Rest easy. The timeline, size, complexity. We will handle it.
We have been doing this successfully for a long time. Our methodical, organized approach ensures on-time results that accomplish your program goals.
The following five phases form our process.
This initial phase includes listening to stakeholders and gathering information.
Each organization is unique. After working with many diverse corporate cultures, our outsiders’ view helps us see what is different about yours.
We work to reveal the complete picture of your internal communication challenges by paying close attention to the big ideas and small details.
We begin with interviewing leadership to discover organizational goals and change expectations. We answer the questions: Where are you today? and Where do you want to be tomorrow?
Additionally, we conduct research of your workforce. The voice of your employees (VOE) is critical. The services we develop for you need to reflect their needs so that they receive timely, helpful information to improve their performances. We audit employees through surveys, focus groups, and interviews.
We also do a technology and channel analysis. This provides an assessment of your organization’s technology and communication channels, which determines content delivery. We audit existing materials and their purposes within your organization to interpret whether they may serve as starting points for new content.
The second phase in our process examines the data collected. Audience segmentation is key. From there, we build a strategy for each audience that addresses each one’s identified needs.
Each strategy is further expanded with decision making about the rest of the process: development, implementation and evaluation.
A framework is then created to address the targeted services and deliverables to prepare. It describes material delivery and outlines evaluation methods to use for measuring audience comprehension. The framework contains the following:
- Objectives that are measurable and ensure perception and reality align and tie to the organizational objectives
- Data collection reports, along with findings from the research
- Audience segmentation and profiles to develop for each audience with information criteria per profile
- Channel framework with identification and assessment of channels available
- Deliverables and tactics to use to engage audiences
- Key messaging to embed in content
- Evaluation methods to use
- Details on sustaining the proposed changes
The third phase in our process examines plan preparation, visual identity and archetype (prototype/initial model of content).
We take the strategies and framework created during the second phase of the process and make a customized, detailed plan from them for each audience. Each plan leverages channels and methods of outreach. We work to find the right channels for your specific audiences. We consider their job functions, geography, workspace and the physical realities of their workdays. The annual plan identifies the priorities for the coming 12 months.
Visual identify is also addressed. How do you want your services and deliverables to look? We identify the best design for your diverse, possibly dispersed workforce. We operate from a position of engagement and consistency.
Content is also addressed. We look at what kind of content to develop for the audiences. Within each kind of content, we drill down to the details of what is said and how it is said. We ensure that the content and design work together to produce a uniform, complimentary internal communication program that has key takeaways for different forms of communication. Initial, possibly multiple, archetypes are built.
Regarding technologies, we have no allegiance to any particular one. And, if a plan dictates, we can make tangible deliverables like posters. We can even do a hybrid approach of tangibles and technology.
We also determine ways to evaluate the impact of the program on the audiences.
The fourth phase in our process addresses the crafting of deliverables. This is where we take the ideas about content and design and make them a reality.
We also implement the deliverables at your organization.
During this final phase in our process, we measure the deliverables’ impact on the audiences at your organization and plan for the future. Measurement is a cyclic process where results and feedback bring about further action. The measurement should tie back to the objectives defined in the strategies, framework and customized, detailed audience plans.
To help us determine the impact, we gather data, feedback and comments from multiple sources through surveys and interviews, intranet analytics and social network metrics. It must be unbiased, good and bad information that is honestly reported. Our goal is to measure to optimize the effectiveness of the program and track success.
Evaluation should take place soon after implementation and often. We will work with you to determine the best way to monitor your program’s results.
You should consider an ongoing sustainment of the strategies. Annual planning must encompass lessons learned from the evaluation of the strategies. The annual plan may not require a re-evaluation of the initial framework but needs to continue the momentum.