Knowledge is Power
Media associated with this campaign
Overview of this campaign
1. Define NZME’s aspirational reason for being – our purpose
2. Launch brand purpose and messaging, including a programme of activity to steer culture, marketing, and a wider purpose-driven transformation
3. Boost employee engagement, measured by engagement scores and staff feedback, by 10%
Reaching a consensus on the singular energy source for our new vision was always going to be a tough job, made harder by the sheer breadth of NZME offerings and target audiences.
Research pointed the way, uncovering a core insight that crystallised our vision and secured stakeholder agreement. Digging into our data we discovered that people generally agree that progress has greatly improved the way we live – and yet there is a creeping dissatisfaction and disillusionment, maybe even disconnection. Why is this when we have so much more – more choice, more information – at our fingertips?
This nugget led us to the idea of knowledge, which ties to our core business: information. Good information – timely, trustworthy, easily accessed information – is mostly about knowledge, leading to better decisions, better deals, better conversations, better audiences and so on. This is about being ‘in the know’ – which is the nub of NZME’s new purpose, expressed as: Keeping Kiwis in the know – because life is better when you’re in the know.
In practical terms, our campaign had to ensure our new vision was understood and embraced, so that our people walked the talk. Simply promoting a handbook with bells and streamers wasn’t going to cut it. We needed the backing of company management and board members to support a broad programme, including research, campaign creation, and activation spanning onboarding material, NZME social platforms, personal development, reward programmes, trade marketing and materials, and, crucially, a measure of engagement to track success.
Results for this campaign
The next stage involved a roll-out of internal signage to our offices right across the country and in June, a check-in with our Senior Leadership Team. Our purpose has latterly been used to inspire our sustainability commitment.
Critically, we conducted research to gauge the impact of our new purpose on staff engagement and NZME brand pride and credibility.
Survey results highlighted a massive shift, with employee understanding of NZME purpose recording a 35-point lift between 2018 and 2019, blitzing our 10% objective.
The result also flowed through to company brand pride and credibility, which rose seven percentage points.
Staff feedback from our Senior Leadership Team check-in provides a rich picture of what the purpose means to our staff:
“The purpose is nice and easy to remember and understand. It’s good to know that our company believes our business is built on good journalism, treating the public with respect, and that they know their voice is heard, and their stories are important. That's why they keep coming back to us. It's the best job keeping Kiwis in the know!” – NZME editor
“What a fabulous, simple, effective and accurate purpose to live by. It transcends our brand, bringing the company together. It’s perfect for NZME.” – NZME content director
“I was in the newsroom when our purpose was revealed – response was very positive too - especially from Newstalk ZB leaders - the brand is already using the phrase in their on-air promos!” – NZME newsroom
“It covered all aspects of the culture, content and commercial focus. The teams went a step further and all identified how they could implement this in their local areas and areas of working for better productivity and improved work life.” – NZME commercial leader