Enterprise Communications Unifying Communication for Increased Stakeholder Engagement Kathleen Rohrbaugh Manager of Planning, Marketing and Communication.
Post on 19-Jan-2016
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Enterprise Communications
Unifying Communication forIncreased Stakeholder Engagement
Kathleen RohrbaughManager of Planning,
Marketing and Communication
Nathan JonesMultimedia Marketing
Communications Specialist
Agenda
• Communication Trends and CGFNS Response• Positioning CGFNS International as a
Customer-Centric Organization– Unified Communication Strategy– Stakeholder Engagement– Effective Tools
Communication Channels
Communication Trends
One-to-Many Collaboration
Uni-Directional Bi-Directional
Start / Stop Continuous
Producer-Driven Consumer-Voice
From To
Enterprise Role in Communication
• No longer dictating the conversation
• A thought-leader within the global dialogue
Risks and Opportunities
• Left behind• Technology can distract from message• Solutions don’t meet customer needs– Content-heavy with no Context– Automation is opposite of engagement
Opportunity:Re-evaluate and Build More Effective Solutions
• Initially: Mail, Phone, and Rolodexes• CGFNS embraced computers and the Internet• In 2003: Implemented CGFNS Connect• Applicants have been connected to us via the
web for over a decade• Now: 90% of all business is done online
CGFNS Response
Unified Communication
StrategySuccessEffective ToolsStakeholder
Engagement
Positioning CGFNS International as a Customer-Centric Organization
• Updated all customer letters– Over 100 letter scenarios reviewed– Updated nomenclature to reduce confusion– More customer-centric– Consistent messaging
• Plans for 2013– Strategy development– Web site redesign– Expansion of stakeholder communications
Unified Communication Initiatives
Unified Communication Strategy
Unified Communication Strategy
• Transformative Process• Cross-Departmental, Project Management• Consistent message across all channels– Customer Care– Corporate Website and Online Applications– Social Media– Video and Multimedia– Print Collateral
Unified Communication Strategy
• High Levels of Engagement• Operational Efficiencies• Knowledge Sharing• Speed of Communication
• Better Serve the Market• Efficiently Leverage Core Competencies
Stakeholders and Dynamic Tools
Stakeholders (Partial List)• Customers• Employees• Board of Trustees• Committee Members• Corporate University
Dynamic, Cost-Effective Tools• Content Creation• Rich, Engaging Media• Corporate Website• Adobe Connect• Social Media
Stakeholders: Customers
Applicants&
RegulatorsAlumniPotential
Applicants
Tools for Success: Social Media
• YouTube, Facebook, Twitter, and more!• Why bother? – Responsibility as a Thought-Leader to Participate– Stakeholder Challenges and Needs– Global Trends
Employees
• Greatest Asset
• Rich Media Creation– Photography– Video– Audio
Board of Trustees andCommittee Members
• Essential Leadership and Governance• Busy Executives• Volunteers
• Adobe Connect• Headquarter Highlights• Global Briefs
Committee Membersvia Adobe Connect
• Competitive Edge Global Leader• Brand Awareness Brand Value• Stakeholder Involvement Revenue• Engagement, Engagement, Engagement
CustomersEmployees
Board of TrusteesCommittee Members
Corporate WebsiteSocial Media (External and Internal)
Content CreationRich, Engaging Media
Adobe Connect
What is Success?
SuccessEffective ToolsStakeholder Engagement
Unified Communication
Strategy
Questions?
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