Skip to the content

Menu

Challenge

The U.S. Coast Guard distributes messages daily to communicate to its global workforce; however, low engagement rates concerned leadership. The challenge was to identify the causes of their audiences’ confusion and frustration when using the U.S. Coast Guard’s common communication tools—such as email, websites, blogs, and an internal portal—to distribute essential information.

Process

The U.S. Coast Guard worked with Fors Marsh Group (FMG) to conduct an internal communication audit and to make recommendations to improve internal communication tools, practices, methods, guidance, and policy. It was important that the evidence was quantified, but more importantly, that it was used to create realistic and actionable recommendations to improve the engagement metrics of the messages.


In total, FMG reviewed 70 Coast Guard-branded communication tools, conducted nationwide focus groups and in-depth interviews, and created and collected survey results from enlisted, retired, officer, and family members. Additionally, FMG led a user experience heuristics evaluation of key communication tools and websites.

Impact

Findings from the research pointed to the need for streamlining the number of communication tools and for reducing the redundancy and volume of information conveyed across these tools. FMG provided and recommended communication strategies to develop an efficient, reliable, and effective communication system.

Partner With FMG

Andy Blenkle

Vice President, Marketing

Get in Touch

Request a meeting. Ask a question. Send an RFP. Inquire about careers. The right person here will reply to your inquiry.

Impact

Submit your email. Receive FMG’s Impact, our monthly publication.

Please enter a valid Email address