- ORGANISATIONAL TRANSFORMATION
Helping transform WorkCoverSA.
State-wide negativity towards WorkCoverSA was having an impact not only on the state, but also on staff morale. A new CEO, board and executive team were committed to transforming the organisation.
Our brief was to “make employees of WorkCoverSA feel positive about the organisation”.
It was a two staged process:
- Internal stakeholder engagement.
- Rebranding including brand strategy development and brand positioning.
The project involved a series of workshops to help identify the organisation’s higher purpose.
The workshops confirmed that staff genuinely cared about protecting people in business from the cost of workplace injuries, and supporting injured workers in their return to work.
Based on these findings, a strategy was developed and a stakeholder engagement campaign, driven by the mantra “We protect, we support, we care”, was implemented.
Wholesale adoption of the internal campaign theme and key messages generated staff engagement across the entire organisation.
The organisation now had a positive platform to prepare for the introduction of new legislation and change of brand.
The implementation of the Return to Work Bill saw WorkCoverSA change their name to ReturnToWorkSA.
With the introduction of the legislation, a new, cohesive brand identity was required.
Nation created a new logo, brand identity and a suite of marketing and communications materials to reflect a contemporary and professional insurance company.
The launch and implementation of the new brand was a great success, with rebranding achieved well in advance of previous expectations.
ReturnToWorkSA now had a clearly defined and articulated brand strategy and positioning.