hub 1.0 communications plan · to test design concepts and utilization in an effort to inform the...

DATE: November 29, 2013 Tomorrow’s Workplace Hub Communications Plan ISC: Unrestricted Note: this is a pared down version of the plan to attach to the Municipal Excellence Award submission. Some details like names have been removed.

Hub 1.0 Communications Plan 2 ISC: Unrestricted Updated: 29/05/2015 11:21 AM

TABLE OF CONTENTS

Table of Contents .......................................................................................................................................... 2

Executive Summary ....................................................................................................................................... 3

RESEARCH ..................................................................................................................................................... 3

Environmental Research Scan.......................................................................................................... 3

Background ...................................................................................................................................... 3

Audience Identification .................................................................................................................... 4

ANALYSIS ....................................................................................................................................................... 8

SWOT ............................................................................................................................................... 8

Definition of desired state ............................................................................................................... 9

COMMUNICATION ...................................................................................................................................... 10

Goals and Objectives ...................................................................................................................... 10

Key Message Themes ..................................................................................................................... 11

Employee Key Messages ................................................................................................................ 11

Leadership Key Messages .............................................................................................................. 11

Vocabulary and Definitions ............................................................................................................ 12

Strategic considerations ................................................................................................................ 13

Timing ............................................................................................................................................ 13

Tactical communications matrix .................................................................................................... 14

EVALUATE ................................................................................................................................................... 23

Appendices .................................................................................................................................................. 24

Appendix A: Detailed evaluation of Communication Tactics ........................................................ 24


EXECUTIVE SUMMARY

Tomorrow’s Workplace (TW), along with partners from CPB-Space Planning and HOK are designing and implementing a drop-in work hub within the Municipal Building. This space will be used as a pilot space to test design concepts and utilization in an effort to inform the overall Corporate Hub Strategy. Communications related to the hub will focus on engaging stakeholders during the project, promotion of the Hub to The Corporation as a whole and communications for users of the space (inc. research and instructional information). The communications plan is written in two phases: Construction and Promotion. Tactics will focus on established internal channels and word-of-mouth communication.

RESEARCH

ENVIRONMENTAL RESEARCH SCAN

Background During the flooding event in June 2013, many City workers were accommodated in alternative workspaces. These spaces were set up at City buildings and other facilities away from impacted areas. Members of the TW team worked to set up and manage these spaces during the flood recovery. Once employees were able to return to their regular workspaces, the alternative workspaces were decommissioned. One of the deliverables set out by TW is the creation of a Hub Strategy. It was determined a pilot hub space would be constructed in order to test design concepts and evaluate utilization of the space. This pilot will inform the overall Hub Strategy. Due to the flood and resulting activities around alternative workspaces, the hub pilot was accelerated by the Director of Corporate Properties and Buildings. The estimated time of completion for the hub space is Q3 2014. The employee facing program that TW will deliver is called myFlexwork. This name will be used as part of the naming conventions of the hub space with the space being officially called Flexwork Hub. Working during the flood survey results TW issued a survey in September 2013 to evaluate how people worked during the flood. The survey had 1064 respondents, a statistically relevant number. The survey asked various questions around work habits and movements during the flood. The following results are relevant to this project:

• Moving forward I would consider working in an alternative location (e.g. home, other office space, public space).

o 92% of employees answered they would consider working this way occasionally (39%), regularly (39%) or all the time (14%).

o 92% of supervisors would support their staff in working this way occasionally (52%), regularly (33%) or all the time (7%)


Relevance: Shows that City employees are willing to use spaces other than their own desks to complete work.

• Based on my recent experience, the three most important things when working in a different location are:

1. Access to mobile technology (cell phone, laptop, etc.) 2. Ability to collaborate with staff/team 3. Ease of access (travel time, location, etc.) The other top answers were access to the network, printers, etc.

Relevance: Indicates the features/benefits that will need to be promoted to staff about the new hub space.

• General comment summary: An underlying theme applied to most responses was a greater desire for improvements. Comments consistently showcased problematic aspects of deployment of resources or ability for employees to engage available resources. Respondents typically noted a need to increase education, support programs and resources for mobile commuting to be effective and adoptable at different levels of the corporate structure. Relevance: Further indicates the need to promote the features/benefits that will be available in the new space (printer access, desktops, variety of spaces, etc.). It also notes that messaging around the hub being one step towards a more flexible workplace may be well received.

Actual Environmental Scan The communicator on the project did reconnaissance on the third floor and there are a few items that should be considered. The third floor houses public service counters and as such there is a large quantity of semi-permanent way-finding signage directed to the public. This may pose an issue with both availability of space and confusion about what signs are for what audience. The communicator also worked on the 6th floor open space which is as close to the hub space as The City currently has. During the 2 hours (on a Friday) that she worked from the space, it was mostly empty. Those that were using the space were usually alone except at around 10am where approximately 10 – 15 people were present. It appeared that these employees were taking a break and not actually using the space to work from. It is worth noting that this space does not have any technology available. AUDIENCE IDENTIFICATION

Audience Profile Current Communication

Methods/Responsibility

Project Sponsor(s) PRIMARY

Decision makers – the sponsors on this project will act as key decision makers and approvers. It is imperative to provide them with up-to-date communication on the progress of the project and related communications activities. It will also be important to manage expectations when it comes to timelines and usage.

• Email • Face-to-face meetings


Employees working at satellite locations (outside Municipal Complex) PRIMARY

Primary users – The space will be open to all employees with City ID however this group will have a higher need for this space than employees working within the Municipal Complex. These people may use this space in between meetings to maintain productivity and avoid unnecessary travel. Messaging for this group may include:

- Promotion of benefits/features of space

- Location of space - How to use the space

• Meeting invites • Emails • myCity (feature articles,

intranet content, feature ads, Stuff You Should Know, All Employee Notice, Cubicle Cast, live chat)

• Face-to-face with supervisors

• Posters • Digital displays • Elevator panels • Yammer • Signage (way-finding and

promotional)

Employees working in Municipal Complex PRIMARY

Secondary users – The space will be open to all employees with City ID. Staff located in the Municipal complex will be able to use the space, however, their usage is assumed to be less than employees located elsewhere. Specific messaging for this group may include:

- Building updates - Encouraging them to let meeting

invitees from other buildings know that the space is available

• Meeting invites • Emails • myCity (feature articles,


• Face-to-face with supervisors

• Posters • Digital displays • Elevator panels • Yammer • Hub space itself • Signage (way-finding and

promotional) Users of the space PRIMARY

Actual users – This group consists of any City employee who may use the space. The communications work done for this group will include creative design work in the space, instructional information, surveys/feedback opportunities, etc.

• Tent cards/table top • Local digital displays • White boards • Bulletin board • Concierge • Signage • Wall applications

People located in affected area Impacted Staff – Those on the 3rd floor • Emails


(IT staff, DBA counters, Sun Media, Calgary Herald, etc. 3rd Floor Municipal Building) PRIMARY

who will be located near the hub space during construction. Messaging to this group needs to include timelines, updates on construction, what they can expect and information around the reasons for the change. This group includes members of the media so content should be vetted through the lead communicator for Corporate Services and The City’s main media liaison. This group also contains the people that were moved out to accommodate the hub space. They have been moved into a smaller area with no windows.

• Face to Face with Supervisors

NOTE: During construction, all construction related communication (hording, signage, etc.) will be handled by the Contract Administrator from The City of Calgary.

BU leaders and managers (CMT/L4/L5) PRIMARY

Operational leaders/users – people managers are responsible for encouraging and support flexible work behaviours in their staff. They are also likely to be users of the space. Specific messaging for this group may include:

- Allow/encourage employees to use the space

- Use the space to maintain productivity

• Take Five • myCity (feature articles,


• Yammer • Posters • Brochures • Elevator panels

Corporate leadership (ALT/SMT) PRIMARY

Champions/users - Administrative Leadership Team (ALT) and Senior Leadership Team (SMT) can be impactful influencers on the rest of the Corporation. They are also likely to be users of the space. Specific messaging for this group may include:

- Using this space during Council meetings/to maintain productivity

• Emails from sponsor • As above


Project Team SECONDARY

Responsible for working together on the project to ensure that communication is consistent and aligned to the project plan To communicate with a collective voice about the project to all involved audiences

• Emails • Project team meetings

Construction Workers SECONDARY

These people responsible for the building of the space. They are on-site and are often approached and asked questions about what they are working on and why. It will be important to give this group key messages/contact information that they can pass on to people who inquire.

• Face-to-face meetings

TW Sponsors / TW Executive sponsor SECONDARY

These individuals must be equipped to champion the associated business process changes, organizational changes, and the change behind the way employees may work in the workplace of the future. Sponsors will influence program priorities, leadership commitment and support to the adoption of the Tomorrow’s Workplace strategies and tactics.

• Email • Monthly meetings with TW

leads • Media briefing

CPB Communications SECONDARY

As this project is related directly to space, communicators from CPB (space planning and FM) will need to be to be proactively engaged and communicated with. Some tactics will need to be worked on together so regular touch points are vital. In order to ensure that all communications are consistent with CPB standards the lead project communicator will work with the CPB communicator on specific tactics that overlap with work typically handled by CPB.

• Emails • Monthly update meetings • Project meetings as needed • Media briefing

Media TERTIARY

Media, other than those who may be affected by construction, will not be directly communicated with on this project but because of its proximity to the media rooms and the Council chambers they will be able to see the front wall of the space which will include branding and messaging.

• Spokesperson will be Director of CPB if it is a contentious issue

• Otherwise, media opportunities will go through TW’s established media plan.


The look and messaging of this wall will need to be considered carefully. A response will need to be prepared in advance if anything is picked up (need a briefing sheet).

Council (specifically LASC) TERTIARY

Elected officials that have approved the funding for Tomorrow’s Workplace. This audience should be made aware of the space as part of the annual update to the LASC. It is located in an area that citizens will see, it can be used by council members and they should know the work that TW is completing as part of the program.

• LASC Committee meetings • Communications through

Brad Stevens

Citizens TERTIARY

Citizens are taxpayers who have a stake in how money is spent. They will not have access to this space, however, they may see directional and promotional signage for the space as it is located in the same area as the DBA counters. It is therefore important to be sure that all communications are clear in who they are targeted for.

• Media • City staff • Calgary.ca • Calgary City Blog • Facebook • Twitter

TW Team TERTIARY

The Tomorrow’s Workplace team will be users and promoters of the space. They will want to be kept updated on the progress of the space and will need to be engaged so they can actively communicate with their networks.

• Team meetings • Emails

ANALYSIS

SWOT

Strengths • Current environment indicates support for this

type of space amongst employees and leadership

Weaknesses • There are currently no defined “mobile”

workers at The City • The timeline on this project is aggressive and


• Strong project team with consultants who represent industry best practice

• Strong support for this from the project and TW sponsors

• This is a TW lead initiative and therefore roles and responsibilities are easily established

• Communications can focus on wired staff as non-wired staff will have little reason to use the space

constantly in flux • The space is located on the same floor as the

DBA counter and signage could become confusing

• Working in an unfamiliar location can be uncomfortable and intimidating

• Roles and responsibilities between CPB and TW are still being determined

• Employees may feel that supervisors don’t trust them to work in locations away from their desk (and supervisors may actually feel this way)

Opportunities • Showcase the benefits of working in a flexible

way • Build the TW toolkit and “fast-track” one of the

key program components • Show that employees were heard after the

flood and actions were taken • Develop a “brand” for the space that may

influence other projects. • Develop strong relationships with other CPB

communicators that will benefit TW in the future

• Report back on important lessons learned • The hub space will contain numerous

opportunities for targeted communication that will be controlled by the project team (TW) including digital display units, white boards, poster boards, etc.

Threats • The space shares a wall with a media room used

by Sun Media and adjacent to the Calgary Herald

• Citizens/media may perceive this as “wasted” space (see critical media of UofC space)

• First impressions are very important and if the space doesn’t look and function appropriately the first time it is used, people may not come back.

• Space could be construed as being primarily for City leadership and functional only during council meetings.

DEFINITION OF DESIRED STATE

• All employees and leaders know where the space is located, understand how to use it and will use it as needed.

• All employees and leaders will understand the hub space as a key component to flexible work and will better understand the goals of Tomorrow’s Workplace.

http://www.calgaryherald.com/news/Liberals+slam+lavish+University+Calgary+office+renovations/9181697/story.html

http://www.ucalgary.ca/utoday/issue/2013-11-20/university-addresses-concerns-about-renovations-executive-offices


COMMUNICATION

GOALS AND OBJECTIVES

Project Goals • Provide multiple space types to support individual work or small informal groups. • Introduce the notion of space as a shared resource for the organization. • Opportunity to measure new concepts and technology types to inform City Hub strategies. • Prototypes potential future workspaces for broader application throughout the City. Communication goal and objectives Goal 1: Employees are aware of, and access, the hub space.

• Objective 1.1: The space will see usage of 300 within the first three months of operation. Measured by: Usage methodology employed as part of the project (concierge tracking, sensors, card swipes, etc.)

• Objective 1.2: Employees using the space will report 85% agreement with the statement that they understand how the space works and know where to get assistance if needed. Measured by: survey question collected weekly

• Objective 1.3: In order to measure awareness, visits and views of digital media will be collected each week and will be at or higher than the myCity average for each tactic. Measured by: webtrends software/Employee Communications Baselines: Feature articles – 722 visits; Poll questions – 743 respondents; Feature videos – 300-500 is considered worth doing; Stuff You Should Know – 524 visits; TW website visits – 450

• Objective 1.4: Employees using the space will be from a diverse range of Business Units and job levels and all communications in the space will be reflective of Corporate shared space rather than business unit owned space. Measured by: Measured by: Usage methodology employed as part of the project (concierge tracking, sensors, card swipes, etc.); survey question; space creative review

• Objective 1.5 (TBD): If we don’t achieve objective 1.1, we will conduct a survey with employees three months after the space opens, to determine the reasons why the space is not being used. (Note: objective 1.1 was reached within 2 weeks but it was still decided to do another survey to inform why people were not using the space)

Goal 2: Position the hub space as a key component of flexible work.


• Objective 2.1: Increase the extent of staff awareness of Tomorrow’s Workplace and the concept of flexible work. Measured by: survey question, feedback from TW team Baseline: no baseline information is available; any indication of awareness will be considered a success.

Goal 3: Ensure a well executed communications plan during all phases.

• Objective 3.1: Transparency and open communication is maintained between all project

team members, stakeholders and audiences. Measured by: feedback from project team and audiences

• Objective 3.2: Report back to Project Manager on communication lessons learned though the project. Measured by: completion of lessons learned workshops post-project

• Objective 3.3: Communications are coordinated between CPB, IT and HR as required to ensure messages are correct and consistent. Measured by: feedback from communicators, collateral review

KEY MESSAGE THEMES

Employee Key Messages • The hub space is available for all City of employees and does not belong to any one business area. • The hub space is part of flexible working, giving employees a choice as to how and where they work

to best serve the needs of their business and customers. • Together with IT, CPB and HR, Tomorrow’s Workplace, is using the hub space as a pilot to test

flexible space design concepts and evaluate the utilization of the space. Employees are encouraged to come and work in the space and provide feedback.

• During the flood, employees reported that availability of technology, the ability to collaborate and the ease of access to a location were the most important aspects of working away from their normal work locations. The hub was created with all of these in mind.

• The hub space contains different workspaces to suit different needs. There are semi-private booths, cafe-style tables, enclosed offices, a small meeting table and individual drop-in workstations.

• The entire area has Wi-Fi access that allows employees to connect to the City network so working from laptops or other mobile devices is easy. Many workspaces also have desktop computers so employees can log-on and connect to The City network.

• The hub space is designed for employees who are on the move and need a place to stay productive. • The hub space is conveniently located on the 3rd floor of the Municipal Building behind secured

doors. Employees will need City of Calgary ID to enter. Leadership Key Messages


• During the flood, employees reported that availability of technology, the ability to collaborate and the ease of access to a location were the most important aspects of maintaining business continuity. The Hub project in the Municipal building was built to respond to these needs.

• Together with IT, CPB and HR, Tomorrow’s Workplace, is using the hub space as a pilot to test flexible space design concepts and evaluate the utilization of the space. The information gained through this pilot will inform a Corporate-wide strategy for building and maintaining hubs throughout City-owned facilities.

• The hub space allows you and your employees to stay productive. Encourage your employees to use the hub space when visiting the Municipal Building.

• The hub space is conveniently located on the 3rd floor of the Municipal Building, close to council chambers.

Citizens, Council, Media Key Messages (as required) All media inquiries should follow process laid out in the Flexible Working/Tomorrow’s Workplace Media Contingency Strategy which can be found on the TW team SharePoint site.

• The City is updating a section of workspace on the 3rd floor of the Municipal Building to provide needed flexible workspaces for City employees. The Flexwork Hub is designed for employees who are on the move and need a place to stay productive.

• During the flood it became important for employees to have drop-in spaces outside of their normal locations to work from. The hub project in the Municipal Building is the first of this kind of space at the City and will be used to inform future hub spaces in other City-owned buildings.

• Creating multi-functional drop-in workspaces allows City employees to maintain productivity during normal business operations and in times of crisis.

• The hub space is an integral part of flexible working at the City which ultimately aims to avoid future real estate costs and enhance financial sustainability.

• This amount of space would typically accommodate 10 employees. The hub space is designed to hold up to 36.

VOCABULARY AND DEFINITIONS

• Workspaces in one word NOT two words, these are any spaces from which employees can work • Workstation in one word NOT two words, these are work areas that are for individual use (i.e. desk,

drop-in space) • Drop-in NOT drop in • Flexwork Hub (proper name, use capitalization) or hub space (generic term, use lower case)

http://mycity/workgroups/pi/TW/Communications/Strategies%20and%20Plans/Flexible%20Working%20Media%20Contingency%20Strategy.docx

http://mycity/workgroups/pi/TW/Communications/Strategies%20and%20Plans/Flexible%20Working%20Media%20Contingency%20Strategy.docx


STRATEGIC CONSIDERATIONS

• The hub space will be proactively promoted to all City employees with particular emphasis on employees who work outside of the Municipal Complex.

• The hub space will rely heavily on word-of-mouth communications and therefore tactics that promote “spreading the message” will be emphasized (i.e. Yammer, personal emails, meeting invites, etc.)

• The front-facing lead of the project will be Tomorrow’s Workplace TIMING

Phase 1: Construction/Building Feb – August 2014 Most communications during the construction period will be handled by the Construction Coordinator. This includes hording, safety signage etc. The Hub 1.0 Project communicator will coordinate communications for staff and media who work on the 3rd floor. During this period all of the interior related communication will also be developed including the signage/branding of the space. “Coming soon” corporate-wide communications will be integrated into the portfolio communications plan. Phase 2: Promotion Week of opening - September 15 (then monthly during tracking period – 3 months) Once the space is officially open, Corporate-wide communications will begin. Communications during this phase will focus on location, benefits and use. Communications will not begin earlier due to changing project timelines and possible risk.


TACTICAL COMMUNICATIONS MATRIX

Phase 1: Construction/Building

Audience ----------- Status

or !

Tools and Tactics Timeline Key Messages Objectives

Wall applications

This is decorative in nature and will be designed by Creative Services in conjunction with HOK.

- Includes back wall graphic - Front panel graphic - Glass frosting panels on front and side

May 29 – approval of files □ June 5 – files to production □ August – install

Add to the space and create a dynamic and interesting visual impact. Portray the concepts of flexibility and connectivity. Subtly connect with the TW visual identity.

Safety signage Evacuation route signage, signage for accessible entry and exit during an emergency.

-

Supply Signage Consistent signage to indicate where supplies are located and any instructional information required in the supply room.

-

Hub 1.0 Communications Plan 15 ISC: Protected Updated: 29/05/2015 11:21 AM

Tabletop cards Tabletop signs will be available on the different workstations and content will depend on location. These will reiterate the large poster and will also include more detailed information (i.e. how to map to a printer, how to set up the workstations, promo of the survey, etc.). These will also advertise the partners that have contributed to the building of the Hub (FM and ESM specifically)

July 23 – content to CS □ July 25 – order hardware □ Aug 5 – proofs to TW September 15 – up In time for opening

One place for staff to access all information they may need to know about the space. May include information on: - Safety/security (route, muster point, accessibility) - IT security - Individual space uses - Technological information/mapping to printer, etc. - Where to get further help - Cleaning the workstations - Etiquette Partner cards (to be designed/produced by partner) - ESM Waste Management - FM Lighting

-

Local digital display Rotating digital display that will show information related to the hub space. Possibly digitize/animate some of the information in the informational cards above. This may be included in the video vignettes mentioned below. Template so that we can create our own.

In time for opening Include information on: - Who to contact for issues - Printer - Safety/security - Survey promotion - TW promo - Lost and Found - Wi-Fi - Etiquette (see below) Partner DDUs (to be designed/produced by partner) - ESM Waste Management - FM Lighting

Objectives 1.2 & 2.1 Welcome users to the space, show consistent branding with other marketing components. Provide information related to safety, security, stats, of the space. Showcase concept of flexible work (Infographic or video?)

White board messaging Utilize the entrance whiteboard for welcome messaging/important information about the space. Post a welcome message and leave blank areas to collect people’s feedback.

In time for opening - Welcome sign (front) - Feedback wall (front) - Survey promo (behind drop-in desks)

Objectives 1.2

Safety information These are standard safety communications/forms that should be posted in the space. They include:

In time for opening Objective 1.2 & 3.3


- Safety policy poster - Environmental policy poster - Safety Inspection forms - Near-miss forms - Number to call in emergency? - Safe Walk poster

Survey of users Need to survey users to get information related to:

- Space design - Usage - Demographics - Communication - Pros/Cons - Location

Given electronically via iPad through FluidSurvey. This needs to be quick with very limited open-ended questions.

Draft due April 25 □ Final due May 16 □ Deployment plan June 7 Deployment at Hub opening (September) Deployment of Corporate-wide survey (Nov. 3)

Objective 1.1, 1.2 & 3.2

Survey cards Small business cards with the link to the survey for those that don’t have the opportunity to complete the survey in the hub.

□ September 15 (in time for opening)

Notices to staff/tenants

Email sent to staff on the third floor. This email will be sent on CPB letterhead to all tenants of the third floor..

Email May 6, 2014 Poster May 7, 2014 Email May 28, 2014 (for x-ray) □ 2 weeks prior to space

opening

PM to provide comms with


milestones that may require communication. If none, we should communicate with staff prior to construction and once when the space is set to open.

Key messages for construction workers Supply construction workers on-site with high level key messages and contact information if staff/media make inquires.

May 12 We are renovating the workspaces in this area. There are media persons located on this floor so please be aware of conversations you are having in and around the space. All tenant or media inquiries should be directed to Justin. Media inquiries will go through the corporate media line.

Construction signage NOTE: this will be posted by Construction Coordinator as per standard protocol.

May 15

Pre-open house Invite all employees on the third floor to come by and tour the space. Thank them for their patience and cooperation. Provide snacks.

September 11 Objectives 3.1 & 1.1

Permanent way-finding Signage This will be handled by the project lead through CPB. It is noted here as it is an important component of clear communication.

Working with timelines for changes to DBA timelines

Objectives 1.1 & 1.2

myCity/TW Update the myCity/TW site with ongoing information about the Hub. Include FAQs, information about the space, how to use it and what to expect (this will be a separate page off the TW site that will eventually migrate to the myFlexwork site). Due to the extended length of construction, we will also use this site to provide ongoing updates about construction. This will hopefully create buzz and create a communications channels for those on the 3rd floor looking for information.

Ongoing throughout construction □ In time for opening

Objectives 1.1, 2.1, 3.1


myCity article A short “teaser” will be included in our close out article for the Flexible Working campaign.

May 13

Project fact-sheet This is a one-page fact sheet that contains information on budget, timelines and objectives for the project.

On-going, given out at meetings as required

Objectives 3.1 & 3.3

Key messages for media This space is located in the same area as the Sun and Herald media rooms. As such, there is need to have a comprehensive key messages prepared in case the space garners the attention of the media. Key messages are included in this communications plan and protocol will follow standard TW media strategy.

One week prior to construction (general messaging)

Objective 3.1 & 3.3

Key messages for concierge Concierge will need to be prepared to speak to the purpose of the space, the benefits of flexible working and the space as well as Tomorrow’s Workplace’s role in the development.

July 20


Phase 2: Promotion

Audience ----------- Status

or !

Tools and Tactics Timeline Key Messages Objectives

Posters Posters to be sent in each mailbag across the organization to inform staff about the new space and invite them to use it.

□ Out in mailbags September 15

Elevator panels These panels will be in conjunction with the Flexible Working campaign that will run in April. Depending on timing the messaging for the Hub portion will either be “coming soon” or “welcome”.

Booked to run May 5 – June 20 (Ad Valorem, Manchester, Water Centre) June 20 – August 15 (Muni and Admin)

Digital Displays (Corporate) Digital display panels that will run on all internal employee monitors to promote the Hub space.

□ September 15 - October 15

Feature Ad Feature ads to run on myCity linking to a webpage with information about the space.

□ September 15 – September 26


Temporary promotional/additional way-finding signage Promotional, temporary way-finding signage will be needed in the lobby of the 3rd floor to indicate how employees can access the hub. Need to be careful of content and where it is positioned as there is other directional signage located in the same space for citizens.

First 3 months September 15 – December 15

Signage is as follows: - Two pull-up banners; one on main

plaza level directing up, one on far left of elevator bank pointing left

- Escalator signage on glass - Door signage on both entry doors - Decals for the other shared work

spaces on the 6th floor and the main plaza level

myCity article myCity article to introduce the space and promote the use of it. May run another article a month in featuring a user of the space. May 14 – a short “teaser” will be included in our close out article for the Flexible Working campaign. August 20 – pre-promo letting staff know when the hub is set to open, introducing the survey (teaser around prizes), showing the video (linked through to the hub site September 15 – launch – the Hub is now open! Survey info, reasons why they should check it out (help inform the future planning), introduce/promote the prizing, promote ways they can spread the word, include meeting invite copy November 4 – Reminder article. Report on space usage, quotes from employees using the space, reinforce importance of getting employees input (even from those who haven’t used space). Announce winners of weekly prizes so far. Promote the big prize. Feature hub champion. Picture slideshow.

May 15 August 20 September 15 November 4

myCity Dos and Don’ts Post a dos and don’ts list on myCity about how to use flexible/shared work.

September 18


Message to communicators Send out email to all communicators letting them know about the hub and linking to the August 20 article. Ask them to include it in their employee newsletters and spread the word. Include short and long copy as well as a phone

August 20

Article in BU newsletters Articles in various newsletters. See above.

Manchester newsletter summer 2014 Insites newsletter (CPB) June 2014

Stuff You Should Know (SYSK) Weekly short copy block to advertise the opening of the space on myCity.

September 16 October 8 November 5

myCity/TW – Hub page Update the myCity/TW site with a page containing information about the Hub.

Ongoing

Poll question Two poll questions, one after a week or two and one mid-way through tracking period to gauge awareness and usage.

September 23 October 15

Have you heard of the Hub space? Have you used the Hub Space? (answers are reasons why or why not)

Hyperlapse directions video A sped up video showing how to get to the hub

October 8

Cubicle Cast “On Location” myCity will shoot “on-location” in the hub. Project lead will co-host.

September 11 Filming September 10

Yammer Yammer posts to promote the opening of the hub space and links to other communications tactics (i.e. articles). Set up a hashtag to promote in the space so other people can share content about their experiences in the space. All creative material will have the hashtag included. #flexworkhub

Weekly August 21 – promote myCity Hub article


Meeting Invite Copy A short, fun copy block that people can copy and paste into their meeting invites letting people know that the hub is available for them if they are coming for a meeting in the Muni.

Include in other communications

TakeFIVE Weekly message to DeptID owners.

September 16 October 14 November 4

Tell your staff that the Hub is open and you support them working in the space to maintain productivity.

Email Email from Sharon or Darrel to her colleagues about the opening of the space

Week of opening

Tell your staff that the Hub is open and you support them working in the space to maintain productivity. Use the space yourself during council meetings

SMT Meeting Potential to hold fall 2014 SMT meeting in the hub space

TBD

CMT Newsletter Laurie’s quarterly update about what is happening with Tomorrow’s Workplace.

July 8 October 22 □ Q4

Tell your staff that the Hub is open and you support them working in the space to maintain productivity. Use the space yourself during council meetings.

Pre-opening Space Tour Tour the space during the scheduled ESIC meeting on September 10.

September 10


EVALUATE

1. Outputs (products or individual communication elements)

• The space will see usage of 300 within the first three months of operation. o Exceeded this within 2 weeks. 770 unique users within first 3 months, over 3500 total

visits.

• Employees using the space will report 85% agreement with the statement that they understand how the space works and know where to get assistance if needed.

o Employees reported this at a rate of 81%. This may be due to the fact that the digital display units, one of the main communication methods was not working for the first 6 months of operation.

• In order to measure awareness, visits and views of digital media will be collected each week and will be at or higher than the myCity average for each tactic.

o These were all at or higher than myCity averages (see details below).

• Employees using the space will be from a diverse range of Business Units and job levels. o People from every business unit visited the space and there was a range of job types.

See presentation summary for details.

2. Outcomes

• Increase in the staff awareness of Tomorrow’s Workplace and the concept of flexible work. o The hub has been one of the best projects for promoting flexible work and TW across

the Corporation. At the management team meetings that were held in the fall, almost every single one, the hub was mentioned as a great space

• Transparency and open communication is maintained between all project team members, stakeholders and audiences.

o During debrief sessions, there were no issues that were brought up in regards to communications.

• Communications are coordinated between CPB, IT and HR as required to ensure messages are correct and consistent.

o CPB’s communicator provided assistance where required and was kept informed. No issues were identified.

• Communications has reported back to Project Manager on lessons learned though the project. o The communications lead participated in the lessons learned sessions.


Appendices

APPENDIX A: DETAILED EVALUATION OF COMMUNICATION TACTICS

Flexwork Hub September 15 to December 15, 2014 (All metrics stated are for this period, unless stated otherwise)

Tactic Snapshot Goal/Objective Metric Evaluation/Recommendation Construction notices to 3rd floor staff

Goal 3 Objective 3.1, 3.3

Key messages for construction workers May 12


Construction signage May 15


Permanent way-finding Signage

Goal 1

[email protected] email

# of inquiries:

myCity/TW

Goal 1, 2 and 3 Objective 1.3, 2.1, 3.1, 3.2, 3.3

May 5 – Jun 6 # of visits: 1 # of views: 4 Jul 14 – Aug 15 # of visits: 11 # of views: 103 Aug 18 – Sep 12 # of visits: 473 # of views: 671 Overall Rank: 73 Sep 15 – Oct 17 # of visits: 386 # of views: 649 Overall Rank: 131 Oct 20 – Nov 14 # of visits: 91 # of views: 257 Overall Rank: 344

mailto:[email protected]


Nov 17 – Dec 15 # of visits: 57 # of views: 78 Overall Rank: 537

myCity article teaser May 13, 2014


May 13 – May 16 # of visits: 1,133 # of views: 1,235 Overall rank: 9 May 19 – May 23 # of visits: 105 # of views: 112 # of likes: 20 # of comments: 0 Overall rank: 64

Supply Signage Docket#2014-####

Goal 1 Objective 1.2

Tabletop cards Docket#2014-0582

Goal 1, 2 and 3 Objective 1.2, 2.1, 3.1, 3.3

Digital Displays (Corporate) September 15 – October 15 Docket#2014-0583


Local digital display Docket#2014-0583


• Digital display was not functional for first 6 months due to technical problems resulting from miscommunication with and within IT

• Survey respondents who reported they understood how the space worked and where to find help fell slightly below the anticipated 85% at 80.9%

• Elevator panels Goal 1, 2 and 3


May 5 – June 20 (Ad Valorem, Manchester, Water Centre) June 20 – August 15 (Muni and Admin) Docket#2014-0592 (budget allocated to portfolio communications Project 1.05)

Objective 1.1, 1.4, 2.1, 3.1, 3.3

Feature Ad September 15 – September 26 Docket#2014-0591


Message to communicators August 20


Temporary promotional/additional way-finding signage September 15 – December 15 Docket#2014-0593


• Faced with risks in displaying signage and specifics about the hub in areas frequented by citizens

• 3 survey respondents reported that they had issues finding the hub and that signage was unclear

• White board messaging


• Survey respondents who reported they understood how the space worked and where to find help fell slightly below the anticipated 85% at 80.9%

Local user survey iPad and survey cards

Goal 1 and 3 Objective 1.1, 1.2, 1.3, 1.4, 1.5, 2.1, 3.1, 3.2, 3.3 Space design Usage Demographics Communication Pros/Cons Location

Total responses: 191 First time survey: 183 (96%) Understood how the space worked and where to find help: 144 (80.9%) myCity article as

• The accuracy of these metrics may be somewhat skewed due to a technical mistake from not posting the correct collector link in the myCity outlets

• Feedback was largely positive as demonstrated by overall comments

• Top reasons for visiting the hub were needing a place to work while visiting the Municipal Building (39%) and just stopping


biggest promoter: 121 (68%) Primary office is the Municipal Building: 48 (28%) Most common business unit is IT: 44 (25%) Most common job type is Professional/Technical: 104 (59%)

by to check it out (38%) • 42% of respondents visited the

hub for less than 30 minutes • 51% of respondents sat at the

drop-in desktop workstations (consistent with the Corporate-wide survey) – need to compare with concierge tracking data

• The most common desired features were more quiet spaces/walls to divide the sections, charging cables, dual monitors, laptop docking stations, specialized software on the desktops, coffee/water/kitchen/vending machines and lockers

• Respondents who reported they understood how the space worked and where to find help fell slightly below the anticipated 85% at 80.9%

• Interest for future hub locations is high, as indicated by the wide range of locations given by respondents

Survey cards

Goal 1 and 3 Objective 1.2, 1.3, 1.4, 3.1, 3.2, 3.3

250 cards printed initially, ## remaining

•

Corporate survey Via myCity/TW, SYSK, takeFIVE, myCity article (Nov 4)

Goal 1 and 3 Objective 1.1, 1.2, 1.3, 1.4, 1.5, 2.1, 3.1, 3.2, 3.3 Space design Usage Demographics Communication Pros/Cons Location

Total responses: 119 Visted the hub: 72 (61%) Haven’t visited the hub: 47 (40%) Understood how the space worked and how to find help: 47 (73.4%)

• The accuracy of these metrics may be somewhat skewed due to a technical mistake from not posting the correct collector link in the myCity outlets

• Of the 61% of survey takers who had visited the space before, 47% said their reason for visiting was checking out the space

• Of the 40% of survey takers who had not visited the space before, 49% said their reason for not visiting was that they


myCity article as biggest promoter: 47 (73%) Primary office is Municipal Building: 26 (25%) Most common business unit is IT: 9 (9%) Most common job type is Professional/Technical: 44 (42%)

hadn’t needed to yet but they might in the future

• 25% of respondents reported that their primary office is in the Municipal Building

• The highest respondents were from IT and hold professional/technical positions

• Most comments referred to adding hub locations in various parts of the City (mainly Manchester and the Water Centre), however, 54% of respondents of the question said having hubs in other locations would not increase the likelihood that they would use the space

• Popular sections to work within the hub seem to be the drop-in workstations with desktop computers (need to compare to concierge usage tracking data)

• Most noted suggestions for improvements included more quiet spaces, kitchen/food area/water/coffee, mobile device charging and access to landline phones

Virtual tour video

Goal 1 Objective 1.1

Pre-open house for 3rd floor staff September 11

Goal 1, 2 and 3 Objective 1.1, 1.2, 1.3, 1.4, 2.1, 3.1, 3.3

Cubicle Cast “On Location” September 11


Sep 11 – Sep 12 # of visits: 377 # of views: 441 Overall rank: 10 Sep 15 – Sep 19

• Exceeded baseline minimum of 300 views in first week


# of visits: 229 # of views: 241 # of likes: 15 # of comments: 1 Overall rank: 42

This appears to be a

great example of

people working

together to focus on

the outcome of

making a place were

people can work

together to make it

matter to life in

Calgary. City

employee at 9/11/2014 Article in Manchester newsletter June 2014


Article in CPB Insite newsletter September 25


Poll question September 23

Goal 1, 2 and 3 Objective 1.1, 1.2, 1.3, 1.4, 2.1, 3.1, 3.2, 3.3

Have you heard about the Flexwork Hub? Yup! I’ve already tried it out 32 (4%) Yes and I’m looking forward to using it 124 (17%) Yes, but I don’t think I will need to

• Nearly reached baseline 743 respondents for poll questions


use it 350 (47%) No, what’s the Flexwork Hub? 234 (32%) Total 740

Poll question October 15


Have you used the Flexwork Hub space? Yes, I love getting work done at the hub! 50 (8%) No, but I’m planning to at some point 96 (15%) No, I can’t do my job anywhere but at my desk 67 (11%) No, and I don’t think I’d need to 268 (42%) What’s the Flexwork Hub? 157 (25%) Total 638

myCity article August 20


Aug 20 – Aug 22 # of visits: 897 # of views: 1,017 Overall Rank: 8 Aug 25 – Aug 29 # of visits: 253 # of views: 284 # of likes: 83 # of comments: 4 Overall Rank: 32 Fast tracking mobile work options only benefits The City. Creates a winning environment for creativity on the go, as well as improved and safer communication practices. Allows for employees to turn off devices while in meetings. ;) Way to Go! City Employee at 8/21/2014 I work offsite and often find myself at the Muni Complex for meetings. This is a great idea. Now I can be productive in between meetings. The Hub

• Of the myCity tactics, this article generated the most views and traffic to the myCity/TW hub page

• Exceeded baseline 722 visits in first week of publication

• Feedback was generally positive as demonstrated by the attached comments, increased myCity/TW traffic , number of likes and feedback from team networks

• Sufficient time was given between the teaser article in May and this article so employees weren’t overloaded with information

•


will also give me the option of starting or ending my workday at Muni before early or late meetings. City Employee at 8/21/2014 Great to see The City taking steps forward in an age when remote working is easier and more effective than ever. City Employee at 8/21/2014 As a teleworker, this is great new and true step forward in recognizing our evolving work practices and accommodating a growing mobile City workforce. Please support the pilot so that this can be expanded to other locations, such as Manchester. City Employee at 8/21/2014

myCity Dos and Don’ts September 18

http://mycity/NewsEvents/MyCityNews/Pages/doanddontflexworkhub.aspx


Sep 18 – Sep 19 # of visits: 847 # of views: 906 Overall Rank: 4 Sep 22 – Sep 26 # of visits: 842 # of views: 884 # of likes: 28 # of comments: 3 Overall Rank: 13 be sure to use hand sanitizer before and after using a station. to avoid picking up germs and sharing yours.. City Employee at 9/22/2014 do book a meeting room for discussions to avoid disruptions to other staff. City Employee at 9/19/2014 Do ask/knock before entering someone's cubicle. City Employee at 9/18/2014

takeFIVE September 15

FW takeFIVE - Sept 16 2014.msg


Sent to an estimated 1,500 leaders (including EAs and CSC) with a DeptID number.

• 7 (11%) survey respondents reported hearing about the Flexwork Hub from their supervisor/manager

myCity article September 15

http://mycity/NewsEvents/MyCityNews/Pages/flexworkhubiopens.aspx


Sep 15 – Sep 19 # of visits: 661 # of views: 738 Overall Rank: 15 Sep 22 – Sep 26 # of visits: 30 # of views: 32 # of likes: 37 # of comments: 8 Overall Rank: 262

• The timing of this article was set to coincide with the opening of the hub to employees

• Photos of the actual space were added to entice people to check out and use the hub

• On-page comments were open and honest with all employees, not just positive – the TW team was able to respond to questions in a timely manner





http://mycity/NewsEvents/MyCityNews/_layouts/userdisp.aspx?ID=3694






Thanks so much, the hub is great for folks like me! I work in Andrew Davison, and had half an hour to work in the Muni Building before my next meeting and so I was able to quickly log in at one of the workstations and get work communications done. City Employee. at 9/16/2014 The Work HUB Use the space and tell your colleagues about it REALLY HOPE this will happen so, the 5 flr and 6 flr open spaces are for your colleagues to enjoy a coffee or lunch break. City Employee at 9/16/2014 – I can’t speak for all meeting rooms, but we’re hoping you have all you need at the hub as it has fully equipped workstations, Wi-Fi, phones and a multi-function printer. There is also much work underway in both Information Technology and Tomorrow’s Workplace to support flexibility by improving access and expanding Wi-Fi coverage into new locations throughout the corporation. City Employee at 9/16/2014 This is great! As an employee who works offsite but has many meetings downtown this will be a great resource for me. City Employee at 9/16/2014 Employee basic technological requirement while away from their desk, are not guaranteed in all meeting rooms. If employees who have remote access, are willing to use their own devices, will the City supply the WiFi? At least a Shaw 2 Go hotspot? City Employee at 9/15/2014 The hub is behind the east bank of elevators. From the plaza level, take the escalators, and at the top, head left. There is signage pointing the way. You need your City ID to get in. After the first door, the door to the hub is straight ahead. Pyne, Christina at 9/15/2014 Flex hub is a great idea and looks great, but it's concerning that we have invested resources on this space when employees in the Muni Complex have begged for clean showers and a place to exercise for years :( Tomorrow's workplace = healthy employees City Employee at 9/15/2014 But where on the 3rd floor is it? City Employee at 9/15/2014

• Received significant feedback that employees were having difficulty finding the hub (via Corporate-wide survey) so tactics were reconsidered to include a hyperlapse video with easy-to-follow directions (see below)

Stuff You Should Know (SYSK) September 17

http://mycity/NewsEvents/MyCityNews/Pages/SYSK-Sept17.aspx


Sep 17 – Sep 19 # of visits: 251 # of views: 305 Overall Rank: 22 Sep 22 – Sep 26 # of visits: 81 # of views: 88

• Visits for this article were less than half that of the opening article – possibly because most had already read the article and assumed this gave the same information










Overall Rank: 110 takeFIVE October 7

FW takeFIVE – Oct 7 2014.msg



• After receiving significant feedback about the hub being difficult to find, tactics were reconsidered and a hyperlapse video with directions to the hub was released

• 6 more survey respondents reported hearing about the hub from a supervisor/manager (increased from 11% to 14% since the first takeFIVE article)

Stuff You Should Know (SYSK) October 8

http://mycity/NewsEvents/MyCityNews/Pages/SYSK-Oct8.aspx


Oct 8 – Oct 10 # of visits: 346 # of views: 419 Overall Rank: 18 Oct 13 – Oct 17 # of visits: 71 # of views: 80 Overall Rank: 104

• After receiving significant feedback about the hub being difficult to find, tactics were reconsidered and a hyperlapse video with directions to the hub was released

takeFIVE November 4

FW takeFIVE – Nov 4 2014.msg

Goal 1, 2 and 3 Objective 1.1, 1.2, 1.3, 1.4, 1.5, 2.1, 3.1, 3.2, 3.3


• 8 more survey respondents reported hearing about the hub from their supervisor/manager since takeFIVE on October 7 (12% overall since opening September 15)

• 15 (23%) of Corporate survey respondents reported hearing about the hub from their supervisor/manager

myCity article November 4


Nov 4 – Nov 7 # of visits: 297 # of views: 347 Overall Rank: 25 Nov 10 – Nov 14 # of visits: 53 # of views: 54 # of likes: 14 # of comments: 0 Overall Rank: 116

• Difficult to determine if promoting the grand prize with photographs increased survey responses or if this article served as a reminder

Stuff You Should Know (SYSK) November 12

Goal 1, 2 and 3 Objective 1.1, 1.2,

Nov 12 – Nov 14 # of visits: 235 # of views: 256






1.3, 1.4, 1.5, 2.1, 3.1, 3.2, 3.3

Overall Rank: 18 Nov 17 – Nov 21 # of visits: 50 # of views: 55 Overall Rank: 159

myCity article January 22

Goal 1, 2 and 3 Objective 1.1, 1.3, 1.4, 2.1, 3.1, 3.2

Jan 22 – Jan 29 # of visits: 881 # of views: 934 Overall Rank: 13 Jan 30 – Feb 6 # of visits: 96 # of views: 99 # of likes: 30 # of comments: 5 Overall Rank: 113 Re: Flexwork Hub grand prize winner Love the Hub! Great place to work for a change of scenery and quiet time- when needed. I agree that dual monitors and additional rooms would greatly improve the space, and enhance the productivity of users. Can't wait to see what's next. Cheers! City Employee at 1/26/2015 Mobile Work Survival Kit Good question! We put together our mobile work survival kit based on what people might find useful when working in a mobile environment like the Flexwork Hub. It contained a laptop bag, lunch bag, wireless mouse, water bottle, travel mug, pencil case, elastic organizer for cords/small electronics, headphones, an extendable USB/charging cable, bus tickets and for good measure a certificate for Good Earth. City Employee at 1/23/2015 I'm curious - what's in the Mobile Work Survival Kit now that reads better... grin City Employee at 1/23/2015 I'm curous - what in the Mobile Work Survival Kit? City Employee at 1/23/2015 Flexwork Hub Way to go Anne! Can't wait to see future hubs. City Employee. at 1/22/2015

• Exceeded baseline 722 visits in first week of publication



Hyperlapse directions video


• Creation of this video was in response to reports that employees couldn’t find the space or didn’t know where to look for signage.

• Linking to the video on the myCity/TW information page and mentioning it in the Stuff You Should Know (SYSK) and takeFIVE articles reduced reports of not being able to find the space

Yammer


hub 1.0 communications plan · to test design concepts and utilization in an effort to inform the...

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