A typical communication plan introducing a new stock option plan might include four separate documents containing the following four key messages: 1. Notify the employee that they received the new stock option award 2. Provide detailed information on the new stock option plan (i.e., FAQ or Plan Booklet)3. Provide instructions for next steps (i.e., accept the award agreement, login to manage awards or transact)4. An introduction to the plan administrator, including their bene
3. WHO ARE YOU TARGETING?
Knowing your audience will help determine the medium, tone and style of yourcommunication plan. Before you consult with a communications specialist, consideryour audience and the best ways and media to use to reach them. Considercampaigns you’ve done in the past, if applicable, and what worked and what didn’t.
• Who am I targeting?• How many people am I targeting?• Where are they located?• What is the best way to reach these people (email, regular mail, messages postedto the company intranet, online video, group presentations etc.)?It’s also important to consider how to customize your communications to make surethey are speaking directly to your intended audience, offering them information thatis bene
cial to them, in a manner in which they prefer to be communicated with.
• What do my employees want to hear and how can I shape my communicationsaround that?For example, if you want to promote participation in your employee stock purchaseplan, begin by highlighting the bene
ts for employees, such as saving for a
rsthome or retirement, etc.
4. WHAT IS THE BEST TIMELINE FOR DELIVERING YOURCOMMUNICATIONS?
Once you’ve determined your key messages and audience, the next step isto develop a timeline and schedule for delivery that will not undermine theeffectiveness of your plan. Determine what milestones are involved with your planand look at the key dates that correspond with these milestones, including the planlaunch date, the enrollment cutoff date, etc. Then decide how your communicationsshould co-ordinate with these timelines. For example, it’s a good idea to give youremployees a heads-up about the introduction of a new plan before it launches, butnot so far in advance that they’ll forget about it.