Communication Dashboard Project (Research Paper Sample)

Student:
Professor:
Course:
Date:
(McDonald’s Website (/))
SECTION I: DESCRIPTION OF COMMUNICATION VEHICLE AND COMMUNICATION OBJECTIVES
According to McDonald's official website, "In 1955, the history of the McDonald's began with the founder, Ray Kroc. The company has been proud to serve the world some of its favorite food. In addition, along the way, they have managed not just to live history, but create it:  from drive-through restaurants to Chicken McNuggets to college credits from Hamburger U and much more. McDonald's  now operates more than 36,000 restaurants in 119 countries”(/).
49898302860675v00v15170152712720iv00iv1395095714375iii00iii480695492125ii00ii1342390154305i00i
HOMEPAGE STRUCTURE
The header area (i): this area introduces the visitors of the site into the various offerings of the site. The various food that the company offers highlighted here, and a customer may click on them to get an overview. Within the same section, there is the part where three smart and delicious pictures of food are displayed.
This page is mainly discovery-oriented. By clicking on any pictures, they are to the pages of specific images that the details are available. This section mainly gives the visitors the chance of exploring and the various offerings and the contents; ingredients used in making them. In the farthest end, the visitors can share the opinions regarding the offerings and even the usability of the site.
The sidebar area (ii): this section has a series of bars arranged in a vertical column, all under the company’s logo, "M”. All the bars give serving as icons for various items. For instance, the "Our Story" bar will give the history of the company, news, the leadership, and the various corporations entailed within the company.
The body area (iii): this area provides content that is dynamic, and a ‘PLAY’ icon is placed at the center to highlight the various offerings that the company offers. In case one clicks on the play icon, a video pops up with someone advertising the company. They address the viewers and convince them why they need to do all their food shopping within the company. Guidelines on how to use the site are also highlighted by the speaker (McDonald's Corporation Case Study, 2012).
The footer area (iv): The footer area (iv): this area is has two sections, the upper and the lower. The upper area highlights the various terms and conditions, the corporate goals, and privacy terms of the company. On the same area, the various users of the site may subscribe by clicking on the subscription label. Just below the first area, there is the region that allows the user to follow the company on the various social media sites such as Instagram, Facebook, Twitter, and YouTube. In this region, the company urges the various visitors to the site to help participate in the charity programs. This is an approach by most corporations, especially the global ones, to help boost their corporate social responsibility mark.
SHOPPING EXPERIENCE
Though the process may seem long, the shopping experience is linear, whereby the users move from one page to the next by clicking and an icon at a step. There are two routes to getting to the items area, the "My Meal Builder" at the top right corner of the homepage and the "Foods" bar. The "Food" bar is the shortest way to the shopping. By moving the cursor over it, the menu, meal bundles, and food quality icons pop up. There are lists under each pop up from where the customer may choose before proceeding.
Under the "Menu" tag, there is a list of provisions, yet, there is the full menu still under here. The lists given alongside the "Full Menu" are all links to various products, but according to classes, such as "Burgers and Sandwiches." It is quite satisfactory. How the design can provide for the customers who wish to look at the whole array of items. By allowing the ‘full menu’ option, at the same time, providing the option of going to the various specific items (Mcdonald's Corporation Case Study, 2012). This is specifically designed for the clients who are already aware of the offerings, and have defined tastes and preferences. The "Full Menu" option gives room for the various first-time visitors to be able to see the products.
Still, on the same column of bars. There is the option of customers searching for what they need by simply moving the cursor over the "Search" bar, and an expansion space pops out on the side. This is very effective in allowing for the very specific and informed customers to simply go straight to the item they want by keying in the search term. Once they enter the name of the item, it will come, and they can proceed with the ordering.
Under the "Full Menu" bar still, the user is allowed to customize their searches by clicking the various items they wish to check out. By checking the "all" box, all the offerings will be displayed within a single page. Just under the categories, there is the option of choosing the sorting method that one wishes to utilize. Next to the sort by box, there is a drop box, which brings the options such as fat content and item name.
The "Full Menu" gives a page like the one indicated above, whereby the various categories area listed with the items in each of them. The difference between going through the full menu and the specific category options is the ability to see all the offerings in a single extended page. At this page, moving the cursor over any item gives details of it as shown above. Therefore, the diet-conscious individuals may be in a position of making the best decisions regarding the best product to purchase. The user has the option of learning more or customizing the product to fit their needs or making the decision and clicking the "add to my meal builder," to imply they are making a purchase.
ENGAGEMENT OF THE VISITORS
The site mainly ensures that it engages its visitors from the aesthetic perspective. Because little homepage gives very little information, the choice of colors and items displayed on it enhance the experience that the visitors get from it. The images of the products displayed at the top of the page get the visitor glued and would always wish to see more. Besides, very little information is given on the homepage, apart from the images, as such; they would feel so attracted to browsing deeper to see more of what they can see on the first page.
The site also has the "share" option, which also utilizes the social media as a marketing tool. The users would normally feel obliged, especially when impressed, to share the various views and items of the people within their circles. In this manner, the company helps market its products. At the same time, maintains the customers as they feel they can easily inform their friends and members of their circles about the various products.
When selecting the various products, the users are engaged in the selection and modifying the page in such a manner that they feel most convenient to them. This has proven a very good tool in keeping the users of a website engaged, arranging, and organizing the tabs according to their preferences and tastes (Parsons, 2013). The share button will keep some clients glued to the site for hours just sharing with the various friends on the items offered on the site.
Communication objectives of the site
Bernoff (2011) asserts that communication has many objectives. Some of the main objectives of communication include increasing awareness to the customers about the new products in the market. Additionally, continued communication with the customers may aim at stimulating donations, improving productivity, increasing attendance at various events such as sports and the charities. This is possible in case because the customers are constantly informed and reminded of the company’s next move. Most companies have strongly focused on building an enduring relationship with the customers and their employees. The major communication objectives of the website, by the goals of the company, are:
* Provide information regarding its various products (Marketing)
The company is also actively involved in educating the customers on the best diets to consume and how often. This is readily accomplished by the website. Through it, the customers are able to read extensively on the offerings and learn from the combinations. Besides, the option for sharing, which also encouraged the users to pass the information to their friends, thereby increasing the population covered by the company.
* Increase the customers’ engagement
The customers engaged through the various options of being able to customize their views, share with friends and even comment. In this manner, the company can have a contact for a long time with the customers. Long hours contact with the customers is not only advantageous to the company due to a possibility of increased sales, but also the chances of increased traffic since the customers get their circles informed and update. In essence, the company uses the various visitors to help in the marketing process and increasing awareness.
* Increasing awareness
Just as mentioned earlier on, the site provides various links for sharing the content via the common social sites, such as Facebook, YouTube. In this case, the "connect with" option allows the users to connect easily to the site at anytime from anywhere, thereby it will ensure increased sales and awareness. Within the website, the company has also managed to increase the awareness of visitors by informing them that the no matter how little contribution, it will be very useful in helping the various beneficiaries.
SECTION II: ORGANIZATIONAL ENVIRONMENT AND TARGET AUDIENCES
Organization environment
The company...