PROJECT NAME Communications Plan DATE

How to Use This Template Each slide in this template includes instructions and, in some cases, examples. The examples are meant as guides, not as requirements. Remove all instructions once you’ve filled in the template. You do not necessarily need to use every slide in this deck. For simpler projects, you may need only a smaller groups of slides (e.g., just the Audiences, Strategy and Timeline). In addition to the slides in the template, you’ll find several additional slides at the end of the template. These are optional slides you may find useful for specific types of projects.

Situational Analysis and Overall Objectives – Slide # Communications Objectives – Slide # Key Communications Imperatives – Slide # Audiences and Desired Outcomes – Slide # Strategy – Slide # Messages – Slide # Tactics / Communications Mix – Slide # Content / Assets – Slide # Channels / Vehicles – Slide # Schedule – Slide # Execution Plan – Slide # Approval Plan – Slide # Measurement and Feedback – Slide # Table of Contents

Situational Analysis and Overall Objectives Provide a high level description of the project/initiative about which you need to communicate. This should provide an indication of: Importance of project/initiative to Dell and to our team members Any tie to our Strategy, Purpose and Culture High level details of project/initiative The business and/or marketing objectives of the project/initiative

Communication Objectives Your objectives should answer the question “What are we trying to achieve with this plan from a communications perspective? The focus should be on specific outputs. Examples: Ensure team members are fully informed of these changes and understand what it means going forward. Generate as much noise and exposure around this story as possible (add targets if applicable). Ensure the timeline / shot clock is developed and adhered to so that agreed audiences are informed in a timely manner. Minimize disruption to the business and to team members by ensuring the business is prepared to react externally and internally to this story.

Key Communications Imperatives This slide should answer the question “What must we do to meet the Communications Objectives and therefore keep in mind when preparing the communication plan and assets?” Examples: Go out ‘loud and proud’ with this announcement using a proactive multi-channel approach (Social, email, calls, meetings, Inside Dell etc) Orchestrate coordinated and timely communications to the target audiences Clear and simple messages to be agreed and used by all parties. 100% message consistency to be applied across all assets

Audiences & Desired Outcomes Know Feel Believe Do ELT VPs Managers Team Members Other Audience Identify each audience that may require 1) specific messages and/or 2) separate communications. Some common examples are provided at left. For each audience, consider what you want them to know, feel, believe and do once you’ve communicated with them. You may want to perform a detailed separate stakeholder analysis (https://inside.dell.com/docs/DOC-277135) before filling this slide in.

Strategy Strategy is often confused with tactics. Strategy is the big picture, a set of ideas for achieving a specific goal / objective. Tactics are the specific steps (the roadmap) to executing a specific strategy. In a communications context, “Engage team members via social media to create interest and enthusiasm” is a strategy; “Provide suggested social posts to executives” or “Ask Dell Champions to promote via Chatter” are tactics.

Key Messages This slide is a record of the agreed messaging to be used and applied to all assets. Once fully approved, no deviation from the agreed messaging is permitted as far as the details and meaning; stylistic and tonal adaptation (particularly in terms of making communications clear, direct and authentic) is allowed. <Set context of current state or landscape and any background information on the market, business, product, team etc> <Provide high level description of what changes are due to happen (the elevator pitch)> <Describe the rationale for changes and why are we doing this now> <Provide context around the clear benefits to team members and/ or customers and/ or partners of why we are doing this> <Add detailed narrative of changes and timeline etc> <What does the future state look like?> <Ensure supporting data is provided ideally from external sources>

Communications Tactics & Mix Audience Tactics ELT VP+/ Executives Managers All Team Members Identify the specific tactics (pre-wires, emails, seminars, meetings, articles, videos, etc.) you want to deliver to each audience to execute your communications strategy. You don’t need to outline responsibilities or timeline here: the next slides cover this.

Content and Assets Asset Owner Date for Final News article for Inside Dell Inside in 5 video Email Social engagement plan Inside Dell page ELT/VP presentation Team member presentation/webinar FAQs Other *Contact Corp. PR for press release support

Channels and Vehicles Outline all channels and vehicles you plan on using to communicate. If your communications include any channels / vehicles managed by the Global IC team, please refer to our Playbook for a list of available channels.

Schedule Timing Communication Audience Format/Channel Who? Message Note that you may not need the message column. If you do use it, we recommend assigning your messages numbers to avoid making this slide too busy.

Approval Plan It’s important to consider who needs to review your communications plan and communications at the beginning. Below you’ll find some common roles who may need to approve your plan/comms. Fill in the names, and then highlight the specific comms each role needs to review. Role Name Comms to review Project Owner Global IC BU or Functional IC Regional IC Executive Sponsor HR Legal Global Comms

Measurement and Evaluation Objective How Will We Measure Result These should reflect the Objectives you outlined earlier in the plan How will you gather this date? Survey? Usage report? Other? Fill this out at the end of the project when you’ve gathered the date. Overall evaluation:

Additional Slides

Timeline – Executive Overview Communication Communication on sub-topic or to specific audience Communication sub-topic or specific audience Measurement Communication Communication Communication sub-topic or specific audience Communication Blog MONTH/WEEK MONTH/WEEK MONTH/WEEK Communication Communication Multiple Communications Same topic Communication Inside Dell site Article Communication series Ongoing communication Key: Audience or sub-topic

Team Roles & Responsibilities Team Charter Program Sponsorship Communications Leader(s) Program Lead(s) Communications Manage overall communications calendar, channels and feedback loop

Audience Specific Tactics – Manager and Above Action Owner Channel Cadence

Audience Specific Tactics – All Team Members Descriptions Owner Channel Cadence