internal communication for corporates
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TRANSCRIPT
Internal Communication for Corporates
Loreto B.Senior Copywriter
Intel
The background
• The Intel HR team was faced with the challenge of getting the new Intel employees accustomed to the culture at Intel
• They wanted to organize an Intel Culture League (ICL) – an intra-Intel competition where the employees would be divided into teams and would compete for a grand prize
• They needed help organizing the ICL not just in terms of creatives, but also in planning and panning out of the competitions
The 6 key values
• Quality
• Risk taking
• Great place to work
• Discipline
• Customer orientation
• Results orientation
To keep in mind
• Messaging consistency with Intel brand
• Reaching deep and motivating the individual
• Innovating with the medium to beat the clutter
• Maintaining empathy, credibility and consistency
• Measuring the impact and response regularly
Innovative activity – on cleanliness
• Have one cubicle completely plastered with post-it notes with a message:
• “The revenge of the cleanliness fairy!
• “This is what happens
to people who do not pick up after themselves.”
Innovative activity – on courtesy
Attack of the dumb blonde
• A theatre artist moves around the premises
• Pretends to be obnoxious and loud, makes loud phone calls, is not courteous.
• On her back, a pasted message says, “Not your role model.”
• This would drive home the fact that one must maintain the decorum of the office.
Innovative activity – on fun at work
Trike Strike!
• Have a trike (like an ice-cream vending vehicle) with the desired message on it, instead of the ice-cream box.
• To be driven around by anyone, to make the message fun and memorable.
Innovative activity – on teamwork
Juke Boxer
• A juke box to be placed at the cafeteria or any other popular place
• The message: “What kind of music do you make with your team?”
Innovative activity – on attention to detail
• A life-size ‘Spot 12
differences’ poster on the
wall in the bay. Let individuals
spot differences and win
prizes. Drive the message
home subtly!
The creatives…
Teasers
• These were adapted to various innovative media like wobblers, tent cards, electronic direct mailers, online banners etc. to catch the attention of the employees and get them intrigued about something big which was soon coming their way…
• Once the ICL was launched, the other collaterals were introduced to the employees with more information on the ICL
• Since this was more of a team-based activity, the Culture Captains, as the team leads were called, were briefed and they, in turn, briefed their own teams on the various activities/ competitions.
Accenture
• Every year, Accenture encourages its employees to refer their friends/ ex-colleagues to Accenture
• Their ERP program is called Talent Scout, and each year, they look for new concepts to ensure that the employees do not lose interest in the program
• The concept that we presented was “Magic”• The basic message being, “to create some
magic at work, refer a friend.”
Teasers
Launch EDMs
Another ERP Campaign
Corporate Citizenship
• Accenture was looking for a campaign to promote their corporate citizenship program
• This was nothing but a call to all the employees to give up just Rs. 5 per day for charity
• The following campaign was conceived and presented to the client…
Bharati AXA
• Being a financial company, Bharti AXA is rather strict about their company values
• To get this message across to the employees, they needed help with a poster which while conveying the message, would not get lost among the various other posters which the employees are exposed to every day
• We presented two options.
• In another brief, they wanted us to communicate to the employees at Bharati AXA about a new product that was being launched – e-Motor, an online motor insurance where the policy documents could be downloaded online instantly
• We suggested the following EDMs (teaser and launch)
• Bharati AXA also wanted to inform their employees internally about the new Health products, SmartHealth, which were getting launched in the market
• They wanted them to get excited about it and talk about it to their family and friends even outside of work
• We made the following presentation…
Current scenario
•Bharti AXA has successfully launched their Motor and other insurances
•People know about them. They are talking about them
However…
•Their Health Products are new in the market •They have just attained permission from the IRDA for a formal launch.
•People still do not know about these health related products
So…..
•There needs to be some kind of a buzz in the air before the launch actually happens
•There needs to be curiosity and anticipation, and an engagement and an urgent need to actually know about these products and spread the news about their arrival!
Hence
•We are running a campaign internally for the employees to engage their attention and to generate interest in the products
•Which aims at providing health tips through the week, thus spreading awareness about the benefits of leading a healthy life
The main objective of our campaign isThe main objective of our campaign is
•To create awareness about Bharti AXA’s Health Insurance policies internally
•To create excitement about the launch of these products
The Communication Elements
•EDMs – with a health tip for the day to go out daily
•Posters – to reinforce the campaign
Now lets look at this current scenario“Another poster on the wall?
Maybe they are just launching another new product.”
“I get a thousand EDMs everyday and this is just another one of them? Why don’t I just delete it and get on with my work!”
Your employees are bombarded with a hundred
EDMs and posters everyday.
•They do not generate much interest
•Most of them end up either in their spam folders or deleted folders
•Most of the posters go unread if not unnoticed
Only EDMs and posters alone will not catch their attention and retain it too.
•There needs to be something extra.
•An added zing which creates a BUZZ!
The Great Bard has said, “What’s in a name…”
We say, everything’s in a name!
A catchy name gets attention, builds expectations and generates interest.
We suggest to you the following names for your week long internal campaign
Swasthya
Swastika
The SmartHealth Week
Suggested activities for a memorable week!
First aid boxes
We propose placing a first aid box at the desk of every employee at the beginning of the activity week. This box would be branded with the SmarHealth Insurance policy logo and would also contain a leaflet containing instructions on first aid on one side and general awareness about the SmartHealth Products on the other side.
The benefits of yoga are known to all. And what better way to drive home the message of healthy living than by giving out instructions on some basic yoga asanas!
Yoga sessions
Laughter, as we all know, is the best medicine. Let the smile spread and along with it, the awareness of your product!
Laughter club
Nothing works better than a BMI calculator to tell you how healthy or unhealthy you are. A perfect reminder of the importance of staying healthy and fit.
BMI calculator
•Free consultation with the friendly nutritionist
•Free health check-ups
Anything free is always welcome!
Because stress is your health’s
Enemy No. 1
Stress busters
That talk about: •Correct postures•Tips about exercises that’ll improve a sore back •Different easy but helpful yogasanas which can be practiced from time to time even at work•Simple home remedies for coughs and colds•Tips to relieve stress
Tent-cards/ wobblers/ ready reckoners/ pocket cards
Special Health Aid boxes placed at strategic points in the facility which would contain leaflets/ brochures containing general gyaan on health and also general awareness about the different SmartHealth Policies.
Along with the brochures/ leaflets, the box could also contain general health aid articles like band-aids, cotton, oinments, crepe bandages etc. all branded with the SmartHealth Insurance policy logos.
An apple on the desk of every employee on the final day with a note which reminds them of the benefits of having Health Insurance and why SmartHealth Insurance policies are the best.
An Apple a Day Keeps the Doctor Away!
Al Raffah Hospital (DMG)
• Dr. Moopen’s Group had just launched a new hospital in Dubai, Al Raffah Hospital
• They needed help in motivating their new employees and introducing them to the culture at Dr. Moopen’s Group
• We made the following presentation…
Existing Scenario
The Al Raffah hospital has just opened up in Muscat. All the employees are new. They are not too familiar with each other or with the work culture. Thus, an internal communication is required to make them feel like a team and make them familiar with the Al Raffah way of life.
Thus, the Need of the Hour
An internal campaign that’ll communicate the culture of Al Raffah to the employees.
The Idea
Inspired by Munna Bhai MBBS, the idea is to bring about a change in the attitude of the Al Raffah employees and therefore, bring about a change in the culture of work itself. This would inspire the people to be positive in their thinking which then would ultimately convert to better care for the patients, which is in sync with the positioning of Al Raffah – caring for you, for life. After all, who won’t feel reassured if the doctor/ nurse/ attendant is in good spirits and reassures with a smile on his/ her face!
Hence, the theme:
“A merry heart is a good medicine!”
The execution of the idea:
A smile campaign.
• Posters will be put up in doctors’ locker rooms, pantries, admin areas, drinking water areas etc.
• Tent cards will be placed on doctors’/ nurses’ tables and wherever possible
• Badges and mouse pads containing the message will be distributed to the employees
• Desktop wallpapers for systems will be sent to employees
• Coffee mugs with the message will be placed in the pantry
• Stress busters with the message will be placed in different points at the facility
Route 1
Speaks about the goodness of smiling and being happy.
It encourages the person reading it to smile.
Poster
Tent card – an adapt of the poster
Route 2
Educates the reader on the benefits of smiling and its
effect on patients. It speaks of an attitude that needs to
be embraced in order to help the patients heal from within.
Poster 1
Poster 2Poster 2
Poster 3
Collaterals common to both routes
Badge for employees with a quote that inspires smiles
Mouse pad
Desktop wallpapers to be kept on employee systems
Coffee mugs for the pantry/ canteen
Stress busters
