The U.S. Coast Guard headquarters departments published many messages to the global workforce on a daily basis, but low engagement rates concerned leadership. Additionally, the pace of message distribution was potentially causing fatigue and confusion among the audiences receiving the messages.
The U.S. Coast Guard worked with 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, was used to create realistic and actionable recommendations to improve the engagement metrics around 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.
The effort concluded with a series of in-depth presentations and a final deliverable that was built to be easily integrated into the current workflow and presented a step-by-step methodology to improve the content, delivery and evaluation of messages sent to the workforce.
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Vice President, Marketing