Team Recommendation Report
Executive Summary
Your Executive Summary:
A 500 Word Overview
WRITE THIS LAST, after you know exactly what is in the report
In print mediums, the Executive Summary is a one-page overview of your entire project. Busy executives will skim your summary. Typically, the executive summary is to get the attention of busy stakeholders who want an update on your project but don't have time to read the entire report. If bullet points or statistics in the summary capture their interest, they might flip to that moment in the report to read more.
Any data that is critical to your report should appear in the executive summary. Often, these needle-in-the-haystack moments are listed as key findings.
A concise, bulleted list of Recommendations should conclude the Executive Summary. This list should match the Recommendation section of your report in content, tone, and order with one difference: the summary list is much more concise.
The Executive Summary is the one portion of the website that should be more formal with clear considerations for multiple audiences around and beyond your community client.
As is true of all other writing in W231, the Executive Summary for your report is specific to our project and course goals. Not all executive summaries are alike. The summary of a product pitch would differ dramatically from the summary of an engineering report. Every field and organization has expectations of what should be in the executive summary. For our purposes, you're providing an overview of key findings, highlighting major points in the analysis, and sharing recommendations.
*For insights on some different ideas about executive summaries, visit "How to Write an Executive Summary" by Inc. Senior Reporter, Eric Markowitz.
STUDENT EXAMPLE
Executive Summary
The Indiana State Museum (ISM) seeks to increase pre-registration to their events, in order to reduce event waste and improve event planning. To this end, we have researched strategies for improving event marketing and pre-registration convenience.
This report recommends a strategy consisting of applied data analytics; improved web design; and targeted marketing through social media, email, as well as other more unconventional mediums. To explain how we arrived at these recommendations, this report includes sections dedicated to research methodology, analysis, and the recommendations – as well as, a review of literature and an appendix.
Key Findings:
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Meaningful event marketing requires an account-based approach.
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Survey respondents prefer a diverse array of ways to learn about ISM events from email, Facebook, community calendar listings, ISM website, local advertising, and good old fashioned mail.
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Effective use of social media for event marketing requires content geared toward engagement, rather than persuasion or information.
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The largest segment of ISM survey respondents (46%) prefer to register for events more than two weeks in advance.
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Most survey respondents report that early-bird discounts and the fear of missing out would make them more likely to register for events in advance.
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69% of survey respondents prefer registering for ISM events online.
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Confusing or disfunctional web design can deter those lacking in patience or technological competence from registering in advance to ISM events.
Brief Recommendations:
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Apply Data-Analytics to Understand Target Audience and Their Journey
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Tailor Marketing Content to Match Target Audience’s Journey
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Improve Email Marketing Effectiveness
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Strengthen Social Media Presence
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Design Websites and Invitations with Consistency
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Test Numerous Marketing Outlets and Designs
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Design Materials that Create the Right Impressions
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Create Early-Bird Registration Incentives
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Use Fear of Missing Out as an Incentive
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Reach out to Less Reliable Demographics