University Project: Communication Strategy for ATEED (February 2018)

This report provides a comprehensive analysis of ATEED's communication strategy, addressing the organization's challenges in employee engagement and business performance. It begins with an overview of ATEED's mission, highlighting its role in Auckland's economic development. The report identifies the lack of effective internal communication as a primary cause of organizational failures and proposes a new communication strategy. The strategy includes setting clear goals, identifying the target audience (ATEED employees), and crafting relevant messages. It details both direct and indirect communication methods, including verbal and written communication, and provides examples such as meetings, group discussions, emails, and written documents. The report outlines the frequency and cost of implementing the proposed communication strategy, including a cost breakdown and a plan for increasing the scope of communication efforts over time. It concludes by summarizing the key elements of the communication strategy and its potential to improve employee motivation and organizational success.

Running head: COMMUNICATION STRATEGY IN ATEED
COMMUNICATION STRATEGY IN ATEED
Student name:
University name:
Author note:

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COMMUNICATION STRATEGY IN ATEED
To: The Project Maneger
From: ATEED Team
Date: February 7, 2018
Subject: Business communication strategy
Sir,
As being pointed out that ATEED is facing serious staff maintainance problem. This can
be considered as the basic reason for its business failures. But the situation can be improved with
some internal communication strategy. A description of the institution and a proposed
communication strategy is written below:
ATEED or Auckland tourism events and Economic developments is an institution
dedicated to the growth and development of opportunities and prosperity of Auckland. It is a
result of the amalgamation of 8 government councils of Auckland (Boies, Fiset & Gill, 2015).
The vision was to make Auckland as one of the most livable city. They help people who are
dedicated towards this task, means the small and medium organizations and initiatives and the
new works that attract business opportunities and job creations and encourages entrepreneurships
and innovations , increases revenue through tourism and boost Auckland’s identity and its
position to stand out globally.
It is a part of the family of councils and deals with the councils within the family and
other government organizations and industrial agencies and the different non government sector
like industrial clusters and the universities (Grégoire, Salle & Tripp, 2015). Ateed always try to

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build a business environment that thrives on business opportunities and new thinking and people
with a set of new and active though process and lots of collaborations. They try to make the
business environment more business ready and the export ready and grow a new skilled
workforce.
It is dedicated for the development of a few particular sector like the Auckland plus that
is the economic and the regional development, enterprising a certain part like Macau, the north
shore and the Waitakere that is the local economic development, the movies and the filming part
of Auckland that is the cultural sector and the regional film office, Auckland tourism that is the
transportation system a bit and other facilities related to the tourism sector and maintaining the
tourism plots or the visitor plots, I-Site visitor center like the basic tourist attraction spots
(Gruber et al., 2015). These plots are basically responsible for the growth of Auckland can
reshape the condition of the city, increase its economic collection and prosper it like never
before. But as the current report says that the organization has failed to a great extend in all of its
initiatives. The works are not being carried properly and the money and all the effort that has
been engaged in the organization is just going in vain. The most important reason as being
recognized for this failure is inefficiency of the company in uniting its workers. One of the major
sources of success for any organization is its worker strength and that is being here due to
improper maintenance of this sector. The organization needs to develop a whole new strategy to
motivate its worker strength and an efficient way for this purpose is the communications
strategy. The communication strategy can be said is the strategy of connecting with people with
the help of commutation (). It deals with reaching the targeted people with the views and
expressing the views properly. A communication strategy is like a map, the journey of an
individual or an organization is the biggest picture of the organization aim. A study of the whole

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situation is being made here and communication strategy can be formulated in the below written
way.
The strategy
The steps of the strategy along with the study of organization are being made here:
Setting of goals:
Setting the objective of the strategy is the most important task of strategy making. The
goal of Ateed is to communicate with employees and making them work efficiently and making
them work together. Encouraging and stimulating employees is their need (Snell, Morris &
Bohlander 2015). An important question here is what is the need of the goal or the goal is
appropriate or not (Wirtz et al., 2016). According to the reports, this is the reason for failure of
the organization. Employees are their only focus for the time period. Ways should be developed
here for closing gaps between the current beliefs, actions and desired out comes.
Targeted audience:
The targeted audience should be calculated first based on the numbers and the peoples.
They should be understood properly for understanding the ways of communicating more
efficiently. The targeted audience here is employees of Ateed. They have to segmented properly
so as to make the communication process more relevant and the targets can be achieved with an
ease (Schnackenberg & Tomlinson, 2016). Few questions have to be kept in mind and the
answered are to be collected:

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 What are the likes and the dislike and preferences of the employees?
 What are the interests of employees?
 What are the processes of their consuming information?
 What is the location of the employees like where does they stay.
 Who are considered by the employees as their leaders and what the contribution
of the people in organizational processes are.
 Which is the most active group in the whole office?
 What are the types of messages that get most likes and most comments in the
office environments? Obviously these points are related to the social media and in
office bulletin boards and all the office local websites.
Messages:
The message transmission is the main motive of the communication process. The
required messages are needed to be constructed with proper care (Roth, 2014). Objectives of the
company need to be encoded in the messages and the aim of the company should be alienated
with it. Starting can be made within the most important targeted audiences. The messages should
be relevant and could be understood with an ease. There should be continuity in the whole
messages. It is important that people should understand the message. There are two types of
messages like direct messages and indirect messages:
Direct messages: One that have to be conveyed directly to someone either by speaking it or by
writing it through mails or letters or through any other source. For ATEED, the direct message
will be to talk to the employees directly regarding the current situation of the company, to

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motivate them through some motivational speeches or conversations, to tell them about the
future aspects of the institution, and how to reach a higher level of success.
Indirect messages: Indirect messages means body languages, talking tone, behavior with the
employees (Royle & Laing, 2014). One should have a positive body language like paying
complete attention while talking to the employees, should behave well with them while
interacting and the talking tone should no sound friendly.

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Method:
The method of communication strategy consists of various ways like:
Verbal or oral communication:
Verbal communication means transmission of messages orally or with the use of words.
This is known as the most effective form of communication and can be conducted face-to-face or
over phone calls or in group settings like in meetings. An advantage of these communication
methods is that, one can observe reactions or the body languages of the opposite person which is
a very helpful point for continuation of any conversation (Voinea et al., 2015). One can identity
here whether the opposite person is liking the conversation or is getting offended with it.
Commonly used methods of verbal communication in an office environment are like:
Story telling: It is one of the most effective with an advantage of conducting a common message
to each and every individual who are listening (Moritz, Block & Lutz, 2015). This type of
communication process is being adopted in general meetings or at times when communications
are made in group or in group conversations like meetings within a department or meetings
within managers or sales meetings. They are helpful in conveying the aims and objectives of an
institution and the ways or the road maps in which things are done in any organizations.
Crucial conversations: This is a story telling category where conversations are done with more
planning and with using key skills. These are more formal than daily conversations and are
generally used in meeting or in presentation sessions (Mishra, Boynton & Mishra, 2014).
Crucial discussions are carried out through this ways in which a proper planning of the key
matter are needed and where the risks are high, opinions may differ in a group of persons and
the emotions and sentiments are high.

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Written communication method:
This is an important media of communication and is used in abundance in work places.
This include the traditional technique like the pen and paper technique like letter writing and
written message conveying technique through the use of internet like emailing, texting, reports,
electronic documents which are typed or anything else that can be conveyed through writing
symbols in any day to day business communications (Testa et al., 2015). These are indispensable
ways for any business communications and are used for the issue of any legal instructions.
Most important examples of using written communication methods are press releases,
contracts, business proposals, handbooks, brochures and others. Few criteria should be followed
while writing like vocabulary, writing clarity, grammar and the style of writing (Matos Marques
Simoes & Esposito, 2014). This type of communication style is particularly suitable for
situations where detailed instructions are to be placed or where the concerned person is not
physically present in the moment (Lodhia, 2015). Ways of this communication method include
Email: This is the most common tool for non verbal communication. This is usually the most
used one and is inexpensive.
Other methods of communication are Oral Communication; Face to face communication
which can be conducted in Meetings, Non verbal method of communication which includes
physical non verbal communication, paralanguage and visual communication.

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Example of Communication Method:
The given communication method is applied on a group of people as being selected in the
office premise (Killian & McManus, 2015). They are people from HR department and they
consist of a group of 15 people.
Setting of goals The goal of the application of verbal
communication process is to make employees work
more efficiently and further motivate them.
Targeted audience The targeted audience here is a group of 15 people
from HR department. They are HR executives.
Messages Direct messages that needs to be conveyed are
motivational messages, conveying the aims of the
company and the required work process and work
efficiency.
Method Method for communication that has to be used here
is verbal communication. The sessions will be held
in the forms of meetings and group discussions.
Frequency People frequency here is 15 in number. The
sessions are carried out twice in every week.
Cost The total cost required for this session is $1250.

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Frequency:
Frequency of people considered here are 15 in number. The said communication method
will be conducted in a frequency of twice a week (Huotari et al., 2015). People frequency has to
be increased in the next week and total number of people involved will be 25 which can include
people from departments other than HR department. This session count will be increased in the
next week by 4 times a week.
Cost:
The required cost for this communication strategy can be summarized as:-
ANTICIPATED SALES TOTAL $(000) 750
PERSONNEL (% OF TOTAL SALES) 15%
Human Resources - Headcount 8
Human Resources - Cost 64.00
Quality Control 50.00
Training 25
Telemarketing Total $(000) 25.00
Human Resources - Headcount 0.75
Hosting 10
Support & Maintenance 25
Internet Marketing Total $(000) 535.75
Direct Mail (% of Direct Sales)
Human Resources - Cost
Material 1000
Postage 250
Direct Mail Total $(000) 1,250.00
Fig 1: Cost for the communication strategy.
Source: (Created by author)
The total cost can be divided in three sections as shown in the table. The total cost is
hence $1250.

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Conclusion:
It can be concluded from the report that the communication strategy can be called as the
most effective tool regarding taking all the employees together and make them work together.
The exact problems can be addressed with care and can be handled here one by one. Message
needs to be constructed with proper care since that is the framing structure of this strategy. They
also needed to be spread carefully. The people concerned here have to remain careful regarding
their behaviors and dealing with employees. If can be adopted with care, then this process will
really be able to solve the problems of Ateed in no time.

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References
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Gruber, M., De Leon, N., George, G., & Thompson, P. (2015). Managing by design. Academy of
Management Journal, 58(1), 1-7.
Huotari, L., Ulkuniemi, P., Saraniemi, S., & Mäläskä, M. (2015). Analysis of content creation in
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770.
Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era:
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Lodhia, S. (2015). Exploring the transition to integrated reporting through a practice lens: an
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Matos Marques Simoes, P., & Esposito, M. (2014). Improving change management: How
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