Storygelling - Internal Communications

Storygelling

TM

transforms

Internal Communications BOOK TWO

SOME FACTS • The productivity of UK workers is lower than the rest of the G7.* • Half of employees feel they don’t have enough information about the strategy of the organisation they work for.** • Job satisfaction is at a two year low.**

*Office for National Statistics ** Chartered Institute of Personal Development

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Inspiring your people

ACT to

Employee engagement leads to higher productivity and quality of work and lower absenteeism and staff turnover.

Research* has found that productivity improves by up to

25

%

in organisations with engaged employees.

69

%

of employees say they’d work harder if they were better appreciated and recognised.

And this is where the fabl comes in... *The McKinsey Global Institute

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And how do we

engage

staff?

Talk to them

Talk to them

Talk to them

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SPEAKING THEIR LANGUAGE Talk to them in a way that makes them want to listen, understand and change their behaviour. Think about the people who work for your organisation.

We can bang on about diversity, multi-gender, multi-cultural and multi-generational workforces.

Or we can simply say that everyone who works for you is unique. There’s Gill in sales who loves horse riding, Bob from upstairs who’s obsessed with box sets - and that peculiar lady in the post room - no one really knows what she’s interested in.

The challenge is how do we get all these wonderfully different people to listen?

How do we inspire them to act together?

We give them something fun, something engaging, something beautiful...

We explore your culture, listen to your challenges then think up a solution that no one else would ever dream of. We combine clever content written for its audience with beautiful design and photography, then add a big dollop of smart thinking and stir it all together. With some magic. And sometimes a bit of chocolate.

Seriously.

The fabl’s internal communications are a bit like normal internal communications - but better.

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EMPLOYEE COMMUNICATIONS > Internal magazine/staff magazine > Digital magazines > Newsletters > Intranet > Staff emails > Colleague social media channels > Microsites

TOOLS TO

INSPIRE

These are some of the tools we can use but we think big and always find a way so tell us what your goal is and we’ll do the rest.

HR AND RECRUITMENT COMMUNICATIONS > Training materials > Events concepts and collateral > CSR brochure > Induction materials > Staff surveys > Employee experience case studies > Careers website > Recruitment literature > Campaign-based communications > Strategic communication planning > Eco initiatives > Vision and values > Short films > Animations > Infographics

WORKPLACE MESSAGES > Posters > Display banners > Plasma screen messages > Office wall graphics

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o orld is n w e h t agic in rks.

All the m an’t prove it wo ou c ce differen good if y

make a e ications n u motivat m m es. They rnal co e e y t lo in p r m u O ir e hold and the to take isations culture y h lt e a e to organ lp a h d a sens they he ntity an , e e g id n n a a h r c y foste . rish, the prove it and flou d we can n a e id r of p nal ful inter success in s r o r mir context oke and standing r m s e d o n n u ’s t to ou There our staff it’s all ab king to y ations a ic e n p u s t m u bo ey com /7. It’s a d how th king 24 hem, an t s e t a and thin iv t what mo d to. find out be talke TM t n wa to rygelling o t S h it nw ill formatio ns that w luable in a v is h t unicatio e m in m b o c m Co pelling s act. get com mployee e r u and you o y how change .

ic nd mag A . e c n It’s scie rygelling .

It’s Sto TM

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we have chosen three clients who have all experienced transformative power of Storygelling TM

They come from completely different sectors.

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CASE STUDY 14

Client: Wren Kitchens Project: Onboarding programme

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ONBOARDING PROGRAMME The challenge As a fast-expanding nationwide kitchen manufacturer and retailer launching new showrooms every month, Wren is hiring increasing numbers of Kitchen Designers who need to be brought up to speed as fast as possible. As part of an eight-week training course created by the Wren Training Team, all new Kitchen Designers attend a two week intensive course at the Wren Academy as part of a two month online and offline induction programme. With on-the-job training ongoing at 60 plus showrooms, Wren needed to ensure that each trainee went through the whole programme.

The solution To support the programme and ensure consistency, engagement and completion, the fabl created an Onboarding handbook for Wren’s Kitchen Designers. With a daily agenda planning out actions and activities for the first two weeks and a weekly agenda for the final month, the handbook provides a pathway and guide for trainees to help them organise their time, plan their learning and get the support they need. Recap pages let trainees record their achievements; a manager signature box ensures that tasks have been completed.

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ď ľ

The result A 132-page manual with illustrations, quizzes, challenges and exercises to complete and fill in, the Onboarding handbook is highly-interactive as well as informative.

Printed on uncoated stock to make it easier to fill in and perfect bound for usability and durability, it also serves as an inspiring reference book for key stages of Wren’s sales process and the principles of good kitchen design.

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CASE STUDY 18

Client: Wren Kitchens Project: Seasonal sales countdown

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SEASONAL SALES COUNTDOWN

The challenge As the UK’s number one kitchen retail specialist, the three sales periods (Easter, Christmas and Summer) play a huge part in Wren Kitchens’ year - a third of the company’s kitchen sales for the year take place over the festive

themed pre-sales communication packs - with something a bit special inside to show managers that their hard work is recognised and appreciated.

At Easter, the theme was ‘Spring Into Action’, encouraging managers to act

period, for example.

quickly to help them achieve their best

With the sales being so important for the

pack included a beautiful chocolate

company, it is critical that Showrooms and Showroom managers are not just prepared for, but also excited about, these key sales periods.

ever Easter sales figures. Their pre-sales Easter egg, wrapped in Wren green wrapping and it was delivered directly to their desk. The beautifully designed checklist inspired them to spring into action and get ready for the busy time ahead. At Christmas, we created

The solution The fabl was tasked to create a programme that not only engaged and motivated managers but ensured that the series of daily actions that managers were required to do for several weeks in preparation for the sales would be carried out.

To create excitement around these daily checklists, we conceptualised

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‘Rudolph the Red Nosed Wrendeer’.

The managers received a Rudolph pack which showed them exactly what needed to be done in the showroom, and by when.

Both packs contained a series of cards which, when completed by managers, were then sent via a smartphone to a central data control centre at Wren.

Copy was engaging, helpful and humorous for added encouragement.

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The result The pre-sales packs gel with showroom managers because they make their jobs easier and increase their potential for having a successful sale - and that’s good for the company as well as their own career.

At Christmas, Rudolph the Red Nosed Wrendeer was also rolled out in showrooms as a point of sale and featured on Wren’s Christmas cards to their customers. We even wrote a new version of the song which was performed at Wren’s annual retail conference to motivate employees.

For every new sale, we always come with fresh thinking to create a new theme to inspire and motivate the showroom staff. Because when staff are excited and well prepared, that’s when the sales figures soar - just like Rudolph the Red Nosed Wrendeer.

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THE MESSAGE

BRAND L

CATEGORY LEVEL

CASE STUDY 24

E WAREHOUSE CLIC K HER ON HO E FOR INSTRUCTIONS W TO USE THI S PDF

LEVEL

PRODUCT LEVEL

Client: Karcher Project: Message Warehouse

PRE V IOUS PAGE

START AGAIN

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MESSAGE WAREHOUSE The challenge

The solution

Karcher is the global leader in cleaning

The team at the fabl spent time mapping

technology. The Germany-based

out and getting to grips with the entire

company has a hugely comprehensive

product range. The next step was to

product range, which covers every

work with Karcher to gather, understand

possible aspect of cleaning in and out

and learn from consumer insights. Using

of the home. The range can appear

the resulting information, we ran a series

confusing for consumers and employees

of workshops for the team at Karcher to

alike and the tone of voice used by the

help them clarify product benefits that

company was disjointed, overly technical

really matter to consumers.

and lacked clarity.

We used everything we had learned

On top of this, Karcher needed to adapt

to develop The Message Warehouse.

its messages for different audiences

This is a toolkit for any member of

so, for example, the way it talked to a

the Karcher team who needs to

Halford’s customer would be different

communicate externally - whether

to a John Lewis one. The account

direct to consumers or via copy provided

management and marketing teams

to partner retailers and stockists.

needed help to be able to do this quickly

This virtual space included advertising

and efficiently - while still keeping the

campaigns, core messages, product

key messages consistent.

copy, key product details, endlines and

This was an exercise in finding Karcher’s

other messaging tailored to different

core product stories and simplifying

audiences.

them so the whole Karcher team could

It was designed to be user friendly

confidently use them across point of

and help Karcher employees to easily

sale, press ads, web copy, press releases

navigate through the entire messaging

and information leaflets.

catalogue at brand, category and product levels.

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ENDLINES Makes a difference

The powerful way to clean your home - Inside and out

You can Karcher that

It’s not just clean - it’s Karcher clean

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Campaign ideas PRESSURE WASHERS Rediscover Your Home

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PRE WA S S S U R E HER S IND I P R O V I D UA L L E V D UC T EL

WA SY TER ST ING EM S

ory C a tesgs a g e e M

EN

N PA IG C A M SUSU ES SES ID E A

DL

INE

S PREVI OUS PAGE

S TA RT AGA I N

THE CATEGORIES

Key ts efi Ben WINDOW VAC

WET AND DRY VACUUMS

PROD MES UCT SAGE PRESSURE WASHERS

STEAM CLEANERS

PREVI OUS PAGE

The result

WATERING SYSTEMS

S TA RT AGA I N

P R EV I O U S PAG E

The Message Warehouse allowed the Karcher team to access the messages they need to talk confidently about their products at the touch of a button. This laid the foundations for the creation of a more consumer-friendly company website.

Karcher UK has gone from strength to strength, growing into the fourth biggest entity of the global Karcher Group and generating revenues of £127m during the 2016/17 financial year. Consumer awareness on some of the company’s product categories has increased from 40% to 80%.

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START A

WA SY TER ST ING EM S

PROD MES UCT SAGE 31

CASE STUDY 32

Client: Today’s Project: Take Stock Magazine

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TAKE STOCK FOR TODAY’S

The challenge Today’s Group is the UK’s largest buying group with a buying power in excess of £5.7 billion. Today’s buys on behalf of both wholesalers and retailers; including the largest network of independent cash and carry wholesalers and delivered wholesalers in the UK. Today’s Group wants to develop better business relationships with its wholesale members and their customers to demonstrate that it understands the needs and priorities

To reach out to this audience, the fabl created a three-pronged content marketing strategy – a bi-monthly magazine Take Stock, a responsive website and a social media programme.

High quality, stylish, but with short and snappy copy, Take Stock is filled with recipes, articles and news aimed at professional caterers to help them build their businesses, increase margins and create fabulous food.

in foodservice – making it the best

We knew an online approach was

wholesale catering partner.

essential so we designed a responsive website that includes all the content from the magazine, along with an

The solution Using our extensive foodservice experience and research, the fabl built a profile of Today’s foodservice customers – catering professionals and chefs.

These are busy, focused people that have little or no time for deskwork, but are dedicated to their craft: making and serving delicious food and interested in what other chefs are doing.

opportunity for readers to comment on articles and share content.

The Take Stock Twitter feed and Pinterest boards both include the #FeedYourEyes campaign, which has massively boosted engagement both on and offline. Chefs use the hashtag to send in pictures of their most beautiful food creations, which we retweet. We select winners for each edition of the magazine – who are then presented with certificates by their local wholesaler.

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The result Chefs love it as do Today’s wholesalers who deliver it and Today’s itself. It has increased Today’s’ engagement with foodservice members and shown it to be a valuable partner for catering professionals.

It’s been a success across all three channels – the magazine, website and social platforms. #FeedYourEyes has become the place for chefs to showcase their culinary creations.

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Nesfield House, Broughton Hall, Skipton, North Yorkshire BD23 3AE  storygelling@thefabl.com

 01756 636777

 @wearefabl