SheIn company Media Analysis Memo

Client: SheInIntroduction
In this assignment, you are asked to conduct a scan of relevant media, analyze coverage, and
provide a summary of this analysis in order to assess how it may impact a client’s campaign.
Identify a real or fictional messaging objective for your company/organization. You might look to
the organization’s website or recent press releases for an idea. With your
company/organization’s objective in mind, conduct a media scan analysis.
Directions
Set the parameters of the media scan (e.g., time frame, universe of coverage, search terms).
Once all of the articles are identified based upon the parameters – you will select at least 20
news articles to analyze. You should select articles using a random process – e.g., every 5th
article – or a qualitative method – e.g., most informative, largest impressions. Be sure to capture
and report on the method used to select articles for analysis as part of your final memo. In
other words – your approach should result in at least 20 total articles that you can review and
analyze.
Analyze each article, noting, at a minimum, the following characteristics:
● Type of article and source
● Overall focus, from a messaging and content perspective, of each
● Overall tone (e.g., positive, negative, or neutral) of each article as it relates to your
client.
● Potential influencers (these are defined as reporters or potential spokespeople who
you believe are influential to your client and why).
● Key notes (such as any key themes or take aways that may guide your final memo)
Your analysis should be presented in the form of a 3-4 page business memo plus a listing of each
news item & its analysis (e.g., date, source, focus/message, tone, influencers) – similar to the
chart attached below (The list of news items can be presented as an appendix).
The memo should provide a recap of methods used to find and select the sample and the
characteristics analyzed for each article. Then provide a brief summary of your findings.
Your analysis should close with a section on implications. This section will discuss how the
findings from your analysis may impact your client, their campaign objective and/or messaging.
More specifically, your implications section should aim to address concrete issues such as:
1. Are there particular campaign messages or areas of focus that the current media
coverage does not address but should?
2. Are there inaccuracies in the way that the media is presenting your client’s story?
3. Do you see messaging opportunities for your client?
4. Who are the key influencers with regard to your given topic and in what ways, from a
messaging perspective, would you propose using them on behalf of your client?
The memo should adhere to the following guidelines:
The business memo should be directed to the client.
● The document can be no more than 4 pages (not counting the table/listing of articles
that you analyzed).
● The memo should be double-spaced (except when using quotes)
● Use 12-point font.
● Number the pages in the document.
● The document margins should be 1-inch.
● Be sure to write concisely and to cite correctly.
Your media analysis memo will be evaluated on the following criteria:
Analysis: 15 points
The memo provides full analysis and analysis results in actionable implications for the client.
The interpretation of the findings, including the selection of key examples, shows a strong sense
of reasoning and paints a compelling picture that justifies the implications effectively and is
clearly tied to the stated messaging objective.
Memo components: 10 points
The memo includes all necessary components including a succinct introduction of the client and
their messaging objective. The objective is written clearly and shows understanding of what
constitutes an effective objective. Findings are followed by clear conclusions and a table of
findings is included.
Writing: 5 points
The memo is free from grammatical/writing errors, is clearly written and meets expectations for
page-limits and business memo format.
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Date: April 7, 2020
To: Wayfair Inc., Head of Marketing & Head of PR
CC: Wayfair Inc., Marketing team & PR team
From: SAMPLE STUDENT, Media Team
Subject: Media scan during covid-19 crisis
Objective:
This media scan will present common themes in the coverage of Wayfair in mainstream
American media. This media scan will assist Wayfair’s campaign to increase business
throughout the pandemic crisis by informing consumers that their business model is equipped to
handle the challenges of covid-19 and can maintain excellent service and great prices.
Parameters:
The time frame of the media scan was March 6 through April 6. The articles analyzed
were the most relevant articles found when searching Wayfair on the Google News article
aggregator. This method of collecting the articles was chosen to simulate how the average
internet searcher would find information by searching the company name on Google. To
randomize and attain the most representative sampling, every fifth article was selected.
Results:
The media scan found that a majority of articles were published in response to the April
6th press release from Wayfair regarding business practices and recent growth. Six out of 10
articles discussed Wayfair’s shares increases in the past month, but 5 of these articles contrasted
this new growth with Wayfair’s struggles—bringing up layoffs, net losses, decrease in shares
overall for 2020—in the previous month and year. These articles also express doubt that Wayfair
will maintain uptick in stock shares and revenue. All six would be classified as either neutral or
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neutral-negative. Three out of the 10 articles were lifestyle-type articles that can be classified as
positive media coverage, each reporting on Wayfair sales and linking to merchandise the outlet is
encouraging readers to purchase.
A positive theme throughout the coverage was that Wayfair’s e-commerce model makes
the company poised and able to fulfill the needs shoppers have during this time. Additionally,
media coverage seems to be generally positive about Wayfair’s policies for protecting their
employees and the consumers during the crisis. One out of 10 articles focused on this
specifically. Coverage describes the adequate procedures in place for the safety of those who
must work in warehouses, drivers, etc. such as no-sign deliveries and increased cleaning of
facilities.
Implications:
Wayfair’s campaign messaging should center around equipped and exemplary business
practices and good prices in order to continue the growth it has seen over the course of the past
month. Current media coverage does mention these factors, but increased press releases or paid
media on ways Wayfair is keeping employees and consumers safe and why their e-commerce
business model is thriving in this business climate would be two important ways to drive home
these two points. And because the coverage has been generally positive on the policies and
business model, in addition to increasing the amount of this positive coverage in the media,
Wayfair should also look to compare its practices with competitors that have not been as
successful. For example, Amazon has been receiving bad press throughout the crisis, with media
reporting on high demand leading to increased delivery times and poor safety procedures for
warehouse workers and drivers. Wayfair’s messaging should maintain good policies so they do
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not fall victim to the same bad press, publicize those successes, and point out the failures of
competition.
As for the messaging on prices, key influencers in the media are the outlets New York
Magazine, Thrillist, and Men’s Journal as seen in this media scan for promoting Wayfair
products and sales. Similar outlets to partner with that can publish similar articles that promote
Wayfair’s prices and specific merchandise are Buzzfeed, Huffington Post, and CNN. These
outlets have web traffic and social engagement levels that are among the highest of digital media
sites.
One of Wayfair’s biggest challenges will be to convince the public that these gains are
not temporary and show real sustainable growth. If there are specific indicators that the company
has of lasting growth, such as returning customers or increases in positive reviews, these should
be used in the campaign messaging. The company stated on April 6 that it is “‘accelerating’
efforts to become profitable,” and will update the public on these efforts when they give an
update on their quarterly earnings on May 5th. (Thomas, 2020). These details will be important in
media and ensuing public opinion on the company’s future, so it is imperative to identify the
specifics on these details and use them as components of the messaging put out in the media
during that press release.
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References
Thomas, L. (2020). Wayfair shares surge 37% as coronavirus drives sales of office furniture and
home decor. Retrieved from https://www.cnbc.com/2020/04/06/wayfair-shares-surge37percent-as-coronavirus-drives-sales-of-office-furniture.html
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Appendix A
Date: April 6, 2020
Source: CNBC
Title: Wayfair shares surge 37% as coronavirus drives sales of office furniture and home decor
Type of article: news article
Focus: Wayfair press release regarding growth
Tone: neutral
Details: Wayfair’s shares surging, benefitting and fulfilling needs of those who are improving
home offices or redecorating while quarantined, author remains skeptical about sustained growth
and profitability
Article link: https://www.cnbc.com/2020/04/06/wayfair-shares-surge-37percent-as-coronavirusdrives-sales-of-office-furniture.html
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Appendix B
Date: April 6, 2020
Source: Motley Fool
Title: Wayfair suddenly looks like a surprising winner in the coronavirus economy. Is it a buy?
Type of article: op-ed
Focus: Wayfair stocks
Tone: neutral-negative
Details: Wayfair’s shares surging, benefitting and fulfilling needs of those who are improving
home offices or redecorating while quarantined, explains benefits of being an online retailer
during pandemic, author remains skeptical about sustained growth and profitability—suggests
other stocks to buy instead
Article link: https://www.fool.com/investing/2020/04/07/wayfair-suddenly-looks-like-a-surprisewinner-in-t.aspx
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Appendix C
Date: April 6, 2020
Source: Market Watch
Title: Wayfair stock soars 38% as business more than doubles amid coronavirus
Type of article: news article on Wayfair status
Focus: Wayfair’s business numbers
Tone: neutral
Details: Short article outlining Wayfair’s current business statistics
Article link: https://www.marketwatch.com/story/wayfair-stock-soars-38-as-business-more-thandoubles-amid-coronavirus-outbreak-2020-04-06
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Appendix D
Date: April 6, 2020
Source: The Street
Title: Wayfair shares leap on report of jump in revenue-growth rate
Type of article: news article on Wayfair’s status
Focus: Wayfair’s fluctuation in business since coronavirus
Tone: neutral
Details: Article contrasts Wayfair’s recent success with its poor performance in recent months
Article link: https://www.thestreet.com/investing/wayfair-revenue-growth-rate-surging-duringcoronavirus-pandemic
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Appendix E
Date: March 31, 2020
Source: New York Magazine
Title: Lots of expensive-looking home accessories and furniture is on sale: from Hay to Wayfair
Type of article: lifestyle listicle article
Focus: Wayfair sale items to improve home while quarantined
Tone: neutral-positive
Details: Article suggests buying items from Wayfair to take advantage of their sale and make
home improvements while at home.
Article link: https://nymag.com/strategist/2020/03/home-decor-sale-hay-anthropologiewayfair.html
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Appendix F
Date: March 17, 2020
Source: Chain Store Age
Title: Wayfair, other retailers adjust online operations to deal with covid-19
Type of article: news article
Focus: Wayfair’s policies during the pandemic
Tone: neutral-positive
Details: Article discusses the ways in which Wayfair is ensuring safety for its employees and
customers
Article link: https://chainstoreage.com/wayfair-other-retailers-adjust-online-operations-dealcovid-19
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Appendix G
Date: March 23, 2020
Source: The Motley Fool
Title: Why shares of Wayfair jumped again today
Type of article: op-ed
Focus: Wayfair’s business statistics and prediction for the future
Tone: neutral-negative
Details: Article discusses share increase, describes it as small considering recent poor
performance, author remains skeptical about sustained growth—suggests other stocks to buy
instead
Article link: https://www.fool.com/investing/2020/03/23/why-shares-of-wayfair-jumped-againtoday.aspx
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Appendix H
Date: March 25, 2020
Source: The Motley Fool
Title: Wayfair’s stock surges as coronavirus relief package nears approval
Type of article: op-ed
Focus: Wayfair’s business statistics and prediction for the future
Tone: neutral-negative
Details: Article discusses share increase, says that its growth will depend on the economy’s
health, author remains skeptical about sustained growth—suggests other stocks to buy instead
Article link: https://www.fool.com/investing/2020/03/25/wayfairs-stock-surges-as-coronavirusrelief-packag.aspx
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Appendix I
Date: March 16, 2020
Source: Thrillist
Title: Go into full home upgrade mode courtesy of Wayfair’s latest blowout sale
Type of article: lifestyle article
Focus: Their Wayfair sale picks
Tone: positive
Details: Article encourages remodeling during “downtime” of pandemic—doing so by
purchasing Wayfair pieces that are on sale
Article link: https://www.thrillist.com/shopping/nation/wayfair-home-renovation-sale-march2020-discounted-furniture-home-goods
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Appendix J
Date: March 14, 2020
Source: Men’s Journal
Title: The Wayfair 72-hour March clearance sale starts now
Type of article: lifestyle article
Focus: Their Wayfair sale picks
Tone: positive
Details: Article encourages remodeling during pandemic and taking advantage of 72-hour
Wayfair sale
Article link: https://www.mensjournal.com/gear/the-wayfair-72-hour-march-clearance-salestarts-now/
memo
Instacart
To:
Executive Team
From:
DANIELESawyer
LEEK
Kolette
Date:
April 2020
Re:
Media scan summary & recommendations
Instacart has experienced a rapid increase in demand of services due to the COVID19
pandemic. The recent threat of a strike required Instacart to evaluate how they are
being portrayed in the mainstream news in response to worker demands including
measures they’ve taken to keep workers safe.
Media Scan Parameters
With daily, broad coverage of this story in the mainstream media, the methodology
reviewed online articles via a random process by selecting every 4th article from March
30th through April 1st, 2020. This ensured that the analysis captured a variety of online
media sources, yet timely enough to reflect rapidly changing circumstances. The articles
were searched via Google based on the words: Instacart, strike and coronavirus.
The articles were evaluated by looking at the following characteristics:
•
Does the article represent everything Instacart is doing to protect workers?
•
Is Instacart quoted in or interviewed for the article?
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•
Is the article fact based or is there an emotional appeal?
•
Whose perspective does the article represent?
•
Does Instacart come across as proactive or reactive on measures taken to protect
workers?
•
Is Instacart given a balanced or fair volume of space in the article?
•
Does the article portray Instacart in a negative, neutral or positive light?
Key Findings
•
Articles can only be classified as primarily negative or neutral in tone toward
Instacart.
•
Articles portray a divisive relationship between Instacart and employees, with a clear
bias toward employees. Most articles appeal to the readers emotions by highlighting
an individual Instacart shopper, personalizing their concerns and overall criticism of
Instacart. Much of the content via images or videos support this appeal to the
readers emotions.
•
Instacart lacks volume of coverage and only cited via published statements that
routinely appear in each article. Facts are presented solely as actions taken by
Instacart in response to workers’ demands and lacks any emotional appeal.
Implications
Based on the findings, there are messaging opportunities to create positive coverage. A
proactive approach that leverages key influencers can begin to balance the negative
media coverage resulting from the strike.
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1. Instacart can produce content that appeals to the human or “emotional” side of
what they’re doing to protect workers.
a. Balance negative perspectives of workers with positive stories and
testimonies from employees that have opposing opinions, utilizing
shoppers as influencers for the public and other employees.
2. Instacart can show they’re proactive vs. reactive to demands.
a. Provide frequent public updates on not just what they’re doing, but the
steps taken each day to demonstrate the serious commitment to staying
ahead of employee safety concerns.
b. Provide solutions that support wide public concerns, such as free
deliveries to those who are at risk, gaining attention of city leaders who
can influence the public.
3. Instacart can establish alignment with workers to reduce perception of
divisiveness.
a. Provide content that demonstrates how they value and appreciate their
employees as front-line workers who allow the community to practice
social distancing and self-quarantine.
b. Position themselves as advocates for employees and subscribers alike by
publishing content about what subscribers can do to support shoppers
(e.g. higher tips) and what subscribers can do themselves to stay safe
(e.g. how to handle packaging).
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