Audience Analysis

My primary audience will be the head of orientation. He is in his 30s and very friendly and open to incorporating new ideas into his work. His primary concerns with orientation are the happiness/welfare of the students and their families. He needs to make sure the families of the new students feel comfortable and safe leaving their child here. He needs to impress and reassure them. He also is concerned with the happiness and well being of the older students who help run orientation, but this is secondary to the new students and families. He is also concerned with relationships between the new students (and their families) and the school and campus. He needs to portray the school's values truthfully. He also needs to make sure he doesn't offend or madden anyone higher up in the school's administration.
My primary audience will most likely read my letter on his own time in his office or somewhere where he can focus. I don't think he is off-the-walls busy so I am fairly confident that he will take time to read it and concentrate on it. Normal every day distractions will probably occur, but I believe he will be interested in reading the letter since orientation is his primary responsibility. I also am sure he does not want to read anything too long or boring. In my mind short, pleasant and informative will be the best way to write this letter.