Project: Branding Framework and Message Architecture
Client: Department of Fisheries and Oceans
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The Challenge
As part of its Habitat policy and program work, the Department of Fisheries and Oceans (DFO) was introducing an Environmental Protection Modernization Plan (EPMP) initiative. The plan was designed to support horizontal priorities with respect to delivering Smart Regulations coherently and effectively. The primary challenge was the highly contentious nature of the EPMP, particularly in terms of employee perceptions, with many field employees highly resistant to the initiative. They had widespread concerns that the Plan would jeopardize their jobs as well as their ability to protect fish habitat. DFO engaged Ingenium Communications to develop a brand framework and message architecture to effectively position the EPMP to facilitate its acceptance and integration both internally and externally.
The Solution
Ingenium constructed a brand framework and message architecture that articulated the EPMP in a simple manner while constructively charting a path toward consensus on the initiative. The approach included:
- Extensive benchmarking research to establish a baseline of communication techniques on this specialized area used nationally and internationally across the public and private sector.
- Conducting a public environment analysis, including a detailed review of the diverging perspectives of the relevant audience segments.
- Designing and facilitating a bilingual messaging workshop with technical staff, representing scientific and policy expertise.
- Crafting a detailed Branding Framework including an extensive research component.
- Designing a comprehensive, yet simple Message Architecture to crystallize succinct and resonant messages surrounding the EPMP, with a goal to maximize positive impact while minimizing the potential for risk exposure.
The Results
By clearly articulating the link between EPMP and the related policy context (e.g. Smart Regulations, risk management, Speech from the Throne) the project generated significant results. Internal alignment was enhanced and solidified, with increased collaboration and focus between functional groups working towards a common understanding of the value of the new policy and related program.
Implementation of the messaging components proved invaluable in the effective development of internal communication materials, keeping them on target and on message, while the "branding" of the Plan differentiated it from similar initiatives. The client was also provided with coaching on messaging and branding in order to facilitate knowledge transfer and training in this area.
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