COMM 1445 SECTION 03 – ANALYTICAL REPORT ASSIGNMENT
The Case

You work for the moving company AMJ Campbell at the company headquarters in Markham, Ontario. While AMJ Campbell is the largest moving company in Canada, with a fleet of 600 trucks, they compete for business with much larger players in the sector, such as United Van Lines and North American Van Lines. AMJ Campbell wants to become the first choice moving company in Canada’s hottest moving markets.

The company is planning a targeted advertising campaign to increase their profile for both residential and corporate moves within Canada. Your boss, Brian Blackwood, has asked you conduct research and write a report to recommend the best geographic focus for this campaign. He has specifically asked that you use the latest demographic information from Statistics Canada to support your recommendations.

Since you are a marketing graduate, Brian also wants to know your views on how the company could target the message to potential clients about the company’s services.
Your Task

Report Organization

Include the following elements in your report:

• Report introduction
• Findings – answers to questions such as:
o What were interprovincial migration trends for Canadians between 2007/2008 and 2011/2012? (See research provided.)
o In 2011/2012 how was interprovincial migration distributed across Canada? (See research provided.)
o What are the latest findings for 2012-2013? (See research provided.)
o What marketing tools would be most effective in targeting potential residential and corporate clients? (Secondary research + age-related research provided)
• Conclusions – what these findings mean;
• Recommendations – key actions to be taken;
• Report closing;
• References.

When writing the report, replace the above report categories with appropriate main headings and sub-headings. (E.g. – Do not use the heading ‘Findings’.)

Research

The primary task of this report is to relay your findings from the data research (provided) and from secondary sources related to moving trends and marketing tools. Use a minimum of five reliable secondary sources. Evaluate all sources for credibility and reliability before using them.

Length and Format

Your report should be typed (single-spaced and in 11 or 12-point font) and approximately four to five pages in length (excluding the References page) with 1” margins. See the layout model on page 411/388. Add a cover page with these four elements: report title, Prepared for: Brian Blackwood, Prepared by: your name and date. Include a graphic on the cover page if you wish.

Graphics and Visuals

Your report will contain a number of original visuals. Make sure they illustrate significant information from the data. Do not simply duplicate the tables provided in the data sheet in your report. Select significant data your reader needs and create charts or graphs to illustrate that data. Be sure to label, title and introduce each visual directly and explain in the text exactly what you want your reader to see in the graphic. Do not place visuals at the back of the report but rather, integrate them directly into the body of the report. Follow the guidelines regarding good visual design and integration outlined on pages 413-433/392-411 of the textbook and as discussed in class.

Marking Guide

Report format and layout 5 points
Report introduction and closing 10 points
Logical organization of ideas 5 points
Content and analysis of the business issue 25 points
Conclusions and Recommendations 10 points
Appropriate design, integration and use of graphics 20 points
APA Documentation (including in-text citations) 5 points
Writing Mechanics 10 points

Draft review one-on-one consultations (appointment to be arranged) 10 points

Total 100 points

Your report is due in hard copy at the beginning of class on November 24 and submitted to Blackboard (see the Analytical Assignment folder under Assignments) by midnight on the same date. You can check your documentation by submitting your report to the SafeAssign – Draft folder up until November 23.

COMM 1445 SECTION 03 – ANALYTICAL REPORT ASSIGNMENT
The Case

You work for the moving company AMJ Campbell at the company headquarters in Markham, Ontario. While AMJ Campbell is the largest moving company in Canada, with a fleet of 600 trucks, they compete for business with much larger players in the sector, such as United Van Lines and North American Van Lines. AMJ Campbell wants to become the first choice moving company in Canada’s hottest moving markets.

The company is planning a targeted advertising campaign to increase their profile for both residential and corporate moves within Canada. Your boss, Brian Blackwood, has asked you conduct research and write a report to recommend the best geographic focus for this campaign. He has specifically asked that you use the latest demographic information from Statistics Canada to support your recommendations.

Since you are a marketing graduate, Brian also wants to know your views on how the company could target the message to potential clients about the company’s services.
Your Task

Report Organization

Include the following elements in your report:

• Report introduction
• Findings – answers to questions such as:
o What were interprovincial migration trends for Canadians between 2007/2008 and 2011/2012? (See research provided.)
o In 2011/2012 how was interprovincial migration distributed across Canada? (See research provided.)
o What are the latest findings for 2012-2013? (See research provided.)
o What marketing tools would be most effective in targeting potential residential and corporate clients? (Secondary research + age-related research provided)
• Conclusions – what these findings mean;
• Recommendations – key actions to be taken;
• Report closing;
• References.

When writing the report, replace the above report categories with appropriate main headings and sub-headings. (E.g. – Do not use the heading ‘Findings’.)

Research

The primary task of this report is to relay your findings from the data research (provided) and from secondary sources related to moving trends and marketing tools. Use a minimum of five reliable secondary sources. Evaluate all sources for credibility and reliability before using them.

Length and Format

Your report should be typed (single-spaced and in 11 or 12-point font) and approximately four to five pages in length (excluding the References page) with 1” margins. See the layout model on page 411/388. Add a cover page with these four elements: report title, Prepared for: Brian Blackwood, Prepared by: your name and date. Include a graphic on the cover page if you wish.

Graphics and Visuals

Your report will contain a number of original visuals. Make sure they illustrate significant information from the data. Do not simply duplicate the tables provided in the data sheet in your report. Select significant data your reader needs and create charts or graphs to illustrate that data. Be sure to label, title and introduce each visual directly and explain in the text exactly what you want your reader to see in the graphic. Do not place visuals at the back of the report but rather, integrate them directly into the body of the report. Follow the guidelines regarding good visual design and integration outlined on pages 413-433/392-411 of the textbook and as discussed in class.

Marking Guide

Report format and layout 5 points
Report introduction and closing 10 points
Logical organization of ideas 5 points
Content and analysis of the business issue 25 points
Conclusions and Recommendations 10 points
Appropriate design, integration and use of graphics 20 points
APA Documentation (including in-text citations) 5 points
Writing Mechanics 10 points

Draft review one-on-one consultations (appointment to be arranged) 10 points

Total 100 points

Your report is due in hard copy at the beginning of class on November 24 and submitted to Blackboard (see the Analytical Assignment folder under Assignments) by midnight on the same date. You can check your documentation by submitting your report to the SafeAssign – Draft folder up until November 23.