THE CHALLENGE
The State Forest Enterprise – a major state-owned company in Lithuania – sought to improve its internal communication and to clarify its identity. The organisational structure developed over many years and the broad scope of its operations resulted in fragmented communication processes, with different regions having disparate practices and habits for disseminating information. This required figuring out how the organisation was communicating internally, what was working and what wasn’t, followed by a systematic plan for consistent communication.
THE SOLUTION
We conducted a comprehensive internal communication audit encompassing employee interviews and surveys, an analysis of the organisation’s communication channels, and a content and process evaluation. We spoke both with foresters at their workplaces and the administrative staff.
Based on the insights obtained, we prepared a SWOT analysis of internal communication and strategic priorities, which became the foundation for a new internal comms strategy.
The audit also revealed a unique employer identity – “love of forests” – which unites employees across the organisation. This was a fortuitous discovery demonstrating our ability to see the bigger picture – from strategic analysis to deepening the organisation’s culture and employer identity.
We became the company’s creative partners and developed plans and implementation concepts for external initiatives. We created the “Ulba Čiulba Mokykla” campaign where, on Earth Day, schools heard birdsong instead of bells. We also created and implemented a concept for an exhibition of forest and nature photos taken by employees, which traveled around Lithuania. In addition, we updated the identity of the Young Foresters Club by creating a new name, logo, and messaging strategy for it.
THE RESULT
The State Forest Enterprise gained a new strategic foundation for internal comms that helps the company get its message across more clearly and consistently throughout Lithuania. The revealed employer identity – its employees’ love of forests – became a unifying cultural element that can strengthen both internal and external communication.
The implemented creative initiatives received positive publicity and made the company’s employees proud – “Ulba Čiulba Mokykla” became a beautiful example of how communication is able to resonate with the public on an emotional level.
