the vision integration platform change readiness campaign theme “together to the future”
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The Vision Integration PlatformThe Vision Integration Platform
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