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CIPR PRIDE Awards 03. Internal communications campaign
Internalcomms
campaign
Brief & objectives Strategy & tactics
Engaging employees in Olswang’s strategy, priorities and values.
International law firm, Olswang LLP, has a 3-Year Vision to become a leading international full service law firm, famous for being industry experts in Technology, Media and Telecoms. It understands that every member of the firm plays a key role in helping achieve this.
Olswang has experienced significant growth over the last few years, and while there has been a lot of investment in its external brand and communications, further work was needed on its internal communications.
Our brief was to:
• Engage leaders in a discussion about the future of the firm to obtain a clear vision for 2016 the priorities and values that will help them get there.
• Raise awareness and very visually communicate a new, engaging vision, strategy, priorities and values with all employees internationally.
• Encourage interaction, discussion and involvement in the journey to 2016.
• Use the opportunity of communicating the company’s vision internally as an ideal time to review and create a new design style for all internal communications to simplify, clarify and ensure consistency for maximise engagement.
We used an insight driven approach, including an internal survey as well as face-to-face and telephone interviews with the senior leadership team, to really understand and create a unified goal and purpose.
Using the insight gained from this research, we created a simple but impactful creative concept and identity – ‘Olswang 2016’ to theme all communications.
Communications included the launch of Olswang 2016 at Town Hall briefing events for all managers, who received a cascade pack for onward communication to their teams explaining the firms vision, priorities and values, supported with an animated film involving employees voiceover.
The cascade was then taken on by managers to discuss with teams at a local level with the drive to create local action plans.
To review and refresh all internal communications the strategy included an audit of all internal communications, intranet review, audit of messages and channels across the business with a plan to streamline these, ensuring communications were relevant to their audience, clear in terms of action required and more inspiring and engaging.
CIPR PRIDE Awards 03. Internal communications campaign
Implementation Engagement
To really embed the vision and strategy, action plans were created by teams firm-wide during their team meetings detailing how they would contribute locally to the strategy and priorities. The journey maps can be seen on walls across offices.
As a result of the internal communications audit, we had a clearer picture of the flow of communication that was wanted across the firm by subject area and audience from partners and managers to employees and PAs. A three phased approach would be taken:
Phase 1: differentiate internal communications from external communications visually. Create a 12-month calendar of communications and review, re-organise and re-style information held on the intranet.
Phase 2: face-to-face communications including internal communication guidelines.
Phase 3: planning to implement a new intranet including review of social media collaboration tools.
This internal campaign included all 8 international offices. The project has taken three months beginning in December 2013 with the initial launch taking place in February 2014.
Our creative ‘world concept’ reflected the international aspect of the firm, which also raised awareness of the scale of the company due to its rapid growth. A logo identity and design style for Olswang 2016 was created.
A cascade pack included a fold out journey map, explanation cards on each of the priorities and values with discussion questions for use in team meetings.
The animated film was used at a company-wide Town Hall launch for senior managers and again during all team meetings to introduce the new vision. It was recorded with employee voiceovers to reflect the international diversity of firm.
As part of phase 1 - we set out a new structure, format and design of monthly email cascades, weekly emails, monthly and 6 monthly reports. This included clear visual signposting.
Phase 2 and 3 are currently in progress.
Maintaining momentum for the new strategy is key. As well as teams reporting on their local action plans, Olswang has maintained more regular and structured communications to all employees, sharing and promoting success stories through regular and planned email bulletins and reports.
Video follow ups from Executive Team members have also provided updates, being more personal and face-to-face.
There was very good attendance at the Town Hall briefings and the fold-out map visual can be seen around the offices.
Executive Team members have created follow on videos talking about the progress they’re making on a department level.
CIPR PRIDE Awards 03. Internal communications campaign
Integration Measurement
Unique opens of the weekly email has increased from 175 to 323. The monthly briefing email open rate is now at 600.
Due to the subject nature of this campaign, it very much led the way in company communications with pro-active support and commitment from senior leaders.
The emphasis and interest through the initial leadership team interviews meant that many other firm-wide activities needed to now sit within the framework of the new vision, values and priorities often leading teams to ask ‘Should we be doing this?’ ‘Is it one of our strategic priorities?’
The 12-month communications calendar means that all other business activities which require communications can now be planned, reviewed and scheduled easily so that people are receiving information that’s relevant to them and are not at risk of being overwhelmed with too many messages at once.
CIPR PRIDE Awards 03. Internal communications campaign
Identity and vision
CIPR PRIDE Awards 03. Internal communications campaign
Asia
Europe
USACollaborative
Ourvalues
Cascade pack
CIPR PRIDE Awards 03. Internal communications campaignOlswang Cascade Pack
A2 map folded to A5Front cover
Diagram creates an easy to understand signposting system which relates directly to the main globe visual (see next page)
First foldoutC
ontent to be
supplied
Content
to be
supplied
Content
to be
supplied
Content
to be
supplied
Allmappedout
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors.
Uciendae vendae necae dolorior ra sunt alibusamus es aut et ut dignat. Vit aut re nullaciasit, secus. Bit et, apienda ndignis imolore explit re ipsaera quatiant, quidenis sam sitatis ma nobis inciusam quam alit, te verro di net et acilique
Our values help create a culture that’s unique to Olswang, where the decisions we make and the actions we take are collaborative and responsible and we look at new ways of doing things for the benefit of our people, our clients and our environment.
Ourvision
Our priorities
Ourvalues
Con
tent
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be
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Con
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su
pplie
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Con
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tent
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Allmappedout
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors.
Uciendae vendae necae dolorior ra sunt alibusamus es aut et ut dignat. Vit aut re nullaciasit, secus. Bit et, apienda ndignis imolore explit re ipsaera quatiant, quidenis sam sitatis ma nobis inciusam quam alit, te verro di net et acilique
Our values help create a culture that’s unique to Olswang, where the decisions we make and the actions we take are collaborative and responsible and we look at new ways of doing things for the benefit of our people, our clients and our environment.
Ourvision
Our priorities
Ourvalues
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
d
Con
tent
to
be
su
pplie
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Allmapped out
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors. Uciendae vendae necae dolorior ra sunt alibusamus es aut et ut dignat. Vit aut re nullaciasit, secus. Bit et, apienda ndignis imolore explit re ipsaera quatiant, quidenis sam sitatis ma nobis inciusam quam alit, te verro di net et acilique
Our values help create a culture that’s unique to Olswang, where the decisions we make and the actions we take are collaborative and responsible and we look at new ways of doing things for the benefit of our people, our clients and our environment.
Ourvision Our
priorities
Ourvalues
Olswang Cascade Pack
A2 map folded to A5
Full foldout
Responsible
Collaborative Taking an international perspective
Making Olswang a great place
to work
Delivering excellence, every time
Celebrate our
successes Advocating for our sectors
Innovative
OUR VALUES
OUR PRIORITIES
One united
Olswang team
BEST
CA FRIE
ND
BEST
NYFRIEND
FORT
UNE
500
BEST
FRIEND
TECHNOLOGY, MEDIA
FAMOUS IN THE &
TELECOMMUNICATIONS
SECTORS
EDGE
CLIENTS
CUTTING
CR
Making Olswang a great place to work
We need to continue creating a culture where bravery is championed, collaboration and
sharing information are second-nature, and wherewe attract and nurture talent by providing
opportunities for career development all over the world. This is about having a day-to-day expectation of real respect and appreciation.
Whether our clients are external or internal, we all need to keep improving the service we
deliver and stay focused on seeking new opportunities, constantly pushing
ourselves to be pioneers.
Delivering excellence, every time
Providing real quality and capitalising on our collective strengths will help us to achieve long-term
success.Fantastic attention to detail, big picture thinking, focusing on each client’s success…
are just some of the ways to make excellence a priority. We need to work together, immersing ourselves in our client’s fascinating worlds and
feeling confident to make solid recommendations to help them
achieve their goals.
EAST
WEST
oui sí
yes ja是的Taking an
international perspective
With offices in the EU and South East Asia and best friend networks in the US and China, our
sights are set on creating a truly global firm. Now it’s time to ensure we have the infrastructure, expertise and
perspective we need. Our mindset needs to fit our international status. Cross-selling should be integral
to our work, and Business Services have a huge part to play in this. Exciting cross-border deals
should be part of everyday conversations as we pursue cutting-edge clients
with global agendas.
TECHN
OLO
GY, MEDIA & TELECOM
MU
NIC
ATIO
NS
LOCAL
VILLEFORTUNE
500
#1
Advocating for our sectors
It’s time to seal Olswang’s position as a leading law firm with Technology, Media and
Telecommunications at its core. Real Estate and the other complementary sectors will also be key.
Everything we do should be led by the need to build on our chosen sectors. Our thought
leadership, and passion for our clients’ work will make us 1st choice for fast-growing
and fortune 500 clients.
#1
Celebrate our successes
Our successes are our passport to future opportunities. If we want big, high-value clients to
think of Olswang as the legal firm of choice, then we need to show them why. That means celebrating our successes with high-profile media and marketing
campaigns in our chosen sectors. As well as sponsorship and social media, there are many exciting opportunities that can raise our profile.
Equally, celebrating our achievements, rankings and awards internally is vital. By sharing success with colleagues we
can boost our ability to cross-sell, our sense of pride and our ability to
generate new leads.
InnovativeA pioneering attitude and
entrepreneurial spirit are what make our people stand out. We encourage
everyone to think beyond the ordinary because we know that a wide range
of experiences and perspectivescombined with innovative flair can make every day, every project
and every outcome simply better.
Europe
Sing
apor
eCh
ina
USA
Collaborative By building strong, collaborative
teams that reach beyond departmental and geographical boundaries, and
by valuing others’ contribution, we will achieve better results
and create a rewarding team environment.
ResponsibleAt Olswang we aim for excellence in everything we do. Delivering what’s
best for our clients, colleagues and ourselves is a shared responsibility that
we all play a part in. We don’t blame, we support and improve. Through
open and honest communication and taking pride in the outcome,
we will ensure our impact is positive, powerful and
sustainable.
Our values
Our priorities
To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors.
Priority system
CIPR PRIDE Awards 03. Internal communications campaign
BenefitsFair
COLLABORATIVE INNOVATIVE RESPONSIBLE
Our Benefits providers at the event:Gymbox / Fitness First / Allsave / Cyclescheme / Workplace giving / Fleet Street Clinic / Bupa / Capita
Free Raffle with prizes including:Ray Ban Sunglasses / Abus D-lock Bike Lock / 3 month Fitness First Gym Membership / Magnum of Champagne
Thursday 22nd May12 -2pm Room 20, 7th Floor
Lots of freebies and giveaways, test your fitness on the Watt Bike Challenge and enjoy your lunch on the terrace.
Come to the Olswang Benefits Fair and find out first hand what you are missing.
Internal comms design style - poster Weekly e-news
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