Introduction
In order to communicate effectively with its internal and external audiences, the Florida Pest Management Association (FPMA) approached the PIE Center with interest in conducting a communications audit. The goal of an audit is to identify the strengths and weaknesses of an organization’s communication materials and processes within the organization as well as with its stakeholders.
The PIE Center requested and received a representative sampling of materials FCA uses to communicate. The sample included web pages, social media presences, and information on FPMA’s governance and bylaws, all of which were reviewed and analyzed for consistency, usability, messaging strategies and effectiveness.
Key findings
The FPMA website contains a large variety of information, much of which seemed unorganized. Content for consumers was interspersed among materials for members and pest management companies.
Although the website included a Facebook link, it took visitors to the Facebook login page and not the FPMA presence. The Facebook page and Twitter feed contained the appropriate number of posts, all of which contained information relevant to FPMA’s followers.
Recommendations
In order to simplify the website, FPMA should consider re-evaluating and re-organizing the current content. Separating consumer and member information should be a priority and could be accomplished with tabs in the navigation area. Additionally, much of the text throughout the site appears in three columns instead of one. Previous research shows that visitors’ opinions are generally formed at a first glance. Reducing the amount of text will enhance efficiency. The bulk of text obscured interesting, relevant materials such as the pest control company locator.
The PIE Center suggested that FPMA consider rebranding itself and create a fresh and consistent logo, website and membership brochure. To ensure consistency and a strong brand identity, FPMA should develop an identity guide for all communication materials. An identity guide establishes a protocol for when any new materials are created, including brochures or additional pages to the website. The guide also specifies requirements for logo placement, colors to represent the organization, which fonts to use for headlines and body text, as well as any other guidelines.
To improve interaction on social media, FPMA should ask questions to promote feedback and encourage engagement. Use Facebook and Twitter logos on the FPMA website to take visitors directly to the social media platform.
The PIE Center recommended that FPMA should explore using an online form to accept electronic payment for membership, such as PayPal. Previous research showed another Florida organization increased its membership by 20% in four months by adding this feature to the website.
