An internal communications success story

EMPLOYEES EMBRACE CHANGE

Challenge: When Kraft Foods created a social networking intranet site to manage employee volunteerism, some push-back was expected. Corporately run programs that had been longtime staff favorites were being phased out. Employees would be asked to take more initiative by joining an online community to learn of volunteer opportunities and post their own suggestions for employee involvement. The goal: 500 sign-ups in two months.

 

Strategy: The key to this project would be a clear call to action and friendly language to inspire and motivate employees without creating agitation about programs being phased out. Marj Halperin Consulting created a brand identity that tinkered with the program name to create a memorable acronym. The Kraft Employee Involvement Program led to buttons, magnets and emails calling on employees to “KEIP Up, Sign up!”

 

Success: Employees DID “KEIP up, Sign up”-- in droves, more than doubling the program goal with 1200 signups in two months. MHC also drafted letters and talking points to provide personalized information for key stakeholder groups. The tone was upbeat, the message was inclusive and the response positive from management and long-time volunteers who appreciated being kept in the loop.