibly begin to question their value, I am concerned that our reputation will suffer. Moreover, by relying so heavily on revenue from a service that is perceived by many to be of dubious value, I believe we are jeopardizing the very future of the company.

In light of this risk, I propose that we proceed in a radically different direction. Rather than aggressive new sales tactics for the warranties, I believe we would be better served in the long term by restructuring our business model in a way that reduces our financial dependence on sales of extended warranties. At the very least, we should modify these warranties to increase the real value they offer our customers.

Jen, I realize the position I’m taking on this issue is both unexpected and practically heretical in the industry today. However, I believe it is the right position to take, both strategically and ethically.

Thank you for considering my thoughts on this, and I look forward to speaking with you when we both return to the office next week.

Kell

4. WHEN A RECALL ISN’T REALLY A RECALL: VOICE RECORDING INFORMING CUSTOMERS THAT AN UNSAFE PRODUCT WON’T BE REPLACE (Above-average solution)

[75-word recorded message]

Working in conjunction with the U.S. Food and Drug Adminsitration, we are ending

production of Model 500, Model 1000, and Model 2000 enclosed beds. We have issued a

revised manual and warning labels for these models, and we urge you to move patients to

other beds if possible. If your facility uses any of these beds and you have not received the

revised manual and warning labels, please press zero to speak with an operator.

4. WHEN A RECALL ISN’T REALLY A RECALL: VOICE RECORDING INFORMING CUSTOMERS THAT AN UNSAFE PRODUCT WON’T BE REPLACED (Below-average solution)

[56-word recorded message]

Please be advised that Vail Products has ceased the manufacture of Model 500, Model

1000, and Model 2000 enclosed beds. We will not be accepting any returns, issuing any

refunds, or replacing any of the beds affected by this recall. We have already taken

necessary and appropriate actions regarding all registered owners of these bed models.

5. SORRY, BUT WE DON’T HAVE A CHOICE: E-MAIL ABOUT MONITORING EMPLOYEE BLOGS (Above–average e-mail)

An indirect approach would be helpful in this situation because the message is probably unexpected, and some employees may have a high emotional stake in it as well. You can certainly sympathize with their concerns over freedom of expression, but make it clear that protecting the company—for the good of all employees—is the overriding concern. A good strategy is to start with a buffer that reminds the audience of the importance of protecting the company. In addition, some background information about e-mail and IM monitoring will remind employees that much of their communication is already being monitored and help diffuse any criticism that blogs are being unfairly singled out for scrutiny.

5. SORRY, BUT WE DON’T HAVE A CHOICE: E-MAIL ABOUT MONITORING EMPLOYEE BLOGS (Below–average e-mail)

To: <all employees>Cc:Subject: Blog monitoring policy

Hello everyone,

Effective April 1, Webcor will begin monitoring employee blogs for confidential information, public criticism of the company, and any other information that management deems inappropriate. This new policy is necessitated by the same concerns that led to earlier decisions to monitor employee e-mail messages and instant messages.

To protect the integrity of the monitoring effort, we will be unable to provide any information about the monitoring process itself, other than to say this new technology will be able to monitor blog postings across the web, even if you don’t use your real name or Webcor company e-mail address.

As you have no doubt heard many times in the past from myself or other senior managements, if you

have complaints or criticisms, do not air the company’s “dirty laundry” in public. We have well-established internal communication channels and we expect all employees to use them.

Best regards,Julia Wannamaker

6. REACTING TO A LOST CONTRACT: PHONE CALL RESCINDING A JOB OFFER

This is going to be an extremely difficult conversation, and recognizing that up front is the best way to approach it. In addition to disrupting the candidate’s life and livelihood (even if he can get his old job back, it will be awkward and embarrassing for him), you are losing a top-notch employee and probably damaging the company’s reputation as well (experts in many industries tend to be well connected, so chances are quite a few people will hear Gunnstein’s story). There is simply no way you can feel good about the content of the message you must deliver, but you can deliver the message with compassion and professionalism. Recognize that even though this is a phone call, it needs to be planned as carefully as a written message. Anticipate Gunnstein’s state of mind and his reactions to the news so that you can think through your responses ahead of time. An indirect approach is called for, but out of respect for him, you must get to the bad news quickly. Delaying it with general chit-chat or extended explanations of the company’s financial situation is disrespectful to him. A sincere apology is appropriate in this situation (assuming you’ll consult with your company’s legal staff ahead of time).

[Notes to yourself are shown in regular font; talking points are in bold italics]1. Identify myself and my company affiliation (Gunnstein will remember who I am because we’ve

spoken recently).2. He will likely have one of two possible reactions:

2a. If he has already heard the news about Alion losing the contract, he will probably mention that he has heard and will ask if this affects his employment status. This scenario is somewhat easier: he will already have a key piece of information and will be in a guarded frame of mind. The news is true, unfortunately, and the loss of the contract is a major and unexpected blow to the company.

2b. If he hasn’t heard about the contract, his mood is likely to be upbeat, and he’ll probably assume that I’m calling with information regarding his move or something else related to his new job. I need to transition him away from the positive frame of mind to the unfortunate reality of the news I need to deliver: I don’t know if you’ve heard the unfortunate news regarding our Pentagon contract, but we suffered a major financial blow yesterday, and I wanted to get in touch with you as soon as possible.

3. Get right to the bad news so you don’t keep him hanging. The loss of so much revenue without warning immediately changes the company’s financial picture. To stay afloat, the company is being forced to reduce its workforce. In addition to laying off several dozen current employees, we will be unable to add new employees and I regret that I must rescind your job offer.

4. His reaction is going to one of shock, understandably. He’s likely to be angry as well, particularly if he has already given notice to his current employer. Claus, I understand how upset you must be, and please accept my apologies, both on a personal level and on behalf of Alion. I hope that by informing you as quickly as possible that we may have spared you at least some degree of disruption.

5. Depending on how he responds, I may need to discuss legal issues. [This information will depend on what you’ve been instructed to do by the company’s legal staff. For instance, if he signed an employment contract with a termination clause, the company may owe him a financial settlement.]

6. Once I’ve delivered the news, extended our sincere apology, and handled any legal issues that may arise, my next objective is to conclude the call as positively and professionally as possible. Everyone here at Alion was excited about the prospect of you joining the team, and we all regret that this will no longer be possible. I truly enjoyed our conversations

during the interview process and will miss the opportunity to work with you. I wish you the best of luck.

7. MIDAIR LETDOWN: INSTANT MESSAGE ABOUT FLIGHT CANCELLATIONS AT UNITED AIRLINES (Above-average solution)

Use a brief title to gain attention, then state the bad news using the direct approach. In a similar title/information sequence, explain the reason for the cancellation. Close on an upbeat note by directing passengers to complimentary lodging service. Keep the message under 65 words to accommodate any word limits among the variety of instant messaging software used by passengers.

EasyUpdate Flight Status Alert: All United Airlines flights from Chicago/O’Hare to Boston/Logan have been cancelled until further notice. Reason: Heavy snow on the ground in Boston and freezing rain in tonight’s forecast. All travelers relying on Boston connections to complete a journey in progress should check in at United service desks for overnight lodging in Chicago, courtesy of United Airlines.

7. MIDAIR LETDOWN: INSTANT MESSAGE ABOUT FLIGHT CANCELLATIONS AT UNITED AIRLINES (Below-average solution)

United Airlines is committed to providing excellent information service to our customers. We have an excellent track record of providing up-to-date weather information that affects all of our flights. As a result, we have been notified that all flights from Chicago O’Hare International Airport to Boston Logan Airport have been cancelled because of a severe snowstorm that threatens to keep the airport closed for at least 24 hours or more. United will be lodging Boston-bound connecting passengers in Chicago-area hotels tonight. Check with airline personnel for more information. We will keep all passengers updated as soon as flight status changes. Don’t expect any changes for at least 24 hours.

8. CAREER MOVES: E-MAIL REFUSING TO WRITE A RECOMMENDATION (Above-average solution)

Begin with a buffer. Tell Tom Weiss that his best interests would be served by asking for references from people who can address his sales abilities. Wish him well. Adopt a tone of helpfulness and goodwill. Avoid making negative personal comments.

Date: Wednesday, 30 March 2009 12:01:10 –0800From: Felicita Myers <fmyers@linknt.net>To: Tom Weiss <tomweiss@aol.com>CC:Subject: Recommendation letter

Dear Mr. Weiss:

You are to be commended for looking for a job where you can better use your talents. Because your work with us was in word processing, bookkeeping, and customer service, you will be better served if you ask someone who knows your sales abilities to give you a recommendation.

Best wishes for a successful career in sales.

Sincerely,

Felicita MyersOffice Manager

<fmyers@linknt.net>

Opal Pools and Patios919 Overland Rd., Pineville SC 29468Voice: 803-322-8687 Fax: 803-322-8688

8. CAREER MOVES: E-MAIL REFUSING TO WRITE A RECOMMENDATION (Below-average solution)

Date: Wednesday, 30 March 2009 12:01:10 –0800From: Felicita Myers <fmyers@linknt.net>To: Tom Weiss <tomweiss@aol.com>CC:Subject: Recommendation letter

Tom,

I received your request for a recommendation and, to be honest, am quite surprised. You hardly left our company on the best of terms. Given the organizational, accounting, and interpersonal skills you exhibited during your employment here, I am certain that there are others out there who could be of greater assistance to you.

Sincerely,

Felicita MyersOffice Manager

<fmyers@linknt.net>

Opal Pools and Patios919 Overland Rd., Pineville SC 29468Voice: 803-322-8687 Fax: 803-322-8688

9. JUGGLING DIVERSITY AND PERFORMANCE: MEMO GIVING A NEGATIVE PERFORMANCE REVIEW AT AT&T

First, compliment Jorge’s job performance. Soften the bad news by saying that you know he’s been trying. Use a helpful, supportive tone, and focus on the action to be taken. Make yourself his “partner” in solving the problem, and offer helpful suggestions. Set a deadline for resolution, and encourage interim checks to

keep communication open and express your support. To foster Jorge’s commitment, close with another reference to his positive qualities on the job.

DATE: July 13, 2009TO: Jorge Guiterrez, Customer Accounts AssociateFROM: Margaret de la Rosa, Billing Adjustments SupervisorSUBJECT: Performance review

When you first came to work in our department, we were impressed by how quickly you learned this difficult job. Your math skills are outstanding, and you have an excellent understanding of the important nuances of the job.

You and I have already discussed the one issue that is holding you back, and I know you have made some effort to correct the situation. But you must make a stronger commitment to reducing the number of your personal phone calls and absences. Everyone has unavoidable emergencies from time to time, but you need to do more to eliminate those calls and absences that are excessive.

You might discuss this issue with your relatives and friends, impress upon them how important your job is to you, and explain that your work environment does not allow you to carry on the casual communications that they’ve been accustomed to. When family and friends do call, you might politely explain that, except in a true emergency, you cannot speak to them while your employer is paying you for your time and talent. If these explanations don’t convince them, please let me know. We can sit down together and map out other strategies that might help. Above all, I want you to succeed in your position here at SBC Pacific Bell.

You are a valuable asset to this department and to AT&T. We would hate to lose you over an issue that I believe you can solve, once you focus on the challenge. Let’s give it until mid-September, and then look at the situation again.

I’ll be discussing some of these strategies with you in our meeting today; please let me know in two weeks if you feel you still need help to show improvement by September. We’ll do what we can together to make sure this issue is resolved before your next performance review. We’d rather focus on your other fine qualities!

10. QUICK ANSWER: INSTANT MESSAGE TURNING DOWN AN EMPLOYEE REQUEST AT HEWLETT-PACKARD (Above-average solution)

Use the direct approach, but work an explanation into your refusal (short notice). Don’t blame and don’t apologize. Explain further, then close with encouragement for a future opportunity.

Lewinda, with such short notice, your request cannot be accommodated. We need budget approval from higher up for any conference longer than a day or farther away than Denver. Also, you would need to write a business justification for your attendance. Next time you find a conference you think will help you serve the company, let me know sooner. If it’s right, we’ll work together to make it happen.

10. QUICK ANSWER: INSTANT MESSAGE TURNING DOWN AN EMPLOYEE REQUEST AT HEWLETT-PACKARD (BELOW-AVERAGE SOLUTION)

Lewinda, when you make these types of requests in the future, try giving me more time to help you. Review company policy and you’ll see you need budget approval to attend conferences

and have to justify your absence. Be sure to follow these rules, or you won’t be able to attend any conferences.

11. COFFEE OFFER OVERFLOW: UNDOING A MARKETING MISTAKE AT STARBUCKS (Above-average solution)

In this exercise it will be important to convey the negative news quickly, without a great deal of explanation. Students may benefit from discussing Starbucks’ actual attempt to justify rescinding the offer. The company explained in a press release that the coupons had been “redistributed beyond the original intent and modified beyond Starbucks control” (“Starbucks Yanks Free Coffee Deal,” [Accessed 3 Aug. 2007] http://articles.moneycentral.msn.com/News/StarbucksYanksFreeCoffeeDeal.aspx). The direct approach would likely be most effective in this situation. The audience will be disappointed or angry (one customer, for example, sued the company for $114 million), and the message should assure them that Starbucks regrets being unable to honor the coupons.

IMPORTANT NOTICE TO OUR CUSTOMERS:

We regret to announce that due to unforeseen circumstances, the “Friends and Family” free iced drink promotion has been suspended indefinitely. Starbucks can no longer honor the online coupons and vouchers associated with this promotion. These coupons were distributed electronically throughout the month of August.

We apologize for this inconvenience, and appreciate your business.

August 23, 2009

11. COFFEE OFFER OVERFLOW: UNDOING A MARKETING MISTAKE AT STARBUCKS(Below-average solution)

CUSTOMERS:

If you have not yet redeemed your “Friends and Family” free iced drink ticket that were sent out online during August, you are no longer able to do so.

We know our product is so great, that you won’t mind paying for it! We do apologize for this inconvenience.

August 23, 2009

12. WE’RE GOING TO CATCH SOME FLAK FOR THIS: ALERTING EMPLOYEES TO THE REMOVAL OF A POPULAR PRODUCT

Although this message will be distributed internally, it will still be important to avoid including any comments you would not want the public to see. The primary goals are to prepare employees for the negative reaction that will follow removing the Looney Launch from production, and to help them understand the reasons behind your decision.

LOONEY LAUNCH TO BE DISCONTINUED

September 3, 2009

As you know, the Looney Launch bicycle ramp has turned out to be one of our company’s most popular products. However, we have recently learned of a lawsuit initiated by the parents of a child who was injured while using the product. Xtremity Plus is committed to ensuring the safety of our customers. For this reason the Looney Launch will no longer be produced, and open orders for the product will be canceled. The popularity of the Looney Launch does not outweigh the potential risks (to our customers and to our company) associated with its continued distribution.We will shortly notify retailers of this decision, and you are likely to receive questions about why we have ceased to offer such a popular product. Please emphasize our commitment to safety and our continued efforts to offer exciting and innovative products for extreme sports enthusiasts.

13. COMMUNICATING IN A CRISIS: INFORMING THE LOCAL COMMUNITY ABOUT A SERIOUS ACCIDENT

The fire at the EQ Industrial Systems site in Apex, North Carolina was a large-scale incident that strained the company’s relationship with the surrounding community. A wealth of information about the fire circulated quickly, and (not surprisingly) some of it turned out to be inaccurate. This posting should have a “just-the-facts” feel, and should illustrate the company’s commitment to keep the public well-informed, respond promptly to the disaster and restore the community’s trust.

Fire Breaks Out at EQIS’ Apex Facility

October 6, 2009

As the news media has reported, a fire occurred last night (Thursday) around 10:00 p.m. at the EQ Industrial Systems facility in Apex, North Carolina. No one was in the facility at the time of the fire, and at this point the cause of the blaze is unknown. A variety of materials are stored at the Apex facility, and we are currently working to determine which one was the source of the fire.

Two inaccurate rumors about the fire are circulating. First, it has been reported that our Apex location housed chlorine gas (which is extremely hazardous). In fact, no chlorine gas was stored there. It is also rumored that the fire has spread to nearby businesses. As soon as EQ Industrial Systems learned of the fire, the company hired specially trained industrial firefighters who have already succeeded in bringing the fire under control.

Whenever an industrial fire occurs, there are concerns about its potential effects on air quality. Residents in the areas surrounding our Apex facility were evacuated as a precaution, but should be able to return to their homes tomorrow pending permission from local authorities. As of Friday afternoon, tests conducted by the North Carolina State Dept. of Environment and Natural Resources “had not detected anything out of the ordinary in the air.”EQ Industrial Systems would like to thank local law enforcement and fire departments for their assistance in alerting the public to our toll-free hotline (1-800-555-1212), which provides updates and other information on this incident.

14. SAY GOOD-BYE TO THE CONCIERGE: PODCAST ANNOUNCING THE END OF A POPULAR EMPLOYEE BENEFIT

Because the concierge service is so popular, this announcement is sure to disappoint the employees who’ve taken advantage of it. The indirect approach will probably be best, and it will be important to assure the audience that the company will do all it can to restore the benefit in the future.

Since it was implemented last year, the employee concierge service has turned out to be one of our most popular employee benefits. The service is a time-saving convenience, allowing all of us to direct more of our energy and time to important matters at work and at home.

Unfortunately, lower-than-expected profits this year have forced us to look for ways to trim the budget. The recent widespread recall on more than a million of our dishwashers has made it even more urgent that we cut back on our expenditures. Nonessential expenses are always the first to go in situations like this, and the concierge service falls into that category.

After Friday of this week, concierge services will be suspended until further notice. We hope this will be only a temporary interruption of the services, and when the company’s financial situation improves we will certainly revisit this decision. We value your talents and appreciate your efforts to maintain our company’s status as a leading producer of consumer appliances.

15. WHAT WE HAVE HERE IS A FAILURE TO COMMUNICATE: WRITING A NEGATIVE PERFORMANCE REVIEW

You have several goals in this message. First, it’s important to document your concerns about Bridgewater’s performance. This may help her improve, but if she fails to do that you’ll have something in writing to fall back on later. Second, she’s a well-respected and highly qualified company representative, so you want to make it clear that you value her contributions and are ready to help her improve her performance in the areas you describe. (This sample response calls for a meeting, but students should understand that it would be important to follow up with another document detailing the results of that conversation.)

DATE: April 5, 2009TO: Elaine BridgewaterFROM: Karen Sykes KS

RE: Intermediate Performance Review

One of my most important responsibilities is helping our employees succeed and excel at StraightDrive.com. With that goal in mind, I have some information to share with you regarding your performance as our retail liaison.

First, I want to let you know how much I appreciate the remarkable credibility and knowledge you’ve brought to our company. Your experience as a former touring pro has earned immediate respect from our retailers and customers, and has undoubtedly enhanced our sales. Your energy level is incredible, and you’ve worked hard to build a strong rapport with the resellers you assist day in and day out. No one here knows the game as well as you do.

All of this shows that you are well-qualified for the key role you play in maintaining positive relationships with our retailers. That’s why I was surprised to learn that we’ve recently received a number of complaints regarding your communication with this important group. More specifically, retailers have expressed dissatisfaction based on:

voice-mail messages that have gone unanswered for days confusing e-mail messages that require two or three rounds of clarification

reports that are poorly organized and difficult to understand

I am confident that we can work together to eliminate future complaints such as these. The retail channel is vital to our company’s continued success, and I’m sure you’ll agree that we must do all we can to communicate with our retailers in ways that help them promote and market our products. Prompt responses to phone calls and clearly written correspondence not only show our retailers that we value their business, but reflect our professionalism and commitment to excellence.

Let’s meet early next week to talk over some strategies for addressing these concerns. I am ready to help in whatever ways I can. Would Tuesday at 9:00 a.m. work for you? Please call me at 5136 to let me know. I look forward to speaking with you soon.

CASES Unit 9

1. THAT’S THE POINT: E-MAIL ENCOURAGING YOUR BOSS TO BLOG(Above-average solution)

An indirect approach is definitely called for; you already know that your audience is not ready to accept the message you wish to convey. Use a buffer to establish common ground and to acknowledge Florence’s reservations. Use the body of the message to build your case, presenting your evidence and reasons calmly and objectively. Close with a call to action that doesn’t demand a final yes/no decision but rather asks for a low-risk interim decision (a meeting) in order to keep the persuasive process moving forward.

1. THAT’S THE POINT: E-MAIL ENCOURAGING YOUR BOSS TO BLOG(Below-average solution)

To: w_florence@sprenco.comCc:Subject: Refusing to blog is a big mistake!

Hello Will,

I’m more convinced than ever that not creating a blog would be a big mistake. Yes, Bob Lutz takes some hits now and again, but he has the courage to put his name and reputation on the line. Plus, these online conversations are going to continue, whether we like them or not. If we choose not to participate in them, we lose any ability to influence the conversation in our favor.

You’ve always stressed the importance of customer feedback; surely you can understand how much valuable feedback we can gather through posted responses to your blog (depending on the system and how we configure it, we can also selectively choose to display or not display messages from people who respond to your postings).

I have several more executive blogs that I’d like to show you—even more evidence that this is the right way to go.

2. LISTEN UP: PROMOTING A PODCAST CHANNEL(Note: The instructions in Case 2 in Chapter 9 specify a 50-word description of the podcast station to be posting on a podcasting website. A second option is to have students script a promotional podcast. Here are possible solutions to both assignments.)With millions of podcasts appearing on thousands of podcasting websites and channels, you need to clearly identify your podcasting service, define who might be interested, and explain why this audience would want to listen to your podcasts.

Website promotion for podcast station:

The transition from business school to the business world can seem complex and confusing, but it doesn’t have to be. School2Biz offers practical advice on making smart decisions on everything from preparing résumés to building a successful career. We’ve been through it, and you can learn from our experience!

Podcast promotion for podcast station:

Greetings from the team at School2Biz, a podcast channel devoted to helping business school graduates make a successful and rewarding transition to the business world.Our podcasts cover all the key decisions you need to make, from choosing a career path that best fits your interests to promoting yourself as you build that career.Everyone on the School2Biz team is a b-school grad, with anywhere from two to ten years of work experience. We’ve been through the transition you’re about to make, and we’ve made some good choices and some not-so-good choices. We share it all: what works, what doesn’t, and what we’d do differently if we had it to do all over again.So join us on this guided tour through one of the most exciting experiences you’ll have in life!

3. YOUR NEW KENTUCKY HOME: LETTER PROMOTING THE BLUEGRASS STATE

Relocating an entire company—or choosing the location to start a new business—is an enormously complex decision. Moreover, every state in the union tries to lure businesses, so the competition is fierce. Your argument will need to be clear and compelling in order to stand apart from the crowd. However, keep in mind that no one will relocate based on just a single form letter; your purpose is simply to encourage CEOs to consider Kentucky as an attractive possibility. The entire persuasion process will involve personal visits and a variety of in-depth reports and presentations. But it can all start with a letter that paints a clear picture of Kentucky as a great place to do business. Keep the letter brief and objective, and be sure to explain how readers can get more information.

Marvin E. Strong, Jr.Kentucky Cabinet for Economic Development

Old Capitol Annex, 300 West BroadwayFrankfort, Kentucky 40601

800–626–2930 • econdev@ky.gov

[date]

[name and address from database]

Dear [name from database]:

If your company is considering moving your existing operations or establishing new facilities, you may be surprised to discover the many advantages that Kentucky has to offer:

Knowledgeable workforce

Expansion Management magazine ranked our workforce training programs third among all state programs for customizing business and industry training.

High productivity Our workers continually outperform the national average.

Low-cost power Kentucky has some of the lowest electricity costs in the nation.

Attractive business climate

Our cost of doing business is the lowest of any state east of the Mississippi and the fourth-lowest in the nation.

Central location Locating in Kentucky puts you within 600 miles of two-thirds of the nation's population and manufacturing businesses.

Efficient transportation

Reach customers anywhere by road, rail, water, or air (Cincinnati/Northern Kentucky International Airport was voted the number two airport by independent passenger surveys).

Generous incentives

Creative incentives includes corporate tax credits, loan financing, training grants, and opportunities for foreign trade zone operations.

Low taxes Property taxes are among the lowest in the nation, and we have no local sales taxes.

Available sites and buildings

Over 200 prescreened “shovel-ready” sites and more than 200 quality industrial buildings are ready for your new location or expansion.

A great way of life

From cosmopolitan urban life to the best of outdoor sports and recreation, Kentucky has just about everything for you and your employees to enjoy.

Find out why so many innovative companies choose to locate or expand in Kentucky. For more information, please contact me at 800-626-2930 or by e-mail at econdev@ky.gov. You can also learn more about all these advantages on our website at www.thinkkentucky.com.

We look forward to speaking with you and welcoming you to your new Kentucky home.

Sincerely,

Marvin E. Strong, Jr.Secretary, Kentucky Cabinet for Economic Development

4. DON’T FORGET PRINT: USING THE WEB TO PROMOTE TIME INC.’S MAGAZINE ADVERTISING

Whatever approach you take with this message, don’t try to downplay or denigrate online advertising. Doing so will only harm your credibility and give your message an air of desperation. Instead, promote the benefits of magazine advertising objectively and explain that for many companies, a mix of online and print advertising can be the ideal strategy. At the same time, don’t try to apologize for the nature of print advertising, even though it doesn’t have the “gee whiz” factor of the latest online technologies. It remains a legitimate and compelling medium, so don’t sell it short.

Adding the power of print to today’s multimedia advertising strategiesOnline advertising has taken off in recent years, and with good reason. The interactivity and precise

targeting make online advertising a great choice for many advertisers.

However, limiting your media plans exclusively to online can leave a gaping hole in your market

coverage and your ability to deliver compelling messages. Consider the unbeatable advantages of

today’s magazine ads:

The ability to reproduce high-quality photography. Nothing shows off a magnificent

automobile, a delicious plate of food, or an attractive spokesmodel quite like the ultra-high-

resolution, true-color reproduction of magazine photography.

The physical presence of print. Online ads are great, but they disappear when visitors

leave the website or switch off the computer. Not so with magazines. Day after day, they’re

still there—in the library, at the doctor’s office, in the airport lounge—waiting for the next

reader to pick them up and encounter your ad.

Portability. Computers may be getting smaller, but they will never be as easy to tuck under

your arm or toss in a gym bag as magazines are. Wherever readers go, magazines usually

follow.

Guaranteed circulation numbers. Verifiable online ad measurements are coming along, to

be sure, but you can count on audited magazine circulation numbers today.

Close reader relationships. Just about everybody has a favorite magazine or two, and many

people have been reading their favorites for years. They keep trusting these publications,

which means they’ll keep seeing your ads.

Click here to learn more about the measurable advantages of print advertising and successful

strategies for integrating print with online to maximize the marketing power of your advertising

investment.5. GIVE A LITTLE TO GET A LOT: SUGGESTING FREE WIRELESS AT STARBUCKS (Above-

average solution) Recognize that your request is a long shot; Starbucks already has a contractual relationship with T-Mobile to provide wireless service for a fee, so the company is not likely to change this without an extremely compelling reason to do so. Moreover, the company may have business reasons for not offering free wireless, such as the risk that their stores will be filled with students and others who take advantage of the free wireless for hours on end without buying much of anything. One possibility is to use an indirect approach that highlights the customer loyalty that locally owned coffee shops enjoy and that explains why many customers don’t exhibit that same level of loyalty toward Starbucks.

Dear Starbucks,

Like many college students, I spend many hours and many dollars at local coffee shops. I hang out with friends there, work on school assignments there, and even hold meetings there for various school organizations and project teams. I typically spend $8 to $10 every visit, by the time I buy one or two beverages and a snack. Multiply that by the 200 or 250 days I visit a coffee shop every year, then multiply that by the 6 million or so college students in the United States, and you’ll end up with a very large number indeed.

So I’d like to pose a question: Why do so many of those college students choose to spend their money at locally owned coffee shops, rather than at Starbucks? I’ll admit that many people my age feel a sense of antipathy toward any large corporation. You may never be able to do much about this part of the problem. However, another key reason has emerged in the past few years, and it’s a situation you certainly can address: free wireless access.

Here at the University of Wisconsin–Madison (and at most every other college these days I am sure), students need network access for virtually every aspect of college life, from communicating with our professors to conducting research to planning our social lives. We need access everywhere we go, it seems, and being on tight budgets, we’ll go anywhere we can get free wireless access.

I don’t have the market research data one would need to confirm this, but I am sure that many college students would spend more of their coffee and snack budgets at Starbucks if you were to offer free wireless. And considering how inexpensive the equipment is these days, you probably wouldn’t need many new customers at each store to justify the cost of providing the equipment and network connection.

In addition, just knowing that Starbucks was paying attention to the needs of cash-strapped college students might even change a few of the anti-Starbucks minds of my generation.

In closing, if you look into this opportunity, you might just find a vast new segment of the market willing to switch to Starbucks. Thank you for considering this matter.

5. GIVE A LITTLE TO GET A LOT: SUGGESTING FREE WIRELESS AT STARBUCKS (Below-average solution)

Dear Starbucks,

I’d like to help your company lure in more customers so that your can make more money: Offer free wireless access in your stores.

I’m a college student and usually spend my time (and money) at local coffee shops. No doubt your company recognizes that many students my age do not look favorably on large corporations such as yours, and offering free wireless access is but one way you could help turn this around.

College students need to be able to access the Internet from wherever we are and given our

tight budgets, if we could tap into free wireless access at your coffee houses, that’s where we’d go.

If you begin to offer this new service, then you’ll be proving to us college students that your company does really care about our needs and that you’re doing everything you can to make us happy.

I hope that you’ll be able to begin offering this free service soon. Thanks for your consideration.

Sincerely,

6. OUTSOURCING: LETTER FROM KELLY SERVICES OFFERING SOLUTIONSTo gain attention, open with a solution to a problem. Use Kelly’s newest offering (KMS) to focus interest on what might otherwise be old news for human resources executives. Describe the new services (features) that Kelly offers, but imply many of the benefits to avoid insulting knowledgeable readers. Include facts about the company that even knowledgeable readers might not know. Make the call for action easy, no-risk, and direct. Then conclude the letter with benefits.

KELLY SERVICES®, INC.999 W. Big Beaver Road, Troy, Michigan 48084

(313) 295-6012 www.kellyservices.com[Date]

[Inside address]

Subject: Finding the Best Employees for Less

Dear _______:

Do you need a team that can get the job done but lack the time for choosing, hiring, and training? Kelly Management Services (KMS) is your one-call solution.At Kelly, you can choose from complete outsourcing services in several categories, including office services, administrative services, transaction processing operations, distribution services, and customer service operations. With a simple phone call, you have an entire department ready to fill your needs immediately—already trained, supervised, and up to speed. When the job is completed, your obligation ends quickly and easily—until the next time you need our help.

Of course, if your task can be handled by one or two employees, Kelly still offers the temporary staffing solutions that have made it a Fortune 500 company with 2,400 offices in 26 countries. We now provide staffing solutions for 95 percent of Fortune 500 companies. That includes technical writers, computer programmers, mechanical engineers, assemblers, data management experts, and office experts in whichever software programs you specify. By assuming all responsibility for hiring, firing, training, and benefits, Kelly Services removes the burden of maintaining a beefed-up workforce, so your company can run “lean and efficient” year-round.

Last year, Chrysler Corporation presented us with its Gold Pentastar Award as a “best-in-class supplier” for excellence in “quality, customer satisfaction, technology, and delivery” of contract labor with office/clerical, information technology, and engineering skills. We can do the same for you, and more.

We choose the best—and many of our temporary workers love their flexible jobs so much that they stay with Kelly. On the other hand, if you want to preview new employees for “no-risk hiring,” we’ll work with you to preselect the best people to fill your temporary-to-permanent positions. After the

temporary trial period, both you and your new employee will be sure of the fit—creating happier, more productive, and longer-lasting partnerships.

To learn more about KMS or other Kelly Services, call (313) 295-6012 to speak with a representative. We’ll be glad to meet with you at your offices to discuss how we can help fill your staffing requirements faster, better, and cheaper, with measurable gains in quality and efficiency!

Sincerely,

Shania HeikkilaMarketing ManagerSH:ld

7. ALWAYS URGENT: MEMO PLEADING CASE FOR HOSTING A RED CROSS BLOOD DRIVE (Above-average solution)

The subject line is informative, without revealing the request. The memo opens with a human-interest anecdote, weaving emotional appeals in with logical appeals as it lays out the facts and builds a sense of urgency. As the writer explains the facts, he addresses concerns he knows the directors will have, such as who will manage the blood drive and how it will benefit the casino (community stature, visibility, charitable instincts, etc.). The writer anticipates and answers possible objections. He carefully describes what he’s asking readers to do (authorize the drive, donate food and drinks). The message ends with a final emotional appeal.

DATE: August 18, 2009

TO: The Pechanga Board of Directors

FROM: Justin Morfitt, Food Service Manager JM

SUBJECT: Community Image Enhancement Project

Pechanga Casino has an opportunity to enhance its image in the community while helping to correct a

serious situation. Today, the American Red Cross issued an emergency call for blood donations. Their

supplies are nearly depleted.

Just imagine being wheeled in for open-heart surgery—scary, right? Now imagine you’re only a week old.

That’s how old baby Melissa was when she had her first operation for multiple congenital heart defects.

The surgery kept Melissa alive—and the donated blood of total strangers gave her a gift that can’t be

measured in dollars.

Melissa is five now, thanks to the generous donors who gave her more than 50 units of blood over the

years. Her mother recently wrote to the American Red Cross to thank everyone who sat down, rolled up

their sleeves, and “gave a piece of themselves” to keep Melissa alive. Indeed, such extraordinary acts of

selflessness save thousands of lives every day.

A single pint of blood can help up to four people. But donated blood lasts only 72 hours. So when there’s

no national emergency to inspire us, we forget to donate—and supplies can run dangerously low. This

emergency threatens the lives not only of surgery patients like Melissa but also of accident victims, cancer

patients, and so many others who need blood or blood products on a regular basis. The Red Cross supplies

50 percent of the nation’s blood, so if an earthquake, tornado, flood, fire, or terrorist attack should occur

now, there won’t be enough blood to help the victims.

Pechanga Casino can help reverse this crisis by sponsoring an emergency Red Cross Mobile Blood Drive

in the casino’s parking lot. After organizing our successful Toys for Tots drive last year, I’m confident that

I can handle all the hosting and promotional requirements, with help from our local Red Cross chapter.

Because of the national emergency, we should schedule the drive as soon as we can book the

Bloodmobile. We’ll be joining other responsible Temecula firms, from restaurants to law offices, who

sponsor such blood drives.

The American Red Cross provides all of its assistance free of charge. The local chapter describes itself as

“a humanitarian organization led by volunteers and guided by the Fundamental Principles of the

International Red Cross Movement.” Its mission is “to prevent and alleviate human suffering wherever it

may be found.” The Red Cross is able to accomplish this mission only through the generosity and

compassion of businesses like ours, businesses who donate time, money, skills, and in this case, “a piece of

themselves.”

I’ve been a blood donor myself for years now, and I can tell you that the emotional rewards of this simple

act of giving far outweigh any minor inconvenience. However, only 5 percent of those eligible to donate

blood think of doing so. That’s one reason that Pechanga can offer the perfect location for encouraging

new donors. We already have so many employees and customers on hand, and our publicity about the

Blood Drive will draw members of the community who haven’t previously visited the casino.

If you approve, I can call the Red Cross today to start working out the details. Blood donors (who must be

17 and weigh at least 110 pounds) will need to be well fed, hydrated, and rested before donating blood—

we’ll include those suggestions in our advertising. Afterward, they’re usually given orange juice. It would

be a wonderful, supportive gesture for Pechanga to donate water, orange juice, and snacks for donors

during the event. I can certainly organize such provisions with my food service staff. Donors who come to

the drive will appreciate our generosity, and Pechanga’s active role in the community will become more

visible as we help the Red Cross during this blood supply crisis.

If we all pitch in and do what we can, there won’t be a “baby Melissa” out there who doesn’t make it

simply because the blood she needed wasn’t available to keep her alive.

7. ALWAYS URGENT: LETTER PLEADING CASE FOR HOSTING A RED CROSS BLOOD DRIVE (Below-average solution)

The subject line will not catch the readers’ attention in a positive way. The writer fails to use the AIDA model to get the readers’ attention and then build interest and desire before requesting action. The explanation intended to build interest or desire lacks specific details that could help convince the readers. Total costs to the organization are somewhat unclear. Negative connotation words such as “blight” or “eyesore” detract from the positive tone that should pervade letter.

DATE: August 18, 2009TO: Board of Directors, Pechanga Casino Entertainment CenterFROM: David Green

DG

SUBJECT: Request

I would like to help Pechanga host a blood drive. I’ve contacted the Red Cross, and they tell me they can have their bloodmobile available if we provide some support.

I got the idea when I was listening to the radio this morning and heard that national supplies are dangerously low. Donating blood is always a good thing to do, and I have done it myself before, many times. It’s not so bad. Pechanga can offer quite a few potential donors, since we have so many

employees and gamblers on the premises.Will you approve the drive? Don’t worry about the hassles of promoting it or providing snacks and drinks (orange juice) for donors. My food services colleagues and I can take care of all that.

It’s the right thing to do, and Pechanga will look good to the rest of the community for promoting a public service event like this one. As you know, many locals think our casino is something of a blight or an eyesore. This could change their minds, and they might wind up becoming customers.

Please let me know of your decision at your earliest possible convenience.

In case you didn’t realize it, the Red Cross is the largest agency providing blood support in the country. It’s developed a lot of special techniques for handling the blood it collects, but it doesn’t last very long, so they always need new donors.

8. SELLING YOUR IDEA: SALES LETTER PROMOTING A PRODUCT OF YOUR OWN INVENTION (Above-average solution)

The letter begins with an effective attention getter. The following paragraphs relate information about the product and build interest and desire. The writer uses vivid wording to describe the various features of the product. The bulleted list assists the reader in quickly understanding the message. The close pushes for action and makes it easy for the reader to comply.

LAPSWIM4950 Alabama Ave., Woodbridge, VA 21321

(703) 494-3400 fax: (703) 494-8912 lapswim.com

April 27, 2009

[address]

Dear [name]:

Do you ever wish you had a bigger pool so that lap swimming was enjoyable . . . or even possible? We have great news for you swimmers who would like to get some serious exercise in your own pool, even if it isn’t Olympic size!

Now you can get the equivalent of laps in a competition size pool, even if your pool is short. In fact, two adults could use a 15 diameter pool at the same time and get in a great workout of 30 minutes or longer. How? Just use our LapSwim Tethers.

Here’s how they work:

LapSwim Tethers fasten to the ladder of your pool with large, strong S hooks. (Or, if you have a typical above ground pool, the tethers will also hook securely over the top edge.)

Our stretchable tethers attach comfortably and safely over your shoulders, allowing you to get in a great workout with your toes only inches from the edge of the pool. These tethers allow you to stretch out for a full free-style swim. Plus, following diagrams that accompany the tethers, you can adjust them to allow you to swim breaststroke or backstroke.

The tethers are made of a stretchable material that retains its strength after hundreds of workouts. You don’t have to worry about the tethers losing elasticity after just a few days.

The tethers are easily and quickly adjustable, so other family members can also use them too. LapSwim Tethers dry quickly and resist mildew. Like swimsuits, they will last even longer if

they are rinsed in clear water after swimming. Tethers come in your choice of three colors: green, blue, or black.

Even if you have a full-size pool, Lap Swim Tethers are great. They allow you to get in a great workout while others are playing volleyball, floating, and frolicking in another part of the pool. You no longer have to worry about weaving your way around other swimmers or scheduling your lap swim time when everyone else is doing other things.

At $24.95, LapSwim Tethers will become one of your favorite pool accessories. Better yet, order two sets so that two people can have an invigorating workout—side by side—in a pool that could never before have been considered a lap pool. To order your tethers, simply fill in the enclosed order form and drop it in the mail. Your tethers will be shipped within 72 hours of receiving your order. You can also visit us at lapswim.com to learn more and to view numerous photos showing LapSwim Tethers in use.

Sincerely,

Patricia BrinkmanSales Director

8. SELLING YOUR IDEA: SALES LETTER PROMOTING A PRODUCT OF YOUR OWN INVENTION (Below-average solution)

This letter lacks a real attention getter. More vivid wording is needed to help create interest. More specifics about how it can work in pools of various sizes and more details about the product will help build interest and desire. The closing paragraph invites the reader to action, but it does so in an uncreative way.

LAPSWIM4950 Alabama Ave., Woodbridge, VA 21321

(703) 494-3400 fax: (703) 494-8912 lapswim.com

April 27, 2009

[address]

Dear [name]:

Lap Swim Tethers are a new invention to aid the serious lap swimmer who may not have a large pool like those found at health clubs. Read on to learn more about this clever new product.

Lap Swim Tethers are made of stretchable material and fasten to the ladder of your pool (or to the top edge of an above-ground pool). You can stretch out to do your “laps,” but the laps are completed while your toes remain just inches from the side of the pool. Think how many laps you would accumulate if you use the tethers to swim for 30 minutes! Lap Swim Tethers are adjustable and come in several colors.

For just $24.95 you can soon be swimming those laps and getting in shape. Fill out the necessary information on the order card and mail it today. We’ll get your Lap Swim Tethers boxed up and on their way to you as quickly as we can. We are sure you will agree they are worth the price.

Sincerely,

Patricia ParkhurstMarketing Director

9. INSTANT PRMOTION: TEXT MESSAGE FROM HILTON HOTELS TO FREQUENT GUESTS (Above–average solution)

Tee off in Egypt!

Cost: $575 (U.S.) per person/day (double room)Where: Hilton Pyramids Golf Resort—Cairo, Egypt

Must See: Pyramids of Giza Karl Litten’s Golf course

Stay 7 nights/8 daysIncludes: Breakfast and transportation from airport to resort

Two rounds of golf per person at: Dreamland Golf Course Soleimaneia Pyramids Golf & Country Club Course Deadline: 1/15/2010. Mention code G7.

9. INSTANT PRMOTION: TEXT MESSAGE FROM HILTON HOTELS TO FREQUENT GUESTS (Below–average solution)

Hilton Honor members: $575.00 (US) per person/day (double room), valid through Jan. 15, 2008, stay at Hilton Pyramids Golf resort in Cairo, Egypt for 7 nights/8 days including breakfast, service charge, and tax. Airport transportation to the Dreamland Course; play 2 rounds of golf per person at Dreamland and Soleimaneia Pyramids. Be amazed at Karl Litten’s beautiful course. Availability and restrictions apply.

10. HELPING CHILDREN: INSTANT MESSAGE HOLIDAY FUND DRIVE AT IBM (Above-average solution)

At IBM we are proud of our employees and their dedication to our mission of corporate citizenship. Just two days from now, Tuesday 12/20, all collection bins will be removed and distributed to those in need. Please don’t forget this important mission and plan to make your donations today. I can be reached at 1-800-658-3899 Ext/ 3342 to assist with credit card contributions or other information.

10. HELPING CHILDREN: INSTANT MESSAGE HOLIDAY FUND DRIVE AT IBM (Below-average solution)

IBM is proud of our employees’ dedication to our mission of corporate citizenship. Our company has always believed in presenting the community with charitable contributions when we can. Just two days from now, Tuesday 12/20, all collection bins will be removed from their sites, and the items you donated will be distributed to those in need in our community. Please don’t forget this important mission—make your donations today. I can be reached at 1-800-658-3899 Ext/ 3342 to assist with

credit card contributions or other information. Don’t forget to respond; we are counting on you to help the community.

11. HELPING OUT: MESSAGE TO WHOLE FOODS MARKET MANAGERS

Use the AIDA model (attention, interest, desire, action). Start with an attention-getter. Provide enough detail to support your request. Think about benefits for the receiver of your memo and write accordingly. Keep the memo brief with specific instructions on how employees can give you their ideas. Offer an incentive to promote action.

WHOLE FOODS MARKET MEMORANDUM

Date: 27 February 2009 01:12:15 -0800From: Jessie Fortuna <j_fortuna@wholefoods.com>To: <storemanagers@wholefoods.com>CC:BCC:Attached:Subject: Please send your ideas for a nationwide food-donation program

Dear Whole Foods Managers,

We are doing it—not only are we providing quality foods to our customers but we are also making a difference in our neighborhoods and communities with volunteer programs. Many of you are doing a great job donating goods and supplies to the soup kitchens in your local communities. And now we can expand those programs to support our corporate motto: “Whole Foods, Whole People, Whole Planet.”

Here in Atlanta, we’ve had great success with our “Whole Foods for Life” program. Teaming up with our local food banks, we’re making food available wherever it is most needed. The program has worked so well in Atlanta that the company wants to make it a national effort. By streamlining the process companywide, we should be able to increase the number of people we help, and we can get even more of our employees involved.

Please give us your input and assistance. Send us the great ideas you’ve gleaned from your own local experience. Even if you don’t have a food-donation program currently in place, your ideas and those from your employees are crucial to launching this charitable project.

Of course, money for this program is limited, so we’re hoping to use resources already available to us. For example, someone recently suggested using trucks from our suburban branches to make the program “mobile.” Someone else suggested that we partner with a department store or other retail outlet so that both food and clothing can be provided. We can all look at these and many other suggestions during the March 15 managers meeting.

Please share this message with your employees, and ask them for their thoughts. I’ve enclosed “Whole Foods for Life” badges for you to give any employees who generate ideas. Please relay ideas via e-mail or memo to Sandy Stromb here in the Atlanta office. We’ll have a complete list of ideas to look over at our March meeting, and together we’ll choose the best ones to develop the new companywide “Whole Foods For Life” program.

See you at the March meeting!

12. MESSAGE TO AN ANGEL: INTRODUCING YOUR COMPANY TO AN

INVESTOR

Take advantage of the fact that Sparks has already expressed an interest in finding promising investment opportunities. Open with a statement that indicates you heard her comments at the luncheon, and that your e-mail is a response to those remarks. Use the AIDA plan to explain how you and your business meet the criteria she established, and emphasize that WorldConnect’s early success is a sign of good things to come. End with a specific request for a meeting, and include the information she would need to get in touch with you.

Return–Path: <mburnett@worldconnect.com>Date: Mon, 31 March 2007 08:55:17 (EST)From: Michael Burnett <mburnett@worldconnect.com>To: Melinda Sparks <sparks_m@suddenlink.net>Subject:

Dear Ms. Sparks,

After hearing your comments at yesterday’s Entrepreneur’s Lunch Forum, I’m confident that investing in my company would help you meet your financial goals.

WorldConnect Language Services (headquartered in Memphis, Tennessee) provides interpreters and translation services for business professionals. The demand for these services is widespread: within two months of opening, our office was booked to capacity. WorldConnect’s ongoing success reflects a strong commitment to growth through knowing our customers’ needs and meeting them in every way.

Our company’s success in Memphis is only the beginning. I’ve researched the entire Southeast region to locate 10 other cities that offer especially promising opportunities for WorldConnect. These locations are already attracting international business, but are struggling to accommodate the language challenges that come with it.

These opportunities offer remarkable profit potential, and I’d like to talk with you about sharing in those gains. Please let me know when your schedule would allow us to meet—sometime within the next four weeks would be ideal. I can be reached via e-mail at the address above or by phone at (901) 555-1212.

Sincerely,

Michael BurnettOwner, WorldConnect Language Services

13. WEB ACCESSIBILITY ADVOCACY: IT’S NOT “WORLD WIDE” IF ITDOESN’T INCLUDE EVERYBODY

This post is intended for an internal audience, so you can address readers with more familiarity than you would if you were writing for customers and clients. At the same time, be sure not to include anything that would be likely to cause problems if someone shared your post with the public. Highlight the

benefits your company can gain from acting on your comments, and make it easy for readers to understand all the reasons that increasing web accessibility is a good idea.

REALITY CHECK: INCREASING OUR COMPANY’S ACCESSIBILITY IN CYBERSPACEFor years, businesses have worked to make their buildings more accessible to those with special needs. As the internet becomes increasingly vital as a way of connecting with customers and clients, that effort has extended to the web. More and more companies are taking a second look at their websites to find ways of making them more accessible. This obviously makes good business sense, but can also help companies avoid legal problems and enjoy enormous benefits in terms of public relations. While we’ve done well in terms of updating our brick-and-mortar facilities, our company has a lot to work on when it comes to the accessibility of our website. Small fonts abound, and it takes 9-10 clicks in many cases for customers to get to the pages they need. Based on information from the Web Accessibility Initiative (www.w3.org/WAI), I’m convinced that the time and energy it would take to update our site would be worthwhile for many reasons, including:1. Financial Gains and Cost Savings: More potential customers could easily access our site, which would mean better exposure for the products and services we offer. Also, if more customers could find answers on our website, traffic would likely decrease at our telephone customer service center (which, as you know, is very costly to staff and maintain). 2. Reduced Risk of Legal Action: Many companies have been sued for failing to make their buildings adequately accessible. If it hasn’t happened already, it’s only a matter of time before the legal system turns its attention to corporate websites. Many laws and policies are already in place requiring that websites be accessible, and we need to stay ahead of the curve on this to protect our interests.3. Public Relations Benefits: Our company could gain a reputation as a leader in increasing accessibility on the web. We’ve already shown a deep commitment to meeting the needs of every customer. Why not expand on this and enhance our image in the process?

1. TIME TO LOSE: PROMOTING THE 6 WEEK SOLUTION AT CURVES

Use the direct approach to highlight what makes this plan different and better than the many diet plans that are available. The headings in bold on the webpage can help you determine what to include in your revision. (The one below contains 285 words.)

Are you tired of diet plans that leave you hungry and frustrated? The Curves 6 Week Solution can help you achieve your weight-loss goals and improve your ability to maintain a healthy weight. In small classes with other women just like you, you’ll get a tote bag filled with lots of helpful tools, and you’ll gain the knowledge and willpower you need to lose those excess pounds for good.

What makes the Curves 6 Week Solution better than all those other diet plans? First, it revs your metabolism to help your body burn more calories even when you’re not exercising. This is a permanent benefit that can prevent you from having to diet again--ever! Second, it allows you to eat five small meals a day (rather than three large ones). By the time you start to feel hungry, it’s likely to be time for another meal! Third, the 6 Week Solution offers a wide variety of food. The specific foods you eat will depend on whether you choose the higher protein option or the higher carbohydrate option, but either way no foods are off-limits. The Curves 6 Week Solution is also very healthful. Since you’ll be encouraged to eat from all food groups, your body will continue to receive the nutrients it needs.

The best reason to try the Curves 6 Week Solution is that it works. Scientists at Baylor University have put our plan to the test under the close supervision of Richard B. Kreider, PhD, FACSM, and found that women on the Curves plan have lost weight, boosted their metabolism, lost body fat, and enjoyed several other benefits. Call us today at 555-1212 to sign up for the Curves 6 Week Solution.

15. TRY IT—YOU JUST MIGHT LIKE IT: CONVINCING CONSUMERS TOSAMPLE BEEFALO

Focus the document on addressing what consumers will be most interested in learning: what is beefalo, and how does it compare to beef? Present the table from the exercise as a concise way to show your audience how beefalo is a better choice than beef for health-conscious consumers.