2016-07-19_Corporate_Communication_Objectives_v08(with comments and suggestions for change

Corporate Communication Strategy main objectives 2016-2018 Alicja Czarnowska Corporate Communication Manager v04 15.06.2016

COMMUNICATION STRATEGY: WHY? The strategy creation was supported by internal communication audit, which included: - qualitative research (interviews, observations, benchmarking) and - quantitative research (survey) prepared and conducted in Polish, English and French. Respondents:

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Depending on the target audience for this document, commas used as decimal points should be replaced by full stops throughout. Although commas are used as a decimal point across Europe, UK and US English uses a full stop.

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INTERNAL COMMUNICATION AUDIT: CONCLUSIONS 1. POOR INFORMATION EXCHANGE BETWEEN DEPARTMENTS AND BRANCHES ON: OFFER OFFER CHANGES PRODUCTS AND THEIR AVAILABILITY STRATEGIC OBJECTIVES PROJECTS AND THEIR PROGRESS, ORGANISATION PLANS, CHANGES AND INNOVATIONS

RESULTS: lack of understanding of the processes, being outside of the processes relevant to their course people duplication of work, conflicts mistakes, often involving loss adverse impact on the external communications (bad reputation)

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2. LACK OF PARTICULAR AND AVAILABLE ONLINE INFORMATION ON:

COWORKERS COMPETENCE DESCRIPTION SCOPE OF INDIVIDUAL DIVISIONS ACTIVITIES ORGANISATIONAL STRUCTURE AVAILABLE ONLINE

Results: lack of knowledge of whom to ask for support

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3. NOT FULLY FUNCTIONAL INTRANET, FILE ECHANGE AND INTERNAL COMMUNICATION SOLUTIONS: MULTIPLIED COMMUNICATION TOOLS (JABBER VS SKYPE, TW VS HELPDESK) INCOMPLETE OFFICE 365 IMPLEMENTATION , INCLUDING THE CLOUD FILE EXCHANGE (ONE DRIVE) UNUSED POTENTIAL OF PORTAL LACK OF UP-TO-DATE FILES TO DOWNLOAD, ACCESS TO THEM

Reults: difficulties in finding topics of interest the lack of a common communication platform lack of certainity if avaliable documents are up-to-date, which causes mistakes, extends the work time, reduces efficiency, riuns good co-workers relationships causes unwillingness amongst staff to new digital work solustions

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4. LACK OF FULLY COHERENT RAWLPLUG VISUAL IDENTITY Results: FAILURE TO DESIGN PRINCIPLES PROJECT COVERED BY low brand awareness RAWLPLUG BRANDBOOK (most low brand recognition common failure is the lack of clear space the lack of communication consistency around the logo) INCONSISTENCY IN BRANCHES BRANDING (including Metalzbyt) OUTDATED KOELNER LOGOTYPES EXAMPLES NOT FULLY COMPREHEND PACKAGING AND LABELS DESIGN GUIDES NO CERTAIN AND AVALIABLE TO ALL RESOURCE WITH PRINCIPLES, TEMPLATES AND DOCUMENTS TO DOWNLOAD 9

4. LACK OF FULLY COHERENT RAWLPLUG VISUAL IDENTITY

NEED FOR CONSISTENT COLOURCODING (POS / LABELS) NO SOCIAL MEDIA STRATEGY LACK OF VISUAL CONSISTENCY OF PROMOTIONAL NEWSLETTERS LACK OF COMMON VIDEO BRANDING

Results: the product information is confusing social media content lacks an original idea, it’s to corporate in style low number of followers low brand awarness

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COMMUNICATION STRATEGY OBJECTIVES:

NO. 1:

PURSUING THE ORGANISATION’S DEVELOPMENT STRATEGY OBJECTIVES

NO. 2:

INTERNAL COMMUNICATION EFFICIENCY IMPROVEMENT

NO. 3:

EFFECTIVE FLOW OF INFORMATION (COLLECTION, EDITION, TARGETING AND PUBLICATION)

NO. 4:

BUILDING AND MAINTAINING POSITIVE AND STRONG RAWLPLUG CORPORATE AND BRAND IMAGE

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COMMUNICATION STRATEGY VS RAWLPLUG DEVELOPMENT STRATEGY:

PRECEDENT OBJECTIVE: SUSTAINABLE DEVELOPMENT STRATEGIC OBJECTIVES: 1. EFFICIENCY GROWTH 2. INTERNATIONAL EXPANSION 3. MAINTAINIG THE INNOVATION GROWTH

STRATEGY

PROJECTS

SUSTAINABLE DEVELOPMENT

The objectives are beeing achived by project management .

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1. EFFICIENCY GROWTH: By ensuring the proper flow of information across the organisation globally By building employee’s awareness of on the organisation’s plans and development through effective communication By the publication of important and meaningfull content By ensuring effective and engaging collaboration tools, communication, problem solving and project management By providing proper training on how to use these tools effectively By building commitment and communication culture, sharing knowledge and information Effective communication will allow for effective collaboration, reducing hidden costs through reduction of working time

KNOW   WHY

KNOW   HOW

KNOW   WHO

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2. INTERNATIONAL EXPANSION: by providing global access to information improving the quality of communication in English more adequate translation into foreign languages, content verification extending the number of foreign language Rawlplug websites locally managed foreign language social media strong and globally coherent advertising and marketing campaigns

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3. MAINTAINIG THE INNOVATION GROWTH: by investing in the latest communication technologies following the latest trends continuous progress evaluation striving for a leading position in communication supporting and encouraging creative thinking amongst employees

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OBJECTIVE NO. 1:

PURSUING THE ORGANISATION’S DEVELOPMENT STRATEGY OBJECTIVES

It can be achieved through: COMMUNICATING THE STRATEGY OBJECTIVES cascaded communication addressed to the particular areas of the organization. COMMUNICATING ACTIVITIES IN IV PILLARS OF SUSTAINABILITY not only as a tool for image building and sales support. COMMUNICATING THE VISION, MISSION AND ORGANISATIONAL OBJECTIVES AND PLANS employees understand the changes, receive e-newsletters, participate in focus groups, trainings and workshops which help to build engagement, project management skills, implementing new management methods OFFICE 365 PLATFORM providing international access in line with business objectives

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OBJECTIVE NO. 2:

INTERNAL COMMUNICATION EFFICIENCY IMPROVEMENT

It can be achieved through: NEW INTRANET AS A DIGITAL WORKSPACE centralized global source of information and access to applications FULL IMPLEMENTATION OF OFFICE 365 TOOLS AND ACTIVE DIRECTORY DATA BASE international data flow and management VERIFICATION AND ARRANGEMENT OF ORGANISATION’S DATA RESOURCES logical structure, files and folders naming PROVIDING AN INTERACTIVE ORGANISATIONAL STRUCTURE competences and responsibilities of the departments, employees enabling effective collaboration, adequate and fast contact

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OBJECTIVE NO. 3:

EFFECTIVE FLOW OF INFORMATION (COLLECTION, EDITION, TARGETING AND PUBLICATION)

It can be achieved through: EFFECTIVE INFORMATION MANAGEMENT by a team of communication working with Communication Map FORMING THE SET OF REGULATIONS UPON USE OF COMMUNICATION TOOLS determining their purpose RAWLPLUG MONTHLY E-BULLETIN an interesting, new form of MailExpress will limit the number of sent out e-mail INTERNAL DIALOGUE providing two-way communication, building internal co-workers community, enabling ideas exchange

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OBJECTIVE NO. 4:

BUILDING AND MAINTAINING POSITIVE AND STRONG RAWLPLUG CORPORATE AND BRAND IMAGE

It can be achieved through: WORKING WITH COMMUNICATION LEADERS organizations representing areas on the map communication BUILDING LEADER’S ENGAGEMENT and regular cooperation with communication team ENSURING THE DESIRED CONTENT which meets the recipient’s expectations ATTRACTIVE FORM OF COMMUNICATION modern, clean design, visually appealing and intuitive SELECTIVE COMMUNICATION ABOUT ONGOING PROJECTS to specific stakeholder groups, BUILDING THE DIALOGUE - constantly listening to customer needs BUILDING A COMMUNICATION CULTURE - sharing knowledge 19

OBJECTIVE NO. 4:

BUILDING AND MAINTAINING POSITIVE AND STRONG RAWLPLUG CORPORATE AND BRAND IMAGE

It can be achieved through:

BUILDING THE RAWLPLUG IMAGE : trust and innovation, knowledge and experience, sustainable Rawlplug STATING THE THEMED MESSAGES referring to the vision, mission, values DEFINING STAKEHOLDER GROUPS content, style, channel depending on stakeholder expectations CONTENT MARKETING create and publish valuable content targeted to specific audiences SOCIAL MEDIA STRATEGY building brand awareness, building relationships with stakeholders via social media by providing engaging promotional content EMPLOYER BRANDING - Rawplug as an attractive employer CORPORATE IDENTITY maintaining consistent visual communication, branding and packaging 20

ACCOPMPLISHING COMMUNICATION STRATEGY OBJECTIVES: PROJECTS AND PROCESSES

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1. THE COMMUNICATION MAP new rules for information flow 2. NEW INTRANET – SHAREPOINT creating a digital workplace, communication center on-line Rawlplug Portal applications optimization, internationall acces, full Active Directory and Office 365 implementation full, mobile access to data and information worldwide 3. SOCIAL MEDIA STRATEGY communication and building brand awareness in social media 4. CORPORATE IDENTITY DEVELOPMENT and employer branding - creating the image Rawlplug, as a valuable employer Rawlplug’s jubilee activities plan 5. INTERNAL COMMUNICATION IMPROVEMENT contact database, location map and contacts specifically for each branch 22

1. THE COMMUNICATION MAP new rules for information flow

START: 11.2015 END: 05.2016

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Sharepoint

etc.

Google+

2. PROJECT: NEW INTRANET “One Rawlplug” – Sharepoint Information Center

START: 05.2016 END: 12.2016

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English translation required

on-line training

organisational

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NEW INTRANET HOME PAGE Suitable for mobile devices (RWD) Displays: news, important information, alerts, and other Includes: search engine, links to applications and resources data, knowledge base, information about the organisation, contacts, etc. Personalized interface - the user chooses what will be displayed on his home page. Possibility to precisely target the information Intranet interface example: Valo http://www.valointranet.com/features/)

Reduction of a junk mail, or various applications notifications (Teamwork, Helpdesk, Icarus)

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NEWS: Organisation’s life news Achivements, news, events, personnel changes, important information, announcements E-BULLETIN: Periodical, electronic form of the newsletter containing an overview of developments throughout the organization, prepared by the communication team Content comes from the communication leaders who represent each area

START: 07.2016 END: 12.2016 TEAM: IT, ACz, WKo, WEB

RECCOMMENDED APPLICATION: Sharepoint Newsletter Tool – JungleMail Will replace newsletter tools currently in use.

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INTERNAL SHAREPOINT SITES: Sharepoint functionality, which enables to set web sites by: - Departments, - Subsidiaries - Areas of interest Possibilities:

START: 05.2016 END: 1 Q 2017 TEAM: IT + KOM

- Gathering and publishing data, documents, templates etc. - Sharing news, links, knowledge - Open discussion

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PROJECTS: Project management tool, Currently TeamWork

START: 03.2016 END:

TASKS:

Decyzja do 12.2016

TeamWork DRT – tasks within a particular area, department or team

TEAM:

RECCOMENDATIONS:

IT + WEB + BP

New project management tool, compatible with Sharepoint platform to enable news and notification feed via New Intranet Starting Page (np.: MS Project) Or TeamWork - Sharepoint integration (https://zapier.com/zapbook/sharepoint/tea mworkpm/)

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PROBLEM SOLVING: Current situation: Track/Helpdesk has differentiated purposes: technical problem solving, tasks and projects in such areas as IT, controlling, customer service and accountancy, while the others use TeamWork.

START: ? END: ? TEAM: IT, Krzysztof Błażewicz

RECCOMENDATION: The organisation needs to use common platform to manage projects and DRT tasks and to solve technical problems. Clear and precise rules must be set of how to manage particular kind of process and what tool must be used.

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department's

need

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ORGANISATIONAL STRUCTURE: Interactive data, in form of a dendrogram containig: - Job description, - Department, team competences - Location map - Shared documents linked to a person

START: 07.2016 END: DO 12.2016 TEAM: HR (job description, organisational structure) + KOM (app implementation)

RECCOMENDATION: Sharepoint Search & Discover Tool – Delve

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KNOWLEDGE DATA BASE: Find the up-to-date information about the organisation, related to e-learning.

START: 09.2016 END:

Strategy, vision, mission, employee handbook, DO 03.2017 Know-How, technical documentation, TEAM: presentations and files, regulations, procedures, templates, documents, etc. KOM, HR

E-LEARNING: Implemented within Rawlplug Academy project

START: 06.2016 END: 12.2017 TEAM: A. Burzyńska –Rawlplug Academy project manager A. Chrobak – sponsor 35

ORGANISATION’S CALENDER: Upcoming events ie .: training, conferences, fair trades, visits, celebrations

synchronised

START: 07.2016 END:

Tracking, notifications, reminders

DO 12.2016

Integration with individual Outlook calendars

TEAM: IT + KOM

BOARDROOM RESERVATIONS:

START: 05.2016

Boardroom and resources bookings ie .: projector

END: 07.2016

UPDATE: Currently boardroom reservation is available via Outlook calendar.

TEAM: IT + KOM

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hierarchic database

SHARED HARD DRIVE RESOURCES, MOBILE ACCESS:

START: ?

Recommendation: Model - the set of sharing management rules to be work out by IT.

END:

(Sharing document libraries via DFS, SharePoint implementation, OneDrive app.)

? TEAM: K.Błażewicz

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Some English translation required

YAMMER: Opcjonalnie do wprowadzenia

START: decision to be made in 2017

Funkcjonalność Sharepointa Platforma Corporate Social

END:

Możliwość zakładania grup dyskusyjnych, przesyłania linków, plików, inspiracji

-

Ogłoszenia drobne

HR + KOM

TEAM:

Swobodna, dwukierunkowa komunikacja Optionally The SharePoint Corporate Social Platform Digital space for discussion amongst groups, sharing links, files, inspirations Free, two-way communication.

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SKYPE FOR BUSSINESS, INSTANT MESSAGING: Audio and video calls and conferences, Chat; Mobile access – via smartfon with internet connection; Availability information – the application shows the status info taken from Outlook and personal calendar eg.: busy, avaliable, out of office

JABBER EXCLUSION: 31.08.2016 TEAM: IT

Coworking and document exchange; Screen sharing; Contact with people outside of the organisation. JABBER: There is no need to use two instant messaging tools, so accordingly to the Management Board decision Jabber will be withdrawn from use since September 2016. 39

MODERNIZACJA APLIKACJI PORTALU: PORTAL APP/ FUNCTIONALITY

/ DEADLINE

/ RESPONSIBLE:

1. Favourites section

/ done

/ KJ

2. Each app description

/ done

/ KJ

3. Local contacts data base management

/ done

/ KJ

4. “go to Portal” link in MailEpress window

/ done

/ KJ

5. RWD – Responsive Web Design

/ decision 3Q, after budget summary

/ Acz, KJ + external company

6. Portal content translations

/ 12.2016

/ employees responsible for particular area

7. Bigger photo image iPhonebook

/ 15.07.2016

/ Acz, KJ

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PORTAL APPLICATION ACCESS INTERNATIONALLY: 1. Analysis of reguested apps

/ done

/BT

SELECTED APPS

/ DEADLINE

/ RESPONSIBLE:

1. Employee evaluation

/ done

/ KJ

2. MBO

/ done

/ KJ

3. Agreement register

/ done

/ KJ

4. EDM

/?

/ PK (IT)

5. FAQ

/ 12.2016

/ IT

6. Leave Administration

/ 10.2016

/ (IT)

7. IDM

/ 09.2016

/ KB, ACh, AP

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3. PROCESS: IMPROVING INTERNAL COMMUNICATION START: 06.2016 END: 2017

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ROZWÓJ CORPORATE IDENTITY I BRANDINGU E-MAIL GOOD PRACTICES: /ACz, WK proper use of footers, autoresponders, prioritization, specifying the time-framing for an answer, attachment optimisation 1. TELEPHONE COMMUNICATION IMPROVEMENT employee location map / 30.09.2016 FAQ / 30.09.2016 (customer center, invoices – most common topics)

/ 30.09.2016

/ ACz + secretary +HR / ACz + secretary +customer service

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STAGES

/ DEADLINE

/ RESPONSIBLE:

3. DEVELOPMENT OF INTERNATIONAL PROJECT BRIEF’S: communication good practices in following areas: graphic design, copywriting, translations, NPD

/ 30.10.2016

/ACz, WK, Business Support

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4. PROJECT: SOCIAL MEDIA STRATEGY & CONTENT MARKETING (Rawlplug Academy) START: 05.2016 END: 2017

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STAGES

/ DEADLINE

/ RESPONSIBLE:

1. Current state audit

/ done

/ WK

2. LinkedIn Rawlplug profile

/ 30.08.2016

/ WK, ACz, PHDN

3. Social Media Strategy

/ 2017

/ Rawlplug Academy Project

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5. PROCESS: CORPORATE IDENTITY AND BRANDING DEVELOPMENT START: 04.2016 END: 2017

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STAGES

/ DEADLINE

/ RESPONSIBLE:

1. New Rawlplug Trademark ®

/ done

/ ACz

2. Rawlpug BrandBook update ®

/ done

/ ACz

3. New Koelner Trademark ®

/ 08.08.2016

/ MB, MM

4. Packaging Handbook update

/?

/ BK +ACz

5. Packaging and label design update ®

/?

/ PH + do ustalenia

6. Signage and branding update

/?

/ ACz + szefowie spółek

7. Vintage Rawlplug marketing publication archive

/ done

/ WK, RB

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STAGES

/ DEADLINE

/ RESPONSIBLE:

9. Employer Branding

/ ongoing process

/ HR + Acz

/ to be planned in 2017

/ ACz + MB + subsiadiaries

10. Rawlplug Jubilee packaging jubilee conference, corporate video, events - video mapping, interactive kiosk interactive installations, Vintage Rawlplug Exhibition Rawlplug Heritage

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SUMMARY: CORPORATE COMMUNICATION STRATEGY The project’s results are: 1. STRATEGIC PAPER 2. PRESENTATION 3. ACTION PLAN

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SUMMARY: CORPORATE COMMUNICATION STRATEGY STRATEGIC PAPER CONTAINS:

4. RAWLPLUG CORPORATE COMMUNICATION: defining stakeholder groups internal communication external communication 1. INTRODUCTION: defining key messages Definitions (Ie. The vision, mission, positioning, values, communication styles corporate objectives, and many other concepts related marketing programs and campaigns planning tO corporate communication) effective communication what is a corporate communication efficient corporate communication component 5. NEW DIRECTIONS OF DEVELOPMENT structure graphs Rawlplug image and reputation the relationship between Rawlplug’s development future development and actions strategy and communication strategy 6. PROGRESS EVALUATION 2. CORPORATE COMMUNICATION STRATEGY OBJECTIVES 3. AS IS: executive summary communication audit - internal communication communication audit - externaland visual communication SWOT analysis key recommendations 51