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Client
Royal Mail
Design Consultancy
Home
Carol Whitworth
01179 411200
info@thisishome.co.uk
www.thisishome.co.uk
Faced with new competition in the market place, Royal Mail needed to engage and motivate their workforce. Seeking to make their employees ambassadors for the business, they decided that a new sales lead referrals programme was the way forward. The aim was to boost morale and identify possible sales leads to give Royal Mail a competitive edge.
Home were briefed to launch and raise awareness of the new rewards-based scheme, and to create original branding and launch materials. The new programme, named Watch and Win, had to stand out and be heard in a period of organisational change and amid frenetic internal communications.
In order to create a distinctive identity, Home pushed the boundaries of Royal Mail’s corporate guidelines. They created a strapline and campaign iconography to suit the predominantly male workforce, and devised regular and effective internal communications. Branding and design signposts were carefully developed to ensure the target audience became familiar with the programme, with a highly distinctive colourway underpinning the look. In 2006, the campaign was re-launched to deepen the impact further.
Since 2002 Watch and Win has generated 18,000 sales leads resulting in £40million of revenue. Post-relaunch, participation rates have gone up 900%, with £200,000 worth of rewards going to Royal Mail employees.
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