Apresentação Global Votorantim

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Life is made to last
Global Launch for Votorantim, unification and synergy of the Internal and External
Communication in the key countries where the campaign is present: Brazil, Canada,
United States, Spain, India, Morocco, Turkey, and Tunisia.
Together with the internal public, the launch intends to engage the employees of all
hierarchical levels, reinforcing its values, beliefs and focus.

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Challenges
One team, one company, many accents

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Challenges
Customer focus • not only a task for sales and marketing
• strong change in culture

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Challenges
Customer focus
Engaging and belonging

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Challenges
Customer focus
External exposure • to strengthen the relationship with stakeholders

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Challenges
Customer focus
External exposure

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We must present
the positioning...

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We must present the positioning...
• With an universal message.
• That inspires - it is not restricted to work, but it
permeates the actions outside work.
• Making an individual invitation for a collective action -
generating belonging.
• In a way that makes people believe their actions has
impacts and consequences beyond the company or
individual.
• Generating a culture.

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Make it last.

Make it last.A new master-idea that speaks closer to the hearts and the life of VC’s employees.

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tHow to make it tangible
as an action plan?

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How to make it tangible as an action plan?
CHANNELS
We will use the existing internal channels: murals,
newsletter, announcements, internal TV, intranet,
among others, and we will create other means to
reinforce the launch messages.

How to give a sense of
importance to the new
positioning?

PUBLIC vice-presidents and leaderships
OBJECTIVE to inform about the new concept and spirit of VC,
before the rest of the employees.
They must become the ambassadors of the concept in their
country.
For that the communication should highlight their roles and have
a high level of content deepening.

PRESIDENT’S CALL
Before any communication, the VC president will make a personal call
to the vice presidents of each country.
This way, importance will be given to the new positioning and the vice presidents
will be put it in the frontline of the process.
The call will inform the implementation of this new spirit in the company, and it will
pass to them the responsibility of being the vector of this process.

LEADER’S INTRODUCTION KIT
To present and give the proper importance to the company positioning, a box
will be sent to each leader.
In the box there will be a book with all the content necessary to
understand the changes in the company – the positioning, the research,
the values and beliefs for the employees. Also there will be a pen-drive with the
video manifest and digitalized informarion.
Along with the book, there will be a set of postcards presenting the major
constructions VC has done all around the world – connecting with the
campaign (that will be presented ahead).
With it, a universal mobile charger to symbolize the strength of the perpetuity of
things.

Set of postcards
Positioning Book
Pen-drive
Charger

Positioning Book – inside page simulation

INBOX
Next, the leaders will receive an e-mail with two topics:
The In-Depth Workshop - a moment when the leaders will learn what the
new positioning is all about.
And the description of the event that will present the positioning to all
employees.

How to deepen the knowledge of
the positioning and the new
culture?

PUBLIC leaderships
The leaders must understand so deeply about this positioning that
they are able to solve other employees' doubts.
For that, a consultant will give a workshop, present the research and
the construction of this positioning. With it, the consultant will present
the manifest video.
The workshop will be used not only to give information, but to receive
it. The leaders in every country will be asked to review and collaborate
on the task of adapting the launch of the new positioning to their
culture.

PUBLIC leaderships
Besides bringing information, the event must engage so that they
do not only know, but also become the vectors of change.
A very special guest will transform the workshop in a moment of
inspiration and engagement.
In each country there will be a personality that is known for having
the “make it last” spirit.
In Brazil, for instance, the architect Paulo Mendes da Rocha will be
the model of this spirit.

All the employees should be
prepared for the new
positioning.

To start communicating the changes in the company, a
teaser campaign will prepare the employees for the new
positioning and the new EVP.
The message will be in murals, newsletter, internal TV,
intranet and will make everyone in the company think about
things that make it last.
PROJECT Everyday life (teaser)

The main go is to make the employees think about the new
concept and relate that to their lives.
Every employee will be invited to select inpirational words that
representes what they want to leave in the world.
For those employees that work in the industry plant there will be a
box to collect the words. Offices employees will use email to send
them.
At the end of the phase to colect the words, there will be phisical
and digital coomunication with the selected words, showing the
spirit of the employees regarding the concept.
PROJECT Leaving my mark

Layou ação de deixar palavras
Banner and box to collect the words

E-mail asking the employees to
participate on the project

E-mail with the words selected to be the
spirit of the company

A big day to set a starting point
of the new positioning.

The VC president will be in
the eight countries at the
same time.

The Day One is an event created to all employees. It will be a moment to envolve everyone
associated with VC to understand the new moment and sinergy with all eight countries.
The schedule:
•The main manager introduces what is to come.
•President’s speech in hologram.
•Manifest video.
•Make It Last platform presentation.
PROJECT Day One

PROJECT Leave your Name
In order to engage employees and give a belonging sense, the project
will invite everyone to leave their names in a big VC virtual logo. Each
name will be represented by a cement block.
Interactive totens will be available for all employees to send their
names.
The platform will be anchored on the company intranet.

PROJECT Focus on the client
Signs and materials on the company channels will have messages
that instigate the focus on the client.
They are intended to explain the mindset of those who make it last.

CAMPAIGN Everyday life
The employees in the operational areas, will be received with a
complete company wrap with messages that materialize and bring
the concept closer to people’s daily lives. Making it easier and more
tangible to understand.

PROJECT Those who make it last
Using its own channels, the project aims at showing how each
employee can help to make it last, to be focused on the client, to
make it with excellence.
Managers of each area will reach for employees with stories that
make the concept tangible.

ACTION Those Who Make it Last
In the end of the year the employees selected to
be part of the campaing will receive a little
cement model of their faces and a message to
share it on social network with a hashtag.

PROJECT Jobsites that Were Made to Last
To give importance to each one of the employees
and their actions, regardless of their position, this
idea will show what each one is capable of doing
when they make it last.
The campaign will present huge jobsites that
resulted of VC partnerships and their clients - and it
will show how each person contributed to make it
happen.

All the jobsites covered by the campaign will also
have a space on the platform.
On a 3D map, they will be highlighted in a fictional
city.
When interacting with the jobsite, the user will be
able to get to know which of the Votorantim units
participated in the project.

PROJECT Coloring Book
All employees will receive a gift
for their families – a coloring
book with the jobsites VC has
helped build.

PROJECT One Company
To create a sense of belonging and build one team, this
project will bring the culture and the perception of VC in
the world.
To bring together all the countries, there will be a platform
on the intranet that will present the employee’s
perception about VC in other countries. It will explain the
culture of the country, how it is to work in VC in differents
places.
To make it fun and engaging, some of the materials will
bring a quiz of all the content presented.

VISUAL IDENTITY matterials
All printed materials (letterhead, business cards, email
signature, etc) will transmit the messages of the
campaign, leaving the entire visual communication
standardized under the same concept. The purpose is to
engage everyone with the launch of "Life is made to last“.

How to integrate internal
communication with the external
targets in a consistent message?

The external public campaign will be developed based on the
previous campaign.
It aims to highlight the result and the impact of what great
partnerships can bring.
It will have call to action to access a hotsite with other VC jobsites and
partnerships around the world.

And to VC’s closer customers, every sales person will
receive an e-mail to send to their clients.
The goal is to make the clientes know that there is a new
moment in the company and let them know what the
company believes.
CAMPAIGN Our Partnership

One event in each country to engage and communicate every VC’s stakeholder, reinforcing
through speeches the idea that the company is conducting a synergy between the eight key
countries where the company operates. Highlighting the company's values and its image of
solidity and strength.
In the event will be shown a video of 3 minutes with short testimonials of customers, suppliers,
partners and business leaders around the world.
A special gift will be given to all guests to celebrate the day and remember all VC
accomplishments.
The event will count with:
Save the Date campaign
Invitation
Event production (to be defined: host, location, date, menu)
GLOBAL LAUNCH EVENT

Press release distribution to the Marketing, Business, and specialized vehicles
(Construction Sector, and alike), radio, TV and online media.
Format e-mail to the vehicles communication editorial team suggesting content adapted
according to the theme/editorial. Company and speakers profile preparation.
Message to inform about the Campaign motto, its history and global presence.
Highlighting that, in this new moment, Votorantim is totally focused on its clients. That the
culture of make it last permeates the whole company.
PRESS
RELEASES

Meetings with the journalists from the Marketing and Business Editorials and specialized
vehicles (Construction Sector, and alike), that can happen in many formats: breakfasts,
lunches, visits to the editorial team and/or visits to Votorantim.
Format one-to-one meetings, in places agreed by the journalists and speakers of the
company, always accompanied by the Communication agency representative of each
country.
Message to inform the Campaign motto and its inherent themes. Highlighting its values
and its focus on the client, as well as the culture that surpasses the work environment.
Periodicity monthly meetings.
RELATIONSHIP
MEETINGS

Target visits to the company (clients, partners, sector associations and entities, civil
engineering students and alike, and press).
Format periodic visits to the company to present its solidity, modernity, service and
products quality - also telling its history of entrepreneurship, tradition and perpetuity.
Message to celebrate the Campaign with the external public. Highlighting the company
values, its image of solidity and strength, as well as its values. To show that Votorantim’s
founder managed to disseminate the company culture to other countries. A history of
entrepreneurship and sustainable growth.
Periodicity each public visits the company only once, each month.
OPEN HOUSE - Visiting the company

Schedule
SET. 15 OCT. 15 NOV. 15 DEC. 15 JAN. 16
• President’s call
• Inbox
Leaders
• Leader’s introduction
kit
• In-depth Workshop
Employees
• Everyday Life
(teaser)
• Leaving my mark
• Day One
• Day One
• Leaving your name
• Leaving your name
• Everyday life
(acculturation)
• Focus on the
cliente
• Visual Identity
(implementation)
• Visual Identity
(implementation)

Schedule
FEB. 16 MAR. 16 APR. 16 MAY. 16 JUN. 16
• Global Launch Event
Leaders
Employees
Stakeholders
• Press Releases • Press Releases • Press Releases • Press Releases • Press Releases
• Relationship Meetings • Relationship Meetings • Relationship Meetings • Relationship Meetings • Relationship Meetings
• Open House • Open House • Open House • Open House • Open House
• Those who make it last
• Our Partnership (emm) • Global Launch Campaign • Global Launch Campaign • Global Launch Campaign
• Jobsites that were made
to last
to last + 3D map
• Global Launch Campaign

Schedule
JUL. 16 AUG. 16 SEP. 16 OCT. 16 NOV. 16
• Global Launch
Campaign
Leaders
Employees
Stakeholders
• Press Releases • Press Releases • Press Releases • Press Releases • Press Releases
• Relationship Meetings • Relationship Meetings • Relationship Meetings • Relationship Meetings • Relationship Meetings
• Open House • Open House • Open House • Open House • Open House
• Global Launch Campaign
to last
to last + 3D map
to last
to last + 3D map
• Coloring book
• One Company (countrie's
culture)
• One Company (countrie's
culture)
• One Company (VC in the
world)
• One Company (VC in the
world)

Schedule
DEC. 16
• Global Launch
Campaign
Leaders
Employees
Stakeholders
• Press Releases
• Relationship Meetings
• Open House
• Give away gift: cement
model
• One Company (quiz)
• One Company (quiz)

BUSINESS ADAPTATION
Every project and communication will go through
an adaptation to moment of the company in each
country, the perception of the stakeholders and the
culture of every place.
As an example, the following material were
adapted to meet Canada’s demands.

Those who make it
Last campaign

• Make it Last platform (part of the intranet,
dedicated to the projects of the launching)
Visitors
Average Visit Duration
Returning visitors
• Inbox
Conversion rate (email opening)
• Leave your NameInteraction Rate
Returning visitors
• Those Who Make It Last (cement face distribuiton)
Social media hashtag usage
• Jobsites That Were Meant to Last
Visitors
Average visit duration
CTR (for the online campaign)
Returning visitors
• One Company
Visitors
Returning visitors
• Jobsites that were Meant to Last (external
campaign)
Direct traffic
Visitors
• Global Launch
Press content generation
• Press releases
• Relationship Meetings
• Open House
This are the projects of the global positioning launch and their KPI’s.KPIs

• This project will be developed in partnership with ATREVIA
our business communication consultant with a global
presence through a network of offices in 10 countries, and
partners in the rest of the world.
• Throughout the entire process of creation of this project
there will be a close attention to cultural and language
adaptation. There will also be a message of adequacy in
relation to the moment of the company and the
perception that the market and employees have of VC.
• We count with the support of HR and communication
areas of VC in each country in the project implementation.
WORLD PRESENCE

Apresentação Global Votorantim

Apresentação Global Votorantim

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Apresentação Global Votorantim