A strategy colleagues could actually repeat
How we launched a new strategy for The Co-operative Bank and brought colleagues along with it, turning an extensive executive briefing into something people could hold on to.
A strategy only works when people can see their part in it
The Co-operative Bank recognised that launching its new strategy needed more than simply publishing it. Colleagues needed to understand the direction, remember it and, most importantly, see where they fitted into it.
The Co-operative Bank knew this began with effective internal communication rather than another all-staff email, and asked us to bring their strategy cascade to life across a range of channels.
The raw material was an extensive executive briefing: accurate and thorough by design, but needing a simpler colleague-facing story alongside it.
Make it simple, and make it memorable
Distil a complex strategy into something colleagues could buy into, then get it in front of them through every channel the bank had.
Give the leadership team language they could use out loud, and give colleagues something they could act on rather than admire.
Bring the cascade to life rather than announcing it.
We made it small enough to remember
Pitched the creative routes
We presented the leadership team with creative ideas to turn a complex strategy into a simple, memorable plan for colleagues to buy into.
Distilled it to four strands
The chosen route reduced the executive briefing to four: Rebuild, Reduce, Revitalise and Reinforce.
Explained the thinking
A detailed presentation set out what sat underneath each strand, so the four words had substance behind them.
Took it on the road
Four roadshows delivered to 600 colleagues, alongside intranet campaigns, email cascades and commitment cards, all working to the same message.
Wrote for the leaders
Leadership speechwriting, so the people delivering the strategy sounded like themselves rather than the slide.
Four strands, four words people remembered
The results
In their words
Internal Comms Strategy
The plan that connects what the business needs to what your people hear, read and do.
See the serviceGot a strategy people need to understand, not just receive?
Fifteen minutes, free, no pitch deck. If we are not right for you, we will say so and point you somewhere better.
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