Communicating share plans

A FTSE 100-listed household-name retailer, employing more than 70,000 people in over 1,000 stores.

We’ve supported this client to communicate their ShareSave and SIP plans since 2016.

Consultancy

We utilise our corporate, compliance and share plans expertise to scope communication campaigns. We create campaign narrative and content with a creative theme in mind.

Creative

This involves branding, animation, web development, emails, yammer posts, intranet banners, as well as printed posters and mailings, alongside attending and speaking at roadshows.

Delivery

Assisting campaign delivery with website hosting and user analysis, print and mailing 35,000 employees across UK and Ireland.

Challenge:

To reach out and make the ShareSave more widely known and understood, specifically to non-office based employees. Over time to increase take-up and support the wider business challenges that arise. In 2018, we also navigated an additional challenge with rolling out their new brand across the campaign whilst it was being developed and finalised. There is always a logistical challenge with personalised print and promotional packs going to stores with numerous permutations.

The process

We begin each year with a clear analysis of stats and learnings from the previous year. We gather as much information about the current employee landscape and channels accessible to them. This enables us to take a considered view and include new campaign elements. We creatively assess the content and theme to ensure it’s written in plain English and accessible language. We roll this out across all campaign assets, deliver and then analyse the results, reporting this back to the client for learnings to take forward.

Eximia has helped us move towards a more digital approach with our all-employee share plan communications, whilst maintaining a print element for the large retail portion of our business, but in a reduced and more catchy format. The Eximia team were flexible and developed a great theme whilst we were working with a completely new internal brand that was being developed and soon to be finalised during the preparation of our share plan campaign.

Share Plan Manager

Kingfisher plc


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