Strategic Communication Plan

Creating Value for the ConsoE Network Human Resource Communication Plan: Expeer Employees Benefits Communication Plan Johnny Durant

Strategic Goal ConsoE’s strategic business goal is to grow the organization and increase revenue.

One aspect of the plan focuses on acquisitions and mergers. As such it is imperative that ConsoE’s communication team support this goal by ensuring that all stakeholders are provided with enough information about the strategic plan and goal. They must also be serviced through as many channels as possible. The messages must be focused and ensure that they reflect the mission and vision set forth.

Expeer has become an important acquisition for the company because of its shared goals and values with ConsoE and its great price. This opportunity will help support the overall strategic goal and therefore effectively integrating Expeer into the ConsoE Network will be a number one priority.

ConsoE

Strategic Communication Goal The primary goal of this plan will be to ensure that each acquired employee stakeholder group understands the benefits that ConsoE is providing, the timeframe for execution of the benefits plan, the responsibility of ConsoE as a publically held corporation, and the value that the organization brings to its employees. The employee stakeholder groups must not only understand and appreciate the messages but they must also understand that they will be receiving benefits from ConsoE that are on par with similar organizations.

The secondary goal of this plan is to engage Expeer in a positive dialogue that reframes the discussion of ConsoE benefits through specific, focused messages and channels. For example we will refer to ConsoE not as a family but a network, and we will educate and engage employees about their value to ConsoE and why they will become an imperative part of the new ConsoE Network.

In general, the communication team will collaborate with HR and the Executive Committee to ensure that all employee stakeholders understand they are a valuable asset to ConsoE and that our combined success depends on the successful integration of Expeer into the ConsoE Network.

ConsoE

Acquisition Employee Communication Goal The goal of this plan for acquired/potential employees joining the ConsoE network is to ensure that the Expeer’s employees embrace the ConsoE business strategy and how they as employees fit into the larger framework. The ultimate goal is to engage and educate the employees so that they understand the importance of their work for the larger organization and they continue to contribute and become an efficient, successful addition to the ConsoE Network.

SPECIFIC DEFINED GOALS: 1. Educate Expeer employees on their new benefits package 2. Engage Expeer employees in a positive dialogue about their value to ConsoE 3. Bring Expeer employees on-line in a timely method to ensure their efficient, successful addition to the ConsoE Network

ConsoE

Goals Defined by Harry Dramon ! ConsoE CCO will develop a strategic communication plan to help Expeer employees understand the details of the planned changes ! Cash Balance ! 401k ! Health benefits

! Plan will include communication regarding the value Expeer and its employees have for ConsoE ! Will include an executive communication plan to shore up Shane and leadership team’s credibility

ConsoE

Risk The risk if this plan fails is huge. If Expeer employees fail to understand their importance to the organization and their value to the success of ConsoE, morale will fall, and it could lead to a failure in the integration of Expeer and its employees. This action could also lead to stock price failure, negative media coverage, and loss of competitive advantage.

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Situational Analysis

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ConsoE needs to address the concerns of Expeer employees regarding benefits for the recent acquisition. ConsoE is concerned that Expeer’s retirement options and early retirement age along with the generous medical insurance are to great for ConsoE to match. Moreover, Expeer is a familyowned and operated business that is run by its founder.

These large benefits plans and family-owned environment are the exact opposite of the way that ConsoE has branded its company. This event triggered communication plan must be addressed with highest concern for risk assessment. As a fast moving, multi-billion dollar, publically traded company, ConsoE has a responsibility to its shareholders, clients, and other stakeholders to ensure that company remains fiscally responsible and on track for long-term success. As acquiring other businesses is part of ConsoE’s strategic plan, it is imperative that the organization integrate new businesses as quickly and efficiently as possible.

In order to ensure that the acquisition of Expeer is smooth, employees must understand and appreciate the benefits that ConsoE provides. The messages and channels will need to reach the most employees at each level and should address individual concerns for the three sub-sets of employees surveyed in the focus group: Rank and File, Supervisors, and Mid-management.

ConsoE Benefits For Former Expeer Employees ! Welfare benefits ! 401k with no match ! Cash-balance defined contribution ! Portable ! Retirement eligible at 60/ 30 years

! Health benefits ! Two HMOs and one PPO ! Employee contribution of 15% monthly; 25% for dependents ! 20% co-pays ! No retirement health benefit

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Executive Communication Plan The ConsoE Executives will need to communicate to the employee stakeholder groups the value that they have regarding the success of the integration.

They will also need to communicate to shareholders, the board, and senior Expeer management the need for this communication plan to be effective. Gaining support from each specific group is imperative for the success of the plan. As previously stated the risk is huge and we must get this plan into action.

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Stakeholder Overview

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STAKEHOLDERS Rank & File Employees Managers Supervisors Existing ConsoE Employees Executive Committee Board of Directors Merger/Acquisition Committee Retiring CEO Chalmers of Expeer

Based on the situational analysis, strategic goal, strategic communication goal, focus group data, academic research, and internal information, these groups have been identified as the key stakeholders.

Not only do they have stakes in the company as select groups, they have influence over one another. For example, Rank & File Employees can affect the attitude and perceptions of the Supervisors and Managers based on their daily output of work and their influence with the “grapevine� communication channel. The Board and Merger Committee can influence one another, stock holders, and CEO Shane.

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Rank and File Employees Perceptions: According to the focus groups conducted with rank and file employees, this stakeholder group believes that ConsoE’s benefits are below industry standards, they are deep concerned with their health benefits and believe that what they will receive from ConsoE is below standard. They believe that moving into ConsoE they will become another commodity instead of a valuable resource. Some even feel betrayed by CEO Chalmers.

Implications of Perceptions: This stakeholder group needs a clear definition of the health benefit plans available at ConsoE and that ConsoE’s benefits are in line with similar companies. They will need to be reassured by Shane and Chalmers that they are just as valuable to ConsoE as they were to Expeer. In fact, this would be a good opportunity to leverage Chalmers in the post acquisition phase.

It is also imperative that this group completely understands the benefits and can speak honestly and frankly about the advantage of working for ConsoE over other merger options.

Supervisors

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Perceptions: This particular stakeholder group is concerned with their time in service and its relation to retirement. They are unclear about their ability to retire after twenty years, and lack clarity regarding retirement packages, 401K, and retiree health care. They are in a tough situation in that they feel their longterm future is in jeopardy with this merger.

Implications of Perceptions: As ConsoE grows and fully integrates Expeer over the coming months and years, this stakeholder group will have a tremendous impact on existing infrastructure and knowledge of the Expeer organization. In order to ensure that these employees stay on with ConsoE, we will need to communicate to them the value of their retirement plans and its security with regard to their future. Again, gaining their trust will be highly valuable to both the rank and file and mid-management stakeholder groups.

Mid-Management Perceptions: Similar to the Supervisors, this particular stakeholder group is concerned with their time in service and its relation to retirement, and the confusion surrounding 401K, and others retirement options. This group is also concerned that the reduction in benefits is a reflection on the way ConsoE conducts business with employees.

Implications of Perceptions: This stakeholder group holds significant power and can influence the other two employee stakeholder groups as well as the shareholders, Board members, and even the media with negative comments in the press and at shareholder meetings. Their perceptions of the new benefits plan must be made honestly and with significant clarity.

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Collaboration

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The communication team and executive team will need to foster internal collaboration amongst the various stakeholder groups. Especially with current ConsoE employees and the Expeer employees. Within each of the Manager, Supervisor, and Rank and File employee stakeholder groups, we will need to ensure that they share messages and encourage one another.

The goal of this strategy will be to ensure that each group learns from and engages with one another through the implementation process.

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Impact/Attitude Board of Directors

HIGH IMPACT

Existing ConsoE Employees

Rank & File Managers Supervisors

ADVERSARIES ANTIS

Merger/Acquisition Committee Executive Committee

ADVOCATES POS. ATTITUDE

ALLIES

Retiring CEO Chalmers

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Message Box CEO: *Welcome to the ConsoE Network * Trust Building *We are one ConsoE *Benefits on Par with Competitors

Human Resources: *Explanation of Health Coverage

ConsoE Network

*Available to Explain Plans *Hotline for Questions

Executive Committee & Board: *Stocks will not be impacted *Compensation package is fair

*Here to help

Channels & Messages

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Stake Holder Goup

Channel

Message

Rank and File

Direct Supervisor and town hall meetings with Executive Committee and HR. CEO Chalmers.

Email, newsletters, and meetings.

You are now part of the ConsoE Network. A national network of ConsoE organizations that have one mission and vision. As Expeer is fully integrated into the organization over one year, the benefits will be brought on line with your ConsoE colleagues and with the industry standard. This is imperative for the health of the organization and for our shareholders.

Supervisors

Managers and Executive Committee. HR as needed. One-on-one meetings as needed.

Email, newsletters, and meetings.

You are now part of the ConsoE Network. We know that you are concerned with retirement benefits and we will provide a clear outline of the 401K options, the cash-balance plan and retirement age requirements are outlined in the hand outs you were provided. We want to ensure you that ConsoE supports your retirement and our plan is in line with industry standards.

Managers

Special town hall lunches with Executive Committee and CEO Shane. Email, newsletters, and meetings.

You are now part of the ConsoE Network. We know that you are concerned with retirement benefits and we will provide a clear outline of the 401K options, the cash-balance plan and retirement age requirements are outlined in the hand outs you were provided. We want to ensure you that ConsoE supports your retirement and our plan is in line with industry standards.

Implementation Plan

Phase 1Months 0-3 Hold town hall discussions with all Expeer Employees

Phase 2Months 3-6 Host meetings with Executive Committee and Supervisors. HR and one on one as needed.

Phase 3: Months 4-6 Host one-onone with MidManagement Stakeholders.

CEO lunches and one-on-one meetings.

ConsoE

Phase 4-Months 8-10 Prepare for final implementation, set up hotline, host three-day seminar for benefit enrollment processing.

As we get within a few weeks of opening enrollment we will host a session with HR to explain all health plans, retirement options, and other benefits one-on-one before employees enroll.

Metrics In order to measure the success of the plan and make certain that we are a success. We will monitor communication of the benefits plan over the course of the first year. We will have monthly check-ins with each of the three key employee stakeholder groups. In addition, we conducts surveys and provide quarterly town-hall style meetings with anyone who has questions.

Specific Tools will include: ! Survey ! Focus Groups ! Interviews ! Town hall discussions ! Enrollment percentages and Rates

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References Cristy, M. (2010). The bankrupt's guide to employee benefits: Terminating retirement plans in bankruptcy. Journal of Pension Benefits, 17(2), 18-29.

Employee benefits provision: Can it impact on talent retention, motivation and productivity levels? Human Resource Management International Digest, 18(3), 10-12.

Fairfield-Sonn, J.W., Ogilvie, J.R., & DelVecchio, G.A. (2002). Mergers, acquisitions, and long-term employee attitudes. The Journal of Business and Economic Studies, 8(2), 1-16.

Mitra, S. & Padman, R. (2012). Exploring social media for health and wellness: A health plan case study. Journal of Cases on Information Technology, 14(2), 42-64.

Nguyen, H. & Kleiner, B.H. (2003). The effective management of mergers. Leadership & Organization Development Journal, 24(8), 447-454.

HR Communication: Almost everything you need to know. (n.d.) Retrieved from http:// lmscontent.embanet.com/USC/CMGT502/Week06/docs/ CMGT502_w06_HR_Comm_EverythingYouNeedToKnow.pdf Sinclair, R.R., Leo, M.C., & Wright, C. (2005). Benefit system effects on employees' benefit knowledge, use, and organizational commitment. Journal of Business and Psychology, 20(1), 3-29.