Aetna

Aetna launched several separate yet simultaneous employee initiatives, including new vision/mission/values, cultural realignment, a social justice program, and a brand refresh. Each of these initiatives was supported by a comprehensive communications program that had resulted in a bombardment of messages that often compete with each other. Aetna sought to create alignment between all these initiatives, and establish an overarching Employee Value Proposition program that demonstrated the relevancy and connection of each of these strategic employee initiatives, to ultimately reduce message complexity and confusion by employees.

We facilitated a Dialogue Marketing Workshop with company stakeholders to arrive at key themes and create message ladders. We then conducted an analysis of all the competing internal initiatives. This led to the creation of an all-encompassing manifesto, EVP, and internal communications program with ongoing tactics designed to dispel confusion and create alignment across the company.