Conference 7.286::digital

2463.0. "Communications Program Office Established" by SMAUG::GARROD (From VMS -> NT; Unix a mere page from history) Sat Apr 10 1993 21:07

    
    I find the attached interesting and encouraging. Looks like Digital
    might be getting serious at taking Communication Seriously.
    
    Dave
    
From:	NAME: Bob Gregorio @MRO             
	FUNC: Communications                  
	TEL: 297-7992                         <GREGORIO.BOB AT A1 at MR4DEC at MRO>
Date:	29-Mar-1993
Posted-date: 02-Apr-1993
Precedence: 1
Subject: PROGRAM OFFICE                                                         1
To:     See Below
CC:     See Below
    
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*          PLEASE DISTRIBUTE WIDELY THROUGHOUT YOUR ORGANIZATIONS            *
******************************************************************************

We have entered a time of tremendous opportunity for Digital.  With the 
strengthening of our Business Unit structure, planned Q4 strategic 
announcements, and the launch of a new Branding campaign and Corporate Identity 
initiative, the role of Communications continues to be focused on the challenges 
before us.

Earlier this Quarter, the Communications Program Office was formed to ensure 
that we not only meet the challenge, but develop the "Best in Class" standards 
for Communications necessary to achieve our Corporate goals.

In recent weeks the Program Office has received much enthusiastic support.  
Participation in the Program Office and the supporting FORUMS continues to grow.
It is through the continued endorsement of the Communications community that the 
Program Office will achieve the utmost effectiveness.

In February, both the Computer Downsizing Campaign and the Desktop Campaign were 
enhanced by the active participation of Program Office members.  Strong 
participation by European and GIA members put a more Global context into these 
important campaigns.  

The Field Communications/Distribution FORUM, Events FORUM, and Direct Marketing 
FORUM have already established new standards and priorities aimed at improving 
the quality of Communication's work.  In March, the newly formed 
Literature/Sales Promotion FORUM set forth a challenge to it's members to 
"re-vamp" our entire promotional materials mix.
                                             
We continue to receive questions on how people can participate in the Program 
Office or FORUMS.  In addition, there have been numerous questions in the past 
week or so pertaining to the Bob Palmer initiative on Q4 priorities and Charlie 
Holleran's memo on QUANTIC. 

We want to be sure that all your questions and comments are heard and responded 
to as quickly as possible.  Enclosed is an executive overview of the Program 
Office and the six supporting FORUMS.  

Should you have any questions after reviewing the enclosed materials, please do 
not hesitate to contact me or Doug Towle (Co-Chair).  The Chairperson for each 
FORUM can also help address any questions on participation or handle exception 
requests pertaining to QUANTIC.

Regards.



   		MARKETING COMMUNICATIONS PROGRAM OFFICE
 

CHARTER:

Establish a cross-functional forum to set communications strategy 
and establish standards and guidelines aimed at increasing the sales
win rate and ensuring Best-in-Class efficiencies.  

GOALS:

 o  Create a process that "engages people", builds a unifying set
    of communication strategies and operationalizes them.
 
 o  Develop on-going educational and communications training programs
    (workshops, user guides, consulting services, etc.) to ensure that
    we improve both the professionalism of our people and adherence
    to Corporate communication standards.

 o  Integrate decision making and focus spending for maximum impact.

 o  Achieve savings of $37 million in Communications spending
    from FY93 forecasts.                                                          

 o  Provide a focus on building a Digital brand image and delivering
    strategic, customer-oriented messages.
    
 o  Create a closed-loop process for Sales/Customer feedback and 
    measurement.  Work ROI metrics for all Communications.

STRUCTURE:

The Program Office will be a strategic forum consisting of senior managers from 
each of the Customer Business Units, Corporate Communications, the Geographies, 
Services, the Computer Systems Group, and Corporate functions such as Finance, 
Purchasing and IM&T.

The Program Office will be supported by six discipline oriented Forums, namely: 
Advertising, Trade Shows/Events, Direct Marketing, Literature and Sales 
Promotion, Field Communications/Distribution and Product Publicity/Media 
Relations.

The Chair of each Forum will sit as a member of the Program Office.  The forums 
will define and implement the standards and guidelines necessary to continually 
improve the quality and effectiveness of our communications disciplines 
worldwide.

In addition, Larry Daywitt, an external media consultant with Communication 
Strategies, will be a member of the Program Office.  He will provide an 
important dimension to the shaping of our communication strategies.  There will 
also be an "open Chair" for our key Advertising and Public Relations Agencies.





                                  FORUMS



    LITERATURE & SALES PROMOTION:

The Literature & Sales Promotion Forum will focus on promotional
literature, collateral materials, sales tools and all audio/visual
materials.

A primary objective will be to achieve an $11 million savings
for the Company during the Q3 & Q4 timeframe and to put in place the 
necessary metrics to ensure future efficiencies.  Specifically, this
team will help the Program Office to:

1)  Ensure that all Business Units have the resources and guidance
    necessary to develop high impact programs that will get results and
    reinforce our Corporate image

2)  Develop and implement a transition plan in Q3 to move to the
    ELECTRONIC delivery of data sheets (and other appropriate literature)
    worldwide

3)  Finalize and implement a sourcing strategy that will lower our
    costs for services

4)  Reduce spending in 4-color brochures by 50%

5)  Support the directive to stop excessive spending on promotional
    materials such as:  posters, custom pocket-jackets, sales aids
    & premiums, reprints of "unsolicited" literature, and customer
    periodicals (newsletters)
 
6)  Reduce the volume of expensive video productions and slide shows

7)  Extend the new Branding campaign to all deliverables
                       
8)  Develop a new promotional materials framework that will reduce
    the volume (Best-in-Class efficiencies) and ensure that our messages
    are presented in the context of sales and customer need.                      







 
    FIELD COMMUNICATIONS & DISTRIBUTION:                         

The Field Communications and Distribution Forum will focus on 
developing an infrastructure to deliver accurate, consistent 
and integrated information to those who need it, when they need 
it and in a format they will use.

This Forum will include Sales Communications, all electronic
notifications, sales support tools (OPAL, Expertise Locator, 
Reference Exchange, Proposals etc.) and the distribution of all
promotional materials.

In support of the Program Office, its primary objectives will
be to:
                                              
1)  Develop and fully implement in Q3 (U.S.) the Reader's Choice
    "demand-pull" methodology as the foundation for a worldwide
    distribution strategy.   This new Distribution strategy will:

    - help resolve information overload/underload issues
    - address information currency issues
    - make information locatable and accessible
    - provide the information in a usable format
    - dramatically reduce costs and improve field morale

2)  Develop and finalize plans for worldwide implementation in FY94

3)  In close partnership with IM&T, propose and implement plans to
    standardize on the "one-repository" concept for sales support
    databases

4)  Develop a plan to support the transition to "PC-based" and multi-
    media transmission of information to the field and customers

       
    TRADE SHOWS & EVENTS:

The Trade Shows and Events Forum will establish quality control mechanisms, 
reduce costs and develop a worldwide strategy.  In support of the Program 
Office it will:

1)  Identify and reduce by $2 million our Q3 & Q4 trade show/events
    forecasted spending

2)  Outsource and narrow the vendor base  

3)  Integrate Business Unit event plans to achieve maximum leverage
    and impact

4)  Reinforce our corporate image by extending the Branding campaign
    to all trade shows and events                                         





    ADVERTISING:

The Advertising Forum will focus on the short-term objective to reduce
advertising expense by $15 million in Q3 & Q4, and to increase our
efficiency by carrying the Digital brand theme in all advertising
programs globally.     
                               
This Forum will develop and implement advertising strategies that:

1)  Emphasize customer solutions and service advertising

2)  Increase advertising of commodities in highly competitive
    markets

3)  Cluster disjointed Advertising programs to achieve efficiencies

4)  Drastically curtail advertising on "point" products

5)  Tightly focus advertising for maximum efficiency

6)  Set the stage for building a strong Digital brand image
    worldwide beginning in FY94 that will clearly differentiate our Corporate
    strengths and build positive awareness with our customers and
    prospects


    DIRECT MARKETING:     
 
The Direct Marketing Forum, which is already operational, has a well
established set of procedures and detailed standards that cover:

1)  purchasing guidelines        4)  leads management

2)  design and graphics          5)  premiums

3)  response mechanisms          6)  copy guidelines
    
This Forum will support the Program Office by identifying opportunities 
to reduce our spending in Direct Mail and Direct Marketing campaigns 
by 50% during Q3 & Q4. This will result in over $9 million in savings 
for the Company. 

In addition, the Direct Marketing Forum will:

 *  Broaden its campaign to educate and train people on the
    appropriate use of Direct Marketing as a communications tool

 *  Have review and approval authority as required to comply with
    the goal of reducing our Direct Marketing expense by 50% during
    Q3 & Q4
                                                              




                                      
    PRODUCT PUBLICITY & MEDIA RELATIONS:
        
        
        1. MEDIA RELATIONS  -  Oversee and manage the Media 
        Relationship Management program trade media to insure 
        that the trade press is properly and efficiently handled.
        Act as liaison between business units and corporate to 
        facilitate media coverage. Be an ombudsman for problems 
        involving business units and press.
        
        2. PRESS MATERIALS - Produce and distribute press 
        materials to the media and other influencers, as well as
	internally.  Provide corporate approval and quality check 
	for press materials. Archive all press materials.
        
        3. PRODUCT ANNOUNCEMENTS - Provide assistance in 
        planning, logistics, registration and press involvement 
        in all product announcements.
        
        4. PLANNING & MEASUREMENT - Provide guidance for planning 
        and measurement and be the repository for all business 
        unit PR plans. Act as connection point between the 
        business unit planning effort and corporate.
        
        5. OUTSIDE RESOURCE MANAGEMENT - Assist business units 
        in selecting and using outside resources. Manage the 
        relationship with these resources to insure quality 
        cost effectiveness and consistency of support across Digital. 
	Track and evaluate performance, report back to business units 
	and roll up to corporate.
        
        6.  STANDARDS & PRACTICES - Provide guidelines for the 
        quality of both end product and execution of public 
        relations by the business units. Educate non-practitioners on 
	standards of excellence.  Assist all Business Units in improving 
	their performance, product and execution. 


                  COMMUNICATIONS PROGRAM OFFICE - BOB GREGORIO


LITERATURE AND SALES PROMOTION				DOUG TOWLE

ADVERTISING						HENRY HEISLER

TRADE SHOWS/EVENTS					ED SYPEK

DIRECT MARKETING					MARY FLATELY

FIELD COMMUNICATIONS AND DISTRIBUTION			AL GOLDSWORTHY

PRODUCT PUBLICITY/MEDIA RELATIONS			ART FIACCO


                        LITERATURE/SALES PROMOTION FORUM

Doug Towle			Chair

Joanne Lutian			Co-Chair
Pat Carney			Software Marketing Services
Dave Close			Computer Systems Group
Sue Lawrence Longo		Health Industries
Joan Costello			Customer supply & Delivery
Pam Cappel			Personal Computer Marketing
Ellen Teplitz			Discreet Manufacturing
Jayne Chace			Communication/Education/Entertainment
Gloria Bates			Storage
Cathy Serie/Roy Milligan	Channels
Reginald Redford		Corporate Communication Programs
Bill Sullivan			Finance
Frank Cutietta			Purchasing (literature/collateral)
Therese Perreault		Purchasing (A.V. commodity)
Joyce Smith			Components & Peripherals
Rich Luciano			Finance & Administration Business Systems
John Riley			Print Production
Karen Stone			U.S. Communications
Peter Phillips			Corporate Identity
Andrea Mason			Semiconductor Marketing Group
Don Waite			Customer Services
Dan Hall			Customer Publications
Jackie Jones			Computer Systems Group
Peggy Piz			Software
Bill McCook			Services Development & Training
Jeff Ryan			Administration


                           TRADE SHOW AND EVENT FORUM

Ed Sypek			Chairperson

CUSTOMER BUSINESS UNITS:

Bob Berube			Communication/Education/Entertainment
Ric Buxton			Healthcare
Bill Dorfman			Financial/Professional
Bernie Mieth			Process Manufacturing
Trudy Sampson			Discrete Manufacturing
Gail Smith			Environment

PC FOCUS:

Bob Carty			PC
Dave Simmons			NT

MULTIVENDOR SERVICES:

Laura Chester			Multivendor Services

COMPONENTS:

Sharon Bronaugh			Storage
Terry Finnicum			VMS
Jeff Patt			UNIX
Sue Yarger			NAC
Wendy Vincent			TNSG

CAMPAIGNS:

Dan Bowman			ALPHA
Bob Hamelin			Downsizing
Betty Lynch			DESKtop

AREA FOCUS:

Arnie Cohen			U.S. Marketing
Janet Oliveira			GIA
Diane Carr			Purchasing
Ed Sypek			Events


                     DIRECT MARKETING CFE FORUM MEMBERSHIP

Mary Flately			Chair

CORPORATE MARKETING/PRODUCT GROUPS:

Lauren Anastos			Independent Software Vendor Group
Lucinda Johnson			The Personal Computer Group
Ellen Teplitz			Engineering Systems Group
Joe Deramo			Engineering Systems Group
Sharon Bronaugh			Mass Storage
Abbot Gilman			Lenac Marketing
Jerry Baker			Entry Systems Business Unit
Myles Falvella			VAX Systems and Servers
Carolann Hibbard		Networks Engineering
Maureen Daniell			VIPS Marketing
Loren Zeller			U.S. Desktop Direct

CORPORATE FUNCTIONS:

Ken Watson			Purchasing Direct Marketing Commodities
Donna Killoran			Purchasing Direct Marketing
Leo Fredette			Corporate Customer Assistance

U.S. AREA:

Anne Copp			U.S. Software Sales
Ann Basteri			U.S. Services
John O'Brien			U.S. Training
Bob Reeve			U.S. Channels
Michelle Walsh			Electronic Store
Lee Erb				DECdirect Distribution
Karen Jackson			DECdirect Distribution
Kathy Godfrey			U.S. Leads Management/Telemarketing
Cecile Christenson		U.S. IM&T
Lil Holloway			Direct Marketing Organization
Peg Donovan			Direct DMarketing - Catalogs
Dennis McEvoy			Direct Marketing - Telemarketing


                           FIELD COMMUNICATIONS FORUM

Al Goldsworthy			Chair

Cathy Serie			U.S. Channels Communications
Keith Dempster			Process Manufacturing
Chris Blood			Discrete Manufacturing
Sian Purslow			European Field communications
Maureen Kenney			GIA Field Communications
Nora McGuiness			U.S. Field Communications
Marge Duplessis			Corporate marketing IM&T
Scott Cramer			Corporate Communications
Deborah Bennett			Corporate Administration
Gael Dussault			Corporate Services
Margit Haesters			Field Communication, Germany
Charlotte Locke			Corporate Communications
Mary Beth Dirico		ALPHA Personal Systems
Debi Fleck			ALPHA Personal Systems
Jackie Jones			Computer Systems Group
Pat Carney			Software Group
Bill Sullivan			Corporate Marketing Finance


                       COMMUNICATIONS COMMODITY MANAGERS

John Mcardle			Worldwide Commodity Manager
Tom Forsythe			Print/ Publishing
Ken Watson			PR/Advertising & Direct Marketing
Therese Perreault		Audio-Visual & Broadcasting
Diane Carr			Special Events & Trade Shows
Frank Cutietta			Graphic Design, Writers & Consulting
Renate Baptiste			Market Research & Databases
Mary McNamee			Micrographics Forms & Stationary