Google Apps for Work - Manual (Page 27)

Change Management Guide 27
Phase 1: Core IT
Create your marketing strategy | How to
Step 1: Build the team
The best resource is often your Marketing or PR department. Maybe
you’re not the creative type? They probably have someone who is and can
help you in the following areas:
•
Developing key messages
• Creating collateral and production support (for posters, artwork, etc.)
• Coordinating the campaign communications and schedule
Step 2: Create the key messages for your campaigns
To help promote a positive understanding among users as to why you’re
moving to Google Apps:
•
Identify the benefits of moving to Google Apps for your users.
Why should your users care about moving to Google Apps? What are
their frustrations with the current email system and how will Google
Apps address some of those pain points? 

Specify the benefits to your users that get their attention as you
prepare to move them to Google Apps. These apply to your average
users and not just executives or IT professionals. Your IT team might be
jazzed about the power of the global data centers you’ll get in the
cloud, but your average users won’t find that very compelling.
• Create an elevator pitch about why your company is
going Google. An elevator pitch quickly and succinctly explains why
the company is going Google. It identifies the benefits of going
Google and also the consequences of not switching to Google Apps.
You can actually reuse this elevator pitch in nearly all of your
marketing and communications.
Step 3: Develop the creative concept
A creative concept is the unifying theme, brand, logo, or slogan that you’ll
use to connect all your communications about Google Apps.
“Moving to Google Apps is not only
moving from one messaging tool to
another, it’s about leveraging a new
tool to make work behavior evolve
towards collaboration. That requires
change management.”
—Nicolas Willieme (manager at a
French insurance company)