Building An Internal Voice + Unified Brand

“We effectively communicate the technical programs that affect the employee experience and save companies money. And we do it so everyone wins.”

– Cydney Goldberg (Familian), Founder, Ellebridge

The NBA came to Ellebridge to unify the IT brand and to lead internal marketing/communications efforts for its new ServiceNow portal. Ellebridge accepted these challenges, focusing first on unifying many separate IT brands under one visual umbrella. This IT department brand unification paved the way for a smooth ServiceNow launch to employees of the global sports organization. With the launch of ServiceNow, the IT team can scale its services to support more employees – quickly and more efficiently. And, in today’s remote workforce world, this is essential.

 

Our Mighty Female Team

  • Planned internal events, scalable across locations

  • Created and executed internal marketing campaigns for brand awareness

  • Created and executed daily campaigns to drive action and training

  • Managed internal communication presence, including intranet site, print collateral, swag, and digital signage

  • Liaised with stakeholders across the global enterprise

 

How We Did It

Ellebridge worked directly with the CTO and Head of Customer Experience to understand the mission and vision of the IT organization. With this understanding, we made the recommendation to unify the disparate IT functions under one brand, outlining how we would accomplish this. Once approved, Ellebridge began to execute the plan in partnership with teams across the organization.

With a more cohesive IT brand, Ellebridge crafted and executed a month-long global internal marketing campaign that successfully educated NBA employees on how to get faster, on-demand help with ServiceNow. Elements included organization-wide newsletters, targeted department events, sponsored all employee events, digital signs, print collateral, branded swag, and intranet elements. In fact, the communication manager praised the employee events as a “best practice that we should absolutely do again.” Ellebridge’s management of this campaign allowed the technology and communication teams to focus their other projects, knowing we had it covered.

 

Flexing When Needed

Just as the ServiceNow launch went live, our world changed with a new challenge: COVID-19. Leveraging the new IT look/feel, Ellebridge moved quickly to help the IT Customer Experience team release several working from home “Tech Tips” to help make the transition to remote work easier. Our ability to translate “tech speak” into easy-to-understand language for employees made it easy for the IT team to give us the information they wanted to convey. 

The “Tech Tips” proved so successful that we’ve since released several editions and the Customer Experience team successfully transitioned from acting reactively to proactively.

 

Contact us to learn more about how we can bridge your company's technology, HR, and marketing teams.

 

Services Highlighted: 

  • Internal Marketing + Content Strategy

  • Change Management + Technology Adoption

  • C-Suite Engagement + Strategy