Enterprise Communications

Unifying Communication forIncreased Stakeholder Engagement

Kathleen RohrbaughManager of Planning,

Marketing and Communication

Nathan JonesMultimedia Marketing

Communications Specialist

Agenda

• Communication Trends and CGFNS Response• Positioning CGFNS International as a

Customer-Centric Organization– Unified Communication Strategy– Stakeholder Engagement– Effective Tools

Communication Channels

Communication Trends

One-to-Many Collaboration

Uni-Directional Bi-Directional

Start / Stop Continuous

Producer-Driven Consumer-Voice

From To

Enterprise Role in Communication

• No longer dictating the conversation

• A thought-leader within the global dialogue

Risks and Opportunities

• Left behind• Technology can distract from message• Solutions don’t meet customer needs– Content-heavy with no Context– Automation is opposite of engagement

Opportunity:Re-evaluate and Build More Effective Solutions

• Initially: Mail, Phone, and Rolodexes• CGFNS embraced computers and the Internet• In 2003: Implemented CGFNS Connect• Applicants have been connected to us via the

web for over a decade• Now: 90% of all business is done online

CGFNS Response

Unified Communication

StrategySuccessEffective ToolsStakeholder

Engagement

Positioning CGFNS International as a Customer-Centric Organization

• Updated all customer letters– Over 100 letter scenarios reviewed– Updated nomenclature to reduce confusion– More customer-centric– Consistent messaging

• Plans for 2013– Strategy development– Web site redesign– Expansion of stakeholder communications

Unified Communication Initiatives

Unified Communication Strategy

Unified Communication Strategy

• Transformative Process• Cross-Departmental, Project Management• Consistent message across all channels– Customer Care– Corporate Website and Online Applications– Social Media– Video and Multimedia– Print Collateral

Unified Communication Strategy

• High Levels of Engagement• Operational Efficiencies• Knowledge Sharing• Speed of Communication

• Better Serve the Market• Efficiently Leverage Core Competencies

Stakeholders and Dynamic Tools

Stakeholders (Partial List)• Customers• Employees• Board of Trustees• Committee Members• Corporate University

Dynamic, Cost-Effective Tools• Content Creation• Rich, Engaging Media• Corporate Website• Adobe Connect• Social Media

Stakeholders: Customers

Applicants&

RegulatorsAlumniPotential

Applicants

Tools for Success: Social Media

• YouTube, Facebook, Twitter, and more!• Why bother? – Responsibility as a Thought-Leader to Participate– Stakeholder Challenges and Needs– Global Trends

Employees

• Greatest Asset

• Rich Media Creation– Photography– Video– Audio

Employees

Board of Trustees andCommittee Members

• Essential Leadership and Governance• Busy Executives• Volunteers

• Adobe Connect• Headquarter Highlights• Global Briefs

Committee Membersvia Adobe Connect

• Competitive Edge Global Leader• Brand Awareness Brand Value• Stakeholder Involvement Revenue• Engagement, Engagement, Engagement

CustomersEmployees

Board of TrusteesCommittee Members

Corporate WebsiteSocial Media (External and Internal)

Content CreationRich, Engaging Media

Adobe Connect

What is Success?

SuccessEffective ToolsStakeholder Engagement

Unified Communication

Strategy

Questions?