the vision integration platform change readiness campaign theme “together to the future”

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Change ReadinessCampaign Theme

“Together to the Future”

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Goals. Objectives. Mission.

Situation Analysis

Message Development

Communications Strategy

Communications Channels

Measurement

Change Readiness Campaign Development

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Step 1: Mission. Goals. Communications Objectives.

Develop a VIP Mission Statement based on the Vision Statement (“Advancing Technology. Enhancing Family Services”)

Set Goals based on the VIP Vision and Mission

Set Communications Objectives to meet stated goals

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Step 1: Change Readiness Campaign Goals(Long-Term)

Better prepare State staff at all levels and locations for the implementation of the new system

User Adoption by a large majority of the user community

Minimize resistance to change and thus minimize risk

Understanding of VIP Vision: Advancing Technology. Enhancing Family Services

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Step 1: Communications Objectives

(How Will Communications Help Achieve Program Goals?)

Tailor messages as much as possible to each user group touting the benefits of VIP

Tailor messages as much as possible to address geographic and programmatic offices

Provide consistent, VIP related relevant information and messages that are repeated via various Communications Channels

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STEP 2

SITUATION ANALYSIS(Researching the DHS Landscape)

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Step 2: VIP Readiness Situation Analysis

MISC. TASKS

Create Assets Inventory (Staff, Services, skills, timeframes)

Develop Campaign timeline

Obtain and analyze all Input information

Obtain and analyze all Output information to date regarding VIP

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Step 2: Create a VIP Readiness Situation Analysis

AUDIENCE DETERMINATIONS

Primary Audience

Secondary Audience

All other audiences

Develop Current Communications Priority List

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Step 2: Create a VIP Readiness Situation Analysis

Through Research Develop an Audience Analysis on Each Audience Group

Working Culture

Motivators

Stage of readiness

Attitudes, beliefs and knowledge of VIP

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STEP 3

MESSAGE DEVELOPMENT

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Step 3: Create VIP Messages

Develop VIP Key Messages (that meet goals)

Using key messages as foundation, develop tailored messages to (at least) the Target group and the Primary group

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Stages of Change

Stage Definition Potential Communications Goals

Pre-Contemplation

(AWARENESS)

Individuals are unaware of VIP, have not thought about change, and do not want to change

Increase awareness and personalize risks and benefits

Contemplation

(UNDERSTANDING)

As they learn more about “what’s in it for me,” individuals are thinking about a change in the near future

Encourage and motivate people to make specific plans

Preparation

(ACCEPTANCE)

Individuals have made a plan to change (adjust behavior, increase skills training, etc.)

Help create a concrete plan of action and set short-term goals

Action

(COMMITMENT)

Individuals are implementing a specific plan to change

Assist with feedback, problem solving, social support, and reinforcement

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STEP 4

Communications Strategy

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Step 4: Communications Strategy

EVENTS

Training - - “Skills Training. It’s About The Future.”

Pilot – “Breaking News from the VIP Pilot”

Campaign Launch

“Road Show” of Prototype

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Step 4: Communications Strategy

ELECTRONIC PRESS KITS (EPKs)

Backgrounders for DHS Office Newsletters

Downloadable Pictures

Bylined Articles

Artwork

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Step 4: Communications Strategy

MEDIA RELATIONS (Limited)

Mass media

Service Providers’ Publications and Association Websites

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Step 4: Communications Strategy

RELATIONSHIP BUILDING

User Liaison and Super Users

Service Providers and DHS Management

Create Networking Opportunities to discuss VIP related matters

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Step 4: Communications Strategy

REWARDS and RECOGNITION

Celebrate individual successes

Celebrate Office successes

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Step 4: Communications Strategies

PROMOTIONS

VIP presence at future DHS Conferences

VIP Prototype “Road Show”

VIP Intranet

VIP Newsletter

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STEP 5

SELECTING COMMUNICATIONS CHANNELS

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Step 5: Selecting Communications Channels

Need a comprehensive list of Communications Channels at our disposal

Decide which channels are best suited for audience and message

Need to clarify State responsibilities for executing message distribution via selected channels

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STEP 6

MEASUREMENT and EVALUATION

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Step 6: Evaluating Communication Efforts

Workgroup Needs to Develop methods for measurement of effectiveness (e.g. survey, interviews)

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Campaign ManagementSituation Analysis (Communications and Change Readiness Workgroup)

The Communications/Change Readiness Workgroup is still in its infant stage. Output includes:

a draft Mission Statement

Action Items relating to Internal Project Communications

discussions on campaign strategy development

Albion’s Communications and Change Readiness Team is in place and has been working on projects such as the Project Website and redesigning and writing the VIP Newsletter

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CAMPAIGN MANAGEMENT

SITUATION ANALYSIS

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Campaign Management Situation Analysis (Opportunities)

Gleaning information from past VIP presentations

Technical training has begun. Provides valuable Input source and Communications Channel.

User Training to begin soon. Provides valuable Input source and Communications Channel.

Glenda holds a monthly Video Conference. Use to launch Campaign and revive VIP in minds of management

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Campaign Management Situation Analysis (Challenges)

Development of State’s Communications/Change Readiness Team

Decision making process needs clarity and needs to be communicated

Agreement among state stakeholders as to Goals, Objectives, Strategies, Roles and Responsibilities

Time restraints for State to execute the Campaign

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Campaign ManagementImmediate Next Steps

State evaluates and commissions its Communications/Change Readiness Team

Albion researches all Input and Output information

Get Intranet and Newsletter in approval pipeline. Launch and distribute

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Immediate Next Steps

Workgroup meets within 2 weeks to begin discussions of:

Create VIP Mission Statement

Create Change Readiness Campaign Goals and Objectives

Decide if Research is to be done. If so, then when and how.

Analyze past Input and Output Information to begin developing messages

Create Communications Priority List by Audience Group and Message

Create a Campaign Timeline

Clarify Roles & Responsibilities