Euro RSCG Promo, Case study GLOBAL NETWORK COMMUNICATIONS by Euro Rscg New York

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Industry Corporate Communication
Media Promo & PR, Case study
Market United States
Agency Euro Rscg New York
Released November 2009

Credits & Description

Category: Internal Communications
Chief Marketing Officer: Naomi Troni (Euro RSCG Worldwide)
Global Network Communications Manager: Patrick Armitage (Euro RSCG Worldwide)
Global Network Communications AAE: Gregoire Housset (Euro RSCG Worldwide)
Global New Business Presentation Manager: Frances Ortiz (Euro RSCG Worldwide)
Global Chief Information Officer: John Tanner (Euro RSCG Worldwide)
Senior Systems Analyst: Adam Frost (Euro RSCG Worldwide)
Global IT Architect: Dale Jones (Euro RSCG Worldwide)
Media placement: Myeuro Intranet - N/A - November 2009
Media placement: In The News (Daily Newsletter) - N/A - November 2009
Media placement: BIG NEWS (Monthyl Newsletter) - N/A - Beginning Of 2010
Media placement: Myeuro... Find What You Need Fasr (Monthly Newsletter) - N/A - Beginning Of 2010
Media placement: New Starter Emails - N/A - Beginning Of 2010
Media placement: Updated Welcome Microsite - N/A - Beginning Of 2010
Media placement: Thought Leadership Webcasts - N/A - Beginning Of 2010
Media placement: End Of Year CEO Webcast - N/A - End Of 2010
Media placement: End Of Year Employee Game - N/A - End Of 2010
Media placement: CBI Awards, CPI Awards - N/A - Yearly Competition - Revamped
Summary of the Campaign
The Global Network Communications Team's mission was to reinvigorate internal communications at Euro RSCG Worldwide. Our goal was to launch a raft of new initiatives and, ultimately, create a more effective and informed global network. In a little over 14 months we have enjoyed a great deal of success. A quick snapshot of what we have achieved includes: a network of dedicated people to facilitate the two–way flow of information through our company; an intranet site; two news’ bulletins (daily and monthly); webcasts; a system for welcoming new employees worldwide; internal company competitions to encourage excellence; an online-game for all staff to participate in.
All this was done through careful planning, lots of hard-work, creative care, and a systematic approach with each new initiative building on the previous one. In doing all of this we have revolutionized the internal communications at Euro RSCG. From the global CEO to the graduate trainee, we are recognized for our effective services and we have received incredibly positive feedback – today, we are in a situation where we are approached daily to help Euro RSCG offices who want to learn more about Euro RSCG, or wish to share their news with the network.
The Situation
Our network has 11,000 employees, 233 offices in 75 countries. Internal communications on this scale is never easy, and it is even trickier with the myriad of languages, IT systems and cultural differences present throughout our offices.
Our corporate culture does not enforce a cookie-cutter model on every agency. Rather we embrace an open culture, based on a diverse group of agencies - providing space for local creativity. Employees work for their local agency, so awareness of the global brand and global resources needed to be nurtured and cultivated. We needed to share the positive story of our global successes.
The Goal
Given our brand situation, determining what we needed to do was very clear:
1) Increase Brand Awareness:
Encourage employees to learn more about the skills and resources beyond their local office, and realize that they are part of a thriving, wider network. By learning more about the global successes and capabilities, employees will naturally promote the Euro RSCG brand internally and externally.
2) Effectively Reach and Engage Our Employees.
Achieve this through the optimization of our digital initiatives: newsletters, intranet, webcasts, mailers, welcome materials and a network of influential people in the local offices.
The Strategy
A people powered system to aid the information flow (Network Advocates) combined with a series of digital employee engagement initiatives to reach our audience and increase their awareness levels.
Our Network Advocates allowed us to reach out to pro-active people in each office to generate positive word-of-mouth for our initiatives and create two-way dialogue between Headquarters and local offices. These Network Advocates were invaluable as they were our sounding board, our test group, and our local office voice and ears.
Our digital communication initiatives were also fundamental to our strategic plan:
- Making digital tools easy digestible.
- Producing engaging materials to win audience interest.
- Making them measurable.
- Managing and maintaining once launched.
We perfected a balance of human and digital tools to create an effective and connected global network.
-Re-launched the intranet site (myeuro) and radically changed our e-newsletter (In the news today): our award winning digital agency Euro RSCG 4D Amsterdam designed both the intranet and the daily e-newsletter. Google Analytics were used to monitor and improve delivery.
- Developed a monthly mailer (myeuro find what you need fast) to promote the best intranet content and maintain front-of-mind awareness for myeuro.
- Developed a monthly communication (BIG NEWS), easy to read and visually engaging. Euro RSCG 4D Amsterdam designed and coded.
- Developed a (New Starter Welcome) to ensure that new employees know from day one about the network’s points of pride. IT created a ‘new starter alert’ allowing us to send multi-lingual ‘welcome’ emails to new employees globally, and direct them to a welcome microsite.
- Created the (Euro RSCG Superstars) interactive game to deliver a really engaging and fun experience for all employees.
Documented Results
- Myeuro has become a destination for all staff, especially Account Management, Planning & New Business with daily visits to find resources.
- In the news today arrives daily in our whole network’s inboxes: 20,000+ click thrus on our top news’ bit.lys in 8 months.
- Launched in February 2010, BIG NEWS has had 6,000+ unique click thrus, and is hailed as a huge success by our global Chief Operating Officer.
- Our New Starter Welcome system has greeted 1,500+ new starters to Euro RSCG.
- In 2010 we filmed and distributed 6 Thought Leadership Webcasts to staff.
- The myeuro find what you need fast mailer has achieved a 71% increase in myeuro visits.
- The end of year game, Euro RSCG Superstars, generated huge buzz and employee engagement. Nearly one third of the entire network played, and we were able to increase traffic to myeuro by 124%.