Situation
When a Fortune 10 company named a new executive to lead their Diversity and Inclusion function, the executive turned to Kissinger Group to help develop a clear articulation of his group’s strategy. His goal was to communicate the value of diversity and inclusion in a way that would resonate with internal and external constituents and infuse these values into the culture.
Approach
Using principles borrowed from consumer branding, Kissinger Group developed a strategic platform for Diversity & Inclusion (D&I) so that the strategy was clear and compelling to its target audiences. Work included:
- Conducting a diagnostic review of existing D&I strategies, programs, capabilities, assets and resources
- Interviewing key stakeholders and leading workshops to determine needs and expectations
- Segmenting target audiences and evaluated their perceptions of Diversity & Inclusion at the company
- Crafting a strategic platform that included values and attributes of Diversity & Inclusion
- Developing value propositions for key target audience groups
- Designing a roadmap to roll out the new messaging
Results
Kissinger Group helped develop a definitive strategy for the group’s “brand” that provided clarity, focus and alignment among stakeholders. The supplementary roadmap delivered guidance to communicate and operationalize the strategy. The company won awards for their work and the VP went on the D&I speaking circuit to share their success story.
43,000
employees
impacted
180
countries
6 Month
strategic
communication campaign
12
DEI
awards
