Winner: Piedmont Healthcare – Just What the Doctor Ordered: Piedmont Healthcare’s Brand Transforms
To educate and create awareness and excitement among its 10,000 employees for a new branding effort, “Piedmont Promise,” Piedmont Healthcare executed a multiphase internal campaign in spring/summer 2012.
Phase 1 rolled out the rebrand to key stakeholders across the system and gathered feedback, which was then used to create the FAQs on the microsite; phase 2 consisted of a surprise internal launch at a meeting of managers and above that elicited their feedback; and phase 3 featured the launch to all employees, deploying a comments and feedback tool on an internal microsite to better develop FAQs and site content.
Communicating the 4C’s brand message—Compassion, Confidence, Connection and Control—Piedmont’s PR team used the microsite, and a teaser campaign via e-mail and direct mail to create buzz. Each Piedmont division hosted its own launch celebration with a sign unveiling and an employee party. On launch day, all employees claimed new-brand t-shirts and were treated to brand launch celebrations.
The effort resulted in more than 7,000 unique visitors to the microsite (more than 3,700 employee visits to the site to request T-shirts, and more than 100 unsolicited, positive online comments from workers). In addition, in a voluntary employee forum on the microsite following the introduction, the rebranding received employee approval from 70% participants. —Scott Van Camp
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