Employee Share Scheme
Challenge
Morgan leads the world in materials technology and applications engineering for ceramic and carbon components. They have 8 global businesses operating in 43 countries with a turnover of over £800m. The doors on the NASA space shuttle depend on Morgan bearings and its crew relies on Morgan carbon and ceramic products for protection from the high temperatures generated on re-entry to the earth's atmosphere. Morgan's management team knows that the company's success is due to the commitment and skill of its people. As a reward it wanted to offer employees an opportunity to participate in a subsidised share plan, so they could personally gain from the company's success.
Strategy
Our brief was to devise a communication strategy to promote interest in this plan. Morgan wanted to ensure that each member of a vast and diverse target audience felt proud to belong to their "global family" and recognised their contribution to the company's success. This project involved many DVA departments- print, graphics,
multimedia, copywriting and audio to communicate the details of the plan. The programme was kicked off with a video that focuses purely on promoting the concept of the plan. Designed to appeal to the audience on an emotional level, it affords insight into Morgan's global operations and into the lives and views of colleagues in the UK and the USA. It combines fast cut montage sequences with a series of localised interviews for each country and commercials each reinforcing the key message: Morgan Crucible is giving you extra shares because it values you. Using language of universal appeal, the narrator refers to the audience as 'owners' and 'family members' rather than employees.
Details for the plan were then supplied to employees in information packs containing a six page brochure and CD ROM which featured financial information and a ready reckoner. Posters were also used throughout every site to reinforce the campaign.
Results
Elaine Marriner Assistant Company Secretary at Morgan, comments "The team at DVA made what was a very dry subject into a very interestingvideo and their decisions on how to convey the information to our people have been really well received.”
Media