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  • BT shareplans
  • BT shareplans 3
  • BT shareplans 2

BT employees, we’ve got their number

Type: Communication strategy, Employee engagement, Share plan comms Sector: Telecoms

Developing a communications campaign to raise awareness and participation in BT’s employee share ownership plans among 100,000 employees internationally

 

Objective

  • To develop a communications campaign to raise awareness and participation in BT’s employee share ownership plans among 100,000 employees internationally.

 

Skills applied

  • Research
  • Brand development
  • Creation of multi-channel communications campaign

 

Delivery

  • Campaign strap line ‘Sharing the rewards of our efforts’ was demonstrated through illustration with different stories developed for each plan
  • Communications was created for awareness, invitation and reminder phases and segmented audience groups. Over 100 deliverables in 11 languages included:
  • Posters
  • Invitation packs
  • Emails
  • Intranet banners and graphics
  • BT TV
  • The employee intranet was restructured

 

Outcome

  • Participation in UK Saveshare has risen to over 60%.
  • Participation in Saveshare International has risen to 79% of eligible employees.
  • Over 2million shares were purchased in 2010 through the employee stock purchase plan