For this assignment, I was tasked with creating communications for a Kowalski’s target audience. I decided to focus on the workers within their stores. Through real data that I gathered through the US Census, The Pew Research Center, Glassdoor, my class textbook, and several online forums, I was able to create the following persona:

With this information gathered, I proceeded with crafting an internal newsletter. I wanted to highlight the ways that Kowalski’s appealed to their values with the company’s civic business approach. However, the civic mission is written in complex language that could be alienating. I opted to break it down in a fun and digestible way. I wanted to keep the separate sections short and clear, employing as many short lists in place of paragraphs as possible, in order to engage a worker who might only be glancing at this briefly before deciding if they’ll read it or not.

The writing itself aimed to be informal and understandable, to relate to the younger audience who may not be particularly keen on exclusive, or even elitist language. I also threw in some lighthearted humor. The intent was not to get a laugh, because it’s honestly not that funny, but to show that these internal newsletters aren’t the overly serious corporate messaging they might be expecting. This also gives them a reason to read the next one that comes out.