Corp. Brand Vision & Communication Launch Plan Overview
Working with Marketing Director, we were able to put together a marketing and communication plan for a product/app launch. Active role in revamping the brand, building marketing collateral, and go to market strategy.
Overview
Needed to develop a branding, marketing, and communication plan that combines the client's vision with services from a global security solution and travel agency services for the communication/brand launch.
Background
Company derived from the demand of fostering an employee-centric culture to provide the best level of care in safety, security and well-being.
New brand and communication initiative for platform engagement was created to unify the benefits, travel, and security programs to better support the employees. Engaging this new platform provides care and service for travelers and non-travelers alike.
Through the new program and mobile app all employees receive readily available support anywhere and anytime they need it.
80k+
Company employees
20k
Supports 20K travelers
100%
Global Coverage
3
Integration of 3 entities; travel, benefits and security
1
Integrated Technology Platform
Feedback Analysis: Key Takeaways from Survey Results (Employee Business Travelers)
Safety
Safety is not a top concern in comparison to staying informed of other factors regarding a work trip. Health and safety precautions tend to be an afterthought and not prioritized until it becomes an emergency.
The campaign will bring safety and security at the forefront while addressing company traveler’s top concerns.
Security
Contacting company security or calling the emergency hotline is not the initial reaction for employee travelers during a crisis.
Educating employees about how to respond during an emergency will be crucial in our communication and messaging.
Communication
The survey results indicate that emails coming from Corporate are generally opened and read.
To further ensure corporate communications are not only read but understood, it is important for managers to restate and reinforce the message.
Solutions
Communicate
Effective communication and internal marketing of program/app to all employees -helping them understand how to use the new program, how it benefits them and what they need to do to receive those benefits.
Educate
Ensuring all employees know how to use the program, where to go for help, how to access information, who to ask when they have questions.
Adopt
Introduce program/app clearly and concisely in a timely manner to ease transition, understanding and knowledge of the new program by providing the best end-user experience at onset.
Communication Sequence
Initial Announcement
CPO Message
More About App/Program
Introduce program,
Count down begins,
Vision and Mission
Message from
CPO video.
What is program/app,
Features and Benefits
More Resources
Go-Live Reminder
Additional resources of
program overview + feedback for selected groups
In case you missed it and reminder of the new program
Reminder on what's forthcoming.
Vision and Mission
Introductory Flyer
Go-Live Announcement
How to download the app instructions and video guide, FAQs
Distribution Channels
1. App/Program Hub
2. Global Travel Page
3. Company Home Page
4. Employee Benefits Page
5. Global Security page-Sandy manages
7. Resource Groups Pages
8. Microsoft Streams
Success Metrics
User/Program Adoption
✓ Target App Downloads
✓ App Interaction Capture
✓ Integrated Imperatives Outcomes
✓ Program Measurement
✓ Email & Webpage Metrics
"Collaboration across functions is new for (our company)...so 'lots of eyes' on us and expectations are high. If we're successful, this could set the standard for communications within and across (the company) going forward."
- Quote from employee
As part of this project, there was a re-brand initiative. Click button to view.