The Fuse team has developed a variety of communications programs that require skill to see the ‘big picture’. Always focusing on the end result – the bottom-line business objectives of the client and the needs of their stakeholders – we have built plans that serve both long-term strategic and short-term tactical requirements.


Shared Travel Services Initiative, Public Works and Government Services Canada

Challenge:
The Shared Travel Services Initiative (STSI) is considered to be the first Shared Services initiative being implemented by the Government of Canada. It required a strategic and sustained communication program to support changes in how the Government of Canada manages its travel program. The communications and marketing program Fuse developed involved communicating the new services and the process/operational changes associated with them to 120 government departments and agencies

Action:
From 2003 to 2006, Fuse Communications provided both strategic and tactical support to the Government Travel Modernization Office as they implemented this program to all government departments and agencies. In addition, and equally importantly, the Fuse team provided hands-on support to senior management within the team - including the ADM, DG and other senior staff members.

As senior communications strategist for the Project, Fuse was responsible for delivering a number of products and outputs to the STSI:

• Overall communications strategy and plan in collaboration with the STSI's vendor
• Issues management, crisis management and related tactical activities
• Presentations and speaking notes for information sessions, steering committee meetings, GTEC, Financial Management Institute
• Letters and briefing notes to suppliers, Deputy Ministers, Ministers, Assistant Deputy Ministers, etc.
• Marketing content (brochures, Web site, posters, desk drops, emails, etc.)
• General communication support to the office of the Executive Director, as well as the Operations, Change Management, Client Engagement and Training groups.
• Articles for newsletters and trade publications

Results:
The transition to a new travel agency, travel card and portal (with on-line booking tool) was successful. Change agents in the departments had a clear understanding of the reasons for moving travel to a shared service and were given the tools to communicate clearly the steps to make this transition with their own stakeholders. As a result, Government of Canada travellers and travel arrangers were aware of the STSI and of the processes to make their travel arrangements. In addition, targets to encourage employees to use the more cost-efficient on-line booking tool to make travel reservations were met, thereby reducing the transaction costs for their departments.