TaO Internal Comms Campaign
TaO is a Chinese proverb meaning ‘pathway’ or ‘journey.’ As part of the TaO process, a new TOM (Target Operating Model) was being implemented by a multi-national organisation that we assisted, increasing efficiency and agility throughout the business.
With a number of offices across different countries using a diverse application portfolio, the organisation had been operating in silos and needed to transfer to one entire system to ensure consistency and visibility across all areas of the business. For employees, this would mean a very different way of working, breaking old habits and embracing a new solution following a significant period of change. The key message was adopt not adapt.
Campaign objectives included:
" As a result of the ongoing system implementation, the organisation has achieved greatly improved alignment, driving enhanced efficiency across the business. The key message is adopt, not adapt"
- Create a set of key messages and visuals, ensuring transparency
- Create branded visuals for offices
- Define best practices across the business
- Provide a toolkit of design elements offering a variety of choice for each site
- Signpost progress and areas where employees can seek assistance when required
Main challenges involved:
- Seamlessly incorporate existing branding where possible
- Work with specific ‘go-live’ dates, often tight deadlines
- Incorporate the needs of different regions with varying cultures and languages
With specific go-live dates for each country and time-critical deadlines, we needed to ensure clear messaging, ease of use and fast adoption. We began by creating a new style, look and feel, making the standard offering more appealing and engaging. We produced 4 major Powerpoint presentations, applying design style, adding in content for management to share with staff. We then created templates and activities that employees from different countries and cultures could translate and use effectively. To accompany the templates, we created a toolkit for staff, including digital communications for desktops, video and animation concepts, survival guides and creatively displayed countdown clocks, all encompassing the concept of TaO - the journey and the exploration.
To gain support for the adoption of the system along with creating a feeling of excitement on the lead-up to each launch day, we developed a series of posters and vinyl wall graphics displaying key ‘go live’ messages, engaging proverbs, images of ‘super users’ within the business and definitions of TaO. We also used these displays to share positive news and communications about the functional capabilities of the system such as the opportunity for employees to gain new skills and knowledge.
As part of the ongoing work required, we have created monthly .pdf updates to maintain engagement, demonstrating the constant timeline of progress and sharing what’s coming up next.
As a result of the ongoing system implementation, the organisation has achieved greatly improved alignment, driving enhanced efficiency across the business. Employees have been able to embrace its capabilities and have been well informed and engaged throughout the entire process.