INTERNAL COMMUNICATIONS

DRIVING TEAM
Case Study: United Motors

The Challenge

The advent of a new CEO, head-hunted to rejuvenate the Company and deliver an enhanced performance, resulted in the Agency becoming an active partner in structuring the Company's internal and external communications. The Company, which had erstwhile been a government- owned business, still had residual public sector attitudes to doing business. The challenge was to instill greater customer orientation among sales and service staff.

The Strategy and Program

To mark a new vision, a new more modern and dynamic corporate identity was developed by the Agency complete with a guidelines manual that helped consistent livery across all materials and facilities. Preparatory workshops were conducted with Agency presentations on creating the United Motors "brand experience" where the importance of the people and service aspects of selling cars was highlighted. Concepts of the "men behind the machines" and the "Driving Team" were shared. The new logo and the corporate anthem "Your Driving Team" were first launched internally.

The external logo launch was followed by two corporate print campaigns titled "Men behind the machines" and "100% satisfaction" aimed at instilling pride and service orientation among the workforce while conveying the corporate promise to customers.

The Results

The company has gone on to generate tremendous sales growth and achieve an unprecedented market share in the brand-new cars segment. It has given the company the impetus to introduce a wider range of vehicles and open a huge new showroom and modernized service facility.

MOBILISING THE BANK'S PEOPLE
Case Study: People's Bank

The Challenge

People's Bank was being restructured and re-oriented towards greater effectiveness and viability under a government directive for this state-owned bank. The challenge was to share and implement the new "3-year Strategic Plan" that had been drawn up, by re-orienting and mobilizing employees in over 550 branches & outlets. The real challenge was to bring an enhanced customer orientation among the staff of this public sector giant to ensure effective realization of the Plan.

The Strategy and Program

The Agency, after discussions with top management, developed an orientation video and an accompanying training guide for branch managers, showing them how to communicate the Strategic Plan and its new directions and imperatives for the Bank and its staff at all levels. The materials were presented first to the branch and regional managers at a de-briefing event, which was also arranged by the Agency in collaboration with the Bank's staff. A special issue of the Bank's newsletter was also developed by the Agency using the house organ more effectively for communication, giving branch managers the wherewithal for communicating at the branch level.

The implementation coincided with the re-launch of the Bank's annual deposit mobilization drive and its fortieth anniversary. Hence, we used these as "drive events" for greater staff motivation and involvement. While using new retail decor and brochures at the branches, Agency organized the "Jaya Sri" street promo going from region-to-region where the branch staff joined the colourful procession of drummers, dancers, "sesath" banner bearers and a float, "going to the people, rather than waiting for them to come to the bank", giving new meaning to the "people orientation" of the People's Bank.

The Results

The branch briefings and orientations were methodically and successfully carried out by the branch managers. A high level of enthusiasm was generated and the branches added their own innovations to the regional events.

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