How do you turn a business strategy into something people truly believe in? For their new launch, BT Group needed a plan that would cut through the static and engage their employees.
Our Role
- Campaign
- Presentations
- Employee Engagement
Resetting the signal
BT Group’s latest business strategy launch came at a difficult moment. Employees were dealing with ongoing change, market pressures and uncertainty about the future. Another top-down announcement risked being ignored. We needed a launch plan that was confident and easily understood – so that employees could be reassured and embrace it with pride.
All channel broadcast
We built the campaign around a unifying idea: ‘A better BT for all of us’. This led to a distinctive identity, inspired by the Union Jack and BT’s sub-brand colours. It gave the strategy a shared purpose and a sense of collective effort, across the BT, EE, Plusnet and Openreach brands, as well as acknowledging BT’s role as the nation’s backbone. We set an engagement plan to roll out the strategy across multiple phases. Key to this was a comprehensive campaign toolkit, including audience specific messaging and leadership talking points. A launch film, featuring the CEO’s voice, kicked things off – celebrating BT’s 180-year legacy while setting out its vision for the future. We also did short explainer films that featured real employees to better connect with the audience.
A strong connection
The campaign helped land an important moment with employees, reframing internal narratives and lifting morale. Within a month, 62% of employees were aware of the strategy, with 165,000 intranet views. More importantly, 90% of those understood how their role connects to it – a critical step towards the strategy achieving its ambitions. Importantly, ‘A better BT for all of us’ continues to encapsulate the direction and ambition of the organisation, carried forward even through BT’s recent rebrand, reaffirming its continued relevance and resonance.
Results
of colleagues were aware of the new strategy within a month
rise in colleagues understanding their role in the strategy
colleagues understand how their work contributes to delivering the strategy
