Masterclass Change Marketing: build your plan to realize change without imposing it
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Change
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Masterclass
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Young professionals
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Middle management & professionals
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C-level / CEO
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In-person
Hands-on masterclass in which you develop and validate your own change plan. Practical tools, templates, and peer feedback included.
Your project goes live, but no one really changes their behavior?
Training and communication have been done, but it still doesn't work?
In this masterclass, you'll move from frustration to foundation: you'll build a concrete plan that is supported and works in practice.
What are we going to do differently?
While many models focus on the stages of awareness, Change Marketing combines two practical approaches: the project-based change journey, how to structure change as a 'sales process' within your organization, and the individual change journey, how managers tailor their style and support to what employees need to experience change.
Instead of another checklist or additional communication round, we take change marketing from concept to practice. We'll teach you how to design a project-based change structure that combines strategy, stakeholder marketing, and deliverables. We'll also use this plan to develop a suitable message and support system for key groups and individual employees, ensuring that behavior actually changes and lasts.
You'll work step-by-step on your own change plan: from diagnosis and target group segmentation, through value proposition and interventions, to anchoring and measurement plan. The masterclass includes templates, practical examples, and time for individual coaching and peer review.
At the end, you will have a concrete, explicit change plan that you can immediately implement in your organization.
Target audience
Project and change managers, communication managers, HR professionals, and executives who want to develop and implement change plans themselves, with a focus on adoption and sustainable anchoring.
What exactly are you going to do?
- You'll go through the PROPEL canvas in small steps and fill it in for your own case: goal, target group segmentation, value proposition, channels, governance, and measurable deliverables.
- You design an ENGAGE journey for one crucial target group: phases, emotions, barriers, desired behaviors and concrete interventions for managers and teams.
- You link interventions to KPIs and a simple measurement & assurance plan (30/90/180 days).
- You will receive direct peer feedback and short coaching sessions from the trainer to identify feasibility and risks.
Participants leave the session with:
- A detailed project journey canvas for their project (goal, target audience, channels, governance, deliverables).
- An individual change journey for at least one crucial target group (phasing, emotions, interventions and role of managers).
- A concrete set of communication and behavioral interventions linked to KPIs and assurance mechanisms.
- Feedback from peers and the trainer on feasibility and pitfalls.
- 60' follow-up clinic with a trainer to fine-tune your plan.
Why this works
Why does this work? Because we translate theory into your reality. You immediately test your plan's feasibility, with feedback from peers and an experienced coach. No extra slides, just tangible results.
Speaker
Herbert Van de Poel
Partner at SiRCLE
Herbert Van de Poel is a partner at SiRCLE and an expert in change and organizational development. With over 25 years of experience, he guides complex change processes in both public and private organizations. Herbert translates strategic goals into concrete steps, using workable tools that truly resonate with teams. His approach is people-focused and results-driven: he helps organizations not only plan change but also embed it sustainably in behavior and culture.
