DG27: Comms
Communicating the new Dairygold Strategy
The scope of work
Together, we will turn the mechanics of your 2027 strategy into a set of key messages that will explain what it means, why it needs to happen and how colleagues will be affected. Introducing a new strategy is a form of change, so it makes sense to approach this exercise using the same rigour as a change management process. Lack of clear communication is always in the top three reasons why change processes fail. So it makes sense to invest in creating this clarity.
The 3 essential attributes of key messages.
When introducing a new strategic direction, as with any business change, there are some qualities that our communication must have. They are essential if we want our messages to be effective. Not least because they treat colleagues with respect, as we would like to be treated ourselves.
How it will impact peop
What difference will it make, what will they need to do and what's in it for them?
Why th Why is th and wha action is
The clear, honest truth
Say what you know and admit what you don't.
1 2 3
The process of developing key messages.
Running through a pre-agreed list of topics, in layers of increasing detail or focus, we write the messages on the spot, at the flip chart. Both the topics and the approach relate to the industry standard Prosci ADKAR change management model. This means that the key messages will help colleagues realise the need for change, give them an awareness of the skills and knowledge they need to adapt to it, and motivating them to embrace it fully.
You and your colleagues are the subject matter experts. We simply remove the burden of writing. Together, we have everything we need.
The answer is in the room.
Key messages will be developed using the unique
Because we remove the burden of writing, you and your colleagues can concentrate on explaining what you are trying to say. Messages are constructed, in rapid iterations, in front of you. And you will know they are right when you see them. which has been successfully performed, hundreds of times, for businesses of all sizes
Sequence of work
Scope call (online)
On this call we would break the strategy into component parts so that we can agree on the topics that the key messages need to address.
2 x face to face workshops
We spend one day dealing with the messages for Leeds and one for Crewe - following the structure explained in the next pages.
Telling people what they need to know.
Change of any kind creates a form of anxiety because nobody likes uncertainty. This uncertainty is fuelled by communication that is complicated or confusing - as the listener, we feel that we are being misled. By breaking down key messages into layers, we increase clarity, which helps generate trust. And we don't burden people with detail they don't need.
Layered messaging
Layer
one: high level
We use this layer to make a fundamental point. This kind of message is one that everyone needs to know, so that they understand the change, in principle.
Layer two: substantiation
Now we go a little deeper. How might the change affect a part of the business, in practice. Many or most people may need to know this. But not necessarily everyone.
Layer
three: specifics
Next, there will be a certain number of people who need to know, with some degree of detail, how a change affects a certain aspect of their job. Others will not need to know at all.
Layer one:
Layers of detail:
Layer two:
L2 messages re: Culture go here
Examples of topic categories:
Layer three:
L3 messages about Clients go here
L1 messages about Skills go here
Purchasing messages
Examples of message 'slices'
Management messsages
A doc
Option 2: Deluxe Digital presentation desi Dairygold style.
£5500 + VAT
Option 3: Pro
Page-turn digital playbook, digital presentation and intro video.
£7500 + VAT
£9500 + VAT
Presentation options affect price estimates
The key messages are the single, most important part of the process and the method and quality of these messages will be exactly the same, no matter which presentation option you choose. You are reading this document using Issuu, which is the platform we would propose to use for the Pro option. It gives a presentation much more impact - and the file is kept securely online, so file size is not an issue.
Timescale
08 Nov Scoping call - to define the categories of messages
15 Nov Days 1 and 2 in Crewe - to develop the actual key messages
20 Nov Creation of key message document
30 Nov Creation of the key message presentation - of your choice
TBC Ready for presentation