The Canada Goes Green with Gear Up campaign aims to promote adoption of the electronic versions of Microsoft tools and resources to reduce paper usage. Key elements of the campaign include communications promoting awareness of the need for change, sponsorships to encourage participation, training to develop knowledge of the new tools, and contests and videos to demonstrate the tools and reinforce the change. The campaign will measure participation in training and surveys over time to gauge the success of the change efforts.

1. Canada Goes Green with Gear Up
Campaign Plan
Jan Lohmann, Marketing Communications Manager, MSNA
The Microsoft Corporation

5. “Everyone thinks of
changing the world,
but no one thinks of
changing himself.”
Leo Tolstoy

7. ADKAR Step Intervention Measurement
Awareness of the need for Communications on TBD
change SharePoint, Services Monday
Morning Letter; BG email as
allowed
Desire to participate and Sponsorships TBD
support the change
Knowledge on how to Training TBD
change
Ability to implement Practice and videos TBD
required skills and
behaviors
Reinforcement to sustain Coaching TBD
the change Withdrawal of the Gear UP
print

8. Prosci PCT profile
Leadership
30
20
10
0
Project Change
Management Management

9. Campaign Summary
Canada Goes Green with
Gear Up

10. Enter the
Canada Goes
Green with Gear
Up Campaign
and win a prize!

11. Win a
new
Zune or
a digital
t-shirt!

12. Download
eToolKit or Gear
Up Mobile and
save valuable
resources.

13. eMail signature for SMSGR Team
myReadiness Mailer/digital announcement
in all electronic publications/newsletters
Announcements during Canadian meetings
(If any occur during campaign)
Screen display in sales office
Email message for Segment Leads and
others
All contest information on Canada Web
main page and Readiness page to drive
traffic to that site.
Include links to Gear Up Survey

15. Each time you complete a demo
post test or enter the survey,
your name is entered for a
drawing. (Max 3x)
Prize is a Zune and/or digital
tee-shirt from Amazon. Video
link

16. You can see the tee-shirt @
http://www.amazon.com/SHO
PZEUS-Wireless-Transmitter-
Tshirt/dp/B00166VLS2/ref=sr_
1_1?ie=UTF8&s=apparel&qid=
1239934584&sr=8-1
Here is the link to the video of the
wireless tee-shirt:
http://www.youtube.com/watch?v=
4O14yKus1Y8 or
http://www.metacafe.com/watch/1
875740/wi_fi_t_shirt/ .

17. Two winners will be chosen by drawing
to create their own viral video.
One video demo for Mobile version
One video demo for Toolkit version

18. Measuring the Results

19. Integrate this with the WW Gear Up Survey in May
Winners announced and viral videos posted on
Canada Web Readiness site
Segment Readiness sites
Slide with winner information on flat screen in sales
office
Check back at 3,6,9 months for success stories

20. ADKAR Step Intervention Measurement
Awareness of the need for Communications on Attendance at training; SMSGR and
change SharePoint, Services BG SharePoint hits
Monday Morning Letter; BG
email as allowed
Desire to participate and support Sponsorships BG EVPs will appoint sponsors
the change
Knowledge on how to change Training Two onsite sessions
One video posted on SharePoint
sites
Viral video contest
Ability to implement required Practice and videos Post-test an video content
skills and behaviors
Reinforcement to sustain the Coaching Online pivot table pre-and post at 1
change Withdrawal of the Gear UP and 3 month intervals
print

21. GAP Corrective Action
AWARENESS BG managers communicate the need to change and risk of not
changing; face-to-face communication about how the change
impacts them directly
DESIRE Identify the resistor and identify the root cause
Use top-ten steps for managing resistance
KNOWLEDGE Product training
ABILITY Online job aids to support the new behaviors
Video contest
Corporate technical troubleshooting
REINFORCEMENT Messaging that the print version is gone forever and that the
eToolKit and Mobile versions are the only options for the future.