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ISSUE:
Shell Lubricants set upon a challenging mission: Become the fastest-growing lubricant and car-care company in the United States. This would require restructuring the organization and standardizing systems, processes and policies. In other words, every employee and distributor would be impacted. Only if they embraced the changes could Shell Lubricants achieve its targeted growth. Complicating the communications task was the diversity of work environments, which ranged from home offices to manufacturing plants to company headquarters.
IDEA:
Coyne PR began by thoroughly assessing the existing communications process. It reviewed the prior year’s communications, analyzing the information source, delivery vehicle, target audience, content, message objective, timing and volume. To determine what was working – and not – Coyne PR employed a company-wide online survey, focus groups and individual interviews. For each tool, data were analyzed separately to ensure accuracy.
Coyne PR knew it had to produce a compelling vehicle to grab the attention of busy distributors. So it produced a 10-minute video -- delivered to each on a branded iPod. Production included international filming and five original songs accentuating Shell leaders’ enthusiasm for the transformation. Coyne PR also delivered a “tool box” containing supporting marketing materials – including a DVD to plug into the iPod so that distributors could share the message.
IMPACT:
Shell Lubricants was extremely pleased with the comprehensive assessment and implemented the majority of Coyne PR’s recommendations. It asked Coyne to develop the communications platform, reference tools and an employee training program. Distributors were captivated by the iPod delivery format. The video was such a success that second one was distributed as a podcast. With stakeholders fully engaged, Shell Lubricants exceeded its financial goals for the year. |
Automotive Case Studies
