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Getting the whole organisation behind your campaign. Changing the game: trends in internal communications seminar, 19 November 2015

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Sameer Pathak, head of internal communications and engagement, Blue Cross
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

Published in: Government & Nonprofit
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Getting the whole organisation behind your campaign. Changing the game: trends in internal communications seminar, 19 November 2015

  1. 1. Changing the Story at Blue Cross sameer.pathak@bluecross.org.uk
  2. 2. In the next 30 minutes • About Blue Cross • Media campaign and internal campaign • What we did … top tips Clear internal message and identity Communications champions team Using technology that helps • Questions
  3. 3. Lots of locations 12 rehoming centres 4 main offices 52 high street shops 4 hospitals Dozens of remote teams
  4. 4. Our people A team of almost 4,000! • 762 employees • 3,162 volunteers • 8 directorates
  5. 5. Pets helped in 2014 … 35,326
  6. 6. Our challenge • Every year it costs more to do the work we are currently doing • The pet welfare sector is becoming very competitive • We need more supporters If we stand still, over time we will help fewer pets than we do now
  7. 7. Blue Cross Brand Awareness • People who know about us • Nationally not enough people know about us …
  8. 8. Our media campaign 2015
  9. 9. There will be a lot going on!
  10. 10. Real concern for many …
  11. 11. What we want everyone to know Showed an ambitious future - was easy to remember - made sense to all our people - easy to explain Help enable change effectively
  12. 12. Our goals … Over the next five years we want to… - Double the number of pets we help - Treble the awareness of Blue Cross - Double our income It’s a very exciting time of change for our charity
  13. 13. Campaign within a campaign Standout identity • On brand – creative, fundraising and marketing input • Allow people to work with templates easily - PPT - posters - word - newsletters - video
  14. 14. Main identity
  15. 15. Newsletters
  16. 16. Our brilliant people!
  17. 17. Communication??
  18. 18. Our Champions – October 2014 Peer to peer • 30 champions - one champ per large team • Retail had 2 champs -> 52 managers • Chosen for their enthusiasm • Signed up to a job spec Manager and senior leadership support agreed
  19. 19. Champions’ eventChamp kick-off event – Nov 2014
  20. 20. Champs kick off event • Chief Executive & Deputy Chief Executive • All 30 champions & their Catalysts • Worked through the comms plan and first comms pack • Q&A session – 14 page document Ready to deliver before Xmas 2014
  21. 21. Support for our Champions
  22. 22. Champ tools
  23. 23. Clear timelines
  24. 24. Regular comms packs updates
  25. 25. Champ tools
  26. 26. Useful technology
  27. 27. Video Short videos • Already in use a lot Monthly Chief Exec update: • High views • Good recall • Mostly done in-house
  28. 28. Video
  29. 29. • • •
  30. 30. Sneak previews of our ads • With a promise to share full ads before September launch
  31. 31. How well do you understand the plans to change the Story for our charity? 79% scored 5 17% scored 4 Do you feel ready to help Change the Story for Blue Cross? 97% said ‘yes’ 398 feedback forms Conference feedback
  32. 32. Intranet – on premise User Experience • 10-15 minute clips • Via Blue Cross PC • Good security • Accessible to most • Not always fast
  33. 33. Video streaming service User Experience • Easy to use Analytics: • Excellent security • User admin • Usage by location, device & browser type
  34. 34. Pre-launch events • Four weeks before launch • Video streaming service • Only managers had log-ins • Very stable connections • Remote team meetings Launch Party
  35. 35. Sameer’s top tips 1. Senior support and priority commitment 2. Clear internal message / identity 2. Face to face comms network 3. Using technology that helps
  36. 36. Questions?
  37. 37. 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
  38. 38. Changing the game: trends in internal communications Seminar 19 November 2015 London #CCinternalcomms

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