Persuasive memo: Making a Case
Scenario:
You recently took on a summer internship with Tourism Kamloops. You have noticed that
the marketing strategy for Kamloops as a destination is heavily focused on travelers
associated with sports and sporting events. However, you think that the marketing material
is not well-suited for this target audience.
Sports and sporting event visitors tend to be under-50 and often bring family. This group is
environmentally-conscious, interested in local organic food, conservation, and health. In
contrast the marketing material aimed at this group emphasizes the city’s conference
centers, local restaurants and bars, as well as evening activities. Little is said of the area’s
extensive outdoor trails, local farms and markets, and cultural and historical activities.
You have recently completed two years of study at TRU. You are excited about what you
have been learning in your marketing classes. In addition, you have been developing your
skills in writing for online platforms and graphic design.
Your manager, Jill Smith, designed the original material and is quite committed to its value,
adopting the position that whatever worked in the past is sure to work in the future. But you
know that times are changing and younger people need to see a different side of Kamloops
that is not just a highway with hotels and conference centers.
Write a memo to your manager proposing what you think might be some effective changes
to the focus of the marketing material. Outline the problem, present your solutions and think
about audience and barriers.
Instructions:
3. Write a short paragraph or two explaining your Goal for the memo, and analyzing both
Audience Need and Barriers facing this communication.
4. Write in memo form and aim to make the document as professional as possible.