Communication and culture change for separation and rebrand – Retail Healthcare
The Situation
The business had been acquired and needed to rebrand and separate from the former owners. This was a high street brand that needed to rebrand and maintain its connection to customers. They also needed to set a new culture for colleagues.
The Task
- Create an integrated communication, culture, and engagement plan for all stakeholders
- Design and create material to engage colleagues, customers, communities, press, partners, and suppliers
- Plan all activity and coach Exec to deliver including large scale events and media engagement
- Prepare all material for rebrand
The Action / Approach
- Created the communications strategy, narrative for the new brand, tone of voice guide, external stakeholder briefings, and an interactive toolkit.
- Created and delivered culture activation
- Equipped leaders to engage their people and delivered a 2,000-employee launch event, including content and executive coaching.
- Delivered separation and physical rebrand communications for 700 stores nationwide.
The Result
The programme delivered against brand, customer and employee measures. Colleagues went on to create their own material and activities inspired by the core programme. We won 2 IOIC awards: Best change communication, Best single campaign. Also delivered a successful business performance internal campaign that increased operational effectiveness and revenue.
