Joe Turrent, internal communications content manager, British Heart Foundation Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Anyone for
cheese?
How DIY movie trailers
helped us sell our new
intranet

2. • Not much love for the old intranet
• Old-fashioned, clunky, poor search
function
• New intranet promised greater
interactivity, user-focussed content,
and (eventually) improved search
• Limited capacity in the Internal
Comms team (and elsewhere)
Our challenge

3. What we did
• Boosted our awareness
campaign with three movie
trailers
• Took simple ideas and ran
with them
• Made stars of our staff
• Embraced the cheese!

4. How we did it – the ideas
• No brainstorms!
• Instead, let team meetings go off-piste
• Early engagement with stakeholders
• Then channel your inner auteur and
run with it

5. How we did it – the stars
• Get people you can trust
• Be very clear on requirements
• But be ready to improvise

6. How we did it – the cheese
• No budget means low production
values
• Embrace the cheese
• Make it a virtue!

7. Did it work?
Loved them
29.41%, 10
Liked them
55.88%, 19
Not bothered
either way
8.82%, 3
Didn't like them
5.88%, 2
Hated them
0%, 0

8. Did it work?
• “Concise, amusing and visual way of getting messages across
without having to read more text.”
• “Light hearted and informative. Perfect balance; we loved them :D”
• “I was far more compelled to look at a fun video than I would have
been to read an update.”
• “Quirky - a nice mixture of naff with funny.”

9. Did it work?
• “I like the fact that they are short and snappy but I think they need to
be more focused and sharper in production”
• “It did not feel like a good use of BHF staff time to film these
videos.”
• “Silly, fun and to the point. Please don't over use however or they'll
be just as predictable.”

10. Would we do it again?
• Yes!
• But need to keep the audience
guessing
• And keep measuring impact

11. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

12. Internal Communications Group
Creative internal
comms campaigns
18 January 2018
London
#CCinternalcomms
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