Erik Peterson at Biometra: Corporate Communications Strategy

Biometra Corporate Communications Strategy

Jeremy Aaron Ashford Charleus Polina Khudaynatov Stella Schour

Who is G3 Communications? •  Founded in 2013 •  Marketing and communications agency focused on branding •  Results oriented •  Multifaceted approach to solving integrated communications problems

Goals •  Improve Communications with Upper Management focused on - Jenkins •  Improve communications with your team

Objectives •  To reposition you as a leader in the company - Improve communication upward and downward - Build trust and credibility - Be bold and decisive - Create relationships - Cultivate company culture by sharing common experiences with other coworkers •  Solidify your position as the leader of your project and team

2 Phase Process •  Jenkins Protégé - build relationship with Jenkins Benefits: respect in the company Possible promotion, resources will not be hindered •  Carefully constructed meetings and other communications with the product team

Direct Report: Stephanie Hanes •  41 years old •  Diverse skills: registered nurse practitioner with a master’s degree in cardio-vascular nursing, managed the clinical training department •  Currently developing and updating the training manual for the catheter •  Team player

Direct Report: Stephanie Hanes Communication Objectives: •  Praise her for a job well done, and continue the great work •  Elicit ideas to improve the morale around the office

Direct Report: Curt Andrews •  Lacks the skills needed to serve as director of operations •  Frustrated by the uncertainty of the pre-launch •  Limited experience in the medical device industry •  Bitter towards your rapid rise •  Desires immediate results, unlike Melissa Miczek

Direct Report: Curt Andrews Communication Objectives: •  Find out why is Andrews frustrated •  Develop suggestions for improvement in Costa Rica •  Stress the importance of developing a stronger healthier relationship with Miczek

Direct Report: Melissa Miczek •  •  •  •  •  • 

45 years old and experienced Manager of regulatory affairs Premium salary offer was denied by HR Quality of work diminished over time Like Andrews, resents your rapid rise to GM Methodical, lacks urgency

Direct Report: Melissa Miczek Communication Objectives: •  Provide motivation, like a performance bonus •  Stress the importance of developing a stronger, healthier relationship with Andrews •  Healthy relationship between Andrews and Miczek is critical to meeting the overall goal

Direct Report: Trevor Burns •  28 years old, manager of marketing department •  No prior experience in medical device industry •  Bright, knowledgeable and enthusiastic •  Burns and Wescott disagree on sales strategies

Direct Report: Trevor Burns Communication Objectives: •  Suggest mentoring with Westcott, who is full of knowledge and experience •  Inquire more about Burns’ ideas, specifically his marketing ideas

Direct Reports: James Westcott •  44 years old •  Diverse skills: Former medical supplies sales representative and manager of 20-member sales team •  High-preforming sales manager •  Peterson discovered that his communications were sometimes not detailed or clear enough •  Competent yet sometimes abrasive •  Clashed with Trevor Burns and caused tensions over compensation

Direct Reports: James Westcott Communication Objectives: •  Implement use of the Communication Template with his own team to track and monitor communication trails that can be easily reviewed •  Open dialogue to collaborate effectively with Trevor Burns on the marketing plans for the launch of new catheter

Communication Template

Direct Reports: James Westcott •  Collaborate on an outline for a script for Sales Representatives to be able to sell more product

Upper Management: Richard Jenkins •  Cofounder of Scientific Materials (SciMat) •  President of the medical devices group •  Diverse Skills: Led SciMat to enter and quickly dominate other new industry segments without prior experience in medical devices. •  Hired Peterson as product manager in charge of sales and marketing of Biometra’s catheter production. •  Promoted Peterson to acting general manager of Biometra’s operations •  Peterson was very impressed with him and his work •  Had a reputation for toughness and an aggressive entrepreneurial drive

Upper Management: Richard Jenkins Communication Objectives: •  Assert the position as Jenkin’s protégé and gain mentorship •  Maintain constant communication with Jenkins to keep him aware of the status of marketing plans •  Present new communication processes that he will use with his team.

Goal Setting & Performance Review Template

Erik Peterson’s Communication Calendar & Upper Management Visit Agenda

Week 1 | March 11-15

Week 2 | March 18-22

Week 3 | March 25-30 Visit Agenda

Week 4 | April 1-6

Conclusion •  Good communication with upper management and your direct reports will build good relationships and foster a collaborative corporate culture •  Good collaborative corporate culture is one of the key components to conducting successful business

Q&A