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PFML Authority Collections System Demo
5/1/2020
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Introductions
Who this experience is for:
• A day in the life of Reggie, a local business owner
• A day in the life of Kat, Reggie’s employee
A look at the draft web pages
Closing thoughts and Q&A
Contents
PFMLIA Demo
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Maura Parente RuckerCustomer Strategist
Meeting with you today
Jayson KneenSalesforce Architect
Reggie NelsonEngagement Lead
Alex LangleySolution Owner
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We will use the customer personas to create targeted omni-channel campaigns to “reach them where they are” and to take action.
Proposed Marketing Strategy
Understand Build Implement• Collect existing data
and insights.
• Collect distribution lists.
• Review MA PFMLA and similar state efforts to model approaches that went well.
• Develop marketing brief including business case, objectives, audience, available channels etc.
• Create marketing plan with channel strategy, release schedule, tactics & target metrics and feedback mechanisms (determine if a test and learn campaign is needed).
• Brief in templates and other graphics to design.
• Write copy.
• Develop any other content needed (media for example).
• Launch campaign.
Measure• Report on defined
metrics.
• Analyze metrics to iterate on strategy and contents (if needed).
• Collect feedback and iterate.
Plan
What He Values• Being connected to the tech
community in Hartford.• Building and supporting a team of
people who value working for InsurTech.
• Being able to make smart business decisions.
• Working like a startup and handling finances himself but he is reaching a tipping point and might need to hire a payroll company soon.
He Feels Frustrated When• He needs to spend a significant
amount of time researching and locating relevant information.
• He doesn’t know who to contact.
• The experience in each agency is different and unrelated.
• He has to fill out the same information repeatedly.
Business Goals
How He Wants to Feel• He wants to be informed and
knowledgeable about what is required for the PFML tax.
• He wants to be able to plan his annual business financials in advance.
• He wants the process to be efficient and simple. Being in tech, he is conditioned to expect seamless experiences.
• He wants to know this will be a valuable benefit for his employees when in need.
REGGIE a Business Owner“I want to know I’ve paid the right
amount quickly and easily”
Business: InsurTech35 employees
Reggie has a business in the technology sector in Hartford. His business has recently grown and he is passionate about adequately supporting his employees. He will need to remit employee contributions to the Authority in compliance with all applicable standards and will need to be adequately informed.
Employee Count
Over 150 Under 75
Payment Type
CashCredit Card
Communication Needs
• We understand your need for clear information and process instruction.
• We know what you need to establish your business in your industry.
• Your experience will be personalized with just in time information and instruction.
• You want adequate lead time to respond to requirements.
GrowthView holistic dashboard data that helps to manage and grow the business
Cost
RegisteringForms needed to complete and submit are clearly identified for me with instructions
Calculated expenses are accurate and based on information provided.
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GovernanceProvides direction & oversight of operations through a structure and policies that delegate authority and guide decision making.
TechnologyDescribes the systems, platforms and tools used to support people and processes.
Organization Defines detailed structure, organizational roles, reporting lines and sizing of the organization.
People Defines the types of skills & competencies required. Different strategies require different types of talent and different people management practices.
ProcessesDefines the critical end-to-end activities performed in the organization.
Performance Management & Benefits Realization Defines the structure to plan, monitor, measure & reward performance.
Capabilities Describes the organizational competencies needed to achieve its strategy.
Culture Values, beliefs, norms, shared assumptions that define the unwritten rules that guide behavior in the organization. Assesses how the culture impacts the business and does or doesn’t align with strategy.
Strategy & Alignment Describes vision, competitive advantage, goals and alignment of the organization to the strategy.
While the Authority needs a complete operating model long-term, given the time constraints we recommend focusing on these four key elements for the Collections MVP milestone.
Leveraging Slalom’s Operating Model Framework
© 2020 Slalom, LLC. All rights reserved. The information herein is for informational purposes only and represents the current view of Slalom, LLC. as of the date of this presentation. SLALOM MAKES NO WARRANTIES, EXPRESS, IMPLIED, OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
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Below are listed deliverables for the Marketing of the PFMLIA website. *The customer facing website and back end collection will be design/developed in Salesforce by Slalom.
Proposed Marketing Strategy and Website
Phase Deliverable TeamUnderstand • Collect existing data and insights.
• Collect distribution lists.• Authority lead, Slalom support• Authority lead
Plan • Develop strategic brief including business case, objectives, audience, available channels, target metrics and feedback mechanisms
• Create marketing plan • Create Creative Brief that responds to Strategic brief• Create Creative campaign(s) that responds to creative brief
• Authority, Slalom
• Define Owner• Agency• Agency
Build • Design/Build public facing Salesforce website and content, leveraging brand styleguide elements Agency establishes
• Build any Salesforce marketing content needed such as emails• Build all marketing campaign assets, copy and media needed to
execute omni-channel campaign(s)
• Slalom
• Slalom• Agency
Implement • Deliver all campaign assets. • Agency
Measure • Collect feedback and metrics• Analyze metrics to iterate on strategy and contents (if needed).• Report on defined metrics
• Authority lead, Slalom support• Authority• Authority
