Action

Working with a small, board-commissioned client team, we interviewed 22 senior executives and technical thought leaders responsible for the performance of a multi-billion subsidiary. Next, we authored an integrated set of Strategic Communications Plans – at three levels of the enterprise: (1) for the multi-billion-dollar enterprise as a whole; (2) for one of its largest subsidiaries; and (3) for three of the subsidiary’s fastest-growing business opportunities. We designed these communications plans to be (1) vertically integrated from enterprise down to divisions, and (2) horizontally balanced across the three opportunities to produce cascading tiers of consistent messaging tailored by opportunity and audience. These plans addressed high-level messaging elements that “told the company’s story” in a compelling, graphically rich way.

Impact

Each of these deliverables defined and articulated communications roadmaps for executive, sales and marketing teams.  They included brief statements of strategic context at the appropriate level, (i.e., enterprise, business and division). They also incorporated overall narrative, value propositions, differentiators and key messages for both external and internal audiences – from executives in sales and business development to key business and channel partners. Each plan featured competitive messaging analysis, definitions of the target audiences and sample quotes voicing their expectations. These elements are dynamic: they will continue to evolve as the enterprise learns about its audience and refines its communications.