Because technology can seem complex, confusing or (believe it or not) just plain dull to those outside IT, putting a meaningful brand name on an IT initiative can help organizations telegraph the value in a concise, accessible and memorable way. In fact, a recent survey revealed that branding specific IT projects or services is among the most effective and popular marketing practices to assure effective program adoption.

Organizations face many challenges when rolling out a new IT initiative to its internal stakeholders and end users. Some of the challenges are:

1. Lack of End User Awareness. Millions of dollars are spent on IT initiatives to benefit the organization and it’s employees. Yet many times, little or no effort is spent making employees aware of a new and valuable productivity tool. This lack of awareness may translate into wasted dollars and continued inefficiencies.
2. “Beating the System”. Lack of appropriate training and reference material on a new IT initiative often results in user frustration. This frustration can lead the user to find “work around” ways in which to “get what they need” without fully maximizing and leveraging the organizations investment.
3. Resistance to Change. Just because you “build it” doesn’t mean they’ll use it. In fact, recent data suggests that lack of effective, motivating communication regarding a new IT initiative is a high ranking reason for lack of program adoption.

Address these challenges by leveraging the adoption-proven benefits of the SURF Assure^SM Program, “Excelling Through Change”.

• Creates common understanding of the business IT initiative
• Encourages employees to embrace and engage new program initiatives
• Promotes good coordination and cooperation among departments of the organization
• Ensures new initiative compliance
• Establishes ongoing enthusiasm and support enterprise wide