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CONSUMER BRAND CAMPAIGN COMMUNICATION
FOR EMPLOYEES OF TRUE VALUE COMPANY
 THE OBJECTIVE
To provide True Value Company with a communication strategy to accelerate the timely delivery of key messages soliciting associates’ support during the rollout of a critical new consumer brand campaign.
IMPLEMENTING
THE PROGRAM
As a cooperative comprised of member owners, True Value Company represents more than 6,000 hardware stores worldwide, with 12 regional distribution centers. Based on research identifying the most profitable target customer as the do-it-yourself enthusiast, the co-op repositioned its brand strategy with a new campaign and tagline. The Rodgers Group was called on to develop a strategic communication program that would engage and educate associates concerning the need for the repositioning and the role they would play in its success.
Campaign elements included:
- Redesign of associate intranet pages to encourage use and establish an easily navigated “splash page” linked to timely co-op news and events
- Concept development, design and writing for two distinctive printed news vehicles (The Buzz Sheet and What’s The Buzz? posters) distributed monthly at company headquarters and in the field
- Redesign and copy editing to update an existing quarterly associate newsletter, The Pulse
- Development of a Q&A database to create a reliable source of approved information
RESULTS
True Value associates are responding positively to the co-op’s renewed commitment to communication and the aggressive consumer marketing campaign. Following the initial education (based upon research statistics and corporate strategy), the communication campaign is designed to grow with as associates contribute ideas and suggestions. The flexibility of printed and online components serve to strengthen the overall communication process so that other messages can be incorporated throughout the year.
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