Understanding and Awareness in Cloud Adoption
Our client, a large and complex organisation in the defence and security sector, is embarking on a transition to a cloud-based operating environment.
As part of the initial 'Awareness and Understanding' phase of the campaign, the primary objective was to ensure that staff were fully informed about the impact this move would have on their specific roles and responsibilities, and what steps they needed to take to prepare. This required a comprehensive communication strategy to guide thousands of employees through the change.
Problem
The organisation faced significant challenges due to its size and complexity. With numerous departments, roles, and levels of seniority, there was a risk that the transition to cloud technology could be misunderstood or overlooked by different groups of employees. Without tailored communication and engagement, staff might not fully grasp their specific responsibilities, or the training required to prepare for the move. Our task was to ensure that all staff, regardless of their role, understood what was required of them, knew which user group they belonged to, and were aware of how to access the necessary training.
Solution
To address these challenges, we adopted a multi-faceted and phased approach to communication, beginning with the awareness phase and moving towards action. At the core of this strategy was the development of user group personas, which categorised staff based on how they would interact with cloud technology. We identified five distinct groups—Cloud Builders, Cloud Consumers, Cloud Payers, Cloud Enablers, and Cloud Assurers—each requiring tailored messaging. By focusing on these user groups, we ensured that every employee knew where they fit into the broader transition and what specific actions were needed on their part.
The communication strategy was implemented through a range of channels to reach the broad audience effectively. We used e-newsletters, a newly developed SharePoint site, digi-screens, and podcasts to consistently deliver key messages. One of the largest initiatives was CloudCon, an event designed to engage nearly 5,000 attendees from the core audience, providing them with opportunities to learn more about the transition. At this event, and through other touchpoints, we used creative tools such as animations, infographics, and interactive PDFs to break down complex information and make it more accessible and engaging.
In addition, we established a network of Change Champions—senior leaders across the organisation—who acted as ambassadors for the campaign. These champions played a critical role in reinforcing messages within their teams and ensuring staff were engaged with the transition. Each user group had a dedicated sponsor, allowing for tailored and specific communication.
Outcome
While the campaign is still ongoing, we have already seen positive results in this early phase. 342 employees have applied for Journey to Cloud training, far exceeding the original target by 242%. Additionally, 12 business units have requested bespoke Journey to Cloud briefings, which surpassed our goal a full quarter ahead of schedule. 96% of CloudCon event attendees reported an increased understanding of how the transition to cloud would impact them, indicating the effectiveness of our tailored communication efforts.
Visits to the Journey to Cloud SharePoint site have increased by 74% since its relaunch, with a significant 57% increase in dwell time on pages specific to user groups. Engagement across digital channels has also been strong, with nearly 5,000 attendees at CloudCon and a 76% increase in footfall at the on-site stand between February and April 2023. 94% of click-through traffic from newsletters directed users to the specific pages relevant to their user group.
The campaign will continue to evolve, with future phases focusing on deeper engagement with the user groups and supporting staff through the practical steps of preparing for and adopting cloud technologies.
Conclusion
In the ongoing Journey to Cloud campaign, we have successfully laid the groundwork for a smooth transition by increasing awareness and engagement across a wide and diverse workforce. Through a targeted, user-centred approach, we have effectively communicated the roles and responsibilities of staff during this technological shift. While the campaign is far from over, the initial results highlight the success of a well-structured and tailored communication plan in managing large-scale change within a complex organisation. As we continue with the next phases, we expect to see even greater alignment, participation, and readiness among the workforce for the upcoming move to the cloud.