PROJECT NAME Communications Plan

DATE How to Use This Template

• Each slide in this template includes instructions and, in some cases, examples. The examples are meant as guides, not as requirements.

• Remove all instructions once you’ve filled in the template.

• You do not necessarily need to use every slide in this deck. For simpler projects, you may need only a smaller groups of slides (e.g., just the Audiences, Strategy and Timeline).

• In addition to the slides in the template, you’ll find several additional slides at the end of the template. These are optional slides you may find useful for specific types of projects.

2 Dell - Internal Use - Confidential Situational Analysis and Overall Objectives – Slide #

Communications Objectives – Slide #

Key Communications Imperatives – Slide #

Audiences and Desired Outcomes – Slide #

Strategy – Slide #

Messages – Slide # Table of Tactics / Communications Mix – Slide # Contents Content / Assets – Slide # Channels / Vehicles – Slide #

Schedule – Slide #

Execution Plan – Slide #

Approval Plan – Slide #

Measurement and Feedback – Slide # 3 Dell - Internal Use - Confidential Situational Analysis and Overall Objectives

• Provide a high level description of the project/initiative about which you need to communicate. This should provide an indication of: • Importance of project/initiative to Dell and to our team members • Any tie to our Strategy, Purpose and Culture • High level details of project/initiative • The business and/or marketing objectives of the project/initiative

4 Dell - Internal Use - Confidential Communication Objectives

• Your objectives should answer the question “What are we trying to achieve with this plan from a communications perspective? The focus should be on specific outputs.

• Examples: – Ensure team members are fully informed of these changes and understand what it means going forward. – Generate as much noise and exposure around this story as possible (add targets if applicable). – Ensure the timeline / shot clock is developed and adhered to so that agreed audiences are informed in a timely manner. – Minimize disruption to the business and to team members by ensuring the business is prepared to react externally and internally to this story.

5 Dell - Internal Use - Confidential Key Communications Imperatives

• This slide should answer the question “What must we do to meet the Communications Objectives and therefore keep in mind when preparing the communication plan and assets?”

• Examples: – Go out ‘loud and proud’ with this announcement using a proactive multi-channel approach (Social, email, calls, meetings, Inside Dell etc) – Orchestrate coordinated and timely communications to the target audiences – Clear and simple messages to be agreed and used by all parties. – 100% message consistency to be applied across all assets

6 Dell - Internal Use - Confidential Audiences & Desired Outcomes

Audience Know Feel Believe Do ELT

VPs • Identify each audience that may require 1) specific messages and/or 2) separate communications. Some common examples are provided at left. Managers • For each audience, consider what you want them to know, feel, believe and do once you’ve communicated with them. Team • You may want to perform a detailed separate stakeholder Members analysis (https://inside.dell.com/docs/DOC-277135) Other before filling this slide in. Audience

7 Dell - Internal Use - Confidential Strategy

• Strategy is often confused with tactics. – Strategy is the big picture, a set of ideas for achieving a specific goal / objective. – Tactics are the specific steps (the roadmap) to executing a specific strategy. • In a communications context, “Engage team members via social media to create interest and enthusiasm” is a strategy; “Provide suggested social posts to executives” or “Ask Dell Champions to promote via Chatter” are tactics.

8 Dell - Internal Use - Confidential Key Messages This slide is a record of the agreed messaging to be used and applied to all assets. Once fully approved, no deviation from the agreed messaging is permitted as far as the details and meaning; stylistic and tonal adaptation (particularly in terms of making communications clear, direct and authentic) is allowed. •

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•

• •

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9 Dell - Internal Use - Confidential Communications Tactics & Mix

Audience Tactics ELT

VP+/ Executives

• Identify the specific tactics (pre-wires, emails, seminars, meetings, articles, videos, etc.) you want to deliver to Managers each audience to execute your communications strategy. • You don’t need to outline responsibilities or timeline here: the next slides cover this. All Team Members

10 Dell - Internal Use - Confidential Content and Assets

Asset Owner Date for Final News article for Inside Dell Inside in 5 video Email Social engagement plan Inside Dell page ELT/VP presentation Team member presentation/webinar FAQs Other

*Contact Corp. PR for press release support

11 Dell - Internal Use - Confidential Channels and Vehicles

• Outline all channels and vehicles you plan on using to communicate.

• If your communications include any channels / vehicles managed by the Global IC team, please refer to our Playbook for a list of available channels.

12 Dell - Internal Use - Confidential Schedule

Timing Communication Audience Format/Channel Who? Message

• Note that you may not need the message column. • If you do use it, we recommend assigning your messages numbers to avoid making this slide too busy.

13 Dell - Internal Use - Confidential 13 • It’s important to consider who needs to review your communications plan and communications at the Approval Plan beginning. • Below you’ll find some common roles who may need to approve your plan/comms. Fill in the names, and then highlight the specific comms each role needs to review.

Role Name Comms to review Project Owner Global IC BU or Functional IC Regional IC Executive Sponsor HR Legal Global Comms

14 Dell - Internal Use - Confidential Measurement and Evaluation Objective How Will We Measure Result

These should reflect the Objectives you How will you gather this date? Survey? Usage Fill this out at the end of outlined earlier in the plan report? Other? the project when you’ve gathered the date.

Overall evaluation:

15 Dell - Internal Use - Confidential Additional Slides Timeline – Executive Overview

• Communication • Communication on sub-topic or to • Communication sub- specific audience topic or specific • Measurement audience

• Communication sub- • Communication • Communication topic or specific • Communication • Blog audience

MONTH/WEEK MONTH/WEEK MONTH/WEEK MONTH/WEEK MONTH/WEEK MONTH/WEEK MONTH/WEEK

• Communication • Communication • Multiple • Communications • Same topic • Communication

• Inside Dell site

• Article

• Communication series

• Ongoing communication

Key: Audience or sub-topic Audience or sub-topic Audience or sub-topic Audience or sub-topic 17 Dell - Internal Use - Confidential Team Roles & Responsibilities

Team Charter Program Sponsorship

Communications Leader(s)

Program Lead(s)

Manage overall communications calendar, channels and Communications feedback loop

18 Dell - Internal Use - Confidential Audience Specific Tactics – Manager and Above

Audience Action Owner Channel Cadence

19 Dell - Internal Use - Confidential Audience Specific Tactics – All Team Members Audience Descriptions Owner Channel Cadence

20 Dell - Internal Use - Confidential