It’s not always easy to get staff on board when deploying a new company strategy. Internal communications often tend to tell, rather than show or involve. This hinders the buy-in and ownership of the messaging.
American Tower Corporation (ATC) is a multinational company that connects people and businesses through telecommunications infrastructure, primarily cellphone towers. Its African staff are its essential internal consumers, instrumental in bridging the digital divide – often in rural areas – thereby affecting lives all over the continent.
ATC Africa leases antennae space on its towers to mobile operators and other wireless and broadcast service providers (the likes of MTN and Vodacom). But the bigger picture is that ATC Africa is an enabler – of business connectivity, communication with loved ones and sustainable economic prosperity.
The company needed to engage its employees’ hearts and minds through an email-based internal communications campaign to unveil IMPACT, its new internal strategy – with impact at its core. It wanted its staff to be inspired by what they are doing to, as the company’s mission statement points out, “build a more connected Africa” – and by the vision of what they plan to achieve.