BBC.
The BBC is the world's largest broadcaster. Unlike other broadcasters in the UK, it is a public service based, quasi-autonomous, statutory corporation run by the BBC Trust. Its mission is to enrich people's lives with programmes and services that inform, educate and entertain. We've been their internal communications partner since 2003, helping them to successfully engage their 23,000+ employees.
Employees tune in.
Brand development project executed in just seven weeks.
Audience.
Do you live and breathe your place of work? The BBC’s reputation for excellence is recognised around the globe. Internally too, the corporation is loved by its employees.
Challenge.
Yet it wanted to go one step further – to create a brand that encapsulated all the qualities that would position it as the most creative place to work in the industry.
Insight.
An employer's brand positioning can affect everything from the joining experience to the leaving experience and leaves an indelible mark on an individual’s CV and life experience.
Result.
Our brief was to define that employer brand and present a proposition to the Director General within seven weeks.
It's great to know that they put us first.
Over 2,000 were nominations sent to the Making It Happen team. "We have a tone that works and will see people behaving in ways that this organisation needs.” Claire Brigstocke, Communications Executive
Audience.
We only see and hear a few of the BBC’s staff. Most of their 27,000 people are behind the scenes, making it happen. The BBC completed its ‘big conversation’ aimed at pooling together the thoughts of employees on the purpose of the BBC. Despite this reflecting the views of BBC employees, the values were not well received at the launch.
Challenge.
We were invited to consider how internal communications might be positioned to make employees more receptive to the values and participate in a major awards programme to promote the values. We wanted to inspire their people to nominate colleagues in the first ever One BBC Awards.
Insight.
We highlighted how simple ideas rather than a complicated list of values can switch on employees to a way of thinking. We suggested that removing the values from the foreground of any communication was essential and that the creative solution should put people first.
Result.
We developed a communications plan centred around celebrating all the BBC heroes who have demonstrated what the corporation stands for. From the stars to the grafters, ‘Who gets your vote?’ was the call to action. The response to the awards was tremendous with over five times as many nominations as expected.
I love to share my ideas and I'm getting inspiration from others too.
FACT was used as the agenda for BBC Daytime’s 2006 planning and its facts have recently found their way onto BBC News.
Audience.
The next time you sit down in front of the TV to watch a new BBC series think about how someone came up with the idea. It's not always easy to come up with something entertaining and interesting to watch whilst simultaneously keeping it in line with what's happening in the world right now.
Challenge.
We were engaged by BBC Audience Research to develop a communications channel and strategy that would inform BBC producers of the existence of the BBC Audience Research team.
Insight.
We knew from internal research that commissioners put time aside to read information if they can see the ‘value’ in it, the ‘what’s in it for me?’ even though they are ‘time poor’.
Result.
We originated FACT, an internal magazine within which the insights of BBC Audience Research can be shared. It is a catalyst that highlights trends, pinpoints issues and acts as a source of inspiration for programmes of the moment.