Enterprise Communications Unifying Communication for Increased Stakeholder Engagement Kathleen Rohrbaugh Manager of Planning, Marketing and Communication.

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Presentation transcript:

Enterprise Communications Unifying Communication for Increased Stakeholder Engagement Kathleen Rohrbaugh Manager of Planning, Marketing and Communication Nathan Jones Multimedia 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-DirectionalBi-Directional Start / StopContinuous Producer-DrivenConsumer-Voice FromTo

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 Strategy Success Effective Tools Stakeholder 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

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 & Regulators Alumni Potential 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

Employees

Board of Trustees and Committee Members Essential Leadership and Governance Busy Executives Volunteers Adobe Connect Headquarter Highlights Global Briefs

Committee Members via Adobe Connect

Competitive Edge  Global Leader Brand Awareness  Brand Value Stakeholder Involvement  Revenue Engagement, Engagement, Engagement Customers Employees Board of Trustees Committee Members Corporate Website Social Media (External and Internal) Content Creation Rich, Engaging Media Adobe Connect What is Success? Success Effective Tools Stakeholder Engagement Unified Communication Strategy

Questions?