proven ideas to jump start your ally program - out &...

2015 Out & Equal Summit Case Study

Proven ideas to jump start your Ally Program OCTOBER 07 2015 CONFIDENTIAL

2015 PepsiCo Jump Start your Ally Program

What are we covering?

• Case Study: step-by-step approach

• Ally programming

– Ultimate goal to create more inclusive workplace

• One size does not fit all

– Every company/organization is different (size, org structure, building

layout, communications, global/local, etc.)

– Many ideas provided - choose/modify what you want

• Contact information for ongoing dialogue


Speaker Introductions

Cory Calvin

Sr. Finance Manager – Gatorade Brand [email protected]

Liam Gent

Production/Inventory Planner – Stacy’s Pita Chips [email protected]

Kim Layton

Systems Analyst – Frito Lay Supply Chain [email protected]

Chris Horton

Senior Manager – Business Relationship Management [email protected]


Sections

1. PepsiCo

2. Why an Ally Program

3. Strategic Planning

4. Building Assets

5. Execution

6. Challenges and Next Steps


Global Beverages

Global Snacks

Global Nutrition

Brands

22 billion-dollar

brands

Performance

More than $66 billion

revenue

Scale

>200 countries

& territories

People

More than 250,000

employees

PepsiCo is a global food and beverage powerhouse.

Our broad range of delicious products offers consumers

convenient, nutritious and affordable options in nearly every country around the

world.


PepsiCo Mega Brands

More Than 40 $250 Million–$1 Billion Brands

22 Billion-Dollar Brands


Performance with Purpose Performance with Purpose is our goal to deliver top-tier financial performance while creating sustainable value for all stakeholders.


PepsiCo EQUAL

• PepsiCo’s LGBTA Employee Resource Group

• One of eleven ERG’s at PepsiCo

• Annual programming for members, supporters, and guests:

– Membership meetings

– Ally programming and training

– Pride Month Celebrations – internal and external

– Community service

– Fellowship with neighboring companies' LGBTA groups


PepsiCo EQUAL Structure

LGBTA Steering Committee

International Canada

Europe

Mexico

EQUAL@Westchester

Pepsi, Mountain Dew EQUAL@FLNA

Frito Lay

Frito Lay Field

EQUAL@Chicago Gatorade, Trop

Quaker

Diversity &

Inclusion

Organization

Community Affairs

PepsiCo Bottling

Company Field

EQUAL@Bradenton

Tropicana

Executive Sponsor

HR Lead


Sections

1. PepsiCo



4. Building Assets

5. Execution



Why Ally Program?

• Ally Defined

– Don’t take for granted people know what an ally is

– An ally is any individual who believes LGBT people should experience full

equality in the workplace

– Use the definition in marketing materials

• Why the need for a program?

– Allies have historically been underutilized

– Associates want to support LGBT colleagues but need direction

– We weren’t sure who our allies were

– Known allies weren’t aware of the ways they can help

• Business case exists for Ally programming


Goals for Ally Programming

• Educate

– Define Ally and explain why are they important to PepsiCo

– Show allies what they can do to help (expectations)

• Create Visibility

– Create inclusive culture and advance acceptance of LGBT colleagues

– Create a platform for colleagues to bring whole selves to work

• Provide Impact

– Increase employee productivity, performance, creativity, and retention

– Global execution will be larger story that includes programming/events at

individual locations


Sections

1. PepsiCo



4. Building Assets

5. Execution



Designing Your Ally Program

• Understand current environment

– Company policies

– Receptivity of supporting LGBT associates

– LGBT Employee Resource Group

• Determine size / scope / scale

– Role of Allies

– Number of employees

– Type of employees and locations

– Depth of programming


Understand Current Environment

• Company policies

– LGBT inclusive non-discrimination policy?

– Are policies consistently applied?

• Receptivity of supporting LGBT Associates


Determine Size / Scope / Scale

• LGBT Employee Resource Group

– Active?

– Population?

– Inclusive of Allies?

• What role do you want Allies to play

– Support or active role

• How many employees are you trying to reach

– Number of people / percent of population

– Number of locations


Determine Size / Scope / Scale

• Types of employees/locations

– Front-line or management

– Field or headquarters locations

– Inclusive of contractors and customers?

• Depth of programming

– One-time signup / on-going program

– Frequency of touch points

– Type of touch: networking or training

– Materials and resources


National Strategy

• Key stakeholders

– Corporate and regional leadership

– HR

– ERG leadership/sponsor

– Site lead(s) at each location

• Timing

– 12+ months

– Allow time for delays

– Support multiple communication and material delivery timelines


National Strategy

• Communications

– Format, frequency and timing

– Ensure message reaches target audience

• Resources

– Budget

– Volunteers

– Facility restrictions

– Materials

– Media


Sections

1. PepsiCo



4. Building Assets

5. Execution



Creating an Ally Brand (Logo & Identity)

• Used on all marketing materials

to create consistent messaging

• Used rainbow dots below word

“ally” to tie back to ERG logo

• Muted rainbow colors to create

differentiation from traditional,

brighter rainbow colors

• Provided brand identity guidelines

for all Ally assets


Develop Communication Strategy

• Physical Signage

• Newsletter

• Leverage other ERGs

• Shirts

• Ally Video

• Timing

– 2-3 weeks prior to event

– First engagement with associates

• Purpose

– Educate colleagues

– Visible executives


Shirts

• Visibility is a main pillar of event

– Creates inclusive culture and advances

acceptance of LGBT colleagues

– Platform for colleagues to bring whole

selves to work

– Goal to have as many people to wear

Ally shirt during events

• Executives demonstrate support by

wearing shirts during event


Ally Video

• Video sent electronically

• Video production

– Senior Executives

– Allies at various sites

– Created script for storyline

– Created signs to speak

– Asked open-ended questions

– In-house media capabilities

• Created two videos

– Spoken version for communications

– Silent version for video kiosks


• Click image to view 2014 video or use the following hyperlink:

http://tinyurl.com/PledgeWeek2014

Ally Video





Sections

1. PepsiCo



4. Building Assets

5. Execution



Successfully Executing Your Program

• How do we move from innovation to execution

– Marketing plan

– Communication plan

– Ally Pledge

– Educational resources

– Volunteers

• How to make it happen

– Recruit cross functional Ally committee

– Define timing

– Identify goal


Successfully Executing Your Program

• What does an Ally launch event look like

– Fun and engaging

– Ally Pledge

– Banner signing

– Educational resources

– “I took the Ally Pledge” sticker/tattoo

– Give away Ally gear

• Measuring results

– Metrics for tracking results


Innovation to Execution

• Recruit cross functional Ally committee

– Marketing

– Communications

– Operations / Field representation

– HR

• Defined timing

– 1 year (May 2015)

• Identified goal

– % of population


Communication Key to Event Success

6 – 8 weeks out

• Identify Site Leads

Quantify/Receive/Distribute Ally materials

Organize team of volunteers

Set up “photo” location at site, if needed

Provide feedback from event

• Bi-Weekly Call/Email Communication with Site Leads

– Share ideas

– Confirm timing of pre-event asset displays

– Build excitement for event


What Does an Ally Launch Event Look Like

• Fun environment and activities to create excitement

• Introduce Ally Pledge

• Sign Ally Banner

• Provide tools for Allies to visibly demonstrate support

• ALLY RALLY Celebration

Take Pledge on computer or smart device

Sign Pledge Week Banner

Receive free Ally Gear

Wear “I took the Ally Pledge”

Sticker

Attend ALLY RALLY Celebration


Develop an Site Lead Toolkit

1 Ally Banner:

2’ x 2’ 5’ x 2’ (Large Site)

Sign Up

Sheet

Instruction

Sheet

Sticker/Tattoo

Ally Welcome Kit

Safe Space/Ally Card

Site Leader Shirt Individual Ally Materials

OR


Receive Ally Welcome Kit

Provides education and visibility tools after pledge is signed

Welcome

Letter

10 Simple

Ways to Be

an Ally

Badge Buddy

Ally Card


Ally Intranet Site


Easily accessed from any computer or smart device

Take Ally Pledge


Sign the Banner


• Consider other ways to increase logo

impressions

– Drawstring bag

– Badge clip

– Water bottle

– Pen

– Notepad

– Mints

Other Welcome Kit Giveaways


Wear Sticker / Tattoo

• How to use / Purpose

– Hand out to colleagues on Ally Day

after taking Ally Pledge

– Mobile marketing

– Allows other colleagues to know they

are a visible ally

– Some associates can’t wear special

t-shirts or stickers

• Pre-formed template


Taking Selfies / Photo Booth / Group Photo

• How to use / Purpose

– Print out signs and provide markers

– Ask colleagues to write why they are an

ally

– Take a photo with each colleague holding

up the sign

– Upload photo to Intranet site

• Provided upload details

– Have colleague hang sign at work space

– Allows other colleagues to know they are

a visible ally


Photo Booth Examples


• Email newsletter distributed daily to

allies and EQUAL ERG throughout

launch event

– Highlighted various site events

– Included ally stories

– Link to Ally pledge

• Newsletter can be leveraged throughout

the year as a way to share news and

tips for being an Ally

Ally Newsletter


Other Ideas


Ally Launch Celebration

• Celebration of successful launch programming

• Reinforced Ally education and ways to show ongoing support

• Speaker discussed personal experience as an Ally

– Offered advice on next steps for Allies

• Consider offering prizes for those who attends


Post Ally Launch

• Published Ally Launch Event Results

• Ally Intranet site

– The place to go for additional

information

– Facilitated conversations

– Safe space to ask questions

• Newsletter

– Ongoing communication


National Launch Week Highlights

4500 allies took the pledge

80 locations

300volunteers

15 Personal Stories

7000 ally kits

distributed nationally


Sections

1. PepsiCo



4. Building Assets

5. Execution



Challenges

• Recruiting Ally team

• Executing in a short time frame

–Clear vision

–Create timeline

–Volunteers

• Working with a large group

–Core ally subcommittee group of 10+ people

–Example: Creating Mission Statement

• Concise, effective, and meaningful

• Provided guidelines and allowed team to brainstorm


Challenges

• Working with offices in different regions

–Remote conversations difficult

–May be difficult to establish commonalities

•Allies may not be as comfortable being “out” as allies in various

regions

•Logo design example

–Final base design could be tailored as necessary

•Create national team vs. regional team

–Created “playbook” for other regions to leverage


Next Steps

• Word of mouth in different offices/regions

• Strategy for scaling it larger

– Internationally

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