Managing Dell’s global messaging framework for CSR programs-Sylvie
Business Context
Dell’s Corporate Social Responsibility team was a central team with different CSR leads in the region, in charge of building new programs and partnerships locally. The local CSR leads were supported by their local Communications team. This resulted in multiple disparate approaches and promotions of the different initiatives organized. Some communications, coming from the Central team, were not aligned with the external communications promoted locally, yet some clients saw both.
This created inconsistency, confusion and customers couldn’t really remember any of it.
Results Achieved
Key deliverables
Messaging framework
Workshop with the local teams
Revamping the website pages
Impact & Success
The global communication team realized the importance of customer interviews to analyze the impact of more consistent messaging. Customers actually better remembered the CSR Dell initiatives. Dell was able to improve the usage of the CSR stories in many other promotions across channels.
Process
Sylvie took the charge of creating a global messaging framework, promoting all the different categories of programs organized globally or locally. She ensured that the local CSR teams and communications team received training and all the necessary assets. She also explained how to incorporate their local initiatives within this framework and how to leverage CSR initiatives for other types of activation (marketing campaign , events, case studies..)
Sylvie even organized regular meetings with the different stakeholders involved : global CSR program leads, global communication. Her team defined the overarching messaging architecture and worked on the framework.
Her team then included the regional team into our work and presented to everyone the new messaging.
She then organized a central meeting with the regional communication team to present the new messaging work on some examples to show them how to integrate their own programs.