I know that the Turkey Farmers Association of Australia is keen on launching a media campaign aimed at encouraging the daily turkey consumption of Australia instead of just Christmas (turkeyfed.com.au, 2018). This would also allow the turkey producers in expansion of the sales. Besides, I also understand that turkey is a healthy alternative to red meat and chicken and is also a versatile and inexpensive meal. I have found that when asked about the ideas of the campaign it was the larger producers who put forward marketing proposals to which smaller producers seemed to comply. The producers have put forward proposals that seem quite interesting. The first proposal mentioned that to increase the consumption of turkey advertisements there need to be an increase in the viewership on a frequent basis so that the message sinks it. The second proposal suggested running radio advertisements on Thursdays or Saturdays when most people do the shopping. This would enable people to hear the advertisements on the way to the supermarket. The third proposal focused on getting more people to view the advertisement once either across radio, newspaper, television and magazines so that it can distributed evenly across the week. The fourth proposal put forward suggestions in spreading the message either through store samples, direct marketing and Facebook group that helps in the development of an ongoing dialogue with the consumers.
I personally believe that advertisements along with a combination of direct marketing, samples and creation of a Facebook group will help in the successful implementation of the campaign. However, before implementation I would like to address the problems related to the internal communication.
Let me know show you all the quantitative and the qualitative significance of the problems.
Problem one: This dealt with the issues of internal communication where the members were never asked for opinions and the decisions made by Turkey Farmers Association of Australia was not communicated well. The members only came to know about any decision when it was either talked about or advertised in the media. The quantitative significance has been substantial loss in the number of suitable opinions from the different members towards a better solution. The qualitative significance has been harming the sentiments of the members thereby giving a bigger picture to the problem.
Problem two: This dealt with the difficulty in communication with all the members of Turkey Farmers Association are spread across the Australian subcontinent. It therefore became almost impossible in holding meetings with all the members. The quantitative significance has been again the loss in the opinion of the various members had the meetings been taken at the same time. The qualitative significance however lies in devaluing the feedback and opinion of the members.
Problem three: This dealt with the fact that the emails sent by the Australian Turkey Farmers Association have been unprofessional and the restrictions of the budget have forced them to casually employ. The employees are mostly students who do receive a payment in return of their work. The quantitative significance the problem lies in increase in the unemployment rate for the people who are in dire need of a job. The qualitative significance lies in not only exploitation but also lack of motivation of the students who are recruited and made to work to keep the office in a running state.
I would like to hereby suggest action steps for resolving each of the problems
Problem one: Here, the issue could be that the members are unable to understand the reasons behind the decisions. Therefore, it is necessary to first undertake steps in improving the internal communication (Quirke, 2017). The first step would involve encourage the sharing of valuable information and feedback and ensure that the communication remains a two way procedure. Step two involves the managers who should lead by the example. The third step involves exciting the members about the cause of any decision making and the benefits they would receive in return (Mishra, Boynton & Mishra, 2014). In step for the association should publicly announce the goals and objectives of the decision making. Step five would involve establishing a regular process and training people the art of sharing information. The last step involves listening and considering the opinions of the members.
Problem two: The issue here may be the fact that the members do not feel comfortable in asking about the decisions made by Australian Turkey Farmers Association. This can be done by encouraging the members to be part of the decision making process. I believe that the advancement in technology has provided us with the concept of virtual meetings that allows members at different location to remain connected and also share their opinion (White, 2014). This would also make the members comfortable in clarifying decisions made by the management. This not only helps them earn recognition as individuals but also boost their morale (Bassanino, Fernando and Wu 2014). Besides, it is also necessary for the association to effectively convey the day to day conversations. Each and member should be trusted and given enough space for developing the skills of decision making. Members who has already demonstrated the responsibility and possesses the ability of making solid decisions and putting forward opinions should be given more power.
Problem three: The issue here may the lack of professional training of the association in writing emails and students are recruited as they value work experience more than a monthly payment. For writing professionals mails the Australian Turkey Farmers Association should be trained in writing message with an opening subject line. They should also be told that messages needed to be addressed to a person using formal greetings (Kolin, 2013). The emails should be short and crisp and written using a simple font. Besides, the students who are made to work for keeping the organization in a running state should be paid certain remuneration. This is because money motivates individuals and plays a huge role in influencing the performance administration (Aguinis, Joo & Gottfredson, 2013). I believe that a worker never simply views his salary in figures but considers it as a value placed on him by the employer. The level of appreciation felt by him directly impacts the overall performance. Besides, a minimum amount of payment makes the employees feel valued towards the organization. This is because the employees know that he is not just paid for getting a job done but at the same time is respected for its expertise. It is therefore to be noted that lack of payment will not only leave the employees overworked and resentful but also tired. This might also have a direct influence on the performance rates as the employees might feel less motivated in exceeding the standards and a higher rate of absenteeism.
The memo tries to provide recommended solution to the various issues faced by the members of Turkey Farmers Association, resolving of which might lead to successful campaign concerning the rise in turkey consumption on a day to day basis.
The benefit of compliance to the members or employee or organization helps in prevention of failures or errors before they might even take place (Peterson, 2013). This might lead to the reduction of the repeat task. It also helps in greater efficiency thereby leading to improved returns from the shareholders. Besides it helps in building brand loyalty and trust thereby signaling the stakeholders that compliance is the top priority of the company. Further it also helps in risk management.
References:
Aguinis, H., Joo, H., & Gottfredson, R. K. (2013). What monetary rewards can and cannot do: How to show employees the money. Business Horizons, 56(2), 241-249.
Bassanino, M., Fernando, T. and Wu, K.C., 2014. Can virtual workspaces enhance team communication and collaboration in design review meetings?. Architectural Engineering and Design Management, 10(3-4), pp.200-217.
Kolin, P. C. (2013). Successful writing at work. Cengage Learning.
Mishra, K., Boynton, L., & Mishra, A. (2014). Driving employee engagement: The expanded role of internal communications. International Journal of Business Communication, 51(2), 183-202.
Peterson, E. A. (2013). Compliance and ethics programs: competitive advantage through the law. Journal of management & governance, 17(4), 1027-1045.
Quirke, B. (2017). Making the connections: using internal communication to turn strategy into action. Routledge.
turkeyfed.com.au. (2018). Retrieved from https://www.turkeyfed.com.au
White, M. (2014). The management of virtual teams and virtual meetings. Business Information Review, 31(2), 111-117.
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