Organizational Change Management | Research & Forecasting | Engagement Strategy | Project Positioning | Communication Campaigns | Future Strategic Roadmap
The Challenge:
The Coca-Cola Company (TCCC), known to be the world’s largest beverage company, had been on a journey to streamline their Procurement processes. They had created a global “Purchasing Factory” with the goal of improving operations and reducing costs company-wide. The new system would require updating tools, software, and restructuring internal and external human process. To achieve success we needed to clearly define, communicate, and engage stakeholders, and their global workforce, setting clear and realistic expectations of each group’s role within the new system. TCCC had previously failed to launch these new processes internally, building frustration and further taxing their employee base with unclear requests, global inconsistencies, a failure in realtime support, and overwhelming team members. It was time for a fresh approach.
Officially TCCC was requesting support with:
Fix Current System Gaps
Process Design/Redesign for Purchasing Streamline
S4 Hana System Training
Global System Onboarding
The Strategy:
Working alongside the great designers and business strategists from propelland, Creative Calamity pitched an engagement strategy that would follow the ideology of a traditional sales funnel, intended for moving people through a series of thoughts, emotions, and then behaviors. In order to best communicate the value of this change to their stakeholders, inviting them into the transition, we’d need to deeply understand the challenges, frustrations, and overall experience of each group, just like a “buyer profile” for any B2C product or service. Empowered by this knowledge we would be able to craft the right awareness, education, activation, and support/engagement campaigns based on the stakeholders emotional state. The messages that were going to convert were not going to be the messages that leadership wanted to tell, but instead would be what the stakeholders needed to hear to grow their confidence in a system that had failed them.
Creative Calamity combined strategic frameworks from across:
Prosci ADKAR Model of Change Management
Growth Marketing
Go To Market Planning
Humanizing the Workplace
Empowering / Service Leadership
Brand Marketing
Learning retention models
The Work:
Over an 8 month period Creative Calamity delivered the following:
Stakeholder Discovery
Internal & Brand Insights
Stakeholder Research & Analysis
Cross Industry/Cause Opportunity Benchmarking
Project Positioning
Project Platform & Positioning
Project Tone & Voice
Project Name
Platform Rename
Creative direction on all visual expressions
Engagement Strategy
Launch plan based in multi-variate frameworks
“Funnel-optimized” communication campaigns
Re-engagement and re-targeting drip strategy
Training strategy based in “teach-back” level retention frameworks
Stakeholder Support Strategy
Stakeholder-based message matrix
Employee experience guide
Messaging for inclusivity guide
Employee recognition and celebration strategy
The Win:
One of our favorite win’s of this overall project is that our key stakeholder at TCCC was promoted from a management role to Communications & Change Management Director within her department thank’s to our partnership. Achieving our buyers personal goals is part of overall project success!
As for the project KPIs directly, our strategy delivered 98% adoption of the updated systems and programming within a 4 month period. This change saved TCCC more than $3M in the first year, after 3 years of failed launches internally. As they sunset old software thanks to redundancies, we were able to help save TCCC an additional $2M/yr in reduced service fees.
Additionally we achieved a 96% positive response for S4 Hana live trainings, proposed 15 future strategic initaitives for partnership, and delivered 4 strategic solutions with execution roadmaps within an interactive, highly-engaging design.
We are thrilled to have been able to deliver resiliency by design for the Procurement Department of The Coca-Cola Company!
*Project in partnership with Propelland.
