The Challenge
Having recently completed a big strategic review, and redefined the Butlin’s Purpose, Mission and Vision, the team at Butlin’s were struggling to define their values. They needed values which embraced the team culture, but were simple to articulate and understand.
Whilst a great deal of work had already been carried out internally, they approached us for help demystifying the process and bringing the project to life.
In addition to defining the values, they needed to launch these across the business – engaging 3,500 team across four different locations.
The Solution
By applying a ‘simplify and amplify’ approach, and working alongside multiple team members across the business, we developed three ‘easy to use and understand’ values that embodied the Butlin’s culture and approach to guest service.
We worked with the team to create a values, beliefs, attributes and behaviours ‘bible’, to not only help existing team understand the values, but to also support the recruitment and performance management process, ensuring everything linked back to the business purpose.
We supported the launch of the values across the business, writing, designing and producing various materials including:
- Conference branding
- Team activities – including enormous jigsaws!
- Values and behaviour guide
- Back of house posters
- Digital banners
- An awards programme
- Powerpoint templates
- Facebook posts
- Branding for LMS system
The Outcome
- Within weeks of the launch, the teams across the resorts were able to recall all three values and articulate how they brought the values to life within their role.
- The values now form the basis for all internal comms, reward & recognition, recruitment, performance management, the induction process, learning & development and are successfully embedded into the company culture and way of working.
- ENPS scores improved by over 23%!
Client Feedback
I’ve had the joy of working with Kate and the team from Pure over the last two years (although the relationship between Butlin’s and Pure has lasted for more than 20). The team are a pleasure to work with and always bring great ideas and creative solutions to the table. From supporting us with our values launch, recruitment material, regular campaigns that grab our team’s attention and last minute requests – I know I can trust Kate and the team to deliver exactly what we need.
Head of Internal Communications
