cipr pride awards 03. internal communications campaign l€¦ · cipr pride awards 03. internal...

CIPR PRIDE Awards 03. Internal communications campaign

Internalcomms

campaign

Brief & objectives Strategy & tactics

Engaging employees in Olswang’s strategy, priorities and values.

International law firm, Olswang LLP, has a 3-Year Vision to become a leading international full service law firm, famous for being industry experts in Technology, Media and Telecoms. It understands that every member of the firm plays a key role in helping achieve this.

Olswang has experienced significant growth over the last few years, and while there has been a lot of investment in its external brand and communications, further work was needed on its internal communications.

Our brief was to:

• Engage leaders in a discussion about the future of the firm to obtain a clear vision for 2016 the priorities and values that will help them get there.

• Raise awareness and very visually communicate a new, engaging vision, strategy, priorities and values with all employees internationally.

• Encourage interaction, discussion and involvement in the journey to 2016.

• Use the opportunity of communicating the company’s vision internally as an ideal time to review and create a new design style for all internal communications to simplify, clarify and ensure consistency for maximise engagement.

We used an insight driven approach, including an internal survey as well as face-to-face and telephone interviews with the senior leadership team, to really understand and create a unified goal and purpose.

Using the insight gained from this research, we created a simple but impactful creative concept and identity – ‘Olswang 2016’ to theme all communications.

Communications included the launch of Olswang 2016 at Town Hall briefing events for all managers, who received a cascade pack for onward communication to their teams explaining the firms vision, priorities and values, supported with an animated film involving employees voiceover.

The cascade was then taken on by managers to discuss with teams at a local level with the drive to create local action plans.

To review and refresh all internal communications the strategy included an audit of all internal communications, intranet review, audit of messages and channels across the business with a plan to streamline these, ensuring communications were relevant to their audience, clear in terms of action required and more inspiring and engaging.


Implementation Engagement

To really embed the vision and strategy, action plans were created by teams firm-wide during their team meetings detailing how they would contribute locally to the strategy and priorities. The journey maps can be seen on walls across offices.

As a result of the internal communications audit, we had a clearer picture of the flow of communication that was wanted across the firm by subject area and audience from partners and managers to employees and PAs. A three phased approach would be taken:

Phase 1: differentiate internal communications from external communications visually. Create a 12-month calendar of communications and review, re-organise and re-style information held on the intranet.

Phase 2: face-to-face communications including internal communication guidelines.

Phase 3: planning to implement a new intranet including review of social media collaboration tools.

This internal campaign included all 8 international offices. The project has taken three months beginning in December 2013 with the initial launch taking place in February 2014.

Our creative ‘world concept’ reflected the international aspect of the firm, which also raised awareness of the scale of the company due to its rapid growth. A logo identity and design style for Olswang 2016 was created.

A cascade pack included a fold out journey map, explanation cards on each of the priorities and values with discussion questions for use in team meetings.

The animated film was used at a company-wide Town Hall launch for senior managers and again during all team meetings to introduce the new vision. It was recorded with employee voiceovers to reflect the international diversity of firm.

As part of phase 1 - we set out a new structure, format and design of monthly email cascades, weekly emails, monthly and 6 monthly reports. This included clear visual signposting.

Phase 2 and 3 are currently in progress.

Maintaining momentum for the new strategy is key. As well as teams reporting on their local action plans, Olswang has maintained more regular and structured communications to all employees, sharing and promoting success stories through regular and planned email bulletins and reports.

Video follow ups from Executive Team members have also provided updates, being more personal and face-to-face.

There was very good attendance at the Town Hall briefings and the fold-out map visual can be seen around the offices.

Executive Team members have created follow on videos talking about the progress they’re making on a department level.


Integration Measurement

Unique opens of the weekly email has increased from 175 to 323. The monthly briefing email open rate is now at 600.

Due to the subject nature of this campaign, it very much led the way in company communications with pro-active support and commitment from senior leaders.

The emphasis and interest through the initial leadership team interviews meant that many other firm-wide activities needed to now sit within the framework of the new vision, values and priorities often leading teams to ask ‘Should we be doing this?’ ‘Is it one of our strategic priorities?’

The 12-month communications calendar means that all other business activities which require communications can now be planned, reviewed and scheduled easily so that people are receiving information that’s relevant to them and are not at risk of being overwhelmed with too many messages at once.


Identity and vision


Asia

Europe

USACollaborative

Ourvalues

Cascade pack

CIPR PRIDE Awards 03. Internal communications campaignOlswang Cascade Pack

A2 map folded to A5Front cover

Diagram creates an easy to understand signposting system which relates directly to the main globe visual (see next page)

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Allmappedout

To be a leading, full service international law firm, famous for being industry experts in the Technology, Media and Telecommunications sectors.

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Our values help create a culture that’s unique to Olswang, where the decisions we make and the actions we take are collaborative and responsible and we look at new ways of doing things for the benefit of our people, our clients and our environment.

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Our priorities

Ourvalues

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Ourvision Our

priorities

Ourvalues

Olswang Cascade Pack

A2 map folded to A5

Full foldout

Responsible

Collaborative Taking an international perspective

Making Olswang a great place

to work

Delivering excellence, every time

Celebrate our

successes Advocating for our sectors

Innovative

OUR VALUES

OUR PRIORITIES

One united

Olswang team

BEST

CA FRIE

ND

BEST

NYFRIEND

FORT

UNE

500

BEST

FRIEND

TECHNOLOGY, MEDIA

FAMOUS IN THE &

TELECOMMUNICATIONS

SECTORS

EDGE

CLIENTS

CUTTING

CR

Making Olswang a great place to work

We need to continue creating a culture where bravery is championed, collaboration and

sharing information are second-nature, and wherewe attract and nurture talent by providing

opportunities for career development all over the world. This is about having a day-to-day expectation of real respect and appreciation.

Whether our clients are external or internal, we all need to keep improving the service we

deliver and stay focused on seeking new opportunities, constantly pushing

ourselves to be pioneers.

Delivering excellence, every time

Providing real quality and capitalising on our collective strengths will help us to achieve long-term

success.Fantastic attention to detail, big picture thinking, focusing on each client’s success…

are just some of the ways to make excellence a priority. We need to work together, immersing ourselves in our client’s fascinating worlds and

feeling confident to make solid recommendations to help them

achieve their goals.

EAST

WEST

oui sí

yes ja是的Taking an

international perspective

With offices in the EU and South East Asia and best friend networks in the US and China, our

sights are set on creating a truly global firm. Now it’s time to ensure we have the infrastructure, expertise and

perspective we need. Our mindset needs to fit our international status. Cross-selling should be integral

to our work, and Business Services have a huge part to play in this. Exciting cross-border deals

should be part of everyday conversations as we pursue cutting-edge clients

with global agendas.

TECHN

OLO

GY, MEDIA & TELECOM

MU

NIC

ATIO

NS

LOCAL

VILLEFORTUNE

500

#1

Advocating for our sectors

It’s time to seal Olswang’s position as a leading law firm with Technology, Media and

Telecommunications at its core. Real Estate and the other complementary sectors will also be key.

Everything we do should be led by the need to build on our chosen sectors. Our thought

leadership, and passion for our clients’ work will make us 1st choice for fast-growing

and fortune 500 clients.

#1

Celebrate our successes

Our successes are our passport to future opportunities. If we want big, high-value clients to

think of Olswang as the legal firm of choice, then we need to show them why. That means celebrating our successes with high-profile media and marketing

campaigns in our chosen sectors. As well as sponsorship and social media, there are many exciting opportunities that can raise our profile.

Equally, celebrating our achievements, rankings and awards internally is vital. By sharing success with colleagues we

can boost our ability to cross-sell, our sense of pride and our ability to

generate new leads.

InnovativeA pioneering attitude and

entrepreneurial spirit are what make our people stand out. We encourage

everyone to think beyond the ordinary because we know that a wide range

of experiences and perspectivescombined with innovative flair can make every day, every project

and every outcome simply better.

Europe

Sing

apor

eCh

ina

USA

Collaborative By building strong, collaborative

teams that reach beyond departmental and geographical boundaries, and

by valuing others’ contribution, we will achieve better results

and create a rewarding team environment.

ResponsibleAt Olswang we aim for excellence in everything we do. Delivering what’s

best for our clients, colleagues and ourselves is a shared responsibility that

we all play a part in. We don’t blame, we support and improve. Through

open and honest communication and taking pride in the outcome,

we will ensure our impact is positive, powerful and

sustainable.

Our values

Our priorities


Priority system


BenefitsFair

COLLABORATIVE INNOVATIVE RESPONSIBLE

Our Benefits providers at the event:Gymbox / Fitness First / Allsave / Cyclescheme / Workplace giving / Fleet Street Clinic / Bupa / Capita

Free Raffle with prizes including:Ray Ban Sunglasses / Abus D-lock Bike Lock / 3 month Fitness First Gym Membership / Magnum of Champagne

Thursday 22nd May12 -2pm Room 20, 7th Floor

Lots of freebies and giveaways, test your fitness on the Watt Bike Challenge and enjoy your lunch on the terrace.

Come to the Olswang Benefits Fair and find out first hand what you are missing.

Internal comms design style - poster Weekly e-news

cipr pride awards 03. internal communications campaign l€¦ · cipr pride awards 03. internal...

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