The main goal of any "Change" communication campaign is to move people from indifference, to interest, to knowledge, to dedication, and finally to action for your change plan and your "Vision of Tomorrow".
The change team must use the suitable integrating marketing communication mix that will cause the highest impact on people to endorse the change.
This step deals with:
The SITE MATRIX and the categories of the message delivered.
The Integrated marketing communications.
The Target audience and its customized messages .
The Components of effective communication and its monitoring.