GEORGIA-PACIFIC Employee portal...

GEORGIA-PACIFIC Employee portal relaunchConcepting, messaging and execution of support materials

realmco.com© 2015 Realm, Inc.

OpportunityWith more than 35,000 employees, there’s a great deal of knowledge and expe-rience spread throughout Georgia-Pacific (GP), one of the world’s leading man-ufacturers of building materials, tissue, packaging, paper, cellulose and related chemicals. Their products satisfy needs for home consumers, as well as provide solutions for both commercial and industrial uses.

There had been no organized way to share this knowledge among employees and locations. As one interviewed stakeholder told us, this must be captured to stay with the company and not at the individual level, with many business issues crossing lines.

With the launch of a new version of the employee portal, myGP, due to a tech-nology upgrade, the site has the capacity for user profiles and communities. Georgia-Pacific Corporate Communications saw this as an opportunity to expand the ability to share information, make collaboration easier and equip everyone to be more productive.

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35,000+GP employees

Georgia-Pacific EMPLOYEE PORTAL RELAUNCH


3Georgia-Pacific EMPLOYEE PORTAL RELAUNCH

Splash page to build anticipation for launch of new site.

Tile on GP intranet site.



Fliers, signage and online graphics set the stage for the relaunch and introductory video.


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AnalysisThe audience for this project was all GP employees, ranging from corporate executives to plant workers. With such a variety of social and educational backgrounds, we had to ensure our communications would speak to all with a style and language engaging to everyone.

Online and print materials would be necessary to build anticipation and set expectations for the launch of the new site. And videos, rather than emails, had also proven successful with this audience.

A key challenge was that the company had discouraged social media in the workplace, and this portal was a new form of internal social media; therefore, existing perceptions had to be overcome, causing employees to see this new system as part of their pervasive and strong culture.

Goals and ObjectivesWe identified three objectives:

• Set stage for strategic rationale of new myGP and addition of social features to ensure teammates are aware of new capabilities and encourage site exploration.

• Provide strategic context and reasoning for future changes to how people work to minimize resistance.

• Minimize disruption caused by site launch.

3project objectives




Link to videohttps://www.youtube.com/watch?v=GpWbHQQQ9qM

Animated introductory video



A poster encouraging participation, and shar-ing the dos and don’ts of profile pictures


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SolutionWe developed a tree theme, following growth from seed to maturity, as a way to convey the various stages of teammate participation and emphasize the chance for GP to grow stronger together.

We provided signage, fliers and email graphics for a cohesive family of support items to let all GP teammates know the relaunch is coming and what to expect. This helped create anticipation of the new possibilities the new site would offer.

Knowing that videos, rather than emails, had proven more successful with this audience, we chose to provide teammates with an introductory video for this intranet relaunch. The fact that the teammate population comprises a variety of backgrounds also informed our choice of an animated video, making it easier and more cost-effective to represent this audience.

With this video there were three key messages to convey:

1. Acknowledge the Good

• We have talented and diverse employees with extensive knowledge and experience who use teamwork to create value and grow personally.

2. State the Problem

• It can be challenging to find and share knowledge across teams and locations. Learning can often be driven by who you know and where you work. As employees shift locations and roles, knowledge and experience go with them.

3. State the Solution

• myGP equips employees to create more value by improving access to GP know-how. Employees are getting better tools to do their job and create more value. We are growing stronger together.

3key messages




myGP

FREEPOPS!

Pop in for myGP help, August 271:00-3:00 p.m. GP Auditorium

myGP

POP IN TODAY!TO THE GP AUDITORIUM FROM 1:00-3:00 p.m.

GP teammates can ask questions, share ideas, leave feedback and grab a treat!

C ourtesy o f myGP !

Print and online ads promoting feedback sessions


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Ads for a Halloween-themed feedback session


myGP

Learn all the tricks of

finding what you need

quickly through Search

and Sidebar and get

a treat!

GP Center Auditorium,

Wednesday, Oct. 28,

12:30-2:30 p.m.


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Implementation and ChallengesAn animated video, rather than live-action with actors and actresses, helped keep costs down. Over two months we worked closely with GP to fine-tune the concept and animation. Realm drove creative direction, developed the messaging and script, and supervised a contractor who handled the animation.

Since we were working on other pieces for this project, we incorporated the logo, icons and tree theme that we used in posters and other employee communications.

Measurement and EvaluationThe relaunch of the intranet site has proven successful. Though teammate engage-ment has not happened as fast as corporate hoped, it’s steady and growing.

Goals and Objectives ResultsSet stage for strategic rationale of new myGP and addition of social features to ensure teammates are aware of new capabilities and encourage site exploration.

Feedback indicates people “get” the aim of the new capabilities. The video earned nearly 2,000 views.

Provide strategic con-text and reasoning for future changes to how people work to minimize resistance.

Reported resistance has been low to non-existent.

Minimize disruption caused by site launch.

The majority of minor issues encountered were navigational and systems related rather than communications related. The minimal questions reported were quickly answered by peers rather than corporate, proving the efficacy of the system immediately.

To encourage participation, follow-up efforts such as social gatherings and additional video, which we have also helped develop, have begun to pay off.

Nearly

2,000video views


GEORGIA-PACIFIC Employee portal...

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