Creating a Strategic Communication Plan

1. Creating a Strategic Communication Plan Gwen Jayne Dir. Compensation & Benefits

2. The Fundamentals The primary purpose of communication is SHARED UNDERSTANDING Communication must be interactive, mutual and reciprocal.

3. The Fundamentals NOISE Sender Receiver Message Source Destination

4. The Fundamentals • Effective Communications • Supports an environment of feedback • Is a reciprocal process that involves the receiver and sender • Is clearly understood • Clarifies and enlightens • Encourages desired behavior/action

5. Analyze the Situation • Identify what is to be communicated. • Ask questions to create a better understanding of the situation. • Who? What? Where? When? Why? How?

6. Analyze the Situation • Who will be the provider? Who will be eligible? • What are the major challenges in creating acceptances? • Where will they find information? • When will the plan become effective? • Why is the plan being introduced? • How will the plan affect eligible employees?

7. Define the Objective • Remember to keep the Objective SMAART • Specific • Measurable • Attainable • Audience-Specific • Relevant • Tied to the business

8. Define the Objective • Introduce a pay card program to eligible employees, and enroll 50% of “paper” check employees in the pay card program. • Decrease recurring costs of traditional paper checks • Manage final wage payments via instant payment

9. Conduct Audience Research • Who is your audience? • What does your audience think is important? • What are the trouble spots? • Any special information needs? • Considerations for employee segments? • Other major segmentations?

10. Conduct Audience Research • All US based employees are eligible • Employees value accurate pay, ease of use. They want to ‘see’ the money. • Technology resistant employees could be an issue. • Non-English speaking employees will require separate materials. • Will need to identify the union contact for communication coordination. • Family members, and prospective employees are also potential audience members.

11. Determine Key Messages • Information obtained through analysis and research provides input into key messages. • Key messages must be aligned with communication objectives.

12. Determine Key Messages Objective: Key Messages: • With a pay card, cardholders can skip trips to the bank, and quit waiting for the mail. • Funds are automatically deposited and always available the second they hit the card. Introduce a pay card program to eligible employees, and enroll 50% of “paper” check employees in the pay card program.

13. Select Communication Channels • Face to Face • Paper-Based • Technology Based

14. Select Communication Channels Face to Face Why or Why Not Allows for real-time interaction and feedback. Delivery of information from a trusted source Empathy Significant cost, time and travel hurdles for multi-site. Consistency of information Best when you need to change behavior or overcome resistance to change. • Meetings • Presentations • Social Gatherings • Workshops

15. Select Communication Channels Paper Based Why or Why Not Read at one’s own pace Sharing with others Consistency Lack of interaction Information may be misinterpreted Reading and language barriers Cost and Environmental Concerns Particularly effective when communicating information that is complex, or used as a reference. • Brochures/booklets • Newsletters • Letters and Memos • Payroll inserts • Posters • Post Cards

16. Select Communication Channels Technology Based Why or Why Not Quick, convenient and cost effective Ideal for short, time-sensitive messages Employees can search and access information as needed Meeting employees where they are 24/7 Security risk (privacy and confidentiality) Do all employees have access? Information overload! • Podcasts • Storage devices (flash drive, CD, SD cards) • Mobile and wireless devices • DVD/video • Webcasts • Email

17. Select Communication Channels • Multiple Modes of Communication – Pay Cards • Brochure/Postcard for reference, and to include family members • Email blasts and Webcasts • Presentations and onsite meetings A pay card program involves the most sensitive of subjects – MONEY. Be sure to reach all stakeholders, and provide information.

18. Develop the Campaign • Create a project plan • Summarize/document findings up to this point • Select the project team • Detail action items • Detail cost estimates • Detail evaluation plan

19. Develop the Campaign • Pre-introduction • Create a teaser • Build excitement and make the audience want to learn more • Determine who needs to know the details in advance • Obtain senior leadership approval. • Prepare Q&A for supervisors • Conduct train-the trainer sessions

20. Develop the Campaign • Release • Decide specifically how the message will be communicated. • Types of materials and channels. • Key communicators. • Time lines/dates • Quality control • Obtaining feedback

21. Develop the Campaign

22. Develop the Campaign • Reinforcement • Determine how the message will be clarified and/or reinforced for the audience • HOW WILL YOU GET FEEDBACK?

23. Develop the Campaign • Employer branding should be tied to the message. • Branding • establishes a consistent image. • Improves employee attraction and retention • Enhances employee satisfaction and pride in association with the brand image • Contributes to a recognizable corporate/employee culture

24. Develop the Campaign

25. Implement the Campaign • Does everyone know their assignment? • Have you informed all stakeholders? • Timing & Sequence • What is first? • What follows and when? • Who will answer questions? • Obtain feedback!!!! Continually check in with your audience for reaction and feedback.

26. Develop the Campaign

27. Managing the Campaign • Build a project team • Create a charter and/or use a roadmap • Apply leadership skills • Communicate on an ongoing basis • Team • Management • Manage/track to plan • Celebrate Success!!!

28. The Project Team Face to Face Technology Paper Project Manager

29. Roadmap

30. Communicate

31. Celebrate!!!

32. Evaluate the Campaign • Evaluation is a continuous process, starting with the initial rollout and further evaluation 4 to 6 months later. • Use questionnaires, focus groups, interviews. Don’t forget the informal networks! (Water cooler talk) • Where appropriate, compare before and after responses.

33. Evaluate the Campaign • Determine if the strategies that were developed are effective. • Were communication objectives achieved? • If not, then why? Bad target? Bad campaign? • Determine if continuous communication or periodic reinforcement of key messages is needed.

34. Measuring ROI • Review your objectives • Define success • Identify measurements • Enrollments • Statistics • Cost savings

35. Special Considerations Extra consideration should be taken when communicating these things: • Compensation • Benefits • Work-Life • Performance & Recognition • Development & Career Opportunities • Communicating Negative Change • Mergers & Acquisitions • Union Environment • External Vendors

36. Gwen Jayne, Director of Compensation & Benefits, e+CancerCare