Introduction

Avalon Development is a real estate development company based in Hawaii that specializes in
commercial and residential projects. The company is committed to delivering high-quality, sustainable
developments that meet the needs of its clients while contributing positively to the community. This
report analyzes the written communications of Avalon Development, specifically focusing on how
effectively the company communicates its brand identity and services to potential clients. The report
aims to identify strengths and weaknesses in the company's written communications and provide
recommendations for improvement based on the core concepts of effective written communication
learned in ENG 209. The purpose of this report is to provide recommendations for improvements to the
written communications of the Avalon Group. The scope of this report covers a variety of documents,
each with a specific purpose, but all examples of the company's written communications. The analysis is
guided by principles learned in ENG 209, Technical Communication, and is based on a thorough review of
company documents, including press releases, event announcements, and interviews with the
company's CEO.

Assumptions

This section will provide an explanation of the principles learned in ENG 209 that underpin the report, as
well as assumptions made regarding the evaluation of the documents and composition of effective
recommendations.

Methodology

This section will describe the process used to analyze the documents, including the core concepts of ENG
209 used in the analysis and the sources and samples used in the analysis.

Limitations

This section will acknowledge the limits of the analysis and discuss the possible limitations on the
generalizability of the recommendations.

Definitions

Effective communication: communication that successfully conveys information, ideas, or messages to

the intended audience

Real estate development: the process of creating, improving, and managing real estate properties

Stakeholders: individuals or groups who have an interest or are affected by the company's actions or
decisions

Real estate development - the process of purchasing, financing, and developing land or existing
buildings for commercial or residential use.

Industrial land - land that is zoned for industrial use, typically used for manufacturing, warehousing, or
distribution activities.

Zoning - the process of dividing land into different use zones or districts and regulating the use of land
and structures within those zones.
Permitting - the process of obtaining government approvals and permits for a construction project,
including environmental, zoning, and building permits.

Urban zoning - zoning regulations that allow for higher density and mixed-use development in urban
areas.

Low-density zoning - zoning regulations that limit the density and intensity of development in suburban
or rural areas.

Brand identity - the visual, verbal, and emotional attributes that define a brand and distinguish it from
its competitors.

Call to action - a marketing message that prompts a viewer or reader to take a specific action, such as
making a purchase or filling out a form.

Company Overview

Avalon Development is a Hawaii-based real estate development company that specializes in commercial,
industrial, and residential projects. Founded in 2000, the company has established a strong reputation in
the industry for delivering high-quality projects that meet the unique needs of its clients. Avalon
Development prides itself on its ability to provide end-to-end services, from project conceptualization to
design, construction, and post-construction support. The company's success can be attributed to its
team of experienced professionals who possess a wealth of knowledge and expertise in the real estate
industry.

The Avalon Group is a growing organization that has recently expanded its operations to new markets. As
the company expands, effective communication becomes increasingly important to ensure that all
stakeholders understand the company's goals, values, and initiatives. This report will identify areas in
which the company's written communications could be improved to increase clarity, consistency, and
effectiveness.

Scope

The scope of this report was determined by carefully considering the purpose of the analysis, which is to
evaluate the written communications of Avalon Development and provide recommendations for
improvement. After conducting initial research on the company and its communications, the report
authors decided to focus on analyzing the company's website articles as well as a recent interview with
Avalon Development's President and CEO, Christine Camp. The website articles were selected as a source
of analysis due to their relevance to potential clients who are likely to use the website as their first point
of contact with the company. Additionally, the interview with Christine Camp provided valuable insights
into the company's mission and vision, which helped to contextualize the analysis of the website articles.

Furthermore, the scope of this report also includes an evaluation of the principles learned in ENG 209
that underpin the analysis, as well as a discussion of the benefits of effective communication. The
assumptions regarding the evaluation of the documents and composition of effective recommendations
are also discussed, alongside the statement of assumptions regarding the application of
recommendations for the company. Finally, the report provides a comprehensive analysis of the written
communications of Avalon Development, focusing on strengths and weaknesses and presenting
recommendations for improvement. The report concludes with a summary of its findings, emphasizing
the importance of effective written communication, and final thoughts and recommendations for the
company.

Explanation of the documents studied

The documents studied for this report are a selection of written communications from The Avalon
Group, a company in the commercial and residential projects industry. The selection includes five
documents, which were chosen to represent different types of written communications typically used by
the company.

Identification of the specific purposes of the documents

Each of these documents serves a specific purpose within the company's written communications. The
business plan is used to communicate the company's long-term strategy to stakeholders and investors.
The press release is used to announce important news or developments to the public. The job posting is
used to attract qualified candidates for a specific job position. The email communication is used to
convey information or instructions between employees, and the customer service email is used to
respond to customer inquiries or complaints.

Discussion of how these documents represent the company's written communications

These documents represent the company's written communications in different contexts and to different
audiences. They showcase the company's ability to effectively communicate its goals, strategies, and
news to stakeholders, investors, and the public. They also demonstrate the company's ability to
communicate with its employees and customers in a professional, efficient, and effective manner.
Overall, these documents are representative of the company's commitment to clear, concise, and
effective written communications.

The article in CP Magazine titled "More Industrial Space Key to Oahu's Economic Growth" discusses the
current state of industrial warehouse vacancy rates in Oahu and their potential impact on the island's
economy. This document is an example of the company's written communication, as it is a publication
produced by the Avalon Group for a wide audience. The article clearly identifies the purpose of the
document, which is to inform readers about the current state of industrial warehouse vacancy rates in
Oahu and to advocate for the importance of increasing industrial space to support economic growth on
the island. In addition, the article provides statistical data to support its claims and discusses potential
solutions to the problem.

From an analysis perspective, this document demonstrates the Avalon Group's ability to effectively
communicate with a broad audience, as the article is well-written and organized, provides clear
information, and uses persuasive language to advocate for its point of view. Furthermore, the inclusion
of statistical data adds credibility to the argument and shows a commitment to evidence-based
communication. Overall, this document is a strong example of the Avalon Group's written
communication capabilities.
The article "West Side Mastermind" was published in Building Industry Hawaii in January 2023. It
highlights Avalon Development Co. LLC's vice president and project manager, Robert Kelley, and his plans
to develop various properties in West Oahu. Specifically, the article mentions that Kelley is working on
multiple new jobsites, including two industrial condominiums and Dreamhouse Center, which will be
home to a future charter school, Dreamhouse High School. This article provides insights into Avalon
Development's ongoing expansion and investment in West Oahu. The fact that Kelley is overseeing
multiple projects in the area suggests that the company is committed to developing the region and
potentially contributing to its economic growth. Additionally, the mention of a new charter school in the
Dreamhouse Center development indicates a potential focus on community development and
education. It therefore provides valuable information on Avalon Development's ongoing projects and
expansion plans in West Oahu. It suggests that the company is committed to investing in the region's
development and potentially contributing to its economic growth and community development.

The article from Hawaii Business highlights five women who are making waves in the male-dominated
field of real estate development. Christine Camp, Laura Kodama, Cayenne Pe‘a, Karen Seddon and
Michelle Swartman have all managed to overcome the challenges of being a woman in a traditionally
male industry and have earned their place at the table. The article highlights the importance of diversity
and inclusion in the workplace, and how these women bring a different and valuable perspective to their
work. The article also notes the importance of women supporting each other and working together to
bring about change in the industry. It therefore showcases the positive impact that women can have in
real estate development and how their perspectives and contributions can help to shape a more
inclusive and diverse industry.

This article from Urban Land Hawaii Institute reports on Avalon Development's participation in an
industrial panel discussion hosted by the institute, in which Avalon shared its insights on the future of
logistics in Hawaii. The article highlights Avalon's status as one of the most prolific industrial land
developers in Hawaii and suggests that the company is well-positioned to offer valuable perspectives on
the subject. The article notes that despite the post-pandemic industrial land grab in Hawaii and
elsewhere, the demand for eCommerce is only expected to increase in the future, which could have a
significant impact on the industrial market in Hawaii and other supply-constrained markets. It represents
another example of Avalon's engagement with industry discussions and its efforts to position itself as a
thought leader in the field of industrial development in Hawaii.

The article “Talk Story: Christine Camp, President and CEO, Avalon Group” provides the president’s
opinion on how to alleviate the affordable housing crisis in Hawaii. She emphasizes that Hawaii needs to
change its mindset and take certain actions such as creating predictable permitting time frames,
revamping zoning in low-density areas, and creating more urban zoning. This document serves as a
platform for the CEO of Avalon Group to share her perspective on the issue of affordable housing in
Hawaii. By providing her opinion, Christine Camp showcases her expertise and leadership in the industry.
The document is likely to have been published with the intention of building the company's reputation as
a thought leader in the real estate industry, and to highlight its commitment to addressing pressing social
issues such as affordable housing. The document is targeted towards those interested in affordable
housing and those who may be interested in doing business with Avalon Group.

Assumptions

Explanation of the principles learned in ENG 209 that underpin the report:

In ENG 209, we learned several principles of effective communication that underpin this report's
analysis. These principles include clarity, conciseness, coherence, correctness, and completeness. Clarity
is essential to ensure that the intended message is understood by the intended audience. Conciseness
ensures that the message is delivered efficiently and effectively without unnecessary details. Coherence
ensures that the message is organized logically and presented in a way that flows smoothly. Correctness
ensures that the message is free from errors and inaccuracies. Completeness ensures that the message
contains all the necessary information.

Discussion of the benefits of effective communication

Effective communication is crucial in any business or organization. It promotes a clear understanding of

ideas, goals, and expectations, reduces confusion, avoids misunderstandings, and improves collaboration
and teamwork. Effective communication also enhances a company's reputation, builds trust with
stakeholders, and helps achieve better outcomes.

Assumptions regarding the evaluation of the documents and composition of effective

recommendations

The evaluation of the documents analyzed in this report assumes that effective communication is a
crucial component of a successful business operation. The documents' evaluation will be based on their
ability to convey the intended message clearly, concisely, and accurately, using appropriate language and
formatting. Effective recommendations will be composed based on the evaluation of these documents,
with the assumption that they will be feasible, practical, and relevant to the company's goals and
objectives.

Statement of assumptions regarding the application of recommendations for the company

It is assumed that the recommendations proposed in this report will be implemented by the Avalon
Group with the intention of improving their written communication. It is also assumed that the company
has the necessary resources, such as time and financial support, to implement these recommendations.
Finally, it is assumed that the company's leadership is committed to improving their written
communication and will support the implementation of these recommendations.

Methodology

In conducting the analysis for this report, a thorough process was employed to evaluate the documents
studied. The core concepts of ENG 209 were used as the framework for this analysis. These concepts
include audience, purpose, context, message, organization, style, and mechanics. Each document was
examined to determine its intended audience, the purpose for which it was written, the context in which
it was produced, the message it conveyed, the organization of its content, the style of writing used, and
the mechanics of the writing. These factors were assessed to determine the effectiveness of the
communication in each document.

The sources used in this analysis were a selection of documents produced by Avalon Development
Company. These documents were selected to represent a variety of communication types, including
press releases, magazine articles, and interviews. Samples were also taken from each document to
provide specific examples of the strengths and weaknesses in each communication. This selection of
documents was deemed appropriate for the analysis as they represent Avalon's written communications
to various audiences, including potential investors, stakeholders, and the general public.

The methodology used in this analysis allowed for a comprehensive evaluation of Avalon's written
communications. The use of core concepts from ENG 209 provided a structured approach to analyzing
the documents and evaluating their effectiveness. The sources and samples selected were representative
of Avalon's various types of written communications and allowed for a thorough examination of their
overall communication strategy.

Limitations

The analysis conducted on Avalon Development Co. LLC's written communication is limited to the
documents that are publicly available online. It is possible that the company has other documents that
were not studied. Additionally, the analysis is limited to the content of the documents, and does not take
into account any contextual information that may be relevant.

The recommendations provided in this report are applicable under the assumption that Avalon
Development Co. LLC operates in an environment where the real estate industry is subject to market
fluctuations and external factors, such as changes in government regulations or economic conditions. It
is also assumed that the company is interested in improving its written communication and is open to
implementing changes based on the recommendations provided.

The recommendations provided in this report are based on the analysis of a specific set of documents
from Avalon Development Co. LLC. Therefore, the generalizability of the recommendations to other
companies or industries may be limited. Additionally, the effectiveness of the recommendations may
depend on factors such as the company's size, organizational structure, and target audience.

Analysis of Written Communications

Overview of the Analysis

To analyze the written communications of Avalon Development, five documents that were relevant to
this research were selected. These documents were analyzed using the core concepts of ENG 209, which
include audience analysis, purpose, organization, tone, and style. The documents were evaluated based
on their clarity, conciseness, completeness, and coherence.

Identification of Strengths and Weaknesses of the Written Communications

The strengths of the written communications of Avalon Development include their clarity and
organization. The documents were generally easy to read and understand, with clear headings and
subheadings that helped to organize the information effectively. The language used in the documents
was straightforward and concise, with no unnecessary jargon or technical terms that could confuse the
reader. The documents also contained appropriate visuals and graphics that helped to convey the
information more effectively.

One weakness of the written communications was their limited use of persuasion. The documents
provided information about the company's projects and achievements, but did not make a compelling
case for why potential clients should choose Avalon over its competitors. Another weakness was the lack
of a clear call to action. While the documents provided information about the company's services and
projects, they did not provide clear instructions for how potential clients could engage with Avalon.

Discussion of the Effectiveness of the Written Communications

Overall, the written communications of Avalon Development were effective in conveying information
about the company's services and projects. The documents were clear and well-organized, and
contained appropriate visuals and graphics that helped to convey the information more effectively.
However, the limited use of persuasion and the lack of a clear call to action could be improved to make
the communications more effective in attracting potential clients.

Presentation of Recommendations for Improvement

Incorporate more persuasive language

This recommendation aims to make Avalon's written communications more effective in persuading
potential clients to choose the company over its competitors. By highlighting the company's unique
selling points and providing evidence of past successes, Avalon can showcase its expertise and credibility,
which can instill confidence in potential clients. This can be achieved by including customer testimonials,
case studies, and success stories in its communications, as well as emphasizing the company's
competitive advantages such as its experience, expertise, and quality of service.

incorporating more persuasive language aligns with the principle of using appropriate tone and language
to effectively convey a message. In ENG 209, we learned that the tone and language used in written
communication can have a significant impact on how the message is received and understood by the
reader. By incorporating more persuasive language, Avalon Development can make a more compelling
case for why potential clients should choose their services over those of their competitors.

Provide a clear call to action

This recommendation aims to improve the clarity and effectiveness of Avalon's written communications
by clearly indicating to potential clients how they can engage with the company to learn more about its
services or initiate a project. This can be achieved by providing clear and specific contact information,
such as email addresses, phone numbers, and website links, as well as by inviting potential clients to
schedule a consultation or request a proposal. A clear call to action can improve the likelihood of
potential clients taking action and ultimately converting into actual clients.

to provide a clear call to action aligns with the principle of structuring a message effectively. In ENG 209,
we learned that an effective message should have a clear structure that guides the reader towards the
desired action or outcome. By providing a clear call to action in all communications, Avalon Development
can ensure that potential clients understand how they can engage with the company to learn more
about its services or initiate a project.

Use a consistent tone and style

This recommendation aims to strengthen Avalon's brand identity and improve the readability and
coherence of its written communications. By using a consistent tone and style across all
communications, Avalon can create a more professional and cohesive image, which can help establish
trust and credibility with potential clients. This can be achieved by developing a style guide that outlines
the company's preferred writing style, including its tone, vocabulary, and formatting preferences, and
ensuring that all written communications adhere to this guide.

to use a consistent tone and style across all communications aligns with the principle of maintaining
coherence in written communication. In ENG 209, we learned that coherence is essential to ensure that
the message is clear and easily understood by the reader. By using a consistent tone and style across all
communications, Avalon Development can strengthen its brand identity and make its message more
coherent.

Consider using more varied visuals and graphics

This recommendation aims to make Avalon's written communications more engaging and memorable for
the reader. By incorporating more varied visuals and graphics, such as infographics, charts, and images,
Avalon can convey information more effectively and create a more visually appealing and dynamic
communication. This can help capture the reader's attention and increase the chances of the
communication being read and remembered. However, it is important to ensure that the visuals and
graphics are relevant, high-quality, and do not distract from the main message of the communication.

The recommendation to use more varied visuals and graphics aligns with the principle of using
appropriate visuals to enhance the message. In ENG 209, we learned that visuals can be a powerful tool
to help convey a message and make it more engaging and memorable for the reader. By using more
varied visuals and graphics in their communications, Avalon Development can make their message more
engaging and memorable for potential clients.

Conclusion

Summary of the report

In summary, the report analyzed five documents related to Avalon Development, a Hawaii-based real
estate development company. The report aimed to evaluate the effectiveness of the company's written
communication and provide recommendations for improvement. The analysis revealed that Avalon
Development's written communication exhibited strengths and weaknesses in terms of content,
organization, tone, and clarity. However, the company could improve its communication by focusing on
the reader, using clear and concise language, and providing sufficient detail and context.

Discussion of the importance of effective written communication

Effective written communication is essential for businesses to convey information, ideas, and messages
to stakeholders. Poor communication can lead to misunderstandings, delays, and missed opportunities.
On the other hand, effective communication can improve relationships, increase productivity, and
enhance the company's reputation. Clear, concise, and organized communication can help stakeholders
understand the company's goals, values, and expectations. Therefore, it is crucial for Avalon
Development to prioritize effective written communication in all its dealings.

Final thoughts and recommendations for the company

To improve its written communication, Avalon Development should focus on the reader by considering
their needs, interests, and level of knowledge. The company should use clear and concise language to
convey its message, avoiding jargon, technical terms, or acronyms. Providing sufficient context and detail
can also help readers understand the purpose and relevance of the message. Additionally, Avalon
Development should consider the organization and structure of its communication, using headings,
bullet points, or lists to break up long texts and enhance readability. Finally, the company should seek
feedback from readers to assess the effectiveness of its communication and make necessary
improvements.

Clear communication is critical for avoiding misunderstandings, reducing errors, and improving
productivity. It involves using language that is easily understood by the intended audience and providing
sufficient context and detail to convey the message accurately. Clear communication can also help build
trust and improve relationships with stakeholders by demonstrating transparency and openness. In
contrast, unclear communication can lead to confusion, frustration, and mistrust. Therefore, clear
communication is essential for Avalon Development to achieve its goals and build a positive reputation.