Tiered Messaging Framework

Level 1: Core Message in a Single Sentence

Purpose

To concisely communicate the essential idea or value of your message, ensuring clarity and memorability.

Instructions

Craft a succinct, impactful sentence that captures the primary essence of your message. Avoid jargon, ensuring the sentence resonates across all intended audiences.

Audience

Primary audience includes customers, frontline customer support staff, and general internal stakeholders.

Tone

Clear, concise, and impactful—meaning emotionally resonant, compelling, and memorable to the audience.

Example

“Our new customer portal simplifies interactions, enhances security, and provides an intuitive user experience.”

Prerequisites

• Clear understanding of the primary value or benefit
• Identified primary audience

Standards / Best Practices

• Limit to twenty words or fewer
• Use plain language accessible to a general audience
• Clearly reflect the core benefit or value

Level 2: Supporting Paragraph

Purpose

To expand briefly on the core message by adding relevant context, rationale, or key differentiators.

Instructions

Develop one to three clear, concise sentences supporting the core message. Highlight critical points or unique benefits without extensive detail.

Audience

Broad audience including internal teams and external stakeholders

Tone

Supportive, informative, concise

Example

“Our redesigned customer-facing portal offers streamlined navigation and modern user interfaces tailored specifically to user preferences, featuring personalized dashboards for quick access to essential services. By eliminating outdated content and incorporating advanced security features like multi-factor authentication, we deliver a safe, efficient, and engaging digital experience.”

Prerequisites

• Completion of Level 1 core message
• Identification of supporting features or capabilities

Standards / Best Practices

• Maintain brevity, typically fifty words or fewer
• Clearly align with the core message
• Avoid overly technical terms unless necessary

Level 3: One-Pager / Executive Summary

Purpose

To provide a structured, standalone summary of your message that informs executive-level stakeholders and decision-makers.

Instructions

Clearly prioritize the headline, problem statement, and solution overview. Follow with key capabilities, differentiators, and a compelling call to action. Executives typically read headlines first, followed by a quick scan of solutions and differentiators.

Audience

Senior executives, decision-makers, leadership teams

Tone

Professional, persuasive, strategically focused, results-oriented

Example

Headline: Modernizing Customer Experience with Our Enhanced Digital Portal Problem Statement: Customers previously faced challenges with an outdated interface, cumbersome navigation, and redundant information, compromising usability and security. Solution Overview: Our new customer portal simplifies user interactions by offering intuitive navigation, clear content structure, and robust security protocols designed around customer priorities. Key Capabilities: Intuitive navigation, personalized content, advanced cybersecurity measures Target Users: Existing customers, potential customers, customer support teams Differentiators: User-driven design, proactive security enhancements, removal of obsolete content Call to Action: Promote awareness and adoption of the new portal to enhance customer satisfaction and engagement.

Prerequisites

• Clearly defined core and supporting messages
• Audience-specific insights and requirements

Standards / Best Practices

• Limit to one standard page (~400–500 words); visual elements like infographics or diagrams are encouraged to enhance readability and engagement.
• Organize clearly using headers, bullet points, or visual aids
• Use direct, persuasive, and strategically aligned language

Level 4: Detailed Communication / Messaging Plan

Purpose

To outline a comprehensive strategy for disseminating your message across various stakeholders and channels.

Instructions

Provide explicit details on messaging tailored to each stakeholder group, clearly define objectives, targeted messages, channels, responsible messengers, realistic risk scenarios, response strategies, meaningful evaluation metrics, and timelines.

Audience

Communication teams, operational managers, implementation teams

Tone

Comprehensive, structured, actionable, collaborative, detailed

Example

Objectives: Enhance customer engagement, improve user satisfaction, boost portal adoption Audiences: Customers, customer support teams, IT security personnel, company executives Tailored Messages:

• Customers: ease of use, intuitive design
• Support teams: increased efficiency, reduced call volume
• IT security: enhanced security measures, compliance assurance

Channels: Email campaigns, website banners, social media updates, internal briefings, training webinars Messengers: Customer Experience Director, Head of IT Security, Support Team Leads

Risks & Response Strategy:

• User resistance: Offer detailed user training and comprehensive support
• Security concerns: Communicate proactive measures, detailed Q\&A sessions, security validations
• Initial usability issues: Early soft launch to gather feedback and iterative improvements

Regularly revisit and update risk assessments and response strategies quarterly to maintain effectiveness.

Measurement:

• Adoption rates and user engagement analytics (for internal stakeholders)
• Customer satisfaction scores and Net Promoter Scores (external customers)

Timeline:

• Pre-launch preparations (Month 1)
• Soft launch and feedback incorporation (Month 2)
• Full rollout and ongoing monitoring (Month 3)

Prerequisites

• Completion of Levels 1–3
• Comprehensive stakeholder analysis

Standards / Best Practices

• Clearly structured and easy to navigate
• Tailored messages for specific stakeholder groups
• Detailed and realistic timeline, clearly visualized if possible
• Consider visual alignment for ease of executive and operational comprehension