Post on 24-Aug-2020
transcript
Transformation Strategic Plan
FMS Marketing & Communications presentsEngagement + Change Management 101
How to integrate communications, marketing & change management activities into your project life cycle
2019
Engagement: Moving Forward TogetherWhat is engagement?
o a two-way dialogue seekingunderstanding and solutions together to topics of shared concerns
o interactions are inclusive, meaningfuland empowering
PART 1Engagement Strategy
PART 2ChangeManagementApproach
PART 3Strategic Communications & Change Management Plan
We engage to better understand
our target audience’s culture(i.e., beliefs, values,
assumptions)
Engagement: Strategy + Goal = ActionPART 1Engagement Strategy
PART 2ChangeManagementApproach
PART 3Strategic Communications & Change Management Plan
GOAL ACTIONEngage impacted users and clients
Match project goals to engagement
opportunities
Build relationships & focus on shared values
Create a transparent, inclusive engagement
process
Engage in real dialogue to better understand user needs, desires and concerns
Ask the right questions to the right user groups
Why engagement?o Engage with our partners to solve challenges & address opportunitieso Users feedback helps us to make better decisionso Promote familiarity, advocacy and trust
Engagement: Prioritize User Groups + ClientsPART 1Engagement Strategy
PART 2ChangeManagementApproach
PART 3Strategic Communications & Change Management Plan
We want to engage the groups in the right way, at the
right time and for the right reasons
Who can influence the outcome? Who will be impacted?
Change Management: ProcessPART 1Engagement Strategy
PART 2ChangeManagementApproach
PART 3Strategic Communications & Change Management Plan
Planning: Identify User Groups (Using the Personas template)PART 1Outreach & Engagement Strategy
PART 2ChangeManagementApproach
PART 3Strategic Communications & Change Management Planning
1. What is a change management persona?A persona identifies the primary target audience by impact and influence and documents a shared understanding of their needs.
2. Why should we use a change management persona?It keeps users’ needs at the center of the project and aligns understanding of the “current state” and the “future state.”
3. How can we use a change management persona?o Design thinking process: “who” we’re designing foro Alignment: on the current state and future state and
challenges we need to addresso Shared understanding: change management is a
collaborative efforto Manage expectations & accountability: clarify roles &
responsibilities to set the user groups up for success and asmooth transition
Use the persona template to ask
questions to uncover concerns, beliefs,
feelings, questions and fears throughout
the change journey
Strategy: 1 | Start with a Clear Roadmap + Strategy PART 1Outreach & Engagement Strategy
PART 2ChangeManagementApproach
PART 3Strategic Communications & Change Management Planning
Example A: PO Close Engagement
Example B: Stanford Travel Engagement
A visual roadmap makes it easy for
everybody to understand where we
are today & how we can move forward
together to reach our shared goals/vision