Balfours
Balfours is an iconic brand with strong South Australian heritage and loyal ‘blue collar’ following. The business had been through significant turmoil including ownership changes, management instability and financial uncertainties that were impacting negatively on staff.
Although the business was improving and diversifying; internally, the company’s greatest ambassadors - it’s staff - were suffering from low morale and Balfours was unintentionally adding fuel to the fire through a lack of employee relations. Overcoming staff negativity and reigniting its employee’s passion and enthusiasm for the brand was integral to the success of the company moving forward.
communikate et al was engaged to develop an internal marketing and communications campaign that could yield impressive results in a short space of time.
To kick-start the campaign, research through a staff survey and focus group sessions, was a vital in developing a marketing strategy that would reap the greatest results.
The research showed that 85 per cent of Balfours’ staff felt uninformed and uneducated about company decisions and processes. Additionally, 100 per cent of staff supported a reward and recognition program, with 99 per cent expressing a desire for a staff newsletter.
As a result, implementation of an internal brand ambassador program, a reward and recognition program as well as an internal newsletter and development of ongoing mechanisms to stimulate internal communication began the process of reconnecting Balfours with its employees.
The staff newsletter was turned around in a two-week time frame and was very positively received by staff. Additionally a staff competition was created to name the publication – a tactic that further enhanced staff engagement with the newsletter. The website was also redeveloped to help reinforce the information shared via the newsletter.
Developing a staff ambassador program was integral to developing a sense involvement and participation in decision-making processes. Twelve brand ambassadors, from a variety of departments and backgrounds, were selected through a staff vote to take part in monthly meetings with management to share the ideas and feedback coming from their section. The ambassador was also responsible for communicating information from senior levels about the latest developments, successes and issues - thereby promoting a free flow of communication.
Complementing the other measures, a revamped reward and recognition program improved the existing incentive scheme to further recognise staff for their hard work and dedicated contribution - again providing a morale boost for staff members.
The morale and confidence of Balfours’ staff grew dramatically in a short space of time and structures were established for ongoing, continuous improvement. Due to the cumulative effect of increased communications internally, staff were able to understand and be involved in what was happening within the business and feel positive about the impact it had on them.
The morale and confidence of Balfours’ staff grew dramatically in a short space of time and structures were established for ongoing, continuous improvement. 