Strategic Communication Examples - Allstate
Omni-Channel Go-To-Market Communications Launch Plan Centralized System (Hub & Spoke)
This system optimizes launch outcomes and ensures customer-facing representatives are aware and prepared to better serve customers.
Roles and Responsibilities
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Set launch plan communications strategy aligned with the company's Customer Value Proposition.
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Develop foundational strategic documents.
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Launch Plan Brief
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Key Messages
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FAQs
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Product Comparison Charts
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Develop a holistic plan that provides a view of tools, tactics, and resources being leveraged across the organization.
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Lead the GTM launch working team by providing program management of communication tactics and timeline.
The Tiering System
To identify Go-To-Market support needs, a "Need to know" Tiering System is set up to determine timeline and communication needs. Communication tactics include:
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Key Messages
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FAQs
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Articles
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Web Pages
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Education Plan
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Omni-Channel GTM Comms
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Launch Toolkit
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AOR Shareholder Email
Strategic Key Messages
The Strategic Key Message is used as the foundational document to start communications. Key Messages clarify the impacted channels, audience, and what the audience needs to know. This includes:
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Implementation or launch date
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What change is occurring
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Why is the change occurring and why at this time
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Distribution channel actions
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Links to resources
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Contacts
Go-To-Market Launch Toolkit
The Go-To-Market Launch Toolkit compiles all of the communications from various departments and their respective communication channels, as well as communications developed by the Product Positioning team.
This document also highlights company impacts to change management, what type of impact, sales impacts and strategic impact.