This is the website analysis report I made with three peers for a second year UoN assignment. It reports on organisation Know One Teach One (KOTO) which aims to help the homeless.

1. KOTO
A Better Future Foundation
CMNS2710 - Website Analysis Report
Word Count:
Miriam Eveleens
Georgia Hughes
Timothy Moore
Naomi Spooner
Figure 1. KOTO Foundation (KOTO)
Figure 2. Chefs At Work (Browning, 2015.)

2. 1
Table of Contents
Table of Contents 1
List of Illustrations 2
Executive Summary 3
1.Introduction 4
2. The Campaign Goals and Objectives 5
3. Communication Pathways and Tools 6
4. The campaign’s messages 8
5. Website Analysis 9
6. The Social Media Element 11
6.1 Importance of Social Media Applications 11
6.2 Twitter 11
6.3 Facebook Page 11
7. Recommendations 14
8. Conclusion 14
Reference List 15

3. 2
List of Illustrations

4. 3
Executive Summary
KOTO International is a non-for-profit organisation that helps underprivileged youth in
Vietnam. The foundation aims to provide youths with a better future by providing an
education and hospitality training in order for them to be able to seek employment. KOTO
currently has a 100% success rate with youths seeking employment after they have left the
program.
The aim of this report is to provide a public relations strategy for the charity ‘A Better
Future Foundation.’ This report will aim to implement strategies and messages that can be
used to meet the campaigns goals and objectives.
This report will establish goals and objectives for the ‘A Better Future Foundation’ to
implement when opening their restaurant KOTO Sydney, which helps disadvantaged
youths in Sydney gain a better education to help them succeed later in life.
This report will also provide communication pathways and tools in order for KOTO
Sydney to be able to reach their target publics, including disadvantaged youths of Sydney
and their families, potential sponsors/partners, youth organisations, media, and social
workers. The communicatication pathways will also help KOTO Sydney spread their
campaign messages which are outlined in this report.
This report will also look at the social media aspect of the campaign, providing tweets and
facebooks posts that the campaign team can implement into their social media application.
This report will also provide recommendations for KOTO Sydney to implement into their
opening in order for them to gain more public awareness and hopefully help with the
restaurant and organisation's success.

5. 4
1.Introduction
The key publics for this report are disadvantaged youths of Sydney and their families,
potential sponsors/partners, youth organisations, media, and social workers.
The Salvation Army and the Smith Family are both potential supporters of the project.
Charities specific to the issue of homeless youth in Sydney such as Youth off the Streets,
YFoundations and Taldumande Youth Services are all organisations that could also be
potential supporters of KOTO Sydney. Ozharvest is another organisation that KOTO
Sydney could work alongside.
Issues likely to impact on the success of the project would be acquiring a restaurant
license, residents near the restaurant opposing the plan, negative media coverage. Another
issue is gaining parental permission for those under the age of 18.
Communication tools that would be used in this report would be face-to-face, social
media, email, phone calls and media releases. The language tone and style to be used in
these communication tools is formal.
Ethical issues that the campaign team may face are; working with disadvantaged youths
who may be vulnerable. This issue could be addressed by making sure the team and chefs
are suited to work with children and are understanding of the youths situations.

6. 5
2. The Campaign Goals and Objectives
Outcome Goal 1: To increase involvement of disadvantaged youth in KOTO Sydney.
- Recruit thirty-five homeless or disadvantaged youths aged 16-22 years every six
months
- Ensure 100% of the primary public who undertake the program are both qualified
and employed by the end of the course
- Generate awareness and understanding of the KOTO Restaurant mission with 70%
target publics via The Sydney Media.
Outcome goal 2: Establish partnerships with both Not-for-profit organisations and
businesses
- Collaborate with three Not-for-profit organisations, primarily: The Salvation
Army, The Smith Family, and Youth off the Streets
- Gain the support of Oz Harvest
- Receive sponsorship from at least one grocery store
Output goal: Promote awareness of the KOTO restaurant prior to it’s launch
- Ensure 80% of the campaign messages are incorporated in media coverage in the
three months prior to launch
- Reach ten thousand likes on the KOTO Sydney Facebook Page
- Receive six hundred shares of the KOTO Sydney Facebook Page
- Meet with local council members about the opening of the restaurant three months
prior.

7. 6
3. Communication Pathways and Tools
Target publics Pathways Communication Tools
Disadvantaged Youth aged
16 to 22
Interpersonal
Uncontrolled Media
(Using uncontrolled media
KOTO will be able to reach
large publics.)
Face to Face
Flyers
Social Media
Homeless Youth
Organisation: Sydney such
as The Salvation Army, The
Smith Family, Youth off the
Streets, YFoundations and
Taldumande Youth Services
Uncontrolled Media
Interpersonal
Controlled Media
(Able to reach more
organisations easily and
efficiently using Uncontrolled
and Controlled media.)
Email
Face to Face
Phone Call
Restaurants and Grocery
Stores (Woolworths, Coles)
Uncontrolled Media
Controlled Media
(Able to reach more
Restaurants and Grocery
Stores easily and efficiently
using Uncontrolled and
Controlled media.)
Email
Phone Call
OZ Harvest Uncontrolled Media
Controlled Media
(Using controlled media to
contact OZHarvest helps
build a relationship between
the two organisations.)
Email
Phone Call
Sydney’s City Council Uncontrolled Media
Controlled Media
(Using both uncontrolled and
controlled media will build a
relationship between the
council and KOTO.)
Email
Phone Call
Media eg. Sydney Morning
Herald, Radio.
Uncontrolled Media
(Using uncontrolled media
Media Releases
Emails

8. 7
means KOTO can reach
larger publics efficiently.)
Controlled Media
(Use of controlled media
means KOTO can control
their message and image.)
Phone Call
Parents of disadvantaged
kids.
Interpersonal
Uncontrolled Media
(Using uncontrolled media
means KOTO can share their
message on a large scale.)
Face to Face
Social Media
Social workers Uncontrolled Media
(Use of uncontrolled media
means KOTO can reach
social workers efficiently and
effectively.)
Flyers
Emails
School counsellors Uncontrolled Media
(Use of uncontrolled media
means KOTO can reach
school counsellors efficiently
and effectively.)
Flyers
Emails

9. 8
4. The campaign’s messages
- Building community cooperation
- Create/promote awareness of underprivileged youth
- Empowering disadvantaged youth, providing opportunities
- Develop socially active citizens through integration of youth into social enterprises
- Friendship- Providing opportunities to meet new people and build meaningful
relationships
- Self motivation
- Confidence

10. 9
5. Website Analysis
- Branding; slogan, logo, colour scheme
- Design components- F-pattern layout, multi-column, topical order,
- News and events (about organisation, community and stakeholders)
- Statistics, testimonials, character profiles
- Mission statement, biography and relevant organisation information
- Interactive components- easily navigated menu, ‘Get Involved’ and ‘Donate Now’
widgets
- Multimedia elements- appropriate videos, sliders and photos
- links to social media, links to other sites and pages
An effective website for A Better Future Foundation should include elements that gain
attention, that are ordered and direct the audience to taking conclusive action because
“websites that appear more user friendly and appear to care more about stakeholders tend
to actually be more user friendly and create more effective communication interfaces on
their websites” (Kent, 2011, p. 141). It is design elements that first attract attention and
enhance user readability by creating “a consistent visual rhythm that paces the reader as
she moves through the page. The rhythm is established in the placement and repetitions of
shapes, colours, typefaces, textures and spatial relationships" (Carroll, 2010, p. 154).
Effective branding should be included as “the recognisable nature of the brand plays an
important stylistic role in the organisational rhetoric” (Hoffman & Ford, 2010, p. 46) and
therefore builds a familiarity with the audience and increases credibility. Also, by
following an F-pattern layout the webpage will establish a visual hierarchy since “reading
exerts a gravitational force on the user that continually pushes their gaze downward and to
the right”. (Costello, 2016, p. 145). Finally, by including ‘get involved’ and ‘donate now’
links the webpage persuades the audience to take-action easily.
Furthermore, the website should be the synthesis of pathos, ethos and logos to be most
persuasive since “appeals built on reasoning and argument will be more effective if the
audience believes the speaker to be credible, and if the audience members’ emotional state
makes them receptive” (Hoffman & Ford, 2010, p. 43). Incorporating statistics,
testimonials and interviews of past graduates on the website uses evidence to both enhance
credibility of the claims and persuade publics given that “if an audience is to find a claim
persuasive it must be supported” and that "based on the examples and a belief that the
future will resemble the past, they [audiences] can infer the conclusion" (Hoffman & Ford,
2010, p. 39).
It is also important to appeal to pathos when persuading stakeholders to believe in the
company’s objective. This is achieved when an organisation demonstrates that it is “a
responsible member of the larger community” (Hoffman & Ford, 2010, p. 28) and in turn
evokes an emotional response in the stakeholder to act via interactive features. By using

11. 10
multimedia elements, providing a succinct mission statement and appropriate information,
the organisation establishes “that it can accomplish its goal- that it can produce a product
or deliver a service that meets societal standards” (Hoffman & Ford, 2010, p. 27) while
also persuading stakeholders by appealing to an individual’s desire for identity and
aligning with their values.
Therefore, these elements are important to utilise in ‘A Better Future Foundation’s’
website as “online media provide a great opportunity for organizations to generate two-
way, dialogic communication and build relationships with the public” (Shin, Pang, & Kim,
2015, p. 190).

12. 11
6. The Social Media Element
6.1 Importance of Social Media Applications
- Social media applications provide features that help PR practitioners see the level
of audience engagement.
- Applications like Twitter and Facebook are important in PR as they are useful for
making announcements, for example a brand announcing a new product. This is a
quick and simple way for PR practitioners to get the word out to their target
publics.
- Social media applications can also help PR practitioners get a sense of their target
publics. By looking at their social media pages’ analytics, PR practitioners are able
to see what demographic their following is.
- Social media application are also important to PR as a large portion of the
population has some sort of social media. This means PR practitioners are easily
able to reach a large audience efficiently and effectively.
- 5
6.2 Twitter
1. Welcome to KOTO Sydney! To find out more about the organisation click the link:
LINK
2. KOTO is opening an exciting, new restaurant in Sydney! Join in here: SIGNUP
LINK
3. KOTO Sydney is an organisation run by The Better Future Foundation helping
disadvantaged youths gain a brighter future.
4. Want to #StartYourFuture? Recruitment for KOTO Sydney’s traineeship program
opens TODAY! If you or someone you know could use a leg-up to start their
future in the hospitality industry, this is what KOTO Sydney provides! Apply here:
LINK
5. KOTO Sydney is a journey of learning new skills and making valuable
friendships! #StartYourFuture: LINK
6.3 Facebook Page
Profile:

13. 12
A Better Future Foundation is an organisation which seeks to support underprivileged
youth, the community and the arts.
KOTO Sydney is a notable youth community organisation which seeks to train
underprivileged young people in hospitality, to better their future by gaining them
employment and providing opportunities to make an impact in the community.
The foundation is also a proud supporter of the Future Crew initiative, which seeks to
support indigenous people and their communities across Australia.
Our CEO Jessie Ascot is 28 years old, and is a highly experienced social worker who
specialises with disadvantaged youths.
Screenshots:

14. 13

15. 14
7. Recommendations
- Approach local, influential supermarkets for sponsorship including Coles and
Woolworths.
- Gain Australian Celebrity chef representatives/ ambassadors - Curtis Stone in
association with Coles, Jamie Oliver in association with Woolworths, Adriano
Zumbo, Matt Moran
- Implement instagram feed which showcases the appealing dishes being served in
the new restaurant
- Host an opening event that publicly shows appreciation for all the people and
organisations that have contributed. Can include guest appearances from the
celebrity chefs to inspire the new employees.
- Live feed the opening event on Facebook
- Tweet daily in the previous week to build hype
- Post daily on Facebook to also build hype and provide more information on the
event
- A workshop between the disadvantaged kids and the celebrity chefs
- Contact local newspapers and radio stations to build awareness of the opening
- Hand out flyers in popular public areas in Sydney including Circular Quay, Pitt
Street Mall, Queen Victoria Building, and popular Sydney restaurants for them to
display or give out such as Tetsuya’s Restaurant, Restaurant Hubert, Mr. Wong, as
well as the celebrity chef’s restaurants like Zumbo’s Patisserie and Moran’s ARIA
Restaurant. Explain our cause if concerns of competition are raised with the
restaurants getting flyers.
8. Conclusion
This report has shown that a KOTO campaign to help disadvantaged Sydney youth can be
achieved with the support of other charitable organisations. Awareness of the campaign
can reach our target publics who are the Sydney disadvantaged youth, their families, and
the media by using a variety of physical and digital communication tools. The outcome of
the campaign will help give these youths opportunities to enhance their life by gaining
valuable working skills, thus making them more employable. KOTO itself will be more
widely recognised for its commendable work and continue to gain sponsorship to grow the
organisation.

16. 15
Reference List
Browning, M. (2015). Chefs At Work. Retrieved from
https://unsplash.com/photos/MtqG1lWcUw0
Carroll, B. (2010). Writing for Digital Media (2nd ed.). New York: Routledge.
Costello, V. (2016). Multimedia Foundations: Core Concepts for Digital Design.
CRC press.
Forsyth, P. (2010). How to write reports and proposals. [EBook]. London: Kogan
Page.
https://encore.newcastle.edu.au/iii/encore/record/C__Rb3746906?lang=eng
Hoffman, M. F., & Ford, D. (2010). Identifying rhetorical strategies in
organisational rhetoric. In Organizational rhetoric : situations and
strategies (pp. 23-54). Thousand Oaks, CA: Sage Publications.
Kent, M. L. (2011). Creating Persuasive Messages. In Public relations Writing : a
rhetorical approach (pp. 132-156). Boston: Allyn & Bacon.
KOTO. KOTO Foundation. Retrieved from http://www.koto.com.au/koto-
international-
Shin, W., Pang, A., & Kim, H. J. (2015). Building relationships through integrated
online media: Global organisations' use of brand web sites, Facebook, and
Twitter. Journal of Business and Technical Communication, 185-220.
DOI: 10.1177/1050651914560569