Driving Programme Awareness: The Complete Checklist
Nick Francis Managing Director, Consulting

 

What do you think is most important to drive program awareness?

Preface

You have put in countless hours defining a new strategy that brings together both disruptive technology trends and delivers true business value, increasing both revenue and efficiency. Don’t you think you owe it to yourself and the team to make sure that this strategy is understood by the masses, that your target audience’s expectations are managed and they understand the what, why and when?

This three part series has been written to help people and teams in your position to create a technology-led marketing campaign across their strategic initiative, helping to drive successful change and transformation.

We will outline a modular approach that can be scaled out for the initial (and any subsequent) phases of any project or programme. It is designed to bring your scope to life by giving it a persona, creating a campaign that will resonate with the target audience.

You will aim to help build trust by ensuring the target audience can recognise the associated benefits of the programme and understand how to mitigate against any perceived gaps, whilst providing a friendly and reliable interim support service throughout the delivery cycle and beyond if required.

In order to achieve this, it is critical that you do not think technology first but people first and what is of value to your target audience, to create an audience-focused approach to your campaign marketing.

 

Three Key Areas required to support your journey

This article series will cover the following phases of your journey:

Communication (Part 1 of 3)
  • Driving ‘end user’ engagement
  • What’s happening, why and when?
  • The benefits
  • Understanding the differences
Education (Part 2 of 3)
  • Enrolment and activation
  • Getting the most from your new device/product
  • Tips and tricks
Support (Part 3 of 3)
  • Activation support
  • Advice / troubleshooting

 

1. Communication

Proposed Approach:

Take time to design and build a bespoke awareness campaign to underpin the deployment schedule with a qualified internal communications expert.

Map your stakeholder requirements. What are their expectations, what do they know about the initiative and why is the company doing it? What does it mean to them personally? Standard business analytical skills can be used to form this information (e.g., Five Whys or MoScoW). It is important to make sure you have a broad cross section of the impacted audience!

Engage the target audience early and work alongside your communications and marketing team to ensure adherence to brand guidelines, internal templates and approval processes. If you do this last minute, be prepared for a somewhat frosty reception.

Give your campaign a controllable persona. Go through a brand creation exercise with options presented back to stakeholders to select the preferred one. Things such as brand names, logos and slogans make a bunch of faceless technology components resonate much better with the target audience and allow you to swap out components down the line without you impacting the brand.

Use existing document templates or help create them, integrating the chosen brand across a number of different communication mediums covering virtual to physical collateral.

Invest in a centrally designed hub platform to act as a community for colleagues during the migration and beyond. This will drive collaboration between each other as well as the support functions.

Create space along your journey for set feedback loops designed to sense check experience throughout the deployment, so that you can act after each tranche improving it as you go.

No deployment, however well-designed, is optimal during phase 1. Expect to have to amend it as you go.

 

2. Education

Proposed Approach

A well thought out education stream should be used to underpin a solid awareness campaign to initially reinforce what the changes actually mean to each impacted individual. This is less about the ‘why we are doing it’ and more about a personalised ‘what it means to the individual’ in terms of behaviour, workload or both. It’s key that you bring out any impact to the business architecture and processes at this stage.

You need to build out an education programme linked to the awareness campaign, but wrapped around the deployment schedule to ensure it’s delivered at the optimum time for your audience.

The platform architecture and documentation will need to be reviewed. High- or low-level designs, wireframes, user stories and any elements of the technology stack the audience will interact with will need converting into non-technical terms.

If you need a user guide for the target audience to read before using, I would suggest that your system design, UX and usability of the platform needs looking at. Any platform should be beautifully intuitive and, where needed, provide education at the relevant part of the user experience. If not, you risk having adoption issues further down the line in deployment.

Liaise with the deployment and communications leads to define the appropriate content and timing for maximum impact.

Define content for a 45 – 60 mins session to be run pre-deployment face to face or, if large scale, via online meetings and collaboration tools.

Record the session covering the content and make it widely available for replay across all device types, both on- and offline, in and out of the organisation if possible.

Create key ’how to’ videos to be uploaded to the hub site and used for support or troubleshooting.

 

3. Support

Proposed Approach

Take the time to design and build a support service to compliment your education stream that is intrinsically linked to the deployment schedule. Make sure you are leveraging the capabilities that already exist within your organisation today to ensure both efficiency and consistency, for example, if you have a central service desk, make sure they are part of your plan as they can help manage communications.

Review the platform architecture and documentation in order to train support personnel assigned to the project. Locations and logistics need to be reviewed to determine where to locate and how to construct a physical support presence. Pay attention to how this would be delivered virtually as well, this will be linked with the campaign hub aforementioned in the other awareness sections (part 1 and part 2).

Use existing project documentation to create handouts and flyers (perhaps a desk drop), email shots, and other materials, depending on the building policy. Make use of any audio visual equipment in buildings, reception or lift lobbies for signage to advertise the campaign and support options.

Physical support presence events consist of set up, running and follow up activity for reporting and refining, so plan for this. Add an element of fun to any of the physical support events by asking vendors to supply free handouts such as pens, key rings or stress toys. Vendors are also great in providing free resources to man the desk and support their technology. Offer your target audience to be entered into a prize draw for returning any legacy equipment, or build this in to a hardware amnesty opportunity.

 

Our Observations and Complimentary Checklist 

I have seen clients create some really innovative strategies in response to some of today’s most disruptive trends. These strategies often have significant investment in both the definition of the strategic approach and the technology itself, which is fantastic. Though more often than not, the funding drops off when it comes to education and/or awareness of the customer, colleague or partner. It amazes me because without this, our strategy – no matter how joined up and innovative – will fall flat, and it only comes at a fraction of the cost of the technology implementation.

Having seen programmes and projects stall during deployment because of lack of awareness or a mismatch in expectations, I have created a checklist which can be used for any end user impacting transformation initiative.

To support you in initiating consecutive success across all your programme initiatives, please take the time to download our complimentary checklist below, reflecting all three parts of this series on driving programme awareness. It is designed to help you shape and build a vehicle for the delivery success that your very expensive and shrewd strategy deserves!

It would mean so much to StrataPrime that if you have gotten the smallest amount of value from this please share it. We would also love to receive your feedback and comments or if you want us to elaborate on any points please go to www.strataprime.com/contact/.

 

[emaillocker]

Good luck with driving awareness, education and support to your customers and colleagues alike.

Driving Programme Awareness Checklist – PDF

[/emaillocker]

 

 

What’s next?

Driving Programme Awareness: Part 2 of 3

This three part series has been written to help people and teams in your position to create a technology-led marketing campaign across your strategic initiative, driving successful transformation.

Read article
Contact Us
Connect with our community.
We are always happy to have a chat.
Andrew Livingstone
VP, Service Delivery
Colin Woodford
Managing Director, TBM

Join our community

Subscribe to our newsletter