Judith Malveaux Communication Audit July 12, 2011 assignment In considering what we will assess in our audit of the

Charlotte Center City Partners venture with the City Market, I determined the following areas should be considered: Goals: What are the goals of the communications they have employed thus far? How successful do they believe they have been at meeting these goals? Messages: What are the key messages they have communicated thus far? Who have they communicated the key messages to? How have they tailored messaging to various audiences? Who has done the communicating of key messages? Audiences: Possible audiences that they may have communicated with (these would also be the audiences included in the audit) Neighbors (residential) to the location Possible vendors Contracted vendors Local markets Neighbors (businesses) Possible community partners (schools, nonprofits) Existing partners (grantees, Johnson & Wales, CPCC) General Concerns: Pushback from those who think Reids was pushed out Pushback from those who think the city gave money/resent the city being asked for money Opening too early without firm plans Is there a firm approach to marketing the market (audience, launch ideas) How can they communicate in a way that would make people come into downtown and patronize the City Market? SWOT Analysis: Strengths City Market provides a new and unique addition to downtown. City Market sits right on the rail line. City Market is located in a developing area with positive plans for the future. Weaknesses Vendors not set for City Market, which is set to open in a few months. Early perception of the market was marred by the City Councils rejection of funding proposal. Some believe CCP pushed Reids out the downtown location to make room for the market.

Its unclear what has been communicated to potential partners, vendors and the community thus far. Opportunities The City Market could help other markets by encouraging farmers to grow more because there are more places they can sell. The City Market could offer local universities and organizations an opportunity to work closer with the community on culinary arts and healthy eating/living projects. Local small businesses may benefit from the opportunity to sell goods at this location. Threats There may be resentment from the community about the history of the building/Reids. Patrons would have to be encourages to take the light rail or drive in to downtown to support this market, which most typically do not do now. Other parts of the city may resent another project downtown. Other markets may believe City Market is competition, not a potential partner, creating animosity with those markets and possible tensions with vendors looking to do business with multiple markets.