SITUATION: A business model change across the vast International Paper corporate culture required a delicate introduction to internal audiences.
KEY INSIGHT: Overcoming internal fear of change, resistance to a new plan, and economic pressure were central to this communication – along with the need to inspire cooperation and buy-in.
SOLUTION: The new initiative was inspired by a long-term vision for the success of the company. Embracing the new business model was the best way for internal audiences to succeed down the road. So the message became: Your Success Is Our Business.
RESULTS: A concise and visionary overview of the opportunities ahead for each corporate division, all neatly designed within the organization’s corporate standards, expressed in the form of a brochure.