KOTRYNA GROUP
Challenge:
A prominent retail operator specializing in kids and family goods, with a workforce spanning over 800 employees across four different countries (Lithuania, Latvia, Estonia, and Finland), underwent a significant transformation. The company revamped its mission, three-year strategy, strategic priorities, and core values. The challenge was to ensure that employees not only understood these changes but also actively engaged with them, seeing the relevance to their daily tasks, rather than perceiving them as mere managerial obligations.
Solution:
- Assessment: we began by conducting in-depth interviews with the management team to gain a profound understanding of their objectives and expectations. Simultaneously, we audited the internal communication channels currently in place to identify potential barriers to effective strategy communication.
- Simplifying complex information: we undertook the task of distilling a substantial 30-page strategy document into a simplified language and a concise one-page visual representation. To embody the company’s fresh, modern direction while retaining its playful essence, we selected an electric toy train as a symbolic representation.
- Strategic communication plan: we crafted an annual internal communication plan that ensured employees received bi-monthly introductions to the new strategy. To do this effectively, we employed a range of communication channels, including video presentations, newsletters, regular leadership meetings, and engaging physical activities within the stores. This holistic approach was instrumental in conveying the message and fostering a consistent narrative about the new strategy.
Results:
The outcome of our efforts was a resounding success. For the first time, the organization established a robust framework for consistent internal communication channels and a well-defined content calendar. These resources continue to be the foundation for ongoing internal communications, ensuring that the entire workforce remains informed and engaged with the company’s strategic vision.
