The Cambridge & Counties Bank Mission

When Cambridge & Counties Bank updated their Mission, Vision and Values (MVV) at the end of 2023, they came to us to help them roll out this information to their staff.

Service:

The Challenge

The bank’s marketing team created the MVV, but they needed help communicating everything internally. These values would be shared with every single staff member at every level - many of whom are not marketing professionals - so it needed to be engaging and easy to understand whilst staying true to the Cambridge & Counties Bank brand.

The challenge could be split into three parts:

1. Explain the mission and values to all areas of the business

2. Help employees retain the information to embrace the company values in their day-to-day roles

3. Inject some fun into their culture and surroundings

The Solution

Taking a very corporate, information-led mission house, we decided the easiest way to start would be to break it down into easily digestible chunks that could be used to communicate to staff on a variety of platforms. We wanted to keep staff engaged and excited to find out more, rather than handing them pages of literature which, let's face it, would get filed and forgotten about, and possibly not even understood. So, with this approach in mind, we got started on the creative.

The Outcome

The client wanted to announce the new mission and values at the all-staff town hall - but how do you capture the attention of the entire bank and make it memorable? You bring in the videographers.

We wanted a fun, informative way to not only get across the importance of the new MVV, but to also humanise the management team and emphasise the fact that everyone is in this together. So, we filmed interviews with three of the Senior Management team around the new mission and its importance; this proved to be a really important part of the rollout. We even threw in a blooper reel for good measure - this helped to show the directors and senior management in a more personal light, whilst also taking the corporate edge off the unveiling of the MVV.

To keep the momentum going, we created a suite of emails to be sent out on a regular basis, reminding the staff of the values and how they can embody them. Perhaps the biggest change was the redecoration of the office space; we used imagery, icons and MVV-related captions to reinforce the values in meeting rooms, by desks and in communal areas. Keeping the values permanently visible makes it easier for staff to keep them front-of-mind.

This ongoing project will ensure the staff at Cambridge & Counties Bank really embrace the mission and understand the values. The videos and office decor has created a real buzz, getting people talking and helping them remember each value. The client was thrilled with the result and really appreciated our input from an outside perspective.

The brief was to bring our new Mission, Vision, and Values to life in a fun and engaging way for staff to truly embrace. RKH worked closely with myself and the team to help us achieve this, and the result has been outstanding. There has been a real buzz around the office, which is exactly what we wanted to create and RKH helped make that happen!