Define the audience by performing a target audience analysis. $($slides $12)$

Determine core and audience$-$specific communication objectives and messages, including appropriate tone. You may include the following information $($slides $34)$:

Discuss goals of the communications campaign. You may consider the following points:

Why is this communication campaign needed?

What are the essential topics to communicate to company leadership?

What do front$-$line employees need to know as they experience and deal with the impact of change?

How will you convey need and urgency for change? Discuss What$$s in It for Me $($WIIFM$).$

Use a story or a graphic to connect with the change vision for success to the communication plan.