A global health care company’s annual strategic planning process typically resulted in pages and pages of strategies developed along product lines and communication department functions. This often resulted in disconnected messages being sent to some of the same audiences from different communication staffers. When the client asked for help in making the plan more measurable, we began by deconstructing the plan into a giant grid that outlined each of the messages and tactics for each family of stakeholders. Then we were able to flesh out the plan and develop measures that involved researching each audience only a once a year on all the messages and tactics intended for it.
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