We heard from everyone that people wanted to go back to the good old Talisman days – where they were lean, resourceful and empowered.
And the key really was about utilizing employee’s unique skillsets and perspectives, it really was about the people. ‘A Different Kind of Fuel’ is a play off the product Talisman produces (hydrocarbon) but flips the perspective to that of the employees being the fuel that runs the company.
We developed an internal brand that to represented getting back to basics, stripping away fluffy jargon and stock photography, and focus on what Talisman did best: hire great people who excelled at their role. The internal brand tactics came to life across a few different platforms including a microsite, an on-boarding package, poster series, and swag.
After the EVP was complete, Talisman went through a company re-organization that required various supportive communications and tactics.
They now needed to define and build out what this new corporate culture looked like in action. Employee engagement was paramount to the company, and they began with an event at Flames Central (now Palace Theatre) to re-infuse the team with renewed energy. As an aspirational nod towards the company taking their rightful industry leadership position once again we titled the event:
We designed custom t-shirts, a belly band to attach a custom embossed notebook to an inspirational book (From Good to Great by Jim Collins), and plastered the theatre multimedia screens in green EVP messaging from floor to ceiling.
Another initiative of importance to the management team was for employees to participate in the Calgary Corporate Challenge. Pulling from the EVP platform, and the company mandated mascot of a hedgehog, set out to produce the highest participation rate Talisman had ever seen, all wrapped around the sub brand of:
To raise event awareness, we developed some fun guerilla type marketing tactics.
We put team talisman t-shirt decals on the mirrors in the bathrooms so that when people looked in the mirror, it would look like they were wearing the kit. We also executed a midnight desk drop and postering throughout the office with playful and motivating copy encouraging people to participate, to feature specific events and to highlight team captains.
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