The Challenge
Stagecoach is one of the largest transport operators in the UK, with over 24,000 employees across multiple offices, depots, garages and stations.
Having completed a huge positioning project, and defined the business strategy, purpose, vision, brand promise, values and behaviours, as well as undertaking a complete rebrand, they asked for our help to cascade this exciting information out to all employees.
The Solution
A cross section of employees from the business (not just senior leaders!) were all invited to full day launch events held in Edinburgh, Manchester and London. An invitation to the event was prestigious recognition for employee loyalty and commitment – everyone wanted to be there!
We worked with the launch team to brand the venues, create the presentations, and supply the printed materials required to run the day, all with the focus of making the attendees feel valued and proud.
The employees who attended were all then invited to be brand ambassadors. We supplied them each with a cascade toolkit to use, to share and celebrate the key messages with the teams at their locations. This included presentations, training notes, posters, pens, folders, workbooks, pull up banners, feedback forms and limited edition pin badges.
The Outcome
The feedback was overwhelmingly positive. Employees understood the how and the why of the changes, as well as feeling valued and included in the process. The supply of cascade toolkits ensured all employees received the same content in the same format, from a local brand ambassador. The employees were engaged with the process, and a post-launch survey showed an increase of 56% in pride to work for Stagecoach, with over 80% seeing the changes as positive.
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Client Feedback
Pure brought a creative flair to this game-changing launch that far surpassed our expectations. They were able to translate our values and behaviours into compelling visual and written content, perfectly capturing the essence of our new brand identity, as well as support us with the high profile launch events. Their innovative approach to reach all stakeholders, generated the enthusiasm and buy-in we needed.
As a result of Pure’s involvement, our values and behaviours were not just launched; they were embedded into the fabric of our business. The positive impact on our corporate culture and colleague engagement was evident almost immediately.
Their professionalism, creativity, and genuine commitment to our success makes them an invaluable partner.
Director of Transformation
