Corporate and internal communications
Profile
Vattenfall is the largest foreign investor in the Polish energy market. It generates, distributes and sells electricity and heat. It is the largest heat producer and 7th largest electricity distributor in Poland. Generation takes place in Warsaw combined heat and power plants. In Silesia the company delivers electricity to a million households.
Objectives
The main objective of cooperation is to build a strong Vattenfall brand externally and internally. This is to lead to the increase of the brand awareness in the society, result in positive brand associations prior to the full energy market liberalization on July 1, 2007. In the area of internal communications, the goal is to gain acceptance for the foreign investor, restructuring process and rebranding.
Strategies
The objectives are realized through the following strategies: reach potential customers through activities building the desired awareness of the brand: close and empathetic towards the customer, environment and Polish economy. Internally, support creation of a new corporate culture, which is to result in the increase of employee involvement, quality of work and results.
Execution
The strategy is realized through consistently done PR campaigns and projects, which are to build the brand awareness and positive associations (e.g. heated bus stops in Warsaw and Katowice, lighted pink deer in Powisle), social and educational activities, PR support for sponsorship, etc. In the area of communication tools: development of a new website and intranet. Other activities include: consultancy and support in crisis situations, organization of internal trainings and integration meetings as well as other projects involving the Vattenfall employees.
Results
Regularly the largest number of publications (also positive) compared to the competition (resulting in Vattenfall being the benchmark in the energy sector). Spontaneous brand awareness increased from 0% in 2003 to 16% in 2005. According to internal opinion polls, personnel satisfaction continues to rise despite restructuring and reorganization: from 50% in 2003 to 73% in 2005.