Situation: Sage is transforming from a house of branded products to a branded house. This strategy will only succeed if our employees are engaged and committed to creating a strong North American brand built on a foundation of Extraordinary Customer Experience.
Summary: To align employees with the Sage brand strategy, increase morale, build company pride, direct employee focus toward our business and customers and clearly define employee expectations, Tipton developed a multi-phased employee engagement campaign for Sage expressed by the statement, “I’m In!” The campaign launched with a teaser campaign featuring full-size cutouts of employees declaring, “I’m In”. After a series of town halls, employees used a custom-built flash module to pledge “I’m In” and show their support for the brand strategy.
Results: Thousands of employees have pledged to support the brand campaign, which has led to the successful re-branding of Sage North America’s core products. Sage continues to build long-term commitment through extensions of the campaign, such as contests and idea programs. The program proved so successful that the Obama campaign decided to use the same phrasing as its campaign slogan for 2012. (Just kidding. But we were first.)