When the rules and regulations undergirding how businesses operate suddenly shift, it’s a communicator’s time to shine.
That’s what happened at Deloitte, when the regulatory landscape governing corporate taxes for companies across the economic spectrum changed fundamentally.
For Deloitte’s marketers, we knew our clients—and our tax professionals who work with them—had lots of questions.
In short order, our marketing team had to not only educate the marketplace about the capabilities we could bring to bear, but also equip our professionals to deliver that message to clients. We knew we could master the first task, with the help of our in-house agency. However, equipping our professionals required developing a truly integrated approach that melded marketing techniques with internal communication tactics.
A replicable model
Ultimately, we embedded a dedicated internal communicator alongside the marketing and public relations team to engage our employees and help everyone understand the changing landscape.
Through the process, we learned that focusing on internal “marketing”—instead of only education or the dispensing of information—can engage employees as brand ambassadors and build a bridge between marketing and internal comms.