IR Tech led efforts to implement an integrated communications plan to support modernization of Logistics Chain Management (LCM) as a major change management initiative within the Marine Corps. By using specialized processes that focused on information discovery; workshops and facilitation; and communications campaigning fundamentals, we guided the Marine Corps to implement an aggressive communications plan. Beginning with identification of major stakeholders and process owners, followed by data mining to determine the target audiences and what are the key messages to be articulated, the results were the crafting of targeted messages and themes for introducing LCM as an enterprise initiative and a leading enabler for change within the Marine Corps.
The IR Tech planning process integrated change management and communications planning to campaign messages to targeted audiences at the tactical, operational, and strategic levels using an inventory of tools and tactics to deliver a consistent and credible flow of necessary information. Included in the campaign process was an aggressive outreach plan and an Outside-In implementation strategy coupled with An Outside-In strategy is guided by the belief that user value creation, orientation and experiences are the keys to success. IR Tech also advocated coupling this strategy with an effective website and internal spokespersons and change agents at various levels throughout the enterprise in order to maximize effectiveness and reach throughout the community. By engaging specialized spokespersons and change agents positioned within the operating forces, the organizational communications change process which begins first with them (and their own understanding and growth), then moves outward to impact their peers, teams, and ultimately, the organization as a whole. Finally, communication planning strategy such as this depends on identifying and advocating the appropriate Measures of Effectiveness (MOEs) to evaluate and determine the effectiveness of messaging and communication strategies and should correspond to the accomplishment of the mission objectives and the achievement of desired results. Measures of Effectiveness (MOE) are measures designed to correspond to accomplishment of mission objectives and achievement of desired results.