NC Ports knows it takes teamwork to make its goal of customer-centered excellence a reality. So it made sense to kick-start brand advocacy efforts at the heart of the organization: the ports’ very own employees.
We shared elements reflective of the brand’s voice and vision with this influential internal audience. The employee-focused communications included an introduction to the new logo, a manifesto card reflecting the brand ethos, posters that doubled as office décor and merchandise that allowed employees to wear their brand-devoted hearts on their sleeves. (And their desks.)
By anchoring our brand introduction with the Ports’ most natural (and perhaps powerful) brand ambassadors, we created momentum and excitement for both the work and the ports’ big changes, which included a basin widening project to accommodate larger ships coming through the newly completed Panama Canal widening project. It’s full steam ahead for us all.