Winner: DHL Corporate Communications
Campaign: DHL Delivers Brand Promise Via Internal
Campaign "I'm On It"
The Mission:
Widely known for being one of the two main global packing and delivery service providers, DHL wanted to take its brand name to the next level by initiating a cultural
transformation from the inside out. The resulting "I'm On It" campaign, spearheaded by Jessica Merz and Kelly Keogh, would strengthen DHL's brand promise by imploring employees
to take ownership of issues to achieve higher service levels.
The Hook:
The "I'm On It" cultural transformation campaign hinged on personal accountability and responsibility, but to get employees focused on the initiative, the corporate
communications department needed a motivator. It came in the form of a blitzkrieg of tactics to target employees from all sides, including employee recognition awards, videos of
employee heroes, posters and a launch event.
Timeline of Key
Milestones:
- Commissioned a quantitative study to determine possible ways to differentiate DHL's brand from the competition, and conducted focus groups and employee surveys to take the
pulse of workplace morale.
- Communicated the "I'm On It" campaign to employees via engaging channels to explain the mission and the desired outcome. Vehicles included a CEO communiqué outlining the
plan; senior meetings with "I'm On It" as the theme; Web casts for customer-facing functions; and an "I'm On It" movie featuring employees as actors.
- Introduced the brand campaign externally with a new advertising campaign and a pronounced Customer Appreciation Day, announced in Manhattan's Times Square and featuring
employees performing "random acts of kindness."
- Sustained momentum through ongoing employee engagement and communications, including an employee recognition program and a "TouchPoint" video to give employees a progress
report.
Delivering Results:
Despite its sheer enormity, the campaign was a success: Measurable results showed that the cultural transformation did take place, with renewed focus given to creating a
superior customer service experience to differentiate DHL from its competitors.
Employee Communications Best
Practices:
- When communicating a new brand promise to employees, explain how it differs from the old one.
- Measure the status quo before initiating the campaign so you have a benchmark for post-campaign measures.
- Engage employees throughout the effort so they feel personally connected to the mission. This can be done by placing senior managers at the center of the campaign to lead by
example; by establishing a system of rewards; and by using digital channels (i.e., a movie starring real employees) to create a sense of community among the staffers. PRN