Elizabeth CarpenterProfessional work / Audience strategy & program communication
One program. Two audiences. A reason to act.
An employer-sponsored service needed to make sense to the organization evaluating it and to the veteran employee considering participation. The materials bring those two perspectives into one concise program story.
- Context
- Refuel Agency / Employer-facing healthcare program
- My contribution
- Audience framing, proposition development, and executive collateral
- Deliverables
- Program overview concept and executive-summary collateral
Two connected audiences
Organizational relevance.
Individual trust.
The employer needs to understand the program’s purpose and practical fit. The employee needs a clear explanation of the service, participation, and privacy.
01 / The challenge
Translate the service for a new buyer.
A consumer-facing service explanation does not automatically work for an employer evaluating a workforce program. The organizational decision and the participant’s personal decision raise different questions.
The communication task was to explain the program’s relevance while preserving clarity about who does what and what participation involves.
02 / Audience framing
Give each audience the information it needs.
For the employer.
The narrative introduces the program, its intended value to veteran employees, and the practical questions a decision-maker would bring to an initial conversation.
For the participant.
The materials emphasize the service journey, the individual’s role, and confidentiality. That information supports understanding before a participant considers taking action.
For the next conversation.
The overview closes with a focused invitation to learn more, keeping the first communication concise enough to support a discussion.
03 / Communication design
Turn a complex journey into a useful overview.
The executive summary and digital overview concept use a clear sequence: what the program is, how it works, why it may matter to the organization, and how to begin a conversation.
A four-stage service explanation makes the handoffs easier to follow. The hierarchy allows a reader to grasp the proposition first and then examine the details.
The same core narrative can support an executive introduction, a program page, and discussion collateral without asking each channel to invent a different story.
04 / The work & its status
A proposition made tangible.
- An executive-summary format for an employer-facing program.
- A digital program-overview concept with a structured service explanation.
- A connected narrative addressing both organizational relevance and participant confidence.
Documented output: program communication and collateral. The supplied materials do not establish employer adoption, retention improvement, program revenue, or a completed launch.
Anonymized portfolio summary. Proposed benefit claims are not presented as achieved outcomes. Confidential source files and personal contact information are not published.
Business perspective
Distinguish the buyer from the participant.
The business question
How can a service proposition address an employer’s evaluation criteria while remaining clear and credible to the person using it?
The audience decision
The overview gives the employer an organizational rationale and the participant a service explanation with attention to privacy. Treating those as connected but distinct needs makes the proposition more useful to both audiences.
The evidence boundary
The materials demonstrate audience framing and program communication. Establishing commercial viability would additionally require evidence of adoption, delivery costs, retention, and revenue. Those outcomes are not established by the collateral.