Presentation on theme: "Communications Office Training for Director Chris Liu."— Presentation transcript:
Communications Office Training for Director Chris Liu
To keep employees, customers and stakeholders informed and engaged while building awareness of our agency and brand. Communications Division purpose
The state of the state The need to be responsive (work and react quickly), prioritize, understand lines of business and customers and be well-versed in multiple disciplines Reputation management – the need to shape perception, the need to tell the agency’s story and our own, the need to be transparent, head off crises Planning – measuring our effectiveness, being forward-thinking Customer needs Agency priorities What shapes our business?
DES website (des.wa.gov)des.wa.gov –Brought together five separate agency sites –Extensive customer involvement and usability testing process –All DES divisions have ownership of their content –Planning next round of improvements/testing –Use data to drive decisions InsideDES State HR site (hr.wa.gov)hr.wa.gov –Shared ownership with OFM/State HR Division State job site (careers.wa.gov)careers.wa.gov –Teamed with multiple agencies –Portal to online recruiting system Website governance, maintenance
Social Media Integration Tweet on DES Twitter feed directs recipient to DES website. Information on DES website leads to news article and photo gallery on The Olympian website. Tree removal on Feb. 18, 2013
Social Media Expand use of social media Highlight programs for promotion Example: Surplus –Visual tour of merchandise: Photos, video –Emphasis on environmental aspects 1.6 million pounds kept from landfills 99 percent of all materials reused or recycled –Computers for Kids List of deliveries to school districts Note partnership with Corrections Target local media in delivery areas Highlight for Governor’s Office: Gov Press Office Gov Press Office Contests aren’t only way schools can get Computers for KidsDES_WA_Gov Program distributed 7k comps in 2012.
Understand the effectiveness of your messaging by tracking open rates, click rates and deliverability Create more compelling messaging to drive engagement Reduce customer service calls and increase website traffic Communications Management System 7
Standardized use of the logo. Marketing and branding
Clear, consistent document layout. Marketing and branding Presentations, Fact Sheets, Meeting Agendas, Fax Cover Sheet, Letterhead, Policy, Policy Appendix, Procedure - We’ve created templates for all of these items.
Staff expectations and standards. Marketing and branding
Visual –Signage –Vehicles Branding to-do’s
Messages from the Director Legislative reports, presentations Talking points Weekly Alerts Weekly Highpoints Stakeholder messages, meeting materials Executive Communications
Inside DES features, news and event coverage Weekly newsletter (DES News) Printed off-site newsletter PowerPoint slides for screens outside elevators Committee support - Combined Fund Drive - Project Next - Employee Engagement Team- Wellness - Commute Trip Reduction - Safety Internal communications
Internal communications Event planning
Liquor license auctions and closure of state stores Customer collaboration - LCB Used DES relationship with PublicSurplus.com to leverage space for LCB. Provided multiple hyperlinks to direct traffic to the auction page. Surplus operations sold shelves, counters, cashier stands, and promotional items when LCB closed state run liquor stores. Real Estate Services worked with a private broker to sell the distribution center in Seattle.
Antler auction Jun. 13, 2012 Facebook post leads viewers to DES website. Information on DES website leads to story in Yakima-Herald Republic, Tacoma News Tribune and numerous mentions in online communities & forums. Customer Collaboration - WDFW
Communications teams with Development Services to provide agency video support –Project planning and scripting –Video production and editing –Posting to state YouTube site –Promotion of product 35 mm digital camera produces high quality photos for web sites and publicationsphotos for web sites Videography and photography
Visual Storytelling 21 Expand use of video Opportunity to tell story visually, integrate with other media Highlight programs for promotion Let employees talk about their work Opportunity for management team Previous example Cleaning of dome Cleaning of dome Limit use, get “bang for the buck” Producing video is the most time-intensive and expensive media option. Be selective Set criteria for using video (will other media options be just as effective?) Capacity for internal projects only?
Division and Program Support Attend huddles, keep informed of work group activities, build relationships, and share communications activities Consult and assist agency work groups in developing effective, innovative communications products that reach their audiences, tell their stories, and sell their servicesreach their audiencestell their storiessell their services Support work groups in creating business communications that are professional, to the point, and deliver the right messages (HRMSCommunications listserv, Year End, Sample messages )HRMSCommunications listserv Year EndSample messages Communications staff are assigned to each division/program
Donna Bogumill Office coordination Web management (DES, HR, intranet) Web Content Team Enterprise Planning/ Lean Culture Donna Bogumill Office coordination Web management (DES, HR, intranet) Web Content Team Enterprise Planning/ Lean Culture Jennifer Reynolds Media relations Business Resources Video production Enterprise Planning/ Lean Culture Web support Jennifer Reynolds Media relations Business Resources Video production Enterprise Planning/ Lean Culture Web support Amy Ray Internal comm. Inside DES Committee support (Project Next, CFD, EET, Wellness) Emergency comm. Amy Ray Internal comm. Inside DES Committee support (Project Next, CFD, EET, Wellness) Emergency comm. Amy Emerson Enterprise Tech. Solutions Amy Emerson Enterprise Tech. Solutions Comm. Director Media relations Executive communications Communications strategy Comm. Director Media relations Executive communications Communications strategy Jim Erskine Media relations Campus Updates Facilities Contracts & Legal Video production Jim Erskine Media relations Campus Updates Facilities Contracts & Legal Video production Jon Pretty Social Media strategy management Visual branding Customer Mgmt. Video production Web support Jon Pretty Social Media strategy management Visual branding Customer Mgmt. Video production Web support Dennis Gustafson Time, Leave, and Attendance Personnel Services Web support Careers.wa.gov HRMS/payroll Dennis Gustafson Time, Leave, and Attendance Personnel Services Web support Careers.wa.gov HRMS/payroll Enterprise Services Communications
To be woven into other slides: Agency unity – how we appear to our customers Workload Internal agency processes – still often ineffective or unclear Workgroup reluctance to communicate about issues/service development (i.e., ETS, CMS and Fleet Operations videos, etc.) Seen as a barrier, rather than a resource (primarily an education issue) Earning buy-in for standards and guidelines, respect for expertise Challenges
To be woven into other slides: To position ourselves as a resource, not a barrier (we understand diverse audiences and have great skills – Plain Talk, technical writing) Develop publication and video standards to help strengthen our brand Distribution/ data mining (RFP for Web-based Communications Management System) Opportunities
Working with division staff to: –Avoid surprises Weekly Alerts/Highlights for Governor’s Office –Anticipate, plan ahead –Identify opportunities to tell our story –Build agency credibility; influence our reputation –Prepare customers/employees for change What we’re doing differently –Regularly updating communication outlooks –Increased check-ins with divisions/programs –Integrating messages and methods –Expanding use of social media Anticipate and Prepare 26
External Time, Leave and Attendance project Surplus –Computers for Kids –Sale of surplus properties Procurement Reform –Debarment policy –Vendor fee for contracts –Risk assessment for agencies –June 19 event in Spokane DES rates and service commitments Contracting out –Web services –Mail delivery –Bulk printing Legislation / Budget –Prepare to communicate final outcomes –Operating and Capital budgets US Bank / Purchasing card contract –Anticipate $8.4 million in rebates Hillside reforestation project Top Immediate Priorities Internal Promote Lean Culture and Enterprise Planning Inform employees about PERC decisions and elections Promote Project Next Continue/increase regular check-ins with divisions Improve internal communications –Survey/focus groups to determine employee preferences –Feature more news on intranet –Feature stories on work groups, especially those outside of 1500 Jefferson More visual storytelling –Videos –Photos –Posters
Work with Customer Management –Identify trends from phone calls, web use –Create display, marketing material –Ensure consistent messaging, coordinated approach –Further develop templates –Update parking signs on Capitol Campus –Surveys: Determine if appropriate to gain insights Develop appropriate survey Keep results in central location Help ensure follow-up Build Identity 28
–Periodic updates from the director/management team –Feature results from programs –Highlight inter-relationships –Items will be concise, link to other information Management Communications 29