The past few years have brought significant changes across industries, and companies have had to adapt accordingly. Our client recognised this it and refined its operations. In order to represent all of these updates authentically on the market, it was important that colleagues first learn about the renewed corporate values.
We supported thyssenkrupp Materials Eastern Europe in 2023 with an internal communication campaign across nine countries. The goal was to inform employees about the refreshed corporate value system and also to encourage them to participate actively in the challenges, games, and events which all supported this project communication throughout the year.
Our task was to engage approximately 1,900 employees – about a third of whom are blue-collar workers.
We started the activities by developing the concept and messaging system of the annual campaign, as well as by designing the communication tools. We paid special attention to how to reach blue-collar colleagues and how to overcome language difficulties, so we treated the localisation in most of the materials as a priority. We also linked an ambassador program to the entire project in order to reach colleagues effectively. The first stage of the communication, among others, was a “welcome package”, including a notebook, which focused on the company’s renewed value proposition. The new intranet, the first project newsletter, and the first event of the five-stop roadshow were launched simultaneously. The project’s first newsletter – both available in six languages and localised versions. We developed an internal incentive system for the project, which had a newly created employee webshop as an integral part. The activities (quizzes, online inspiration events and challenges) were paired with a point-collecting opportunity, employees could redeem these earned points for company-branded merchandise at the end of the year. Creating the design, the content, and the points system itself were also our tasks.
5 roadshow stations – tools: presentations, questionnaires, invitations, posters, email footer, Teams background, molino signed by the employees – background material prepared for 40 ambassadors, presentation, information letter, suggestion for the ambassador system – 8 newsletters in 6 languages – 7 Typeform quizzes in 6 languages, a total of 1,972 participating colleagues – during the first challenge (which was a “step collection”), a total of 3,650,989 steps were taken by the colleagues – 34 applications were received for the second challenge (which was about sustainable Christmas preparations) – 340 participants at the inspirational events – videos supporting internal communication Content and graphic tools supporting the project’s communication: event invitations, LinkedIn posts, presentations
