engagement strategic communications and change management …€¦ · audience’s culture (i.e.,...

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