Write only task 3: Write a formal business letter to longtime customers of Hairesy, including Willow DiGiacomo of 456 Shore Drive in Salter Path, North Carolina. Explain recent changes in Hairesys organizational structure, explain the reasons for the website redesign, and list some of the benefits of the new website. Then, invite Ms. DiGiacomo to test out the beta version of the website (available at hairesy2.beta.com). Encourage her, as well, to engage in the online focus group. (For the sake of this task, feel free to invent your own persona and business address.). The whole document is attached for your reference.

Correspondence Packet Assignment Sheet Overview: For this assignment, you will write four total documents: a cover memo to your instructor, along with three documents described in the scenario below. Please be sure to format each document according to its genre conventions. (A memo should look like a memo, and so forth). Your cover memo should include a minimum of 350 words but no more than 500 words; these guidelines exist to ensure that you present a suitably detailed document, in line with your instructor's wishes. In contrast, no word count guidelines exist for the scenario-related texts. Instead of focusing on the number of words, strive instead to write the best, most strategically effective document that you can in each instance. The Cover Memo (mandatory): In this memo to your instructor, provide a brief summary of each portion of the scenario -who you were pretending to be, who you were writing to, why you were writing, and so forth. Explain the strategic choices that you made while composing your messages, which details you decided to include, which you decided not to include, why you employed a particular tone, which design elements you employed, why you selected a given organizational structure, and so forth. Please also describe the rationale for these decisions (i.e., explain why you did these things). Also note any challenges that you faced while writing, or explain why any of your strategic decisions were particularly difficult to reach Overview of the Scenario: Hairesy is a hair care company launched in the late 1990s during the height of the dot- com, online business craze. When the company first launched, it sought to provide the internet's widest array of hair care and beauty products becoming, in effect, the Amazon for follicles. Although the brand never achieved anything near market domination, it settled into a niche offering sustainable profits: animal-specific hair care. These days, Hairesy sells Shampoodle for dogs, Shamcockatoo for birds, even conditioners for chinchillas, leave-in products for ferrets, and grooming devices for (hairless) sphynx cats-all with pun-laded names too terrible to mention. However, after surviving the bankruptcy of its initial competitors and countless other e- tailers during the early 2000s, Hairecy stopped innovating. Fearing that loyal customers might be turned-off by design changes, founder Kayvon Trussdale vowed to keep the website looking more or less as it did on its day of launch. In recent months, Mr. Trussdale retired to the Malibu coast and appointed a new company President, Alina Gomez, as his replacement. Mrs. Gomez has decided to make considerable changes to the company, forming a series of committees to research the brand's reputation within its target markets, to re-evaluate the appearance of the website, and to streamline 1. operations" (which may be code-word for firing people). Employees at every level of the organization, which includes 300 employees, are nervous. Specific Messages: You are part of the newly formed Committee on Web Site Redesign. Its function is to compare the Hairesy company website to those of other niche hair-care websites like HairFlair (which caters to rhythmic gymnasts) and Electric Lettuce (which caters to "bros and wannabe-bros, aka "brosers). Its other task is to consider the possible redesign of the website, from the ground up," if necessary. Some managers complain that the site looks like it was made in the 1990s-which, to be fair, it was. They think that it should have fewer Flash animations, fewer clip-art images, and a simpler, more minimalist aesthetic. The committee delegates you to ask Peter Cubital, the company's Web Master and manager of its online presence, some questions. The committee wonders whether he has done any usability tests on the current site. They want to know if he or the members of his team have the skills to match the style of the Electric Lettuce website. The committee also wants to know how much a total Web redesign might cost. In addition, the committee would also like to know about the cost of a partial redesign. Someone wants to know whether animation, sound, or video could be added and wondered if Peter would recommend doing so. Someone else thought that the timing of the redesign might be important. The committee asks you to add some additional, relevant questions to your memo. Invite Peter to a meeting March 9. You can assume that he knows about the existence of the committee, although he is probably not happy that it exists. Your task: Write an interoffice memo to Peter Cubital requesting answers to several questions and inviting him to a meeting. 2. The meeting with Peter Cubital was surprisingly effective and efficient. Your group feels comfortable with his team's ability to redesign the Hairesy website in-line with President Gomez's vision for the company. During that meeting, you were appointed as the committee Secretary, and the chairperson has now asked you to summarize the conversation and send an email to the members of the group. In that email, you should highlight key conclusions, list action items for various members of the committee, and reiterate the date and location for the committee's next meeting. Sergio Stewart will research best practices regarding the use of embedding video in e- commerce sites. The committee agrees that Peter Cubital and his team are capable of enhancing the website. By the next meeting, the committee would like to see the web design team implement three to six new design elements, drawing inspiration from the Electric Lettuce and HairFlair websites. Diana Galaga will learn more about methods for stimulating customer engagement online. The committee will meet next on April 8. The committee agrees that a full re-design of the website would be the best course of action. Peter Cubital believes that his team could achieve a complete re-design in three months. The committee would like to learn more about the ways that other companies have employed celebrity pet influencers to market their items. The next committee meeting will take place in room 215 at 2:30 in the afternoon. The committee has appointed Rex Jefferson to contact the owners of Doug the Pug, Pumpkin the Raccoon, Mr. Pokee the Hedgehog, and Rosie the Cat. The committee would like Mr. Jefferson to discuss the possibility of those pet "influencers become spokes-animals for Hairesy. Peter Cubital estimates that a full re-design of the company website would cost no more than $30,000. Emmylou Rittenhouse will investigate various platforms on which the new website could be built, including RectangleSpace, GoMommy, and Skix. The committee recommends that all members of Mr. Cubital's team be retained during this process of transition and for the foreseeable future. Your task: Write an email to members of the committee completing the tasks outlined in the scenario above and providing all necessary details. 3. A "beta" version of the new website now exists. Members of the web design team have been testing it, as have members of the Committee on Website Redesign and various Hairesy executives. Everything looks good, so far. However, before launching the website to the general public, the Marketing department suggests inviting long-time consumers to test out the website on their own. Marketing would also like to invite those consumers to provide feedback in an online focus group. The focus group will occur on June 23 via the web conferencing platform Shwype. Your task: Write a formal business letter to longtime customers of Hairesy, including Willow DiGiacomo of 456 Shore Drive in Salter Path, North Carolina. Explain recent changes in Hairesy's organizational structure, explain the reasons for the website redesign, and list some of the benefits of the new website. Then, invite Ms. DiGiacomo to test out the "beta" version of the website (available at hairesy2.beta.com). Encourage her, as well, to engage in the online focus group. (For the sake of this task, feel free to invent your own persona and business address.)