Want employees to notice your new intranet? Market it!

Nextel’s Latin American arm created a campaign to tout its revamped intranets with as much vigor as if it were launching a new product to the public.

That’s something Ana Camargos, senior manager and Web strategist at NII Holdings, the branch of Nextel that operates in Mexico, Brazil, and several other Latin American countries, learned as she and her team rebuilt about a half-dozen intranets to make them more social.

Simply changing an intranet to something that’s nicer to look at and has more features won’t attract employees to lend their voices, Camargos told listeners in a webinar sponsored by Igloo Software, the company that developed the platform that NII now uses for its intranets. You’ve really got to pull them in, she said.

That’s why NII developed a marketing program around its new intranet, as though it was promoting a new product to the public.

The campaign

Employees received e-cards detailing new collaboration tools, how to get registered, and other pertinent information. They also got mousepads promoting the new intranet and had posters in their offices. Each item in the campaign was branded with a picture of a globe that had symbols marking the locations of various offices.

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