Representation for conducting a discovery workshoop with key stakeholders.

1. Building a govDelivery
Email Communications Strategy
Discovery Workshop
October 2021

2. The primary goal is to build and implement an expanded digital communications strategy and
process principally leveraging email and SMS text messaging for publishing notices of office
audits and investigative reports for public domain transparency and stakeholder access.
STRATEGY & EXPERIENCE TECHNOLOGY OUTREACH
Understand and define key
audiences, journeys, and
information needs to optimize
transparency and trust
throughout the user experience.
Develop process,
launch and report on
supported foundational and
programmatic campaigns.
Create a new govDelivery cloud
experience leveraging the
account’s full features and
functionality.
Project Goal

3. BETTER CITIZEN EXPERIENCES,
DELIVERED.
Designing An Effective Email Strategy

4. A persona is a snapshot of a
sample audience member that
outlines an individual’s
personal attriubutes, goals,
and pain points.
It allows you to understand
who your audience is and
differing informational
of groups of people.
Building on a persona, a typical
journey outlines the decision
path and actions an audience
member may take in their
relationship with you.
These decisions and actions
are informed by personal goals
and pain points outlined in the
persona. It allows you to
understand how best to
communicate with your
audience.
Personas
Messaging
Framework
Journey
Campaign
Recommendations
A messaging framework are
the salient points you want to
communicate to audiences and
which are relevant to a
persona’s key values and
attributes.
In many cases, it’s a snapshot
of who you are and sets the
tone for your relationship with
your audience. It may further
outline what benefits you
provide to your audience.
Campaign recommendations
address your audiences’
needs in their relationship with
you.
These are created with your
communications’ goals and
objectives, personas, user
journeys, and messaging
framework in mind.
Key Deliverables

5. Warm-Up Icebreaker
1
Defining Your Goals
2
3
4
5
Understanding Your Audience
Defining The Audience Journey
6
Creating Messaging Pillars
Aligning To Next Steps
Today’s Agenda

6. Be Present
Time is limited and we have a lot to cover. We'll
be moving quickly so stay focused. Keep
devices off. You'll survive.
Be Supportive
Listen with empathy. Be open to other points of
view. Use the "Yes, and" approach. Contrasting
perspectives are a great source of creativity and
fresh ideas.
Have Fun
This is an experience meant to be enjoyed.
Share laughs. Trade (virtual) high fives. And
maybe at the end, you'll have a great story to
tell.
Trust the Process
There are no right or wrong answers. At times
you may feel pressure or even doubt. Don't get
too stuck.
Ground Rules

7. Introduction
Icebreaker

8. Name + Role
If you had to pick a celebrity spokesperson for OSC,
who would it be and why?
Icebreaker

9. PART 1
Defining Your Goals

10. Mission: The Office of the Inspector General was created in 2005 to investigate allegations of waste, fraud
and abuse in the expenditure of public funds, promote efficiency, and identify cost savings, and detect and
prevent misconduct at all levels of government.
Jurisdictional Authority includes.
1. Audit Division: tasked with auditing local governments, including municipalities, school districts, and counties, state
colleges and universities, state agencies, and independent state authorities.
2. Investigations Division: tasked with detecting and uncovering waste, fraud, and abuse in New Jersey government
through investigations, evaluations, inspections, and reviews.
3. Procurement Division: tasked with the protection that taxpayer dollars are protected by ensuring that contracts are
competitively bid and are held to high standards of fairness and transparency in order to avoid waste, cronyism, and
corruption.
Guiding Direction | OSC’s Mission

11. When developing a digital communications strategy, it’s
important to ensure all key stakeholders are aligned around
a clear set of goals and objectives.
These goals will help inform the who, what, when and where
for your communications efforts and identify content types
and categories aligned to audiences and their needs which
should be prioritized at different phases of the program.
Objectives
Know What You’re Trying to Achieve
Goal
Objectives
Objectives
Objectives

12. Increase awareness of OSC’s activities and the
public interest outcomes for greater public trust
and transparency for oversight and
accountability within its jurisdictional control.
Implement a new, more efficient digital
communications strategy and approach for
greater public reach for the dissemination of
news and outcomes related to OSC’s chartered
operational mission.
GOALS OBJECTIVES
Step 1: Defining Your Goals and Objectives

13. Adopt a more efficient
digital communications publishing
platform.
Streamline email processes and
establish a replicable workflow
across list owners.
Reinforce the OSC stated mission
and charter in all communications.
Define and grow
audience groups.
Develop operational efficiencies for
both
external and internal
communications.
Manage listservs
and CRMs by segmented topic
interests.
Understand who’s in your email
lists and understand informational
needs.
Leverage platform automation and
template features to streamline
workflows.
Expand communications outreach
as efficiencies
are realized.
Develop self-reliant capabilities for
platform use and management.
Build heightened
levels of public trust and
transparency.
Publish with consistency
and dependability to meet
subscriber expectations.
Deliver communications
via preferred opt-in
channels.
Manage outbound communications
by subscriber interests.
Develop planning efficiencies
leveraging the use of the GovD
publishing platform.
Exercise | What Are OSC’s Communications Goals?
Platform Audiences Workflows Public Benefit Transparency
What are we missing? What is not relevant?

14. Exercise Go to Menti.com and use the code 67 74 39 2.
What are OSC’s Top 3 communications goals?
Please take 2 minutes
to prioritize.
minute
s
2

15. Exercise

16. What’s one objective you can define
for each of the Top 3 goals?
Objectives are the measurable milestone actions to reach your goals.
Please take 5 minutes to identify one objective for each goal.
Share out with the group.
Exercise | What are our objectives?
minute
s
5

17. Objectives
Objectives
Exercise | Example 1 Goal #1
Adopt a more efficient digital
communications publishing
platform.
Objective
Complete training on
GovD by end of year.
Objectives for Goal #1
Setting realistic objectives will
ultimately help us achieve our goals.
Objective
Activate GovD platform
for official use by first of
year.
Objective
Develop process and
workflow for GovD
platform.
Priority Goal #1 Objective 1 Objective 2 Objective 3

18. Objectives
Objectives
Exercise | Example 2 Goal #2
Grow email subscribers and
social media followers
across channels.
Objective
Segment audiences by
topics of interest.
Objectives for Goal #2
Setting realistic objectives will
ultimately help us achieve our goals.
Objective
Expand subscriber
opt-in capabilities across
multiple touchpoints.
Objective
Develop best practice for
integrating GovD with
social media.
Priority Goal #1 Objective 1 Objective 2 Objective 3

19. Objectives
Objectives
Exercise | Example 3 Goal #3
Build heightened
levels of public trust and
transparency.
Objective
Publish consistently
and dependably per
subscriber expectations.
Objectives for Goal #3
Setting realistic objectives will
ultimately help us achieve our goals.
Objective
Continually reinforce in
outbound messaging OSC’s
mission and charter.
Objective
Re-activate editorial
calendar and align to a
GovD publishing
schedule.
Priority Goal #1 Objective 1 Objective 2 Objective 3

20. Understanding Your Audiences
PART 2

21. Step 2: Understanding Your Audiences
Who am I?
What do I want?
What do I need?
What do I do?
What do I say?
Where do I live?
What’s my profession?
What are my interests?
What are my motivations?
What are my pain points?
Audiences are identified and segmented based on defined
communications goals and objectives.

22. Geographic Demographic Behavioral
Psychographic
Segmenting Audiences by Characteristics
 Customer location
 State
 Region
 Rural vs. Urban
 Age
 Gender
 Occupation
 Socio-economic group
 Personality
 Lifestyles
 Attitudes and Beliefs
 Concerns
 Social Status
 Public|Agency|Other
 Information needs
 Information sought
 Subscriber preferences
Audience attributes can be many or a few
based on alignment of identified communications needs.

23. Exercise | Audience Segmentation Validation
Stakeholders Undefined
Journalists & Media
Community Denizens Audit Division
Procurement Division
State Agencies
Impacted Citizens
Public Employees
Medicaid Fraud Division State Colleges | Universities
County Government
Local Municipalities
School Districts
Independent State Authorities
Public Utilities
Investigation Division
General Public Inter-Agency Personnel Intra-Agency Offices State&LocalGovernment News Media | Other

24. Let’s create several user
scenarios.
User scenarios are actionable persona
profiles to help us understand our
audiences so we can identify the who,
what, when and where for disseminating
our communications.
Exercise |Audience Persona Profiling

25. As a group, let’s fill out several user scenarios.
Here’s an example to get you started.
Community Denizen
Exercise |Persona Example
I am: average John Q who lives in Trenton with my wife, two children, and two
dogs.
I need to: understand whether my tax dollars are being well spent which will
shape my opinions for who I will vote for in the next general election.
So that I can: have confidence in my choices for elected officials and how they
manage and run the state government and which may impact my family.

26. I am:
I need to:
So that I can:
Now, it’s your turn.
Pick an audience segment and fill in the characteristics.
Persona Name
Exercise |Persona #1

27. I am:
I need to:
So that I can:
Great job!
Pick another audience segment and do the same.
Persona Name
Exercise |Persona #2

28. I am:
I need to:
So that I can:
Now, let’s finish on a good note.
Pick one more audience segment and do the same.
Persona Name
Exercise |Persona #3

29. COFFEE BREAK

30. Defining The Audience Journey
PART 3

31. Step 3: Mapping Your Audience Journeys
With your audiences in mind, what are the key steps your audience needs to take for you to achieve your goals?
 How do they become aware?  What questions are they asking?  What information do they need?
 Based on OSC’s mission and charter, distinct audiences may have differing journey paths for acquiring published information.
Awareness Consideration Decision Action Management
People gain broad
knowledge.
What is [X]?
People engage.
Why does it matter
to me?
People decide to
take an action.
What can I do with
this information?
People take an action.
How do I accomplish
my task?
People stay engaged.
What do I do now?
1 3 4 5
2

32. Example | Community Denizen
1
Awareness
Gains broad exposure to a topic of
interest across various touchpoints,
e.g., WOM, news media.
What’s happening?
Makes a personal decision to seek
more information.
Where can I become more
informed, educated?
Evaluates interest for personal
need for more information.
What can I do with this
information?
Assessment
3
Decision
4
Action
5
Reflects on awareness
transcending into topic interest.
Why does it matter to me?
Interest
2
Takes the proactive action to
subscribe, follow or visit the
website to consume published
information.
How do I continue to stay
informed?
The Community Denizen Persona is likely to go through a typical logical process from awareness to actionable decision to stay informed.
Topic Awareness Personal Interest Needs Assessment Personal Decision Proactive Action

33. 1
1 3
4
5
2
2
On your own, pick an audience segment and
take 3 minutes to write…
What are the key actions this
audience may take to receive OSC
published resources?
Exercise | Journey Mapping (actions - part 1)
minute
s
3

34. 1
1 3
4
5
2
2
On your own, for the audience segment you picked,
take 3 minutes to write…
What key questions might this
audience have along the way?
Exercise | Journey Mapping (questions - part 2)
minute
s
3

35. 1
1 3
4
5
2
2
On your own, for the audience segment you picked,
take 3 minutes to write…
What information might this audience
need to answer those questions?
Exercise | Journey Mapping (content - part 3)
minute
s
3

36. Audience Segment:
ACTIONS
QUESTIONS
INFORMATION NEEDS
MANAGMENT
ACTION
DECISION
CONSIDERATION
AWARENESS
Exercise | Journey Mapping (building the journey - part 4)

37. Creating Messaging Pillars
PART 4

38. To reinforce the OSC mission and charter, it is prudent all
communications coming out of the state agency to include clear
language for building trust and transparency with the identified
audience segments of constituents as well as the assorted
agencies and stakeholders.
The question that needs to be asked is whether the often-used
press language adequately reinforces understanding of OSC’s
mission, and builds the desired trust and transparency among all
audiences…
– or if it needs simplified for general or multiple audience
consumption.
Press Release Boilerplate
The Office of the State Comptroller (OSC) is an independent State
agency that works to make government in New Jersey more efficient,
transparent and accountable. OSC is tasked with examining all aspects
of government expenditures, conducts audits and investigations of
government agencies throughout New Jersey, reviews government
contracts, and works to detect and prevent fraud, waste and abuse in
Medicaid.
Stay up-to-date with the latest from OSC by following us on Twitter,
Facebook, LinkedIn, and on Instagram at @NewJerseyComptroller.
Step 4: Messaging Frameworks

39. On your own, take 7 minutes to brainstorm
If you were introduced to
Average Joe on the Street
and you only had 60 seconds to explain OSC,
what would you tell him?
Think back to the goals, objectives, and audience journeys we identified.
Exercise | Reinforcing Mission & Charter
minute
s
7

40. On your own, take 7 minutes to brainstorm
Now, if you were introduced to
Alice from the Environmental Protection Agency
and you only had 60 seconds to explain OSC, what would you
Would this story be different than Joe on the Street?
Exercise | Reinforcing Mission & Charter
minute
s
7

41. Exercise | Reinforcing Mission & Charter
Average Joe
On The Street
Alice from the
Environmental
Protection Agency
Is the story and key explainer takeaways different
or the same based on who you are speaking to?

42. Exercise | Reinforcing Mission & Charter
Stakeholders Undefined
Journalists & Media
Community Denizens Audit Division
Procurement Division
State Agencies
Impacted Citizens
Public Employees
Medicaid Fraud Division State Colleges | Universities
County Government
Local Municipalities
School Districts
Independent State Authorities
Public Utilities
Investigation Division
General Public Inter-Agency Personnel Intra-Agency Offices State&LocalGovernment News Media | Other
If different, can we identify audience groups who would need
different umbrella messaging (the elevator speech) by audience needs?

43. Aligning To Next Steps
PART 5

44. Discovery Interviews  Expand on this
workshop by gathering additional information
and insights to aid in strategic planning.
Key Findings Report  Validate what we
learned throughout the Discovery Process,
identify any remaining gaps that need to be
addressed.
Strategic Blueprint  Formalize the strategic
framework for process, audience segments,
informational needs, journeys and messaging.
Build & Launch  Complete platform setup
and begin executing against strategic blueprint.
NEXT STEPS

45. Questions & Answers

46. THANK YOU