Corporate Communications Framework

Scope

In-Scope

Out of Scope

Stakeholders

Project Sponsor: Andrew Hadley

Project Owner: Makala Schofield

Project Manager: _____________

Primary Stakeholders

Lindsay O'Beirne

Elizabeth Forbes-Rohde

Gavin Womersley

Marketing Team

Secondary Stakeholders

Branches

CUA Direct National Manager

CUA Business Specialist

IT and technical specialists

PPC

Steering Committee(s)

Senior Management Team

EXCO

Related Projects/Programs

Public relations strategy

Advertising strategy

Sustainability strategy

Digital strategy D1207 – Digital Distribution Channel Foundation

Employee value proposition

Branch digital displays & content P1219 – Digital Display & Content at Branches

Marketing collateral delivery

Timeframes

Deliverables

(1) Evaluation & Review of Corporate Communications Materials

(2) Develop Corporate Communications Policy/Framework

(3) Develop Corporate Communications Templates/Guidelines etc.

(4 Develop Calender of reviews

(5) Member Forums

(6) Media/PR Strategy

(7) Media Schedule

Project Apporach

e.g. Review of collateral, research member ‘messages’, plan for corporate communications including strategy, policy, templates, guideslines etc.

Phased Approach

(1) Evaluations and review of current communications framework

(2) Recommendations for improvements / Business Requirement (if appliable)

(3) Delivery of products such as policy, procedure, templates, guidelines etc to support the implementation of a formal Corporate Communications Framework.

1. Overview

Purpose: Development and implementation of a more fomalised corporate communications framework and strategy to bring the brand to life and support sales driven growth.

Key Drivers: Statement from Project Sponsor

Drivers

 Achieve and maintain continuity of communications across all mediums

 Manage brand reputation

 Formulation of key message set to stakeholder audiences

 Provide a decision making rationale for what will be communicated, to which targets, how and when

 Deliver relevant and timely information internally to support stakeholders in achieving their purpose and goals

 Focus our people on our vision and our passion

 Deliver the brand externally

 Manage member expectations

 Communicate the CUA value proposition to consumers and potential staff

 Promote CUA sustainability initiatives and vision

 Increase brand recognition

 Make it easier for people to do business with CUA

 Drive sustainability through the CUA culture

2. Strategic alignment

C2: Bring the Brand to Life

BP1: Position the business and the brand

3. Objectives

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.

 Drive consistent national brand voice and co-ordinated delivery of key messages to internal and external stakeholders

 Provide mechanism to improve engagement, collaborative & coordination of staff

 Coordinated approach for communication activities to avoid people working on different projects/areas effectively ‘doubling up’ on communications hours

 Centralised view of market messages and timing to avoid mixed or too many messages appearing in market at the same time

 Increased number of staff truly living the brand and delivering the brand promise to members

4. Benefits

Quantitative Benefits

Member Perspective - Sustained national brand recognition and engagement

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

People & Infrastructure - Higher number of informed/engaged staff

Financial - Increased brand awareness and member update/enquiry

Qualitative Benefits

Reduced risk of Member dispute due to improved information and access to mortgage information; improved cultural alignment of staff to business strategy

5. Business Impact

1. Group Marketing/People& Culture/Public Affairs

Resources to work/liaise on the project

2. Members

Clearer brand messages/easier to do business with

Internal Stakeholders

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External Stakeholders

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