Exelon Corporation and Constellation Energy merged to form the largest integrated energy provider in the United States. The merged technology infrastructure of the two companies was outdated and lacked a standard architecture, threatening the company’s reliability, scalability and speed of service delivery. Their Chief Information and Innovation officer set out to modernize their technology infrastructure bringing new end-user capabilities and benefits to Exelon’s 35,000 employees. The magnitude and complexity of change required a new communication approach to ensure seamless execution and adoption. Gagen MacDonald created an employee-focused campaign to drive awareness of the transformation and communicate the benefits of planned technological advancements.
- Created the “IT’s for You” campaign that focused on the tangible, positive impacts employees would experience, while acknowledging that the transition may be difficult at times.
- Developed branded icons associated with each of the six key benefits that end users would experience.
- Used simple, straightforward and fun language that appealed to both hearts and minds.
- Developed and executed launch materials comprising a transformation intranet site, email blasts, videos, and collateral and campaign branded premium items for all employees.
- Hosted a campaign launch meeting for the top 300 IT leaders to equip them to be able to effectively communicate about the transformation and how it aligns with the company’s IT strategy.
- 90 percent of all IT leaders felt the leadership meeting “was of great value.”
- 90 percent were more aware of and confident in their role in leading the IT strategy.
- 98 percent were committed to actions that will make them more effective in leading the IT strategy.
- The “IT’s for You” campaign was the first of its kind at Exelon and helped reposition IT as a collaborative driver dedicated to helping employees work smarter.
- The launch materials had a significantly higher employee interaction rate than other internal communications.