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Change Communication

Case Study: Creatively Engaging Employees in a New Way of Doing Business


The Challenge

A global marketing organization within a pharmaceutical company was undergoing a major technology change in how they conducted their marketing operation. The challenge was that the new process had been communicated in a way that emphasized the complexity of the change, and employees did not understand the change or what they would need to do differently.

The Solution

We worked with the organization to develop a graphically compelling, colorful and "fun" learning map, or discovery map, which used a visual analogy to pictorially show the process. The map communicated the new process in a simple, compelling way, simplified communication around the process, and showed its advantage over the previous approach to marketing.

To develop and execute the learning map, we:

  • Provided all employees with a copy of the learning map, which included language articulating the process.
  • Provided managers with a supporting tool kit and process for discussing the map and tailoring the message to each specific employee group.
  • Incorporated elements of the map into other communications and training that were connected with the implementation of the new system.

The Results

A powerful employer brand was developed that articulated the advantages of working for this company--an articulation of what the company could offer employees and what employees were expected to give back to the company.

  • The learning map was a tremendous success, and employees became more engaged in and committed to the new marketing process. Understanding increased significantly and the elements from the learning map were still being used to communicate about the process 18 months later.