Guiding a National Media Company through Organizational Realignment
The client’s perspective
As the broadcasting landscape began to change with the shift to digital technology and the increasing power of the internet, a large media organization was challenged with changing its organization and its people to adapt to the new environment. Rather than offering content through a single platform, television, content could now be distributed in many new ways. The media organization identified an opportunity to drive more traffic across the many distribution channels but first it had to address several, internal organizational barriers.
A new view
IT brought in Eagle Hill to develop a strategic plan for how to best structure its organization to most efficiently share content across platforms.
A breakaway approach
Eagle Hill first conducted an analysis of the current state of the organization. The team facilitated stakeholder workshops to gather information and gain stakeholder consensus on the organizational mission, goals, roles, and responsibilities. In addition to the initial challenge that the media organization had identified, Eagle Hill discovered several other obstacles that would impact its ability to serve as an efficient, multi-platform content provider. First, Eagle Hill discovered an outdated budgeting system that was unable to manage the budgeting process across several platforms. Additionally, each department had their own set of siloed content services, which was an inefficient use of organizational resources. Eagle Hill also discovered that the individuals within these content groups had never met, which was a hindrance to their ability to coordinate content efforts.
As a result of this research, Eagle Hill created a strategy and built a long-term strategic plan that included both measurable goals and timelines. As part of this plan, Eagle Hill recommended consolidating the five departments involved in content management into a single, integrated department. Eagle Hill developed recommendations for a new organizational structure. The team reviewed best practices and benchmarked the organization against industry competitors to help create the design. This analysis included:
In-depth research on how other media companies organized their content functions, and
An analysis of the strengths, weaknesses, and processes of the five departments to determine where functions could be integrated.
Some of the design highlights included a matrix structure to drive content decisions, the setup of a shared services function to provide common services to the various internal groups, and the creation of performance metrics to assess the success of the organization in fulfilling its business mission. In addition, Eagle Hill created a governance structure to guide content decision-making. Eagle Hill also evaluated and reengineered several business processes to accommodate the new structure.
Eagle Hill knew that it was important to have the right people in place in the new organization to execute the strategy. There was talented leadership in place, but there appeared to be skill gaps in key areas. To resolve this, Eagle Hill conducted an analysis of these gaps by looking internally to identify employees with leadership potential and highlighting roles that would be better staffed through external hiring.
Eagle Hill also recommended the organization implement a new content budgeting system. The team designed the new budgeting process, critical for enabling the new organization, and created a business design for the product. Ultimately, Eagle Hill facilitated the budgeting system implementation.
To help the media organization put these recommendations into practice, Eagle Hill developed an Implementation Plan that included detailed steps, expected budgets, anticipated outcomes, and metrics for tracking success. To ensure a smooth transition, Eagle Hill analyzed the stakeholder groups, created a Change Management Plan (including a series of strategic communications), and developed a comprehensive plan for training its employees. Finally, Eagle Hill helped roll out the program across the organization.
Eagle Hill’s work resulted in the successful formation of a new organization empowered to make integrated content decisions. The resource gaps that Eagle Hill identified were filled and several groups within the company noted the improvement of leadership and the enriched focus on strategy. The media organization also witnessed an increase in stakeholder awareness throughout the organization.
Additionally, the portfolio of content offerings and services grew steadily. The refined budgeting system and processes allowed for additional accuracy and cost savings. It was better prepared to share content across multiple platforms and had grown to be a thriving, multi-platform broadcasting organization.