Published on October 24, 2019
We recently worked with our client, Abellio UK, to help them communicate their plans for the East Midlands rail franchise to staff and stakeholders, and tell a story of social and economic prosperity, driven by investment in the rail infrastructure to boost connectivity.
Abellio agreed with our assertion that the success of delivering their vision would rest on the strength of the relationships they built with the East Midlands management and the frontline teams, so we put our efforts into creating a positive first impression when engaging these people.
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All employee communications led with a deliberate ‘what’s in it for me?’ message, to convey how the changes would positively impact them. Secondary messages focussed on the benefits for customers and communities.
We developed a distinctive, illustrative style to give the fledgling franchise a friendly and approachable personality which, during a period of change that can cause uncertainty and stress, are important qualities to convey.
This visual style was adaptable and flexible enough to work across all elements of the campaign, tying everything together and ensuring a consistent and memorable brand image. Deliverables included two videos, one for staff and one for stakeholders, the former of which was supported by a series of posters and a full vinyl wrapped double decker bus – the focal point of their mobilisation roadshow.
I had the pleasure of working with Laws of Attraction as part of the mobilisation of the new East Midlands Railway project. I required some expert support in the design and creation of an employee engagement campaign which captured everything that Abellio stood for and also included highlights of the new franchise. Laws of Attraction were professional and supported right from the first telephone call, they understood my time pressures and very quickly felt part of the team. Their creative approach and understanding of my requirements, allowed them to stretch my aspirations and very quickly gave me the confidence I needed that they were the right partners and that the end product would be both informative and engaging.
In the space of just 4 weeks we moved from concept to delivery, with the final campaign being used on engagement roadshows across the entire East Midlands network, with around 1400 employees viewing the campaign in a little over two weeks. Feedback on the campaign was really positive with all colleagues saying how informative it was, so much so that the campaign is still used today on Induction to welcome new colleagues into the business.
If you are looking for a hardworking, creative agency who can be relied upon to deliver high quality output within demanding timescales then I would wholeheartedly recommend Laws of Attraction.
Andy Parry, Organisational Development Manager