Challenge
Shaker was asked to develop a visible and enduring branded referral program, creative platform, and communication plan to build a high-performance workforce that will advance Cognos to higher levels. Objectives included the following:
- Capture the distinct Cognos culture, value proposition, and employee population.
- Generate a spirit of enthusiasm, involvement, and recognition/reward culture.
- Develop communication strategy for keeping the ERP top of mind—and employees engaged.
Solution
Through conference calls and other research in the data gathering stage, Shaker collected information to drive the ERP brand and communication-plan development. Cognos asked us to consider their culture, people, style, and the challenge and reward of their career at Cognos.
In the concept development stage, Shaker developed a compelling theme, YOU DECIDE, to take the ERP to a new level and stylishly extend the Cognos brand. In addition, the concept is designed to communicate specific corporate characteristics and program details.
With the concept in place, Shaker developed the following:
- Durable, flexible communication platform that focuses on the Intranet/microsite, is fueled by ecards, and branches out to other materials (collateral, premiums, etc.)
- Strategy for keeping the ERP fresh and top of mind—periodically sharing results through updated creative to foster employee engagement
- E-card
- Microsite
- Flyer
- Poster
- Voice-mail script
- PPT and letterhead templates
Results
There has been notable progress since the ERP campaign rolled out, and the proof is quantifiable:
- Nine months into the program, referrals by Cognos employees had increased approximately 18 percent over the past year.
- The Cognos ERP creative received an Intranet Standard of Excellence WebAward at the Web Marketing Association 2006 WebAwards.
