Context:

#MAPS@ACG

ACG, a global leader in pharmaceutical manufacturing, sought to streamline and enhance their internal communication around its annual appraisal process. Our objective was to craft a campaign that communicated the outcome of associates' goal-setting efforts and guided them through the appraisal process, ensuring clarity and engagement.

Task:

The core objective was to create communication that highlighted the outcome of the associates' goal-setting in the form of appraisals and provided clear steps for a fruitful appraisal process. The aim was to ensure associates understood the importance of the appraisal and followed the necessary steps efficiently.

Challenges and Actions:

Challenge #1: Planning

The challenge was to present detailed information about the appraisal process without overwhelming the associates.

Action:

We developed a phased communication strategy. This involved spacing out the information across multiple touchpoints to ensure associates could absorb and act on the information without feeling inundated.

Challenge #2: Execution

Ensuring consistency in visual messaging and engaging communication were key execution challenges.

Action:

We created a red arrow motif (location pin) across all campaign visuals to symbolise progress and the fruition of goal-setting efforts. This visual cue, universally recognised as a symbol for a destination, was consistently used across all comms to create a sense of continuity and forward movement. The design was clean and engaging, aligning with ACG’s corporate identity.

Creative Concept:

The communication was divided into four distinct pieces:

Launch of the MAPS Appraisal Portal: This initial communication reminded associates to reap the benefits of their past year's goal-setting efforts by participating in the appraisal process.
Four Simple Steps: The second communication outlined four simple steps for associates to follow, making the appraisal process straightforward and accessible.
Guidance for Managers: The third communication was directed at managers, providing them with dos and don’ts to effectively guide their associates through the appraisal process.
Final Reminder: The last piece focused on reminding associates to complete their appraisals before the deadline, ensuring timely completion.

Results:

The "MAPS" campaign successfully met its objectives:

Increased participation rates in the appraisal process, with the majority of associates completing their appraisals on time.
Positive feedback from associates who appreciated the clear and structured communication.
Managers reported greater ease in guiding their teams through the appraisal process due to the targeted communication.

The campaign not only streamlined the appraisal process but also reinforced ACG’s commitment to employee development and organisational transparency.

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