Marke&ng  &  Communica&ons  Plan  

BRAC Office of Integration &Transition Volume 1, No. 3 FEB 2011

The BRAC VIBE (Vacancy Information Brief Exsum) serves as a regular source of information on key details of importance to staff members in preparation for the upcoming transition and vacancy of the Walter Reed Army Medical Center campus.

The  New  Logo…

Walter Reed BRAC Office of Integration & TransitionReference: Chuck Dasey, WRAMC/NRMC PAO, 10 FEB 2011

The new logo is designed for system wide implementation.

Rather than a single iconic logo for one facility, the new brand has been designed to represent the same state of the art, next generation military medical care, delivered at bothBethesda and Fort Belvoir.

Purple:World class medicalcare regardless ofuniform color

Emerging cross:Innovation

Capitol:Heroic; National

Shield:Strength

System Wide Implementation

Office  of  Strategic  Outreach    

Hi  Brian,    I  hope  this  message  finds  you  well!    Based  on  our  conversa;ons  Tuesday  and  a  look  at  the  VETS  website/outreach  tools  you  have  in  place,  I  took  a  liCle  ;me  to  put  together  some  ideas  that  I  think  might  be  effec;ve  in  jumpstar;ng  the  DOL  Outreach  program.    I  provided  samples  of  products/ideas  implemented  during  my  s;nt  at  Walter  Reed  and  thought  some  of  these  could  be  easily  used  as  a  baseline/founda;on  to  expand  upon  for  VETS.    Please  feel  free  to  take  anything  you  think  might  be  useful  under  considera;on.      Regards,    Dan  Henry  

COMMUNICATING VETS: An outline for effectively communicating VETS:

Assumptions for Planning Purposes: § VETS is not a universally known entity § Clear concise messaging has not been produced to educate stakeholder populations of existing tools to assist veterans § The organization has not been effective engaging/partnering with aforementioned stake holder populations to deliver on its stated mission to provide resources and expertise to assist and prepare veterans to obtain meaningful careers, maximize their employment opportunities, and protect their employment rights. § Strategic plan not currently in place to guide organization/office to achieve stated goals § Collaborative environment with VSOs, governmental organizations and corporations not currently maximized § Social/New Media platform and web usage as a method of outreach peripheral at best

Communications Goals: • To develop a comprehensive series of communication tactics and strategies which will effectively deliver timely messaging and content deemed important to the VETS audience on a national level • To positively affect DOL policies and the implementation of VETS initiatives in order to achieve the most beneficial results for our stakeholder populations including Veterans, VSOs, DOL staff, governmental organizations, corporations and small/medium size businesses. • Clearly define for stakeholder audiences who/what VETS is, what/how VETS delivers on its mission/vision and how partnering with VETS is a win for veterans on the home front AND workforce /talent management within organizations

Audiences: Veterans, Veterans Service Organizations. Human Resource/Hiring officials at businesses, corporations and government organizations, Non-Profits devoted to workforce development, Active Duty military organizations, media organizations, radio and print publications, congress

Key Messages: § VETS is here!!! Communicating the mission, vision and existence of VETS § Hire a Veteran!!!! § VETS cares about the well being of veterans § VETS is more than just an acronym and will play a significant role not merely in developing partnerships with stakeholder communities but will facilitate access to tools training and job opportunities to impacted populations § Our Most Critical Asset is You! Stakeholders play a key part in achieving message saturation and we cannot accomplish our mission without public engagement through our critical stakeholder communities

Effort Synopsis Result Implementation

Hire A Vet! Develop a series of 30 x60 Posters starring real veterans highlighting, in an irreverent manner, the unique capabilities that veterans offer in the workplace in environment. (Slogan Example: Punctual? If I’m not there 15 minutes early, I’m already late, or; Leadership experience? Yeah, I think I’ve got that covered)

Endear sense of pride and personality to both veteran’s and the civilian population they will be transitioning too alike; Capitalizes on the patriotic spirit by highlighting military service and the intangible traits that come with it.

Electronic e-mail blasts, METRO ad-campaign; partnering with governmental organizations and/or GSA to place within buildings

VETS Success! 3 to 5 Minute film shorts or trailers that follow a veteran who has successfully transitioned to the civilian workplace. Company executives will talk a bit about the positive impact of the veteran/veterans on staff, peers highlight traits, veteran talks about transition and how VETS programs helped

Illustrates in a visceral manner the successes of veterans in the workplace. Inspiring, emotional pieces that show stakeholders that what we do is both real and necessary

Through social media, websites and YouTube. Create a VETS channel that focuses on VETS success stories and highlighting resources available to veterans; live on kiosks at events

VETS Focused Kiosk and permanent display

Creation of 10 Foot informational displays and interactive kiosk (speaking) referencing key initiatives, VETS Success videos and informational presentations.

Visceral impact on visitors. Constant ROI of advertising dollars

Begin with DOL Lobby; deploy through partnerships to other facilities (VA Hospitals, government Agencies, VSO facilities, MTFs)

Quarterly Partner Meetings

Invite engagement partners to quarterly meet & greet/planning sessions where we look at trends in veteran’s hiring and discuss ways to make our outreach more effective.

Buy in with VSOs who feel like they are less being talked down to than being made a true partner in meeting VETS and Veterans needs. True metric on effectiveness.

Conducted at DOL or sponsored by DOL at various regional locations

VETS Blog Interactive/robust website for delivering messaging critical to VETS initiatives ; place holder for VETS Success videos and articles; Links to and from social media and primary VETS website

Dynamic home for VETS online that makes people WANT to find out more about the programs

Several inexpensive turnkey solutions available (Zen folio,Word Press, Joomla) Implementation contingent upon DOL Information management rules

Product Synopsis Result Implementation

VETS/DOL Live A series of updates given by Senior VETS and DOL staff on any number of topics of concerns to veterans, veterans organization or corporations looking to hire veterans

Accountability and concern to stakeholder populations; leadership visibility in potentially tough areas of discussion; yields loyalty and buy in

Through Blog and YOUTUBE Channel

Annual Report Annual metric and showcase of VETS efforts. Delivered and distributed electronically in PDF form

Reinforcement of organization initiatives and successes;

Produced in-house

The 20 Things You Have Got To Know About Veterans

Humorous illustrated briefer on cultural differences and things you must know about the new environment and personnel that staff will be working in and with (both veteran & civilian)

Stress free way to approach hiring and team building with staffers who have different perspectives and expectations

Presentation and through kiosks/website

Revamped Logo/Branding

Look at current logo and determine if it needs modernization and its effectiveness in its current state. The VETS logo, while simple, is the single most important piece of branding we have (think Apple’s Apple, or McDonald’s Golden Arches). Is it memorable and does it instantly say who/what/why we are…?

Better recognition; Change is not necessarily necessary…but we should at least look at it’s effectiveness

If necessary, will be on all VETS related communications

News Letter Monthly newsletter which highlights VETS Success stories, current and future initiatives and partner efforts. Currently one in place but should be revamped to draw considerably more interest than the current state

Like the logo and Blog Site, it gives us better recognition and people will use it if they like the way it looks

Delivered for download through PDF

Brochures and Fliers Materials reinforcing the importance of VETS and our initiatives Buy in; Printed Materials

Magazine and Radio Ads/Articles/Interviews

Pitch speaking and article opportunities to national radio shows (Tom Joyner Morning Show, Opie and Anthony, NPR) focusing on VETS, our programs and highlighting the value of hiring veterans

National exposure to a wide range of potential stakeholders

Pitch stories/inquire about interest to various organizations

Trade Shows and Conferences

Attendance and participation in various Veterans and military affiliated conferences highlighting VETS and veteran’s hiring opportunities. Partner with various industries to take the podium at their trade shows and highlight veterans as potential employees

Broad based awareness by putting our face forward to organizations and associations that can help veteran’s

Seek out opportunities through VSOs and talking with HR organizations in corporations

•  Mo&va&onal  Poster  &  Print/Electronic  Ad  Campaign  Sample  

•  U&lize  Actual  Veteran    •  Incorporate  simple  yet  straight  forward  messages  •  Deploy  to  Airports,  government  facili&es,  Metro,  

buses,  etc  

•  Re-­‐Vamped  NewsleLer  •  Incorporate  Important  informa&on  with  

anecdotal  success  stories  and  lifestyle  pieces  on  VETS  Partnerships  and  Programs  

•  Produce  Monthly  in  PDF  form  for  downloads  

4 11 18 25 1 8 15 22 6 13 20 27 3 10 17 24 8 15 22 29 5 12 19 26

March AprilMay

JuneJuly

August

4 11 18 25 1 8 15 22 6 13 20 27 3 10 17 24 8 15 22 29 5 12 19 26

14 & 28 JULY:

Day-In-The-Life

Exercises

(Fort Belvoir)

BRAC Office of Integration &TransitionVolume 1, No. 9

MARCH 2011

The BRAC VIBE (Vacancy Information Brief Exsum) serves as a regular source of information on key details of importance to staff

members in preparation for the upcoming transition and vacancy of the Walter Reed Army Medical Center campus.

Walter Reed BRAC Office of Integration & Transition

Transition Training Timeline

31 MARCH:

Workspace

Trainers

Identified

17 MAY:

Transitional

Orientation

sessions and

facility tours

begin

(Bethesda)

28 APRIL:

Workspace

Trainers &

Training

Managers

Workshop

12 & 26 JULY:

Day-In-The-Life

Exercises

(Bethesda)

22 JUNE:

Transitional

Orientation

sessions and

facility tours

begin

(Fort Belvoir)

1 JUNE:

Workspace

Orientation

Training begins

(Bethesda &

Fort Belvoir)

23 JUNE:

Training Stand

Down Day

WRAMC Staff Education & Training has developed a schedule for

necessary BRAC-related training events. The training timeline will

help ensure that staff and supervisors complete all assigned

education and training activities before the transition to our new

hospital facilities in Bethesda and Fort Belvoir.

All WRAMC personnel are required to participate in two training

sessions--Transitional Orientation and Workspace Orientation--

designed to prepare them for their new workspace and facility. The

Transitional Orientation workshop will focus on the general facility and

the Workspace Orientation session will familiarize staff with their

immediate work area. Staff members who are moving from one

specialty area or department to another, or whose specific job function

will change, will require additional specialized clinical orientation after

transitioning to their new work area.

The training will culminate in a series of Day-in-the-Life exercises

designed to ensure that staff members are familiar with their new work

area and know how to operate within it safely.

In addition to the orientation trainings mentioned above, there will be

an  advanced  “Super  User”  training  ava

ilable  for  staff  members    

responsible for operating complex and specialized equipment and

systems.

Workspace Trainers and Training Managers Workshop, 28 April

(Delano Hall): Half-day workshop designed to familiarize key

personnel with roles and responsibilities in preparing staff members

for transition orientation.

Transitional Orientation Sessions Begin, 17 May (Bethesda), 22

June (Fort Belvoir): Weeklong series of half-day training sessions

and facility tours

Workspace Orientation Training Begins, 1 June (Bethesda & Fort

Belvoir): Orientation to space and patient/customer flow as well as

pertinent equipment training

Day-in-the-Life-Training, 12 & 26 July (Bethesda) and 14 & 28

July (Fort Belvoir): Simulation exercise of hospital operations

intended to assure that staff members are trained in new systems,

processes and equipment and know how to safely operate in their

environment.

Super User Training (As Needed): Sessions designed to provide

advanced training to key personnel who operate complex, often high-

value or high-risk equipment and/or systems.

For additional information on training dates and schedules,

please contact Ms. Victoria Ransom at 202.782.4388

or Ms. Ladonna Howell at 202.782.8402.

Reference: Victoria Ransom & Ladonna Howell, WRAMC BRAC Team, Staff Education & Training, 17 MAR 2011

Walter Reed BRAC Office of Integration & Transition

–Practice your new route to work–Find nearby places to eat, get coffee & run errands after work–Tour  your  new  work  “home”–Name at least two new people on your work team–Take part in Transitional Orientation in May or

June

–Work with your team to practice new & changing processes

–Practice using the crash cart in your new work area, including the Zoll defibrillator–Review  the  “code  colors”  and  plan  your  response  

to patient emergencies –Think of the top 3 ways staff could be injured in your new work area and then prevent them!

On 24 March 2011 WRAMC Hospital Security will begin processing

information and taking photographs to create badges for staff

members scheduled to transition to Fort Belvoir Community Hospital.

Photo and information collection sessions will be held in the WRAMC

photo studio, located in BLDG 1, Room D-108, near the patient and

employee library.Personnel who work at night may have their photos taken on a first

come/first serve basis on Thursdays between 0800 and 0900 and all

other staff members on Fridays between 1300 and 1400. The photo lab estimates that they will be able to process approximately 70-80 persons per session. The process is scheduled

to be completed in early June. It is important for all staff members assigned to FBCH to complete

this process as early as possible to help ensure a seamless transition to their new facility. For additional information, please contact Mr Kenneth Neuville,

WRAMC Security at 202.713.0905 or kenneth.neuville@us.army.mil.

Security Badging Information for Staff Transitioning to Fort Belvoir

Staff  Education  &  Training’s  Tips for Transition Success:

BRAC Office of Integration &Transition Volume 1, No. 2 Jan 2011

The BRAC VIBE (Vacancy Information Brief Exsum) serves as a regular source of information on key details of importance to staff members in preparation for the upcoming transition and vacancy of the Walter Reed Army Medical Center campus.

Full Speed Ahead!: What you need to do to ensure a smooth move!With September 2011 fast approaching, Walter Reed Army Medical Center and Garrison staff are in full transition mode - preparing for all aspects of the complex but necessary move to the new facilities in Fort Belvoir and Bethesda.

Pertinent to the transition will be the actual physical movement of all things WRAMC. This includes not only patients and staff, but medical and office equipment, historical pieces and fixtures, artwork and any and all items deemed necessary for transferring staff to function seamlessly in their new locations.

This portion of the process, like all others to date, has taken a great deal of planning and thought. Adhering to proper procedures will guarantee a successful transfer of functions while ensuring no change in the level of care and safety afforded both patients and staff as we move forward.

The Overall Move Plan

As of today, WRAMC is programmed to move over a 17 day window. The moves out of WRAMC will start in mid-August of 2011 with the In-Patient move occurring over a weekend  at  the  end.  There  are  currently  no  “early”  moves  programmed for WRAMC in the relocation schedule; so nothing is scheduled to move prior to the mid-August 2011 move sequence.

All government equipment will be moved by government vehicles or by a government contractor. It is imperative for staff members to note that it is illegal to move any government equipment in their personal vehicles (POVs). Additionally, you may be requested, by the receiving sites (Integrated Department and/or Service Chiefs), to participate in end-state planning sessions. These planning sessions would involve the development of future operational plans.

Patient Care Impact

It is expected that patients will be provided the same level of care that they have always received. There will be no decrement in patient or family care.

Walter Reed BRAC Office of Integration & Transition

Staff Member Responsibilities

As WRAMC operates as a tenant organization to the WR Garrison there are several steps that must be followed in order to properly vacate the premises so that the building may be turned over.

This Vacancy plan and process works hand in hand with the Garrison Closure process. There will be multiple responsibilities that will come through departmental Chiefs, NCOICs and Departmental Transition Coordinators (DTCs).

Employees will be briefed on their departmental relocation process regarding any and all other items that will be relocated to the new locations. These departmental relocation briefs/directions will occur in early 2011.

Employees, in general, should be focused on taking personal  items  home  (Plants,  pictures,  certificates,  etc…).    

Reference: Analiese Kunert, Lead Transition Coordinator, GDIT, 24 January 2011 & http://hcr-moves.com/ 24 January 2011

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