• Imagine that you're the head of marketing for SeaWorld and want to encourage former
• customers to return to the park. You'll write a letter to people who have visited in the past five
• years.
• >>>Process
• 1. Describe your audience. What do you know about past visitors that will help you tailor your
• message?
• 2. What are your communication objectives? What, specifically, do you want people to do after
• they read your letter?
• 3. How will you create interest? What new information can you provide, or what can you offer,
• that will entice people to return to the park?
• 4. How can you justify your request? What evidence will you present to support your points?
• 5. What obstacles, if any, should you address in your letter? Will you tackle the controversy
• about killer whales, or avoid it?
• 6. Write your opening paragraph. How will you describe your purpose and main points up front?
• 7. How will you summarize your main points and inspire action in your closing?
• >>>Product
• Draft, revise, format, and proofread your letter. Then submit your letter and your responses to
• the process questions to your instructor.