Retail industry | Internal communications and positioning





THE CHALLENGE
As a leading retailer with a diverse workforce and multiple stakeholder groups, our client needed a structured, strategic approach to internal communications.
Ensuring clear, consistent, and engaging messaging across teams was a challenge, with leadership seeking a solution that would enhance alignment, strengthen brand positioning, and drive adoption through targeted engagement, structured content, and a sustainable communications framework
STRATEGIC APPROACH
VSLS developed a comprehensive communication strategy that positioned messaging as a key driver of engagement. The approach included:
- Research and Discovery: Conducting pre-assessment activities to collate and analyse existing communication channels, stakeholder expectations, and organisational messaging needs.
- Strategic Alignment: Hosting assessment workshops and leadership consultations to define communication priorities and ensure alignment with business objectives.
- Framework Development: Designing an engagement matrix for both internal and external stakeholders, providing a structured approach to messaging and interaction.
- Content and Asset Planning: Outlining a phased communication roadmap, with a focus on continuous content development, thought leadership, and promotional materials.
The strategy was structured to allow for immediate implementation, ensuring that communications were relevant, timely, and aligned with the client’s evolving needs.
IMPACTFUL DELIVERY
Through our structured approach, VSLS delivered a robust communications framework that has significantly improved internal alignment and engagement. Key outcomes include:
- Strategic Communications Plan: A detailed, actionable roadmap guiding messaging, asset creation, and communication delivery over 12 months.
- Stakeholder Engagement Framework: A clearly defined matrix outlining internal and external messaging strategies, ensuring alignment at all levels.
- Workshop Insights and Reports: Feedback from assessment workshops captured in structured reports, providing leadership with clear direction for ongoing communication efforts.
- Content and Asset Development: Production of learning and development collateral, promotional content, and thought leadership pieces designed to reinforce key messages.
- Implementation Guidance: Support for leadership and teams in adopting the new communications framework, with recommendations for sustained engagement.
With this structured strategy, this beloved retail group now has a scalable and sustainable communications model that enhances clarity, engagement, and strategic alignment across the organisation.
