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<br />0) <br /> <br />e) <br /> <br />e) <br /> <br />Section 3 <br />ReferencesjExperience (RFP Section 4.5) <br /> <br />~~~~;::\~~~, <br />'''''4;c;~;;';,~"/I., <br />~-";f' ......'ti?~~.~t;.?A'. ~v. <br />;''<','.~, ''(!!t,....'):./,.. ':-z <br />-'-._"- " . "0''';/Y{ "', <br />;~,!,~u~~.i :J <br />j' ~~gr'~?~-,.;Ii> <br />?;1..:/~...~~..~,,+;~ <br />'<){;,~.{,:{~~~ <br />v"."""" <br /> <br />US Department of Veterans Affairs <br /> <br />Vocational Rehabilitation and Counseling Services (VR&C) provides <br />professional services designed to assist eligible veterans, service memhers, <br />and dependents attain their maximum vocational potential. The, mission, <br />which had evolved over time, was either greatly misunderstood or was being <br />misinterpreted by service providers and many key constituencies. <br />Specifically, VR&C had lost credibility with many key constituents, VR&C's ability to deliver on <br />promises made to constituents and veterans was in question, and there was speculation as to <br />whetherVR&C was operating in the best interests of veterans and taxpayers. <br /> <br />GRM was retained to develop an integrated marketing communications methodology to <br />stimulate short-term interest and erithusiasm while instituting long-term' strategies for <br />sustained partnerships - the ultimate goal was to increase the number of successful outcomes <br />for program participants. ' <br /> <br />Our approach emphasis was on research and information gathering through development of a <br />clear understanding of organizational objectives, customer feedback to date, staff allocations, <br />and Veterans Benefits Administration's (VBA) the communication and. outreach activities. Of <br />primary importance were the tools and techniques currently in place to address and <br />communicate with key constituents. We conducted an Audit/Assessment that establish and <br />clearly defined goals and objectives, reviewed VBA initiatives and processes (business case, <br />brochures) through data collection in focus groups and individual interviews, reviewed existing <br />research, identified key constituents, segmented and prioritized communication issues, <br />developed program assumptions and synopsis. The Assessment exposed areas that required <br />increased attention. It indicated five areas of concern: image, content, method, frequency, and <br />capacity. The groundwork set by the Assessment provided a solid base and reference for the <br />concepts, execution, and integrated plans. <br /> <br />The objective of the strategic communication.plan was to reposition VR&C in the minds of its <br />key constituents as an effective, efficient organization, taking advantage of scheduled <br />performance improvements that focused on client satisfaction and successful outcomes. The <br />plan strategically approached the communication of VR&C program activities and successes, <br />thereby increasing its visibility, credibility, and support with key constituents. The strategic <br />contained recommendations that were designed to support and enhance the effect of the other <br />elements. ' <br /> <br />- <br />Pertinent Project Attributes: Market analysis; information management; telephone and <br />personal interviewiri.g; communications. <br /> <br />Mr. Julius Williams, Director VR&E <br />US Department of Veterans Affairs <br />202-273-7419, <br /> <br />Section 3, Page-5 <br />