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Uniting diverse teams with
a creative campaign
Dan Hudson
Senior Internal Communications Manager
Department for Food, Envi...
Engaging and uniting colleagues
across many diverse organisations
• The need
• The design
• The activity
• The success
2
The need
“The Defra group”
4
Defra
The Environment Agency
Rural Payments Agency Marine Management Organisation
Covent Garden Market...
Why do anything?
5
Why do anything?
6
Why do anything?
Shared strategy
Centralisation of services
Outcomes systems
25 Year Environment Plan
EU Exit preparations...
Objectives
Awareness
Colleagues have greater understanding about what
individual organisations do, and how they work toget...
How to do it?
•What is it that unites us?
•Flexibility
•Common ownership
9
• Culture - long term
• Bigger than ‘background...
The design
Research
“What’s the Defra group to you?”
11
Insight
• Different cultures and ways of working
• Strong sense of independence
• Department sometimes viewed with suspici...
Design process
13
Brief
Review
3 concepts
Audience testing
1 concept - senior
leader sign off
Design
14
The concept…
15
16
Rolling hills
17
The activity
Launch
Day one
• Launch email – Permanent Secretary
• Blog by Director of Communications
• Town hall
• 3 intranet case stu...
20
Success stories
21
‘Marketplace’ events
22
Yammer
23
Posters
24
Assets
Text in footer 25
Infographics
26
Pull up banners
27
Video
here for our peoplebuilding a greener futurebetter, smarter, togethercreating a great place to
live
equal, diverse, inclus...
The success
Evaluation
• Page views
• Digital assets downloaded
• Stories published / submitted
• Event attendance
• Emails sent
• Ban...
37% 33% 38%
AWARE PRIDE BELONGING
31
“We don’t
really know
who the
Defra group
are”
“It still feels
like a group
of bodies...
37% 33% 38%
AWARE PRIDE BELONGING
32
F
3 months after launch…
71% 38% 42%
AWARE PRIDE BELONGING
F
+34% +5% +4%
And now?
33
Fully ‘group-wide’
Moving from
architects to curators
Influencing
behaviour & culture
- Be clear about exactly what you what to change
- Bring leaders with you
- Find what unites
- Use the voice of your peopl...
35
QUESTIONS?
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what el...
Internal comms:
strategising to connect
and unify your team
South West networking group
1 February 2019
Bristol
#CCSouthWe...
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Uniting different teams through an internal comms campaign | Inernal comms: strategising to connect and unify your team | South West networking group | 1 February 2019

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Dan Hudson, senior internal communications manager, Department for Environment, Food and Rural Affairs

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Uniting different teams through an internal comms campaign | Inernal comms: strategising to connect and unify your team | South West networking group | 1 February 2019

  1. 1. Uniting diverse teams with a creative campaign Dan Hudson Senior Internal Communications Manager Department for Food, Environment and Rural Affairs
  2. 2. Engaging and uniting colleagues across many diverse organisations • The need • The design • The activity • The success 2
  3. 3. The need
  4. 4. “The Defra group” 4 Defra The Environment Agency Rural Payments Agency Marine Management Organisation Covent Garden Market Authority Natural England Animal and Plant Health Agency Joint Nature and Conversation Committee Centre for Fisheries and Aquaculture Science Veterinary Medicines Directorate Forestry Commission Drinking Water Inspectorate Centre for Fisheries and Aquaculture Science Peak District National Park Authority Kew Royal Botanic Gardens Sea Fish Industry Authority
  5. 5. Why do anything? 5
  6. 6. Why do anything? 6
  7. 7. Why do anything? Shared strategy Centralisation of services Outcomes systems 25 Year Environment Plan EU Exit preparations 7
  8. 8. Objectives Awareness Colleagues have greater understanding about what individual organisations do, and how they work together Pride Colleagues feel proud to work for the Defra group Belonging Colleagues feel like they are a part of the Defra group Change in language Colleagues use the term ‘Defra group’ consistently and more frequently 8 THINK FEEL DO
  9. 9. How to do it? •What is it that unites us? •Flexibility •Common ownership 9 • Culture - long term • Bigger than ‘background noise’ • A new identity • Human
  10. 10. The design
  11. 11. Research “What’s the Defra group to you?” 11
  12. 12. Insight • Different cultures and ways of working • Strong sense of independence • Department sometimes viewed with suspicion • Highly committed, no matter where they work • Lots of pride about the group’s work • ‘Front line’ colleagues feel their work is overlooked 12
  13. 13. Design process 13 Brief Review 3 concepts Audience testing 1 concept - senior leader sign off Design
  14. 14. 14 The concept…
  15. 15. 15
  16. 16. 16 Rolling hills
  17. 17. 17
  18. 18. The activity
  19. 19. Launch Day one • Launch email – Permanent Secretary • Blog by Director of Communications • Town hall • 3 intranet case studies • Photo competition • Email newsletters 19 Weeks 1-4 • Leader-led conversation events • Marketplaces • Posters • Steady flow of case studies
  20. 20. 20 Success stories
  21. 21. 21 ‘Marketplace’ events
  22. 22. 22 Yammer
  23. 23. 23 Posters
  24. 24. 24 Assets
  25. 25. Text in footer 25 Infographics
  26. 26. 26 Pull up banners
  27. 27. 27 Video
  28. 28. here for our peoplebuilding a greener futurebetter, smarter, togethercreating a great place to live equal, diverse, inclusive
  29. 29. The success
  30. 30. Evaluation • Page views • Digital assets downloaded • Stories published / submitted • Event attendance • Emails sent • Banners requested • Spot checks on staff reaction But, what really matters?...... 30
  31. 31. 37% 33% 38% AWARE PRIDE BELONGING 31 “We don’t really know who the Defra group are” “It still feels like a group of bodies, not a group” “I didn’t realise there were 34 different agencies” F 6 months before launch…
  32. 32. 37% 33% 38% AWARE PRIDE BELONGING 32 F 3 months after launch… 71% 38% 42% AWARE PRIDE BELONGING F +34% +5% +4%
  33. 33. And now? 33 Fully ‘group-wide’ Moving from architects to curators Influencing behaviour & culture
  34. 34. - Be clear about exactly what you what to change - Bring leaders with you - Find what unites - Use the voice of your people - Respect existing cultures - Allow others to ‘own it’ - Measure and respond 34 So what?
  35. 35. 35 QUESTIONS?
  36. 36. 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
  37. 37. Internal comms: strategising to connect and unify your team South West networking group 1 February 2019 Bristol #CCSouthWest

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