Let’s be honest: Relying on one or two communication channels when you have an important message to deliver is like singing karaoke once and expecting a Grammy. In today’s workplace, where attention spans compete with back-to-back meetings and TikTok videos, you need to ensure that critical messages cut through the clutter.
A complex process change at a busy time
Getting seen and heard is a challenge at any time, but during the hectic year-end period, it’s even harder. That’s what the O’Keefe Group faced when we were tapped to support the rollout of a complex new pay, time, and attendance system for a global pharmaceutical and medical technology company. The audience included more than 45,000 employees at all levels of the organization, from the C-Suite to the shop floor.
Our solution was to create an experience that echoed across platforms, teams, and time zones. We designed and delivered a multichannel campaign to build awareness and understanding, and guide managers and employees through the change.
The power of “surround sound”
“Surround sound” works because people absorb information in different ways, at different rates, and at different times. Videos and digital displays grab their attention. Intranet articles build awareness. Emails allow you to segment your message for different audiences. Print materials reach manufacturing employees without computers. User guides impart how-to details. And in a critical process change, reinforcement and reminders are mandatory.
One touchpoint is usually forgettable. But when you layer your message, you create a communications ecosystem that’s hard to ignore and hard to forget.
The result? Our client didn’t just roll out a new process. They broke through the noise, guaranteed engagement, and ensured a smooth transition.
So next time you’ve got a big message to deliver, don’t rely on a solo act. Bring the full band and go for “surround sound.”
Read about the campaign we did for United Rentals that also used a “surround sound” approach (and earned us an IABC Gold Quill Award).
The O’Keefe Group is happy to share our expertise on this, or any other aspect of internal communications.
