PR WRITING 3480

CLIENT RESEARCH
REPORT

CREATED & PRESENTED BY:

MADISON MELOCHE
Client Research Report Page 2

TABLE OF CONTENTS
SUMMARY Page 3
INTRODUCTION, GOAL, & Page 4
COURSE PURPOSE

CURRENT COMMUNICATION Page 5

VEHICLES & PUBLICS

Page 6
SWOT ANALYSIS
Page 7
SWOT ANAYLSIS EXPLAINED
Page 8
OBJECTIVES AND
STRATAGIES

TACTICS Page 9
TACTICS CONTINUED Page 10
CONCLUSION Page 11
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SUMMARY
This page includes a summary of the research report.

The purpose of this report is to evaluate and analyze

NACMs Domestic Recruitment & Awareness sector’s
current organization goals and objectives. This report
will go over the organization’s strengths, weaknesses,
opportunities and threats. Following that, this report
will present a potential new campaign for NACM to go
over. The campaign will include specific and
measurable objectives and tactics that are both
attainable and realistic for the current organization in
the time presented.
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INTRODUCTION
This section of the report will discuss the mission, goals and purpose of the Domestic
Recruitment & Awareness division of NACM

The GOAL: reach and NACM as a whole was founded in

1896 with the purpose to promote
recruit a younger good laws for sound credit,
demographic of develop better credit practices,
members into NACM and teach businesses how to
protect against fraudulent
debtors. NACM focuses strictly on
business to business work and
prides themselves in the
education they provide their
members, elevating them in their
COURSE careers. More specifically, this
report will highlight the Domestic
PURPOSE Recruitment & Awareness
division.
Developing a campaign for the Domestic
Recruitment & Awareness division of NACM
will satisfy the requirements for COM 3480
(Public Relations Writing) and provide real
world experience to students. The purpose for
the client research report is to become familiar
with the client and set up a base for creating
other tactics in the campaign.
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COMMUNICATION VEHICLES
AND PUBLICS
Currently, NACM communicates with its public in an informative and engaging
tone through multiple channels. NACM’s current main social platform for
recruiting and communication is LinkedIn, however the NACM website as well as
NACM’s professional certification page are also utilized.

PUBLICS
As mentioned, this report is focusing on the Domestic
Recruitment & Awareness campaign which has a goal
of reaching a younger audience. The target publics
have been broken up below into primary publics,
those directly affected by NACM campaigns on a
frequent basis, and secondary publics, those not
frequently involved by NACM’s campaigns, but are
affected by the results

The primary publics for this campaign include:

Young individuals involved in credit management
Individuals that have recently entered the work
force in industries such as credit management,
credit team, finance, accounting, treasury, sales,
marketing, ect.
Students reaching the end of their education in the
fields above
Business owners and employers with young
professionals in the credit management, credit
team, finance, accounting, treasury, sales, or
marketing industries.
The secondary publics for this campaign include:
Competitors (In order to prove what NACM is
doing)
Friends and family of primary public members
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SWOT ANALYSIS
This section of the report will overview the domestic recruitment and awareness of
NACM’s Domestic Recruitment & Awareness campaign’s strengths, weaknesses,
opportunities, and threats.

STRENGTHS
Quality content, education,
and benefits to offer young
members (designation
programs)
Successful annual
conference “Credit Congress”
Discount for students
WEAKNESSES
Many members are in the
older age range
Not many social/digital
platforms to reach out to the
younger demographic on
Not many aspects of
organization directed at
target public

OPPORTUNITIES
Ability to attract and recruit
new members
Expand into new
demographic, growing
member count overall
Ability to use strengths to
increase traction
THREATS
Competitors creating
stronger reach to audience
Younger generation
uninterested in credit
education
Content unable to reach
target public
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SWOT ANALYSIS EXPLAINED

Analyzing the SWOT analysis helped to determine the current
position of the domestic recruitment and awareness division and
strengths and to highlight in the creation of a campaign. The
domestic recruitment and awareness department shows multiple
strengths, one of the largest being the education and benefits
NACM provides through the designation program. The division
also shows multiple areas of untapped potential giving the
campaign many opportunities for sucess. A thorough look at the
SWOT analysis shows that many of the division’s weaknesses and
threats can be resolved through the following campaign.
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DOMESTIC RECRUITMENT &

AWARNESS CAMPAIGN
Below is an overview of the OBJECTIVES and STRATEGIES for the proposed campaign

OBJECTIVES
1. In six months, increase the number of domestic NACM members
ages 21-30 by 25 percent.
2. In three months, increase the number of connections with
domestic young professionals working or planning to work in the
target fields ages 21-30 on LinkedIn by 20 percent.
3. In one month, create a presence on one other social media
platform in order to reach potential members age 21-30.

STRATEGIES
1. Create an organization Instagram account.
2. Create easily digestible and entertaining content to post on social
media and organization website about NACM member benefits.
3. Make connections with business news sources outside of the
organization.
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DOMESTIC RECRUITMENT &

AWARNESS CAMPAIGN
Below is an overview of the TACTICS for the proposed campaign

TACTICS
TACTIC #1
Create a news release that features how the member benefits will assist in becoming a young
professional . Include steps on where to acquire information about becoming a member.
The news releases will present the organization's recent attention on recruiting younger members
and promote the virtual conference for young professionals.
This tactic will help to increase the memberships in the target audience by upping the awareness of
NACM's focus on the demographic as well as promoting networking on LinkedIn.
TACTIC #2
Create a easily digestible fact sheet to presented at business conferences and university business
colleges in the United States.
The fact sheet will highlight the important aspects needed to promote the organizations virtual
conference event for young professionals.
This tactic will create connections with sources outside of NACM and aid in giving information to
promote the virtual conference event targeted to recruit the young demographic.
TACTIC #3
Create a feature story to be published by external business new sources to highlight the positive
aspects of the company in regards to the younger demographic.
The feature story will help to create a positive association with the organization, highlight the virtual
conference and lead the potential young members to learning more.
This tactic will aid in changing the attitude of the target audience, influencing them to learn more
about or start a membership.
TACTIC #4
Create a new letter holding current information and up coming events for NACM
The news letter will be created and distributed by NACM on digital platforms as well as in business
colleges of large universities in the United States.
This tactic will cover all things NACM, linking possible members to social platforms and encouraging
them to look into up coming recruiting events.
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DOMESTIC RECRUITMENT &

AWARNESS CAMPAIGN
Below is an overview of the TACTICS for the proposed campaign

TACTICS

TACTIC #5
Create a speech accompanied by a presentation for recruiters to present at buisness conferences
in the United States.
The speech will highlight the how becoming a NACM member will help future young
professionals get a job or excel in their current ones.
This well help in achieving objectives by connecting listeners to social media as well as
communicating directly with target audience persuading and educating them on how to join.
TACTIC #6
Create a social media plan for all social channels in order to communicate with younger
demographic best.
Plan will include posting schedule, content examples, and platform specifications.
This tactic will help greatly in creating new Linked in connections and starting up new
Instagram account with informative and engaging content on platforms the target audience is
most comfortable with
TACTIC #7
Create a number of Instagram posts filled with engaging content used to provide information
about NACM to target demographic.
Content will be posted on organizations new Instagram (see strategies) to gain traction on
social media channel and reach more of the younger audience.
This will help draw followers into the new communication vehicle, thus growing the account
and reaching new possible members.
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CONCLUSION
All together, this campaign will help the National Association of
Credit Management increase the number of members in their
organization from the younger demographic. Throughout the
course of the campaign, a number of media tactics will be
completed in order to achieve the stated goal, to reach and
recruit a younger demographic into NACM. The campaign media
tactics will be working to reach the target primary public of young
professionals involved in credit management, as well as the
secondary public of employers of businesses and superiors in
universities in the United States. Each and every tactic will work
in its own way to communicate the campaign message in a unique
and affective way.

The National Association of Credit management has many

positive benefits to offer young professionals. Working through
designation programs, attending networking events and receiving
helpful information are only a few attributes that will help the
younger age group elevate them in their careers. Between the
media efforts of the recruitment team and cooperation of publics,
this campaign will find success.