Services Internal Marketing
+ OCM
Let’s Be Clear – Communication Changes Cultures
That truth can play out for better or worse. Effective communications aligned to overarching business objectives and specific behavioral changes can mean the difference between success and failure when it comes to large-scale organizational change. That’s why we believe all types of executives – and especially CIOs – are fundamentally in the communications business.
Internal audiences have extraordinarily high expectations for the communications they receive from their employers. They’re used to Apple, Amazon and cool videos on their phones and tablets. Messages that lack polish or professionalism are at real risk of being ignored. Clarity is critical; the right tone a requirement. Add in a healthy skepticism and you’ve got a real creative challenge on your hands.
Change in Many Forms
Significant sourcing model changes or organizational restructuring. Mergers + acquisitions. New leadership teams, product launches, geographic expansions and rebranding. Because change comes in so many forms, communications plans, as well as specific messages, must be tailored thoughtfully. Tone and tempo, look and feel, and the credibility of messengers matter.
But while every plan and creative asset is likely to be unique, effective communications are the common denominator to successful internal marketing and organizational change management programs. They are a requirement for successful deployments and a fundamental influencer of how the full range of change programs are perceived by affected individuals.
Effective communications should:
- Articulate the business case
- Pass the WIFM test
- Reduce resistance and remove barriers to change
- Reinforce or adjust cultural norms
- Create excitement and advocacy
- Reinforce links to business strategies + corporate vision
- Define necessary behavioral changes + clarify individual requirements
- Boost adoption rates of new ways of working – tools, processes, systems, teams
From comprehensive OCM and communications strategies to clear, clutter-busting creative, Ollinger Creative has helped drive global campaigns to success via reduced risk, increased end-user adoption rates and higher overall return on investments in change. We’ve worked with senior leadership teams at some of the world’s most effective companies to dial up their communications capabilities and produce the results they’re counting on.