Internal Communications Plan for Software as a Service unit

1. COMMUNICATIONS PLAN
EMEA SAAS OFFICE
12 November 2012
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2. DRIVING THE TRANSITION TO SAAS
Understanding Our Audience’s Psychology
INFORM
SUPPORT
INSPIRE
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3. DRIVING THE TRANSITION TO SAAS
Leading Our Audience Through Change
INFORM
SUPPORT
INSPIRE
Training
Doctor’s Calls
Strong Brand & Identity
News Updates
SWAT calls
SaaS Leader Microblog
Sales Plays
OSN Helpdesk
Townhall Broadcasts
Playbooks
Live Chat
Awards
Product updates
References
Process Updates
Tools Updates
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4. COMMUNICATIONS OBJECTIVES
INFORM our audience about the transformation to SaaS
SUPPORT and ensure all involved in SaaS business
have a clear understanding of where they can obtain
advice/help
INSPIRE the applications organisation to embrace and
move quickly toward SaaS
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5. KEY MESSAGES
SaaS is simple
SaaS is here to stay
SaaS is what customers want
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6. COMMUNICATIONS APPROACH
Short
Conversational
Direct
Frequent
Open
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7. AUDIENCES
Sales – CRM SaaS, HCM SaaS, Customer Success
Sales Support – Business Practices (Contracts, Legal,
Approvals Provisioning), Business Operations
Management Team(BOMT), Finance
Management – Apps Sales Management, Services
Management (OCS), Sales Development, Alain, Loic
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8. ACTIVITY/ACTIONS
Develop strong Logo-Brand-Identity
Run Quarterly Townhall Updates
Build EMEA SaaS Community in OSN
Daily SaaS Leader Updates in OSN
Responsive SaaS Helpdesk in OSN
Produce References
Deploy SaaS Evangelists
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9. EMEA SAAS OFFICE – COMMUNICATION ACTIVITY CHECKLIST
AUDIENCE
All EMEA Applications
OBJECTIVE
Identity and visibility
All EMEA Applications
Drive participation and
31 Jan
Community on OSN
Establish clear point for
Done
interaction with and support
from EMEA SaaS Office
Ian Tickle + Directs
All LOBs
 Appoint Internal
Communications support
Resource in Romania
OSN Community and
Collaboration
ACTIONS
OWNER
 Design and produce EMEA Francis Stevens
SaaS Office Logo
 Design and execute poster Joyce Boland + Elodie
campaign
Adamah
 Establish News Stream and Robert Boers
Help Desk - Responsiveness
and Customer Service Key
Focus
 Regular OSN Wall Microblog from Ian and Directs
ACTIVITY
EMEA SaaS Office
Brand/Identity
Robert Boers + Ian Tickle
Establish Ian’s profile as SaaS Ongoing
thought leader and inform
audience about SaaS
Create momentum for SaaS Mid-February
office.
Loic and Alain
Provide visibility for
management
Provide visibility for
management
Provide visibility for
development
Executive Business Updates  Business update for Loic
and Alain
 Business update for
Industry Sales VPs
 Business update for
Development
Ian Tickle + Robert Boers +
Finance
Ian Tickle + Robert Boers +
Finance
Ian Tickle + Robert Boers +
Finance
All ASRs with SaaS opps
Industry Sales VPs
Development
DELIVERY DATE
Done
Monthly
Monthly
Monthly
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10. EMEA SAAS OFFICE – COMMUNICATION ACTIVITY CHECKLIST
ACTIVITY
Weekly Good News Digest
OBJECTIVE
DELIVERY DATE
Inform stakeholders and raise Weekly
SaaS Office profile
Inform stakeholders
Weekly
Awards
References
AUDIENCE
All EMEA Applications
To Be Hired
All EMEA Applications
Francis Stevens
All EMEA Applications
Inform stakeholders and build Q3, Q4, Q1, Q2
profile for EMEA SaaS Office
All EMEA Applications
Inform stakeholders and build Q3, Q4, Q1, Q2
profile for EMEA SaaS Office
 Sales Manager Community Ian + Robert + Francis
Call
Quarterly 'State of The
Nation' Update
OWNER
To Be Hired
 Regular quarterly all hands Ian + Robert + Francis
call with SaaS Community
Product Updates and Sales
Initiative Updates
ACTIONS
 Publish weekly good news
digest
 Produce and distribute
regular product and sales
initiative updates
 Quarterly written
communication from Ian
EMEA Sales Management
Q3, Q4, Q1, Q2
 SaaS deal Award winners Francis + Robert
named in Alain's Townhall
Top performing SaaS deal
teams
Establish relationship and
mindshare with Sales
Managers
Build profile for EMEA SaaS
Office
 SaaS High-Performer
Ian Tickle
Award Dinner
 Work with EMEA Reference To Be Hired
team to produce regular
SaaS Win Stories
Top performing SaaS deal
teams
All EMEA Applications
Recognise top performers,
incentivize
Build mindshare for SaaS
June
Q3, Q4, Q1, Q2
Weekly
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