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Sarah Scott- Comm Plan

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Sarah Scott- Comm Plan

  1. 1. COMMUNICATIONS TRANSFORMATION & STRATEGIC PLANNING ABC Company 1 Sarah Scott
  2. 2. PROJECT BACKGROUND & SITUATION ANALYSIS ■ Leaders are not speaking in unison and do not have a good way to communicate. A consistent internal and external communications plan for leaders needs to be made. ■ Employees are experiencing burn-out and leaving the company due to inconsistency. They need to feel like the are part of a company that cares and has a plan. ■ The media relations team is handling issues reactively instead of proactively. Employees are often hearing of company changes from external sources first. The media relations team needs a way to communicate with internal sources before external sources consistently and before turmoil occurs. ■ The CEO needs to feel involved in the new process and that (s)he is a part of the team. Additionally, the overall plan needs to be impactful and sustainable. 2
  3. 3. AUDIENCES: Cascade Phases MEDIA MEDIA RELATIONS EMPLOYEES HUMAN RESOURCES LEADERS 3 PRIMARY SECONDARY
  4. 4. Key Messages ■ For Leaders – We have the opportunity to rebuild transparent communications and trust with our employees. – We empower managers to lead and give them the skills and tools to do so. – We encourage communications in a 360-Degree platform so leaders can reach everyone in an efficient and promising manner. ■ For Employees – We are creating a new community experience with work-life balance and flexibility at its core. – We are empowering associates to communicate with leaders regularly. – We are uplifting the voices of associates to impact the way ABC Company is run. ■ For the Media – We are opening lines of communication and transparency for the media and affected publics. – We are including media in our business plan rather than just accepting it. – We are creating a positive environment for external stakeholders to ask questions and explore ABC Company beyond superficial aspects. 4
  5. 5. The heart of ABC Company is to build positive relationships first and then focus on the task-at-hand [widgets]. The organization is focused on increasing trust and transparency with leaders, employees and the media by centralizing proactive communications and forward-thinking involvement strategies. ABC Company will accomplish this through positive engagement with key stakeholders through a multi-faceted strategic planning and communication process debuting in 2017. ### 5 Strategy
  6. 6. Objectives ■ Leverage positive engagement between all stakeholders from employees to leaders to media. ■ Expand the program to heighten campaign awareness via positive engagement and leveraging ABC Company’s Personal Story. ■ Educate internal and external audiences on the new and improved ABC Company in a way that will “stick” for the lifetime of the organization. ■ Drive employees and leaders to become proud advocates of ABC Company. 6
  7. 7. Goals & Measurement ■ Increase ABC Company’s voice among key stakeholders through social media to create an increase in support to acquire a ten percent increase in social media following within 12 months. MEASUREMENT: After the Wrap-Up Gala compare number of followers to number one year ago. ■ Maintain employee retention and increase engagement with ABC Company by allowing a more inclusive and positive work environment through which employees feel they are cared-for. MEASUREMENT: After the Wrap-Up Gala compare retention rates to one year ago. Use START- FINISH surveys to measure inclusivity. ■ Increase leader interaction and transparency with each other and employees by way of opened communications systems and clear goals and strategies. MEASUREMENT: Use START-FINISH surveys and leader forum to measure interaction and transparency. 7
  8. 8. Tactics 8 What? Why? How? For Whom? START-FINISH SURVEYS Gain perspective of internal thoughts on ABC Company. Email Blast Employees and Leaders MEETING-IN-A-BOX Internal review and communication in a 360° manner. Go-To meeting Employees and Leaders MEDIA KIT Put the ball in your court for what media talks about. Through ABC Company website. Media ABC UNIVERSITY Engage employees and leaders in friendly competition. Internal Portal Employees and Leaders FACEBOOK/TWITTER PANEL DISCUSSION #WHYABC Encourage media to interact with leaders in semi- controlled environment. Facebook & Twitter Media and Leaders LEADER FORUM Allow leaders to communicate effectively. Internal Portal Leaders VACATION INCENTIVES Work-life balance. Increased productivity. Give 3 weeks paid vacation and $1000.00 to each employee each year. Leaders, Employees, Media PRESS CONFERENCE Proactive communications. At Headquarters/ CEO Speaks Media STORYTELLING To personify leaders Video campaigns (2x per week) CEO Gets two weeks. Leaders, employees, media IN-HOUSE MEDIA TOURS Transparency Offer tours of working facilities. Media WRAP-UP GALA Close out plan with positive ending. Event Planner 500 Employees, Media, Leaders
  9. 9. Best Practice: Meeting-in-a-Box 9 WHY IT WORKS: The meeting-in-a-box sets a go-to platform and centralized message for leaders to emphasize and focus on. The box will focus on improving company-wide communications and positive media relations for 2017. Each year a new meeting- in-a-box will be released to refocus and re-engage leaders and employees on the goals and objectives of ABC Company.
  10. 10. Best Practices: Wrap-Up Gala 10 WHY IT WORKS: The goal of the ABC Company Wrap-Up Gala is to drive leaders and employees to maintain positive and productive energy throughout the implementation of the company transformation. Ending on a positive and spirited note will assist in employee engagement and leader commitment throughout the initiation year. Additionally, this will allow the media to have an inside look at the positive aspects of ABC Company.
  11. 11. Best Practices: Vacation Incentives 11 WHY IT WORKS: Offering a competitive vacation incentive to employees will not only improve the public reputation of ABC Company, it will encourage employee retention and prevent burn-out. This vacation incentive will be inclusive to all ABC Company employees and leaders so there is an encouraging and positive relationship on all levels of management.
  12. 12. Budget 12 Tactic Cost START-FINISH SURVEYS $0.00 (email) MEETING-IN-A-BOX $7500.00 ($75x100) MEDIA KIT $2000.00 (Marketing Team $50 per hour for 40 hours) ABC UNIVERSITY $6000.00 (web designer) FACEBOOK/TWITTER PANEL DISCUSSION #WHYABC $0.00 LEADER FORUM $0.00 (Through existing online portal/ ABC University) IMPROVED BENEFITS PACKAGE 5 Million PRESS CONFERENCE $0.00 (Sponsors) STORYTELLING $2000.00 (Camera) IN-HOUSE MEDIA TOUR $0.00 WRAP-UP GALA $200,000.00 TOTAL $5,285,000.00
  13. 13. Timeline 13 Jan Feb March April May June START-FINISH SURVEY FACEBOOK/TWITTER PANEL DISCUSSION PRESS CONFERENCE JULY AUG SEPT OCT NOV DEC START-FINISH SURVEY FACEBOOK/TWITTER PANEL DISCUSSION START-FINISH SURVEY WRAP UP GALA PLAN WRAP-UP* MONTHLY DURING PROJECT § In-house Media Tours § Storytelling CONTINUOUS § ABC University § Leader Forum § Vacation Incentives § Meeting-In-A-Box § Media Kit
  14. 14. Plan Wrap-Up and Results ■ Offer monthly consultation with Director of Communications to focus on what works and what does not throughout the program. After the meeting offer minutes to be distributed to all leaders to communicate with Meeting-In-A-Box plan at monthly meeting. ■ Prior to the wrap-up gala host a lunch and learn with top 100 leaders to discuss successes of plan and how to improve in the future. ■ At the end of the program, there will be a wrap-up gala hosted to inform key stakeholders of the successes of the plan and why the changes were essential to the engagement and overall success of the organization as a whole. ■ Send photos and minutes from gala to all employees and leaders. ■ Mail hand-written thank you letters to CEO and Director of Communications. Mail typed thank you letters to other leaders. Email blast general thank you to employees for engaging and participating in the project; include FINISH survey. ■ Send final notes and wrap-up kit to CEO, Communications Director and leaders. 14

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