Challenge

In early 2013, after six years of diminishing results and higher than average employee turnover, employees’ morale and satisfaction was declining. Leadership quickly implemented a new corporate and regional pricing and innovation strategy.

Solution

To share employees’ satisfaction, examples of innovation and success with their peers, What’s Your MO was a video campaign to drive employees motivation and momentum in their daily work. This video campaign was the first of its kind for Allstate, and it also allowed just-in-time opportunities to share the latest news with the regional team.

Execution

I filmed, edited and published 30 “MO” video messages that were emailed to employees every week. The videos were a quick iPhone video, meant to focus on the employee – not the production. These emails were a place to share a personal message about their careers and a behind-the-scenes look at their impact on the regional team.

Results

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Increased employee survey result from 45 percent in 2013 for the question: Allstate is making the changes necessary to compete.

%

open rate. We engaged more than half of the employees through the 30 videos.

The outcome of the “MO” video series campaign was employee understanding of the company’s vision and a perception change. It helped disengaged employees understand the new regional strategy and understand why changes were implemented, celebrate regional results and recognize what motivates them.

Research in the mid-point of the campaign that employees were more engaged, proud to work for Allstate and believed in the new strategy.

2014 IABC Copper Quill Award of Merit for Communication Management: Internal Communication
2014 IABC Copper Quill Award of Merit for Change Communication: Inspiring Allstate Agencies and Employees to Invest in Growth

internal business communication

multimedia micro-content production

public relations