Strategy

Strategy must drive results — results that meet the goals for the initiative while at the same time moving the business forward. When strategy drives the work, nothing feels random. Every email, town hall slide, video script or poster has a job. It’s intentional, connected and timed just right. The result? Higher understanding, fewer follow-up questions, real behavior change, and, yes, actual business impact you can point to.

In today’s environment, communication must create value.

The approach

Here’s how to build a communication strategy that drives real results.

Start with the business and initiative goal.

Begin by getting grounded in reality. What is the business trying to achieve — and what does this specific initiative need to deliver? Whether it’s open enrollment, a change effort, a rollout, or a shift in behavior, clarify how communication is expected to support both the broader strategy and the moment at hand. This step keeps strategy focused on outcomes.

Define what success looks like.

Good strategy is explicit. Define what people should know, think, feel and ultimately do as a result of communication. This clarity removes guesswork and keeps decisions grounded at every stage of the work. These outcomes become the backbone of the strategy and the benchmark for success.

Identify the audiences and characteristics.

Not all audiences play the same role. Identify and prioritize the groups that will make or break the initiative — often leaders, managers and employees — and design communication around what each group needs to move from understanding to action. Each target audience is approached with clear intent, not a one-size-fits-all message.

Shape the message with precision.

Cut through the noise to pinpoint the one thing that truly matters — and then make it the star of the show. (Because the fastest way to get everyone aligned is to keep the main thing the main thing.) No scattered objectives. No diluted focus. Just a sharp strategy. It’s how to turn good communication into the kind that actually moves the needle.

Choose channels thoughtfully.

Communication channels aren’t just places to post messages. Choose them based on how people actually consume information at work and what role each channel plays — introducing, reinforcing, enabling or prompting action. We focus on timing, sequencing and consistency, and take into account any constraints or challenges that might come with a channel.

Measure, learn and adjust.

Bake in smart ways to measure what’s hitting the mark and what could be better — pulling from real feedback and hard data tied to your goals. We give you robust data reports that provide real-time insight that lets you tweak and tune on the fly: sharpening the message, dialing up the impact and keeping everything locked in step as the landscape shifts.

Stop and reflect on your strategy

What is your strategy designed to do?

If you can’t answer these quickly, you probably don’t have a strategy yet.

Ask yourself:

1

What business outcome is this meant to move?

(Growth, retention, performance, transformation, cost, culture — and how?)

2

What do we need employees to think, feel, or do differently as a result?

(Be specific. “Engaged” doesn’t count.)

3

How will we know it’s working?

(What will be different, measurable, or improved?)

What do my answers mean?

If your answers focus on channels, content, or cadence — you have a plan for activity, not a strategy.

If your answers connect people, behavior, and business outcomes — congrats! You’re on the right track.

We design strategies that start with business goals, translate them into human behavior, and measure what changes as a result. That’s how communication creates real value — for employees and the organization.

Your strategy...

We can help. Here’s what sets us apart.

We think like marketers, not messengers.

We design communication the way strong marketing teams do. They’re expressed clearly, practically and with creativity. You don’t get abstract frameworks — you get focused direction, smart messaging and a clear path forward.

We have deep expertise in employee communication.

Most agencies dabble in internal communication. It’s our core. We understand the dynamics, risks and realities of communicating and how to make messages stick where it matters most. Internal audiences are different, and we know how to reach them.

We create strategies you can actually use.

Our strategies are clear, practical and actionable. They’re grounded in research and employee xperience and elevated with creativity. They don’t just live on paper — they come to life.