How We Think/Employee Communication & Training

POLICY AND PROCEDURE COMMUNICATION PROGRAM FOR EMPLOYEES OF SEARS TIRE GROUP

THE OBJECTIVE

To address a diverse range of internal policy issues affecting Sears Tire Group sales and service associates through a communication format that captures attention and reinforces compliance.

IMPLEMENTING THE PROGRAM

Presented with a manual of raw policy information, The Rodgers Group assessed the challenge of how to best educate associates to numerous workplace issues, ranging from customer satisfaction to back shop safety. The resulting campaign, combining instructional information with humor, included the following:

• Introduction of Policy "Spokescharacter"
  Based on the strategy of creating a unique campaign to sustain interest, RGL conceived "Axel Lugnutz" - an automotive associate cartoon character who shared in the struggles of complying with policies and procedures.
• In-store Poster Campaign
  A series of humorous cartoons highlighting key policies were strategically placed in visible employee areas within Sears Auto Center and NTB National Tire and Battery retail stores.
• Policy Comic Book Handout
  Building on the success of the in-store poster campaign, RGL created "The Axel Files" - a comprehensive "policy intelligence guide." Framed around a comic book format, the handout included a categorized series of policy cartoons supported with practical "intelligence tips."

RESULTS

The appeal of humor combined with cartoons customized to the automotive audience was a potent strategy in creating a policy education program successful in breaking through to employees who might otherwise be resistant to traditional corporate communication materials.

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