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Communication Strategy - Sustaining

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Information about Communication Strategy - Sustaining
Entertainment

Published on December 12, 2008

Author: aSGuest6374

Source: authorstream.com

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Canadian Tire WayA framework to energize and align the organization behind our Statement of Purpose, Vision, Team Values& Leadership Expectations : Canadian Tire WayA framework to energize and align the organization behind our Statement of Purpose, Vision, Team Values& Leadership Expectations Engagement Strategy – Taking the next Steps July 18, 2002 Meeting Agenda : Meeting Agenda Review current state (where we’re at) feedback from Senior Team Offsite Present/discuss upcoming plans & activities Communication HR discuss cascading process Next steps Executive Summary : Executive Summary Since Canadian Tire communicated its Statement of Purpose and Vision alongside the Corporate Strategic Plan in September 2001, considerable work has taken place to: a) evolve the Statement of Purpose and Vision further; and b) engage the organization to create common Team Values and Leadership Expectations STRATEGIC PLAN LAUNCH PURPOSE & VISION DEVELOPMENT EXECUTIVE/CTDA VALUES VALIDATION & REFINEMENT VALUES INTERVIEWS CT WAY LAUNCH TO SR. LEADERSHIP Jan-July ‘01 Sept. ‘01 Jan. ‘02 April ‘02 June ‘02 Sept. ‘02 ROLLOUT Executive Summary : Executive Summary On June 14th the new Canadian Tire Way was launched to the Senior Leadership team. A window of opportunity now exists to energize and align the entire Canadian Tire team around the Canadian Tire Way and engage them in our new Team Values. People understand our business direction and priorities, now we must move to create excitement and energy behind our largest lever in the organization -- the strength and alignment of our team. While the first step has been taken, there is significant work to be done in order to truly embed the Canadian Tire Way with every single team member across the enterprise. Key Principles Review : Key Principles Review Leadership should lead However, bottom-up engagement is one of the most powerful aligning mechanisms available. Bottom-up engagement and involvement is therefore key One-off tactical communication will not work Tailoring the delivery is essential, but the core essence must remain intact Phased communication approach : Phased communication approach Scale of engagement Timelines to Execute Senior Leadership Engagement Awareness- Building Communication Organizational Engagement Awareness Strategy: Updating Signage/Materials : Awareness Strategy: Updating Signage/Materials One of the most obvious places to start in building awareness of the Canadian Tire Way across the organization is to look at the things people see and read every day: on the walls on their computers in the materials they receive A signage review has been conducted at Home Office, the DCs and CTFS and a number of immediate and longer-term opportunities have been identified. we have a large number of vehicles in various locations that still use wording from the old vision statement some work has been done in pockets, but a planned update across the board is required Awareness Strategy: Updating Signage/Materials : Awareness Strategy: Updating Signage/Materials A number of elements have already been updated/revised to reflect our new Statement of Purpose, Vision and Team Values: ID Cards/Security Badges new and replacement cards have updated purpose we believe we should develop a plan for updating current employees’ cards Information on our corporate website PR materials: Fact Sheets, Backgrounders Our Statement of Purpose, Vision, Team Values and Leadership Expectations have been translated. Awareness Strategy: Updating Signage/Materials : Awareness Strategy: Updating Signage/Materials A number of opportunities have been identified that require immediate updating to reflect our new Statement of Purpose, Vision and Team Values: 8th floor reception signage painted and hanging wall signage at the DCs information on InTireNet A number of new ideas have been identified and will be pursued: business card email signature screen saver bulletin boards on each floor on-hold phone messages Awareness Strategy: Updating Signage/Materials : Awareness Strategy: Updating Signage/Materials A number of additional opportunities have been identified that will be made available to the organization on a ‘pay-for-use’ basis: 18 x 24 wall poster (can be framed or laminated) trinkets: mugs, mousepads, calendars, etc. lanyards and laminated cards Awareness Strategy: Updating Signage/Materials : Awareness Strategy: Updating Signage/Materials In addition, our new Statement of Purpose, Vision and Team Values will be incorporated into the following materials the next time they are created: Annual Report Seasonal Gift Box - message from Wayne Through the review, a number of opportunities were also identified within HR, including: New Employee/Orientation information Retail 101 Recruitment materials Job descriptions Dealer Selection applications/materials Petroleum agent applications/materials Leadership Resource Process Awareness Strategy: Creating Energy : Awareness Strategy: Creating Energy It’s important to support the launch of information (through senior leadership) and the updated signage with additional elements that will build energy and excitement around the Canadian Tire Way. These activities will build upon each other to build and sustain momentum around the Canadian Tire Way over time. The objective of these tactics is to reiterate the key messages of the Canadian Tire Way by: bringing the Statement of Purpose, Vision and Team Values to life with illustrative examples having some fun Awareness Strategy: Creating Energy : Awareness Strategy: Creating Energy Internal newspaper special feature reflect Globe & Mail look -- masthead, font, newsprint communicate the framework and spend time articulating each of the key elements of the Canadian Tire Way elements to include: pictures (people winning WOW award) articles, editorials, letters to the editor, first person/opinion stories fun stuff (crossword, horoscope, comic) ads for Team Values, etc. Awareness Strategy: Creating Energy : Awareness Strategy: Creating Energy Employee brochure leverages work done on Leadership Guide (look, messaging) supports information being cascaded by senior team can be used as a reference guide for the Canadian Tire Way (handbook) distribution will be customized (eg. desk drop at HO, home mailing at DCs) opportunities to leverage in new employee/Orientation packages Awareness Strategy: Creating Energy : Awareness Strategy: Creating Energy Other Ideas Significant coverage in Team Canadian Tire publication Fall issue CEO voicemail program to reinforce key messaging Regular messaging on back of pay stubs Dealer Convention significant coverage in CEO’s address (specific messaging being discussed and crafted in the coming weeks) Engagement Strategy: Supporting Sr. Leadership : Engagement Strategy: Supporting Sr. Leadership Support senior team with launch of the Canadian Tire Way received guide at senior team offsite received message (with slides) from Janice asking them to begin engaging their teams thank you letter and framework sent to 400 participants Ensure upcoming Quarterly Contact Forums are used as an opportunity to actively engage the organization on a divisional-specific level about the Canadian Tire Way IT Forum: September 25th Supply Chain Contact Forum: September/October (TBC) CTFS Contact Forum: October 2nd CTR Forum: October/November (TBC) Do we need a formal process to support/track/monitor the cascade from the senior team? Engagement Strategy: Organizational Engagement : Engagement Strategy: Organizational Engagement Roundtable on the Future (HR-led) Groups of approximately 35-50 pulled together from across the enterprise and engaged in a dialogue about the Canadian Tire Way Customer, market and competitive inputs Statement of Purpose, Vision, Team Values, Leadership inputs Are we living what we are saying? Create an action plan for the future -- the things we must change as an organization to be successful in living the Canadian Tire Way, a rallying cry to energize the organization. Video of event used to “story tell” in other engagement activities Executive Roundtable/”Coffee with” sessions Sessions hosted by an individual Officer monthly with random groups of 10-15 team members -- all levels Are we living the values, personal perspectives, snapshot of team views, etc. Engagement Strategy: Recognition Activities : Engagement Strategy: Recognition Activities Recognition Activities: Launch new recognition program (replace Wall of Winners) criteria matches team values redo WOW wall on the 8th floor leverage current Canadian Tire Way look (eg. flag, black and red, etc.) Revamp ‘WOW Zone’ on InTireNet Create regular video profiles of stories that exemplify team values to show at group Forums Communication Approach : Communication Approach High-level ideas for how we’re going to approach this launch to ensure success: engage everybody -- all levels, all parts of the business (includes two-way communication) make it real, bring it to life -- right now it’s just words on a page leverage State of the Tire messaging, look & feel -- the presentation resonated with our team leverage technology (eg. CT Live, InTireNet) -- signals change / something new Two tiers to the approach Awareness Strategy Engagement Strategy Timing: A Six Month View : Timing: A Six Month View

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