National Milk Records
Originally set-up in 1943 as part of the Milk Marketing Board, National Milk Records has come a long way. However, it’s not the rich heritage that will determine the success of this evolving business, it’s how it can frame its purpose, the ‘why’ it exists and the ‘what’ it means for all its stakeholders – and, in doing so, take them on a journey.
We needed to develop a new mission statement that both resonates and excites – and gives the right mix of realism and aspiration. As well as getting the mission statement right, we needed to be able to launch the new sense of purpose to the 300+ employees over five locations, as well as reaching remote field-based staff, all at the same time.
We used a range of discovery and diagnostic tools processes to really understand the business, its leaders, its journey and its aspirations. We developed a range of mission options to give focus and momentum – and buy in – to the discussions and from these honed the ideas and the text to produce the final version. One that was authentically and distinctly NMR, that would stand the test of time and that would mobilise all of the relevant stakeholders.
Once the mission statement had been agreed, we had to bring it to life. We planned a launch plan that incorporated a range of communications, with all employees’ access to the information at the same time, being pivotal. All collateral drove employees to a short, animated film where they could understand what their new mission and how and why it had been developed.
A short, succinct animation brought the development and definition of NMR’s new mission statement to life in an engaging and memorable way. The film was delivered to all staff at the same time, reinforced by site presentations, printed collateral and the monthly newsletter as a focussed, professional and fully integrated campaign.