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Launch and Communication

Prepare the opening of the platform to all users and define its communication plan

💡 Note
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If you are at this stage, you have likely:
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  • Defined your vision and objectives
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  • Created your spaces
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  • Filled your platform with engaging Articles
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  • Structured your platform with appropriate tags and tabs
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  • Enhanced your platform
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It's time to open the platform to everyone and communicate about your initiative! Here are a few steps to follow for effective communication regarding your initiative, based on the ADKAR model, which consists of 5 phases: Awareness, Desire, Knowledge, Ability, and Reinforcement.
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Your Ideal Communication Plan

Step
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What
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When
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Awareness
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Awareness of change
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Between 4 and 6 weeks before launch
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Desire
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Feel a desire for change
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2 weeks before launch
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Knowledge
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Knowledge to facilitate change
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Launch
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Ability
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Ability to implement change
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2 weeks after launch
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Reinforcement
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Reinforce the change
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Within 6 months after launch
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1. Awareness:

  • Are our users aware of the change?
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  • Have they been well informed about the change that is occurring and its value?
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This phase should be conducted between 4 and 6 weeks before launch. Its objective is to inform users that something is being prepared, including the details of the change (whether the previous tool will be discontinued, impacts on work habits, etc.). In this phase, the focus is not on making users eager to connect to the platform or explaining its functionalities, but rather on emphasizing the vision, the challenges this project aims to address, and the benefits of the change. For example:
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  • Sending an email announcing the upcoming arrival of a new tool, highlighting its objectives and issues
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  • Running an information campaign comparing the situation BEFORE and AFTER
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  • Creating a short video showcasing the difficulties faced by users and indicating that the situation will improve
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  • Delivering a classic PowerPoint presentation in a team or management meeting to inform about the project scope
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  • Gathering information on the needs and challenges encountered by users to better address them in the platform design
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  • Conducting a survey on the platform name and slogan related to the initiative to engage employees
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  • Organizing a participatory workshop to collect needs or to identify key Articles that should be included on the platform, as well as to identify potential future space animators
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The advantage of this phase is to avoid catching users off guard, ensuring they cannot claim ignorance as an excuse for not participating in the project. This phase is essential and must be supported by the initiative sponsor.
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2. Desire:

  • How can we encourage users to embrace change?
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  • What's in it for me?
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  • What implications does this change have for me?
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In this phase, the messages should be concise and impactful. The goal is to motivate users to connect to the platform and participate in the project. In brief, highlight the strengths of the project, the added value, and the benefits for everyone involved.
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3. Knowledge:

  • Do our users possess sufficient knowledge to implement the change?
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Launch: invite your users!
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4. Ability:

  • Do our users have the ability to apply their knowledge in practice?
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  • Are there opportunities for coaching, training, and support?
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For example:
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  • Start a brief "Tips & Tricks" newsletter that will be posted weekly on the platform, featuring a quick tip on posting Articles, tagging content, completing profiles, or mentioning users. - Keep it short and precise; the idea is for it to be quick content to read <!-- -- (all tips HERE) -->
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  • Create a help space on your platform to consolidate all pedagogical resources.
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  • Organize "Elium breakfasts", "Elium lunches and learns", or other concepts that facilitate networking, question-asking, or discovering specific features.
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  • Host online webinar sessions during lunchtime or at various times to introduce the basics of the tool.
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5. Reinforcement:

  • Have you planned any reinforcement steps to prevent users from reverting to old habits?
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In the 6 months following the platform's launch to all users, it is crucial to maintain momentum. This is when the real effort begins to engage in a change of habits. A good practice is to schedule a reinforcement action every month during the first six months after the launch.
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