Case Study 4
Barnardo's: enhancingcorporate identity throughinternal marketing
A national communications exercise by Barnardo's found that its employees knew as little about the charity's operations as did the public. The exercise was prompted by Barnardo's decision to re-brand itself through national TV and radio advertising. This led to the 18-month exercise, which discovered that a large number of its employees held outdated views of the charity's work. The outcome was the development of several training and communications programmes to rectify the perceptions and change attitudes.
Internal marketing exercise
Questionnaires, workshops and interviews with a cross-section of managers, staff and many of the 200 000 volunteers revealed surprising ...
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