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Project Name: |
The iCHING Internal Communications Program |
When launching iCHING, our approach was the same as we would approach when launching a new taco or pizza onto the market - a fully integrated marketing campaign based on the insights of our associates along with a sound business strategy. In this case, our audience was our global corporate associates and our market was internal. We began by establishing a strong brand, both in cultural significance and in iconography. The name iCHING comes from one of our cultural principles that we build ching with one another. So, before we make a significant request from a colleague, it's important to establish a foundation or base relationship first (hence, building ching). We launched a full-scale global awareness campaign that was viral in nature and allowed early users to pass on access to new iCHING members prior to an official launch. We supported the campaign with video emails that highlighted success stories from the pilot test group... |
