WABT CASE STUDY - CULTIVATE CLARITY
Creating Standout Messaging
Let’s take the example of a large multinational company in the energy industry. They have a lot of important information to share with their people, some relating to specific sections of the business, others more general. They’re committed to clear communications, and have a series of metrics in place that measure messaging effectiveness.
The company is sharing a lot of information. Some relates to overall performance, some to future planning. These messages are largely for information only. Other communications are about processes and procedures relating to employment, or HSE practice. They’re intended to encourage specific behaviours. The metrics are showing that while communications are reaching people, they’re not having the desired effect in terms of those behaviours.
There’s more to influencing audience behaviour than simply sending out messages. If it’s to achieve the right result, messaging has to stand out. It has to be immediately identifiable. It has to create a connection and engage attention. We use principles drawn from advertising and consumer psychology to cut through corporate clutter. We develop communications that actively encourage behavioural change. Here’s how:
The client has a separate and distinct identity for challenging communications that works with their overall communication aims. They have a toolkit and a strategy for deployment that ensures standout and encourages interaction.
THE LAST WORD
In our experience, creating this employee-focused brand has a direct impact on behaviour and results. People identify with it as something that has a specific meaning for them. They pay more attention. Their awareness increases. Metrics show that they understand the vocabulary better and have a clearer idea of what’s expected of them. And that feeds into behavioural change. Fewer accidents. Stronger engagement. Improved corporate culture. Better results
We just sent you an email. Please click the link in the email to confirm your subscription!