Creating a Strategic Communication Plan

Gwen Jayne

Dir. Compensation & Benefits

The Fundamentals

The primary purpose of communication is

SHARED UNDERSTANDING

Communication must be interactive, mutual and reciprocal.

The Fundamentals

Sender

Message

Receiver

NOISE

Source Destination

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

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?

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?

Define the Objective

• Remember to keep the Objective SMAART

• Specific• Measurable• Attainable• Audience-Specific• Relevant• Tied to the business

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

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?

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.

Determine Key Messages

• Information obtained through analysis and research provides input into key messages.

• Key messages must be aligned with communication objectives.

Determine Key Messages

Introduce a pay card program to eligible employees, and enroll 50% of “paper” check employees in the pay card program.

• 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.

Objective: Key Messages:

Select Communication Channels

• Face to Face• Paper-Based• Technology Based

Select Communication Channels

Face to Face

• Meetings• Presentations• Social Gatherings• Workshops

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.

Select Communication Channels

Paper Based

• Brochures/booklets• Newsletters• Letters and Memos• Payroll inserts• Posters• Post Cards

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.

Select Communication Channels

Technology Based

• Podcasts• Storage devices (flash

drive, CD, SD cards)• Mobile and wireless

devices• DVD/video• Webcasts• Email

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!

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.

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

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

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

Develop the Campaign

Develop the Campaign

• Reinforcement– Determine how the message will be clarified

and/or reinforced for the audience– HOW WILL YOU GET FEEDBACK?

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

Develop the Campaign

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.

Develop the Campaign

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!!!

The Project Team

Face to Face Technology Paper

Project Manager

Roadmap

Communicate

Celebrate!!!

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.

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.

Measuring ROI

• Review your objectives• Define success• Identify measurements

– Enrollments– Statistics– Cost savings

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

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