Marketing Programs & Campaigns

2

Communications Plan Summary

Program Communication Objectives• Awareness (Hear\See):

• Aided Awareness (Key Words) – 95%• Aided Awareness (All 5 Values) – 75%

• Key Messages (Think\Feel): • Key Words: Integrity, Respect, Safety, Fair Play, Citizenship

• All Employees • Call to Action (Say\Do):

• Protect and Defend our Business Model • Model the Shared Values Behavioral Norms

Time: Key Stages & Milestones • Step 1: Cascade Strategy, Chain of Command • Step 2: Flank with Digital & Print Execution• Step 3: Penetrate & Sustain with Testimonials

Cost to Deliver• External: Total = $150 K (Agency & Materials)• Internal: Total = .25 FTE (4 employees)

Key Assumptions• Managers Trained before direct communications launch to al

employees• Flank Strategy designed to complement manager communications

1:1 with employees

Roles & Responsibilities• Project Customer: Approves time, cost and objectives• Project Manager: Agrees to time, cost and objectives

Project Team• Director of Marcom• Director of Marketing Programs• Marketing Coordinator

Key Channels of Communication

1. Cascade: Word of Mouth, VBL Training, Email2. Flank: Intranet, Video, Testimonials3. Penetrate: Testimonials, Metrics, Reinforcement

Mechanisms

Issue Resolution• Economic Downturn – Slower Implementation Option• Budget Cuts – Internal production

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Managers & Supervisors All Employees

Key Themes

• Are you ready to lead? …in accordance with Shared Values?• Get ready to engage questions on Shared Values from employees• All

Key Questions

• Why are the Corporate Shared Core Values important to me?• What should I be doing differently to lead based on Shared

Values?• What support will I receive to lead based on the Shared Values?• How should I engage differently based upon the Shared Values?

• Why are the Corporate Shared Core Values important to me?• What should I do if I encounter a Shared Values situation?• What resources are available to me if Shared Values are

violated?• What should I expect my manger to do if Shared Values are not

being observed or enforced on my team?

Key Awareness Vehicles

• Letter from Project Customer to key leaders• Training Communications from HR• Values Based Leadership (VBL) Training• Video introduction to Shared Core Values Training

• Workplace Posters• Intranet Home Page• Shared Values Video Series

Training • Values Based Leadership (VBL) • Training (TBD)

Call to Action

• Complete VBL Training• Educate Direct Reports on Shared Core Values• Exercise Good Judgment • Model Shared Values Behavioral Norms• Intervene appropriately when issues arise

• Complete Training?• Test Knowledge Transfer?• Report Compliance Violations

KeyReference Materials

• Shared Values FAQs & Key Messages• Post Training Cards• VBL Post Training Materials

• Shared Values FAQs & Key Messages

Proof Points

• Increased reporting of employee violations• Reduction in Preventable Accidents• Increased reporting of Compliance Issues

Communication Objectives – Employees

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Shared Values Campaign Rollout Strategy

• Step 1: Cascade (Word of Mouth) – Manager to Employee • Step 2: Flank (Digital & Print) – Target All Employees • Step 3: Penetrate (Sustain) – Metrics and Testimonials

Step 1: CascadeCorporate Leaders

Awareness – See & Think Introduction: 100% Shared Values Training: 100%

Call To Action – Say & Do Playback: Training Class Survey Application: Model Behaviors

Key Awareness Vehicles CEO 1:1 Meetings & Conference Calls CEO Letter & Training Call to Action Values Based Training on Shared Values CEO LIVE Intro at VBL Training

Shared Values Communications Toolkit Shared Values FAQs, Key Messages, PPT Shared Values Post Training Documents

Metrics Trained Leaders – 100% of Target Training Class Survey – Quality Hotline Calls – % increase

Step 2: FlankCorporate Managers & Supervisors

Awareness – See & Think Introduction: 75% Shared Values Training: 50%

Call To Action – Say & Do Playback: Training Class Survey Application: Measurables TBD?

Key Awareness Vehicles Manager Letter & Training Call to Action Values Based Training on Shared Values CEO TAPED introduction to VBL Training

Shared Values Communications Toolkit Shared Values FAQs, Key Messages, PPT Shared Values Post Training Documents

Metrics Trained Leaders – 100% of Target Training Class Survey – Quality Hotline Calls – % increase

Step 3: PenetrateFrontline Employees

Awareness – See & Think Introduction: 75% Shared Values Training: 50%

Call To Action – Say & Do Playback: Training Class Survey Application: Measurables TBD?

Key Awareness Vehicles Intranet – 10/15/2015 Test Your Shared Values Knowledge

Quiz Corporate Leaders Video on Shared

Values BU Flagship Video on Shared Values Frontline Video on Shared Values

Metrics Trained Leaders – 100% of Target Training Class Survey – Quality Hotline Calls – % increase

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Key Programs Impacted to Shared Core Values

Human Resources

& IT

Marketing& Sales

Shared Values Programming

• Harassment Training

• Diversity Training

• Leadership Training

• Recruiting & Retention

• Employee Complaints

• Gender Equity

• Affirmative Action

• Shared Values

• Compliance Hotline

• Anti-Corruption

• FCPA Training

• Stop Work Authority

• Insurance Premiums

• Risk Profile

• Reputation

• Value Proposition

• Customer Engagement

• Investor Relations

HSEQ & Risk Mgt.

Legal & Compliance

MORE Personal ized Stakeholder Experiences LESS Personalized Stakeholder Experiences

Promotions, Events & Speeches

Word of Mouth, Employee Relations & Personal Selling

Advertising & Digital Communications

Media Relations & Investor Relations

Promotional Items

Speeches & Presentations

Golf Tournaments

Conferences & Seminars

Employee Presentations

Trade Shows

Exhibits

Customer Socials

Guerilla Marketing

Company FAQs

Code of Contact

Webinar

Lunch & Learns

Roadshows

CEO 1:1 Presentation

CEO Conference call

CEO Letter

CEO Live Intro at Training

FAQs, PPT – LCT

Key Messages – LCT

Shared Values

Leadership Training

Mgr. \ Supervisor Training

CEO Letter – Mgr. \

Supervisor

CEO Letter – Employees

Employee Training – Video

Employee Training

Onboarding

Orientation

Sales Meetings

Town Hall Meetings

Sales Presentations

Videos

Testimonials

Animations

Illustrations & Infographics

Social Media – LinkedIn, FB

Website

Mobile App

Email

Banner & Display Ads

Brochures & Catalogs

White Papers

Case Studies

Fact Sheet

Direct Mail

Newsletters

Webinars

Blogs

Posters

Text Messaging

Annual Report

Billboards

Recruiting Websites

Print Advertising

Magazines

SEO

Charitable Donations

Company FAQs

Code of Contact

Proxy Statement

Press kits

Speeches

Investor Presentations

Conferences & Seminars

Annual Reports

Publications

Community Relations

News Releases

Press Conference

Articles

Communication Platforms – Tactics & Tools Checklist

Completed; Go-Live Rollout

Completed; Staging, Not Deployed

In Process

TBD or Not Applicable

Both – Purple

Internal – Blue

External – Red