Personalized communications protect reputation during a time of transition

Kane Communications Group developed and implemented a communications plan for Vision Forward to inform key stakeholders about the board’s decision to sell the campus and what this sale would mean for them and the future of the organization. Through personalized communications, each audience was able to access timely and relevant information.

For nearly 100 years, the Hawley Ridge campus was owned by Vision Forward and provided housing, resources, and services to individuals with vision loss and their families.  

Across the nation, health care organizations are continuing to move away from providing institutional care to a model that is more community-based to make it easier for clients to receive services in their homes and closer to where they live and work. In 2017, Vision Forward and its board decided to sell its campus properties to another owner to begin its transition from property owner to community-based provider.

Kane saw an opportunity to provide personalized communications about this announcement to Vision Forward’s residents, tenants, staff, members, and supporters to inform them of the sale and what it means to them, ease concerns and manage uncertainty, and build support and excitement for Vision Forward’s future.

SOLUTION

Kane started with research, conducting one-on-one interviews with board members, residents and staff to confirm each audience group. Kane closely examined how each group received information and determined what they would need to know and what questions they may ask.

• Kane created fact sheets, key messages and talking points to address questions and ease concerns for each audience group. 

• Kane engaged the board and trained select members to serve as spokespeople and trusted leaders to deliver news of the announcement.

• The team drafted personalized letters, call scripts and emails for each group. For those with vision loss, Kane developed materials using the right font size and style for people with vision loss. Materials were also created in braille.

• Kane created opportunities for individuals to receive more information and ask questions on a personal phone line and customized email, ensuring answers to questions within 48 hours.

• Kane used an embargoed release to share details with media ahead of the announcement to ensure timely publication.

• To distribute each communication piece, Kane developed a minute-by-minute day-of communications schedule to guide distribution to reach all target audiences. 

• The team delivered communications prior to announcement day to encourage attendance at town hall meetings for a verbal update so people weren’t caught off guard. 

• Kane informed employees first and developed opportunities for employees to share their vision for the future of Vision Forward with leadership.

RESULTS

Kane distributed personalized communications to each key stakeholder group as outlined in the communications schedule.

• Key messages appeared in all communication tactics.

• Clients, residents and members reported they were able to easily access timely and relevant information.

• Staff, clients, members and residents responded with positive feedback, documented in emails and at meetings.

• Vision Forward managed and monitored the message with key messages and media directives Kane prepared.