Presented by Vanessa Northam from E.On at Another Marketing conference 2012 (www.another.uk.com)

1. Brand ambassadors: Getting universal buy-in
across the organisation
Vanessa Northam: Head of Operational Communications and
Engagement at EON

2. How internal comms can achieve universal buy-
• Internal Comms – what is the actual purpose?
• How can internal comms increase the success of marketing
campaigns
• Case Study: E.ON’s Best Deal for You Campaign

3. So what is the overall purpose of
Internal Communications?
Work with and support leaders to:
• Create understanding of strategy and direction
• Support organisational change
• Keep people informed of company news
• Build company pride
And ultimately drive up company performance
through increased employee engagement.

4. There are several roles which Internal
Communications can play

5. But the purpose of Internal Communications is evolv

6. As Organisational Connectors Internal Communications
can become a strong ally
• They understand the organisation and are often the only team with a
platform to 'make sense' of the whole organisation
• Internal Comms can provide the vehicle engage the parts of the
organisation which can have the most impact on your campaigns -
front-line staff:
• Because they interact with the people you want to retain, attract
and sell more to. These are your front-line marketers
• The brand promise you strive to deliver lives or dies with the people
who interact with customers
• Internal Comms can support you by creating a campaign to engage
the front-line, so they understand, are confident and can promote the
products/campaign with passion: before you communicate with your
customers

7. NatWest Customer Charter:
• A prominent marketer went into
3 separate NatWest branches in
the first week of launch and
asked staff about the Customer
Charter. The responses of staff
ranged from:
• “Yeah they told us about this
last week, it’s how they will
improve the service”
• “It’s about serving people in 5
minutes”
and
• “Dunno about that”

8. So how did E.ON get universal buy-in for our Best Deal for
You campaign?

9. The key steps to achieving high levels of
engagement
• Have a great product/campaign that staff can feel good about and
can easily explain to customers
• Have a detailed and fully integrated plan which includes every level
of stakeholder and audience
• Engage senior leaders and line managers upfront
• Launch internally first and allow plenty of time for the messages to
cut-through and to enable staff to get up to speed with the changes
• Utilise and maximise your channels appropriately
• Provide an appropriate budget
• As a marketing function be visible and available for colleagues to be
able to engage in two-way dialogue

10. And to re-cap…

11. Our Best Deal for You – in a nutshell

12. Over 3 months our internal campaign engaged
over 5000 front line colleagues

13. Poster Campaign

14. A dedicated space on the company intranet

15. Leadership blog and videos

16. Promoting the external campaign

17. Visible leadership from the Marketing and
Operational teams

18. Our Front Line Managers got right behind the
campaign

19. And then colleagues took to Twitter to shout about the
campaign

20. And some colleagues even wrote poetry!

21. And most importantly what did our customers thin
• “This is amazing, I'm going to get my brother to call in later on!”
• "It's about time a company rewarded customers for loyalty, I'll
definitely be staying with E.ON when I move“
• "You’ve been really helpful, and thank you very much. This is the first
time I’ve said this about an energy company, but you were really
good.”

22. And to re-cap…