sun international - iabc - brand alignment (ive) v2.0 141008

8/8/2019 Sun International - IABC - Brand Alignment (IvE) V2.0 141008

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Presentation Name1. Sub-heading


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Brand Alignment at Sun International

October 2008

Presented by Ica van Eeden


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WHY do Internal Brand Alignment?

We recently repositioned our Group Brand with a promise

of.


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A Brand is more than just a promise

it comes alive in the delivery where

perceptions are confirmed, and

when expectations are met

when our people consistently interact with our guests to

deliver quality, memorable experiences

We know and acknowledge that


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The CHALLENGES we face


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We also share a strong legacy


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The Solution we chose

1. To focus on:

a) Emotions

b) Experiences

c) Selling the Thrill vs. our Resort and Gaming products

2. Position our group for our future vision and strategy:a) A family of brands

b) Each property brand offers a Unique thrilling

experience within its theme

c) The mother brand promises quality assurance


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There is One Destination

One place that makes me feel truly alive

Where Im inspired

Theres one place that makes me feel really beautiful

Where I live like theres no tomorrow

Where I can play

Where I can find peace

Only one place makes me feel this sexy

Where Im so excited I can scream

There is One Destination where I can truly experience wonder!

Sun International.

A Million Thrills. One Destination.


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Making it come alive in the business

WHY do we need to do things differently in


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Our Values

WHY do we need to do things differently in

future?

WHAT do we need to do?

HOW must we do this?

WHEN we DO THIS, what will

happen?


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Where did we begin?


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The One Sun Project

(Internal Brand Alignment Project)

GOAL:

To unleash our hearts and minds to embrace the unique Sun

International way of doing business, so that we consistentlydeliver memorable quality experiences for our customers and

each other.

S h t i l d i thi I t l B d


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So whats involved in this Internal Brand

Alignment initiative?

Communication with our staff

Involvement & participation on all levels

Leadership engagement

Branding, Personal Branding and positioning

Service Delivery Training

Industrial theatre and a thrilling experience

An investment in our biggest asset i.e. our people, ourcustomers and our business partners

Recognition of the thrilling stories our guests are telling us

Having some serious FUN at work


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Its about raising the bar!

Excitement /emotional hype

Uninformedoptimism /

uncertaintyConfusion / fear /misinterpretation /

mixed messages

Informed Optimism

Gradualacceptance

Commitment / passion /change acceptance &

part of culture

C

ustomer

Sa

tisfaction

Customer

Delight

Our ability to deliver consistent, memorable, quality experiences


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WHAT does the One Sun Project Consist of?

1. Management enablement initiatives e.g. facilitated training& coaching engagements, for

Executive Leadership (S Modules) &

Operational Leadership (O Modules) e.g. Middle

Management

2. Brand Alignment Workshops (BAWs) for ALL staff


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All staff at property (S + O + All Others)

Management / Middle Mng / supervisor (Operational Leadership engagement)

Executive / HOD Management (Strategic Leadership engagement)

Targeting the Audience

They need to:

Understand it Lead it

Enable it

Sustain it

They need to:

Understand it

Commit to it

Deliver thrilling experiences

They need to:

Understand it Lead & Motivate it

Coach, and

Sustain it


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All staff at property (S + O + All Others)

Management / Middle Mng / supervisor (Operational Leadership engagement)

Executive / HOD Management (Strategic Leadership engagement)

Tried and tested Approach

S1Info / Comms at

EOC / HODs S2

Planning forBAW

S3

Joint session forS & O levels to

pledgecommitment &

develop 100 dayAction Plan

O1 O2

BAWBAW

Etc.BAW

BAW

Scoping withrepresentative

team

Info / Coms

Planning

Scoping

LegendsCommunicationandM

easurement

The Brand concepts

-Company Brand

-Past & future

Personal Branding

Team build &

planning

- Dealing with BAW outcomes

- Service Delivery and Standards

- Leadership

Why & What?

Brand

Preferred Future

Personal Brand

include the coaching &sustaining for the Olevel

FacilitatedTraining

Scoping withEOC


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Its about raising the bar!

Excitement /emotional hype

Uninformed

optimism /

uncertainty

Confusion / fear /

misinterpretation /

mixed messages

Informed Optimism

Gradual

acceptance

Commitment / passion /

change acceptance &part of culture

Scoping

Scoping

S1

O1

S2

Planning

BAW

S3

O2

Planning

Custo

mer

Satisfa

ction

Customer

Delight

Our ability to deliver consistent, memorable, quality experiences

S f


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Some facts

1. By end September, we had delivered the project to 9 properties

2. We touched 13,463 of our total staff headcount i.e. an estimated64% of Sun International

3. By end December we would have delivered to 14 of our properties,16,800 people (78%) and end April 2009 to all our properties

4. To deliver the project we will:

a)Go to ALL of our propertiesb)Engage +/- 21,000 of our people

c) Deliver 150 Brand Alignment sessions

d) 25 x 3 days = 100 days of Strategic Leadership engagements,and

e) 55 x 3 days = 165 days of Operational Leadershipengagements


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The key messages thatwe share with our staff


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BRANDPROMISE

CUSTOMERSERVICE

C L E A R

VALUES

THRILLS /STORIES OF

DELIGHT


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Sustaining the investment

What do we need to sustain after the One Sun


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What do we need to sustain after the One SunProject was delivered at a property?

1. Consistent Delivery to the

Brand Promise2. Supporting the Service

Delivery Journey Map

3. Enabling the property todeliver for success i.e. themeasures

Week 7Week 12


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CROSS-TEAMINTER-ACTION

Week 1

COMMUNICATIONTHE BRAND

PROMISE

Week 2

PASSION

BEC.L.E.A.R.

Week 4

RAISINGTHE BAR

Week 3

POSITIVITY

Week 5

RECOGNITIONWeek 8

Week 10PAY ITFORWARD

YOURE IT!

Week 11

LIVE THEVALUES

Week 12

EMPOWERMENT

Week 14

PRAISE &ENCOURAGEMENT

Week 9

ENERGY

Week 13

Week 6

PRIDE

Theme for Month 1:

KEEP IT

CLEAR

Theme for Month 2:

MILES OFSMILES

Theme for Month 3:

LICENSE TO

THRILL

Th S ti PLAN


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The Supporting PLAN

Th T lkit


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The Toolkit

C L E A R

Some examples of the communication elements in the toolkit


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Values

p

V5.0

C

Values Posters


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Values Posters

Notice Board


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Notice Board

Corporate Identity


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Corporate Identity

Our Golden Thread


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Our Golden Thread

Our History DVD


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Our History DVD

Our History Map


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Our History Map

Our Future DVD


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Our Future DVD


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Its all about the measurable

outcomes

The Outcomes that the Internal Brand


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Alignment Project seek to achieve

BrandPromise

BrandDelivery

Customer

Delight

One Sun Project outcomes


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O e Su oject outco es

BrandPromise

BrandDelivery

CustomerDelight

Are our communication and messages consistently

promising our customersA Million Thrills. One Destination.?

Are our people consistently delivering in our Brand

promise and acting as ambassadors to Light up their

Lives by being C L E A R in their behaviour?

Are our customers experiencing engagements at ourproperties so that they tell others stories of: There is

One Destination where they Light up my Live with A

Million Thrills.?


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The Ultimate Outcome that we seek!

True stories of how we thrill our customers.Alfred the porter


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Questions?

Thank you!

sun international - iabc - brand alignment (ive) v2.0 141008

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