The Businessmakers Radio Show

Entrepreneurial resources & interviews
presented by Comcast Business.

Brandonomics from Savage - Steven Ward

Steven Ward

Listen Now

This text will be replaced




Case study: Destination Zero. Robin Tooms discusses internal branding programs with Steven Ward, corporate director of HSE for FMC Technologies.

Video and Full Interview Text

Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I'm Robin Tooms, Vice President of Strategy at Savage Brands and for a special Brandonomics today we're gonna focus on internal branding programs with Steve Ward, Director of HSE at FMC Technologies. So Steve, welcome to Brandonomics.

Steve: Thanks Robin, I'm glad to be here.

Robin: Well good, so tell us more about the internal branding program that FMC Technologies launched last year called Destination Zero. What did that program look like?

Steve: First of all we formed a cross-functional team and it was headed up by Corporate HSE and Corporate Communication. The result of that is that we designed a website to communicate this to our organization. It included a webinar for all of our HSE coordinators. It included a slide deck for managers to introduce this to their employees and to the site, and also supporting documents around videos, banners and also signage.

Robin: So all these messages were everywhere that the employees need to see them but the messaging itself wasn't the fact that safety as a core value had changed. This isn't a program with an end date. So how did you communicate that this was something integral to the company?

Steve: Well it was in our messaging. We tried to make it very clear that we weren't changing a lot of our key programs and that we were - it was tied and aligned with the core values with the company objectives and how we manage our company.

Robin: So it was very much clear to them that this mindset was something they need to practice every day?

Steve: That's true and we - and during the roll-out of this we tried to get all the questions that were unanswered and issues that people might have with the process so we could clear up any misunderstanding.

Robin: Okay, great. Well thank you for sharing the launch of that program with us.

Steve: You're welcome.

Robin: This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

Comments and Opinions

blog comments powered by Disqus