Corporate Communications Framework
Stakeholder Analysis
External Stakeholders
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Internal Stakeholders
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Planning
5. Business Impact
2. Members
Clearer brand messages/easier to do business with
1. Group Marketing/People& Culture/Public Affairs
Resources to work/liaise on the project
4. Benefits
Qualitative Benefits
Reduced risk of Member dispute due to improved information and access to mortgage information; improved cultural alignment of staff to business strategy
Quantitative Benefits
Financial - Increased brand awareness and member update/enquiry
People & Infrastructure - Higher number of informed/engaged staff
Process Perspective o Reduce the amount of non-brand aligned communications in market o Reduce the risk on non compliant material appearing in market o Avoid ‘reinventing the wheel’ in different channels or retail areas
Member Perspective - Sustained national brand recognition and engagement
3. Objectives
Increased number of staff truly living the brand and delivering the brand promise to members
Centralised view of market messages and timing to avoid mixed or too many messages appearing in market at the same time
Coordinated approach for communication activities to avoid people working on different projects/areas effectively ‘doubling up’ on communications hours
Provide mechanism to improve engagement, collaborative & coordination of staff
Drive consistent national brand voice and co-ordinated delivery of key messages to internal and external stakeholders
Our objective is to develop and implement a formal Corporate Communication framework that caters for our current and future needs. The robust solution will incorporate a review and evaluation of the current corporate communications activities as well as provide a solution to achieve and maintain continuity of communications across all mediums.
2. Strategic alignment
BP1: Position the business and the brand
C2: Bring the Brand to Life
1. Overview
Drivers
Drive sustainability through the CUA culture
Make it easier for people to do business with CUA
Increase brand recognition
Promote CUA sustainability initiatives and vision
Communicate the CUA value proposition to consumers and potential staff
Manage member expectations
Deliver the brand externally
Focus our people on our vision and our passion
Deliver relevant and timely information internally to support stakeholders in achieving their purpose and goals
Provide a decision making rationale for what will be communicated, to which targets, how and when
Formulation of key message set to stakeholder audiences
Manage brand reputation
Achieve and maintain continuity of communications across all mediums
Key Drivers: Statement from Project Sponsor
Purpose: Development and implementation of a more fomalised corporate communications framework and strategy to bring the brand to life and support sales driven growth.
Approach
Phased Approach
(3) Delivery of products such as policy, procedure, templates, guidelines etc to support the implementation of a formal Corporate Communications Framework.
(2) Recommendations for improvements / Business Requirement (if appliable)
(1) Evaluations and review of current communications framework
Project
Project Apporach
e.g. Review of collateral, research member ‘messages’, plan for corporate communications including strategy, policy, templates, guideslines etc.
Deliverables
(7) Media Schedule
(6) Media/PR Strategy
(5) Member Forums
(4 Develop Calender of reviews
(3) Develop Corporate Communications Templates/Guidelines etc.
(2) Develop Corporate Communications Policy/Framework
(1) Evaluation & Review of Corporate Communications Materials
Timeframes
Related Projects/Programs
Marketing collateral delivery
Branch digital displays & content P1219 – Digital Display & Content at Branches
Employee value proposition
Digital strategy D1207 – Digital Distribution Channel Foundation
Sustainability strategy
Advertising strategy
Public relations strategy
Stakeholders
Secondary Stakeholders
EXCO
Senior Management Team
Steering Committee(s)
PPC
IT and technical specialists
CUA Business Specialist
CUA Direct National Manager
Branches
Primary Stakeholders
Marketing Team
Gavin Womersley
Elizabeth Forbes-Rohde
Lindsay O'Beirne
Project Manager: _____________
Project Owner: Makala Schofield
Project Sponsor: Andrew Hadley
Scope
Out of Scope
In-Scope
