Volkswagen UK 2004

When Volkswagen UK created a communications role in their Marketing Department, the new Head of Internal Communications chose Cchange to work with her on the design of a strategic approach for 2004-2005. Research covered all levels of head office and field employees through an audit of existing communication and its effectiveness, to identify:

	communications requirements and key messages from the Leadership Team
	employees' understanding of the recently launched Volkswagen UK Business Plan
	employees' engagement with the behaviours necessary to achieve business goals
	whether communication channels and content were aligned with those of the other major UK brands (Audi, Seat, Skoda) and messages from the overall parent company

Research findings were then built into a communications strategy and tactical plans for the following 12 months.