Discovery Workshop Exercise
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The primary goal is to build and implement an expanded digital communications strategy using email and SMS to publish notices of audits and reports for transparency. The strategy will focus on understanding key audiences, optimizing the user experience, and launching email campaigns. A new govDelivery system will be created to leverage its full features. The goals are to better serve citizens through effective email strategies.
![Step 3: Mapping Your Audience Journeys
With your audiences in mind, what are the key steps your audience needs to take for you to achieve your goals?
How do they become aware? What questions are they asking? What information do they need?
Based on OSC’s mission and charter, distinct audiences may have differing journey paths for acquiring published information.
Awareness Consideration Decision Action Management
People gain broad
knowledge.
What is [X]?
People engage.
Why does it matter
to me?
People decide to
take an action.
What can I do with
this information?
People take an action.
How do I accomplish
my task?
People stay engaged.
What do I do now?
1 3 4 5
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Discovery Workshop Exercise
- 1. Building a govDelivery Email Communications Strategy Discovery Workshop October 2021
- 2. The primary goal is to build and implement an expanded digital communications strategy and process principally leveraging email and SMS text messaging for publishing notices of office audits and investigative reports for public domain transparency and stakeholder access. STRATEGY & EXPERIENCE TECHNOLOGY OUTREACH Understand and define key audiences, journeys, and information needs to optimize transparency and trust throughout the user experience. Develop process, launch and report on supported foundational and programmatic campaigns. Create a new govDelivery cloud experience leveraging the account’s full features and functionality. Project Goal
- 3. BETTER CITIZEN EXPERIENCES, DELIVERED. Designing An Effective Email Strategy
- 4. A persona is a snapshot of a sample audience member that outlines an individual’s personal attriubutes, goals, and pain points. It allows you to understand who your audience is and differing informational of groups of people. Building on a persona, a typical journey outlines the decision path and actions an audience member may take in their relationship with you. These decisions and actions are informed by personal goals and pain points outlined in the persona. It allows you to understand how best to communicate with your audience. Personas Messaging Framework Journey Campaign Recommendations A messaging framework are the salient points you want to communicate to audiences and which are relevant to a persona’s key values and attributes. In many cases, it’s a snapshot of who you are and sets the tone for your relationship with your audience. It may further outline what benefits you provide to your audience. Campaign recommendations address your audiences’ needs in their relationship with you. These are created with your communications’ goals and objectives, personas, user journeys, and messaging framework in mind. Key Deliverables
- 5. Warm-Up Icebreaker 1 Defining Your Goals 2 3 4 5 Understanding Your Audience Defining The Audience Journey 6 Creating Messaging Pillars Aligning To Next Steps Today’s Agenda
- 6. Be Present Time is limited and we have a lot to cover. We'll be moving quickly so stay focused. Keep devices off. You'll survive. Be Supportive Listen with empathy. Be open to other points of view. Use the "Yes, and" approach. Contrasting perspectives are a great source of creativity and fresh ideas. Have Fun This is an experience meant to be enjoyed. Share laughs. Trade (virtual) high fives. And maybe at the end, you'll have a great story to tell. Trust the Process There are no right or wrong answers. At times you may feel pressure or even doubt. Don't get too stuck. Ground Rules
- 8. Name + Role If you had to pick a celebrity spokesperson for OSC, who would it be and why? Icebreaker
- 9. PART 1 Defining Your Goals
- 10. Mission: The Office of the Inspector General was created in 2005 to investigate allegations of waste, fraud and abuse in the expenditure of public funds, promote efficiency, and identify cost savings, and detect and prevent misconduct at all levels of government. Jurisdictional Authority includes. 1. Audit Division: tasked with auditing local governments, including municipalities, school districts, and counties, state colleges and universities, state agencies, and independent state authorities. 2. Investigations Division: tasked with detecting and uncovering waste, fraud, and abuse in New Jersey government through investigations, evaluations, inspections, and reviews. 3. Procurement Division: tasked with the protection that taxpayer dollars are protected by ensuring that contracts are competitively bid and are held to high standards of fairness and transparency in order to avoid waste, cronyism, and corruption. Guiding Direction | OSC’s Mission
- 11. When developing a digital communications strategy, it’s important to ensure all key stakeholders are aligned around a clear set of goals and objectives. These goals will help inform the who, what, when and where for your communications efforts and identify content types and categories aligned to audiences and their needs which should be prioritized at different phases of the program. Objectives Know What You’re Trying to Achieve Goal Objectives Objectives Objectives
- 12. Increase awareness of OSC’s activities and the public interest outcomes for greater public trust and transparency for oversight and accountability within its jurisdictional control. Implement a new, more efficient digital communications strategy and approach for greater public reach for the dissemination of news and outcomes related to OSC’s chartered operational mission. GOALS OBJECTIVES Step 1: Defining Your Goals and Objectives
- 13. Adopt a more efficient digital communications publishing platform. Streamline email processes and establish a replicable workflow across list owners. Reinforce the OSC stated mission and charter in all communications. Define and grow audience groups. Develop operational efficiencies for both external and internal communications. Manage listservs and CRMs by segmented topic interests. Understand who’s in your email lists and understand informational needs. Leverage platform automation and template features to streamline workflows. Expand communications outreach as efficiencies are realized. Develop self-reliant capabilities for platform use and management. Build heightened levels of public trust and transparency. Publish with consistency and dependability to meet subscriber expectations. Deliver communications via preferred opt-in channels. Manage outbound communications by subscriber interests. Develop planning efficiencies leveraging the use of the GovD publishing platform. Exercise | What Are OSC’s Communications Goals? Platform Audiences Workflows Public Benefit Transparency What are we missing? What is not relevant?
- 14. Exercise Go to Menti.com and use the code 67 74 39 2. What are OSC’s Top 3 communications goals? Please take 2 minutes to prioritize. minute s 2
- 15. Exercise
- 16. What’s one objective you can define for each of the Top 3 goals? Objectives are the measurable milestone actions to reach your goals. Please take 5 minutes to identify one objective for each goal. Share out with the group. Exercise | What are our objectives? minute s 5
- 17. Objectives Objectives Exercise | Example 1 Goal #1 Adopt a more efficient digital communications publishing platform. Objective Complete training on GovD by end of year. Objectives for Goal #1 Setting realistic objectives will ultimately help us achieve our goals. Objective Activate GovD platform for official use by first of year. Objective Develop process and workflow for GovD platform. Priority Goal #1 Objective 1 Objective 2 Objective 3
- 18. Objectives Objectives Exercise | Example 2 Goal #2 Grow email subscribers and social media followers across channels. Objective Segment audiences by topics of interest. Objectives for Goal #2 Setting realistic objectives will ultimately help us achieve our goals. Objective Expand subscriber opt-in capabilities across multiple touchpoints. Objective Develop best practice for integrating GovD with social media. Priority Goal #1 Objective 1 Objective 2 Objective 3
- 19. Objectives Objectives Exercise | Example 3 Goal #3 Build heightened levels of public trust and transparency. Objective Publish consistently and dependably per subscriber expectations. Objectives for Goal #3 Setting realistic objectives will ultimately help us achieve our goals. Objective Continually reinforce in outbound messaging OSC’s mission and charter. Objective Re-activate editorial calendar and align to a GovD publishing schedule. Priority Goal #1 Objective 1 Objective 2 Objective 3
- 21. Step 2: Understanding Your Audiences Who am I? What do I want? What do I need? What do I do? What do I say? Where do I live? What’s my profession? What are my interests? What are my motivations? What are my pain points? Audiences are identified and segmented based on defined communications goals and objectives.
- 22. Geographic Demographic Behavioral Psychographic Segmenting Audiences by Characteristics Customer location State Region Rural vs. Urban Age Gender Occupation Socio-economic group Personality Lifestyles Attitudes and Beliefs Concerns Social Status Public|Agency|Other Information needs Information sought Subscriber preferences Audience attributes can be many or a few based on alignment of identified communications needs.
- 23. Exercise | Audience Segmentation Validation Stakeholders Undefined Journalists & Media Community Denizens Audit Division Procurement Division State Agencies Impacted Citizens Public Employees Medicaid Fraud Division State Colleges | Universities County Government Local Municipalities School Districts Independent State Authorities Public Utilities Investigation Division General Public Inter-Agency Personnel Intra-Agency Offices State&LocalGovernment News Media | Other
- 24. Let’s create several user scenarios. User scenarios are actionable persona profiles to help us understand our audiences so we can identify the who, what, when and where for disseminating our communications. Exercise |Audience Persona Profiling
- 25. As a group, let’s fill out several user scenarios. Here’s an example to get you started. Community Denizen Exercise |Persona Example I am: average John Q who lives in Trenton with my wife, two children, and two dogs. I need to: understand whether my tax dollars are being well spent which will shape my opinions for who I will vote for in the next general election. So that I can: have confidence in my choices for elected officials and how they manage and run the state government and which may impact my family.
- 26. I am: I need to: So that I can: Now, it’s your turn. Pick an audience segment and fill in the characteristics. Persona Name Exercise |Persona #1
- 27. I am: I need to: So that I can: Great job! Pick another audience segment and do the same. Persona Name Exercise |Persona #2
- 28. I am: I need to: So that I can: Now, let’s finish on a good note. Pick one more audience segment and do the same. Persona Name Exercise |Persona #3
- 29. COFFEE BREAK
- 30. Defining The Audience Journey PART 3
- 31. Step 3: Mapping Your Audience Journeys With your audiences in mind, what are the key steps your audience needs to take for you to achieve your goals? How do they become aware? What questions are they asking? What information do they need? Based on OSC’s mission and charter, distinct audiences may have differing journey paths for acquiring published information. Awareness Consideration Decision Action Management People gain broad knowledge. What is [X]? People engage. Why does it matter to me? People decide to take an action. What can I do with this information? People take an action. How do I accomplish my task? People stay engaged. What do I do now? 1 3 4 5 2
- 32. Example | Community Denizen 1 Awareness Gains broad exposure to a topic of interest across various touchpoints, e.g., WOM, news media. What’s happening? Makes a personal decision to seek more information. Where can I become more informed, educated? Evaluates interest for personal need for more information. What can I do with this information? Assessment 3 Decision 4 Action 5 Reflects on awareness transcending into topic interest. Why does it matter to me? Interest 2 Takes the proactive action to subscribe, follow or visit the website to consume published information. How do I continue to stay informed? The Community Denizen Persona is likely to go through a typical logical process from awareness to actionable decision to stay informed. Topic Awareness Personal Interest Needs Assessment Personal Decision Proactive Action
- 33. 1 1 3 4 5 2 2 On your own, pick an audience segment and take 3 minutes to write… What are the key actions this audience may take to receive OSC published resources? Exercise | Journey Mapping (actions - part 1) minute s 3
- 34. 1 1 3 4 5 2 2 On your own, for the audience segment you picked, take 3 minutes to write… What key questions might this audience have along the way? Exercise | Journey Mapping (questions - part 2) minute s 3
- 35. 1 1 3 4 5 2 2 On your own, for the audience segment you picked, take 3 minutes to write… What information might this audience need to answer those questions? Exercise | Journey Mapping (content - part 3) minute s 3
- 36. Audience Segment: ACTIONS QUESTIONS INFORMATION NEEDS MANAGMENT ACTION DECISION CONSIDERATION AWARENESS Exercise | Journey Mapping (building the journey - part 4)
- 38. To reinforce the OSC mission and charter, it is prudent all communications coming out of the state agency to include clear language for building trust and transparency with the identified audience segments of constituents as well as the assorted agencies and stakeholders. The question that needs to be asked is whether the often-used press language adequately reinforces understanding of OSC’s mission, and builds the desired trust and transparency among all audiences… – or if it needs simplified for general or multiple audience consumption. Press Release Boilerplate The Office of the State Comptroller (OSC) is an independent State agency that works to make government in New Jersey more efficient, transparent and accountable. OSC is tasked with examining all aspects of government expenditures, conducts audits and investigations of government agencies throughout New Jersey, reviews government contracts, and works to detect and prevent fraud, waste and abuse in Medicaid. Stay up-to-date with the latest from OSC by following us on Twitter, Facebook, LinkedIn, and on Instagram at @NewJerseyComptroller. Step 4: Messaging Frameworks
- 39. On your own, take 7 minutes to brainstorm If you were introduced to Average Joe on the Street and you only had 60 seconds to explain OSC, what would you tell him? Think back to the goals, objectives, and audience journeys we identified. Exercise | Reinforcing Mission & Charter minute s 7
- 40. On your own, take 7 minutes to brainstorm Now, if you were introduced to Alice from the Environmental Protection Agency and you only had 60 seconds to explain OSC, what would you Would this story be different than Joe on the Street? Exercise | Reinforcing Mission & Charter minute s 7
- 41. Exercise | Reinforcing Mission & Charter Average Joe On The Street Alice from the Environmental Protection Agency Is the story and key explainer takeaways different or the same based on who you are speaking to?
- 42. Exercise | Reinforcing Mission & Charter Stakeholders Undefined Journalists & Media Community Denizens Audit Division Procurement Division State Agencies Impacted Citizens Public Employees Medicaid Fraud Division State Colleges | Universities County Government Local Municipalities School Districts Independent State Authorities Public Utilities Investigation Division General Public Inter-Agency Personnel Intra-Agency Offices State&LocalGovernment News Media | Other If different, can we identify audience groups who would need different umbrella messaging (the elevator speech) by audience needs?
- 43. Aligning To Next Steps PART 5
- 44. Discovery Interviews Expand on this workshop by gathering additional information and insights to aid in strategic planning. Key Findings Report Validate what we learned throughout the Discovery Process, identify any remaining gaps that need to be addressed. Strategic Blueprint Formalize the strategic framework for process, audience segments, informational needs, journeys and messaging. Build & Launch Complete platform setup and begin executing against strategic blueprint. NEXT STEPS
- 46. THANK YOU