Australia

2020

Connecting our way of work

Entrant Company

Synergy Group

Category

Strategic Program

Client's Name

Department of Defence

Sub-Category

Internal Comm Campaign

The Department of Defence's Capability Acquisition and Sustainment Group (CASG) required a communication strategy to support the implementation of the new business management system (BMS) across the Department, to be used internally. The BMS is a new way of working across the organisation to provide a single source of truth for all processes and procedures across the organisation. Synergy was engaged to develop the BMS itself as well as its branding, communication strategy and design materials that formed part of our internal strategic communications platform. In 2019, Synergy’s Creative and Design Team were engaged to complement this work and developed a brand identity, communication strategy and roadmap to build awareness of the BMS and rates of adoption internally. Key activities included: – Research and engagement to understand the BMS audience – Development of personas to inform the communication roadmap – Development of a strategic plan and roadmap (including communications, behaviour change strategies and clear, creative narrative) – Creation of a visual identity and concepts to be applied to all communication materials – Several tailored products to support communication activities from the initial teaser phase through to the official launch. Within this internal campaign work, we were able to craft a strategic platform that utilised an effective blend of communications, behavioural change and change management to responsively deal with internal dissent, opportunities, manage stakeholders, engage with influencers, advocates and users alike. The Internal Communications Campaign continues to roll out through its launch phases as the team on the ground develop, test, iterate, and adjust ongoing to craft more material that are responsive to the needs of the team internally and react to the adapting defence landscape from day to day with increase positive sentiment and readiness to adopt being seen.

Credits

Creative Director
Jason Perelson
Senior Creative
Erin Collett
Designer
Corinne Steele
Designer
Carmen Lorkin
Designer
Cameron Porombka
Communications Lead
Suzy Kuo
CASG
Grant Lever
CASG
Sean Robey
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