Working with the corporate communications team at one of the nation’s largest quick service restaurants, KWI helped create a messaging strategy for the company’s executives—defining and creating appropriate communication channels. Determining the right message first, and then communicating it via the right channel, from the right executive, supports our belief that successful communication starts with having a great story.
Prior to this work, there was no focused executive communications, as most news on the company’s intranet site was related to menu and products. Today, many of the C-suite executives share news with the company through specific channels, with communication plans and messages developed for each. These stories are reaching a wide audience, with greater feedback and engagement – through channels such as video news stories from the COO, a blog from the CMO, a live webcast with the SVP of operations, and all-staff talks from the lobby of the corporate office.
Analytics on overall content from the company’s website continue to show engagement with executive communications is among the highest of all message types. Our work with this client continues to grow, and we continue to explore new and better ways to tell stories that have a big impact and, most importantly, meet our client’s business needs.