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Choosing the Right Channel

Read the following scenario. Answer the questions regarding the scenario to choose which type of document you need to write to meet your communication goals.

Choosing the right channel is as critical to communicating your message as the words you use. This activity helps you think through the process of choosing a communication channel that is best suited to the type of message you are sending.

You are a communication specialist at Eastern Lakes Credit Union$-$one of your community's most successful financial institutions. Its involvement in the community, friendly staff, and variety of services make it a popular choice. In fact, the credit union prides itself on providing personalized service despite its size.

Of your $62,000$ members, $75$ percent have debit cards. Of these $75$ percent, $30$ percent do not use their cards at least twice a year, although nearly all of them use credit cards. Unused cards are costly to the credit union. To encourage members to use their debit cards $($or at least cancel the cards if they don't plan to use them$),$ Eastern Lakes is going to charge a $$15$ annual fee to users who do not use their cards at least twice in a calendar year. Today is October $15.$ The policy takes effect January $1.$ The policy applies only to debit card use, not to credit card use.

The credit union's database has identified the names of the $75$ percent of the people who have debit cards. You have been asked to communicate the policy change to all of the people who hold debit cards, explain the need for the policy, and retain the audience's goodwill. People who receive or inquire about debit cards after today will have this information communicated at that time.

You know you will take advantage of the credit union's web site and 'social networking tools$-$such as the credit union's blog, Instagram, Facebook, and Twitter channels$-$to communicate quickly and cost effectively to such a large audience. You already know that you don't have everyone's email address, but you can easily send a message to those whose address you know.

You are pretty sure you should do a mass mailing so that people who don't have computers or social media accounts get the news as well in a letter, but wow...the cost of the postage! Though the credit union will gladly pay the postage to

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