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Case Study Analysis-Lucent 1 Developing a Communication Strategy for Lucent-Case Study 5.1 Devin Hughes MKT-690: Corporate Communications June 26, 2011 Jackie Rose

Case Study Analysis-Lucent 2 Describe the general communication strategy of Lucent and the specific programmes towards its employees, customers and the general public. To what extent, do you feel the programmes are coherent with the overall strategy and are effectively planned and executed? Based on the information presented, it appears that Lucent does not have the internal capability to execute their communication initiative. In turn, they hire Landor Associates for strategy and tactical execution. From a research perspective, qualitative and quantitative research methods are used which highlight both risks and challenges for all major stakeholders. There exists a gap between consumer perception of its brand identity and awareness of the new name (Lucent). The target audiences are both identified and segmented. They include employees, customers, dealers and the public at large. Landor’s research confirms that the problem is real so it is incumbent upon Lucent to decide which image attributes are most important. Lucent is intent on disassociating itself from the legacy perception issues surrounding AT&T but does want to stay connected to the positive feelings surrounding Bell Labs. In terms of programming, three pillars of the communications strategy are used. The strategic intent and messaging theme(s) are constructed to connect, inform and excite stakeholders. The messaging style (content) delivered via a video conference creates a dynamic user experience, as the audience is able to view the presenters. Lucent does a number of things well but three stand out in my eyes. First, the theme is basic but also clever in that their target audiences clearly have an idea what the message is and the intent behind it. Second, they do a nice job of audience targeting and then put plans in place to address each group. They recognize that all stakeholders play a part in driving a successful launch. Lastly, the decision to tailor the messaging styles for different audiences is critically important. The program accomplishes two goals simultaneously which is to create a positive feeling about the new company (Lucent), its products, while also creating internal goodwill with its employees.

Case Study Analysis-Lucent 3 Lucent used a symbolic association message style in communication towards employees and a rational message style in advertising towards customers and the general public. Do you think that these messages styles were wise choices? What other message styles would have been possible to communicate with these groups? I do think Lucent selected the appropriate messaging styles for each group. Its messaging strategy is informational, attitudinal and behavioral. Its focus is to connect with all stakeholders affected by the divesture by keeping employees, investors and consumers hopeful about its future. Lucent is keenly aware of how important it is to create a positive aura around the new company which is why they choose tailored messaging styles for each audience . Communication Strategy Objectives:  To reinforce favorable opinion about Lucent on Wall Street and main street  To alleviate any doubt or fear in the minds of employees, customers and the public about their ability to produce innovative products  To enhance service experience with current clients  To promote favorable employee and public attitudes toward the new company It is apparent that a great deal of work went into deciding whom they would collaborate with to promote the company’s new image. One thing unclear to me is whether this program is merely a series of one-time events or whether the company would continue to disseminate information to all stakeholders. If it is the latter, they may try other messaging styles like emotional, pre-emptive or generic. It is difficult to discern how much research is conducted prior to the launch. I would recommend some additional specificity around data collection; sample size etc…Some additional effort into acquiring more research to avoid sample bias would be another recommendation.

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