Rexel Communication Plan 2012 - Energy in Motion Toolkit

2012 REXEL GROUP
COMMUNICATION PLAN
June 6, 2012 (updated)

CONTENTS
1. Strategic intent p.3
2. Communications Roadmap p.12
3. Detailed actions and tools p.22
4. Appendix: 2011 Overview p.35
Group Communication Plan
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1.
STRATEGIC INTENT

Rexel: a new phase of development
1990-2000
2001-2005
2006-2008
2009-2011
2012-2015
A decade
of growth
Economic
downturn
Transformation
al acquisitions
Recovery from
financial and
economic crisis
From €1.9bn
of sales in 1990
to €7.1bn of
sales in 2000
Building
leadership
positions
through organic
and external
growth
Sales fall to
€6.0bn in 2005
Proven
resilience in
profitability
Acquisition
of GE Supply
(2006) and
Hagemeyer
(2008)
Doubling in size
to €13.7bn of
sales in 2008
Significant
restructuring
to improve cost
structure
Sharp
improvement
in financial
structure
Resumption
of acquisitions
in 2010
A new phase
of
development…
Strong operating record:
solid growth, resilient margins and cash-flow across the cycle and sound
financial structure
Group Communication Plan
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Rexel: a strong platform for the future
A robust business model
One of only two global players in the growing market for professional distribution
of electrical supplies
Strong partner relationships with key suppliers
An ability to provide a large and diversified customer base with innovative products
and value-added services through a multi-channel approach
Addressing all end-markets: industrial, commercial and residential
Experienced, skilled and committed teams
A proven track record of success with capability to:
Act as a market consolidator and integrate acquisitions
Manage costs and post resilient profitability, even in economic downturns
Generate strong cash flow and deleverage quickly
A global leader ready for a new phase of development
Group Communication Plan
5

Our new mission statement
Our new mission statement provides the frame of reference for a new
company plan
Rexel’s mission is to support customers around the globe, wherever they
are, to create value and run their business better, by providing a broad
range of sustainable and innovative products and services for automation,
technical supply and energy management.
Our mission is based on four strategic priorities:
Profitably grow both organically and through acquisitions
Actively engage people and manage resources for increasing returns
Closely cooperate for mutual success with all key stakeholders
Effectively execute with operational excellence
Group Communication Plan
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An ambitious plan entitled Energy in Motion
Energy in Motion captures:
the essence of our core business, the dynamic world we operate in,
the commitment of our people to live up to our mission,
and the passion to join forces with our suppliers and customers.
Energy in Motion embodies our ambition to be:
The brand of choice for customers
The partner of choice for our suppliers
An employer of reference for our people
The most attractive company for our shareholders
Group Communication Plan
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The ‘Rexel way of doing business’ captured in six core values
Rexel has defined six core values that set fundamental principles for the
way we operate and interact with our stakeholders. Rexel is committed to:
DELIVER
THE BEST CUSTOMER
EXPERIENCE
ENGAGE
PEOPLE TO DEVELOP
THEIR TALENTS
JOIN
FORCES
FOR SUCCESS
TRUST
EACH OTHER
ENCOURAGE
TO INNOVATE
ENJOY
MAKING A DIFFERENCE
Group Communication Plan
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A powerful name and visual identity for the company plan
Group Communication Plan
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Launching our new company plan requires an integrated
group communication strategy
Launch Company Plan
Communication
Continuous
Communication
Explain and adhere
to the company plan
Create tangible
elements for the future
Aligned messages on the
positioning and ambitions
Common tools
and channels
Consolidate our
communication assets
Pursue the dynamics
of the communication
already in place
Group Communication Plan
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Manage critical success factors
1. A strong involvement of top management
Direct participation and support from a high level is critical to the success
of the plan; top management must embody the plan and set a shared vision
for the Group
2. A systemic approach
Internal and external communications must be consistent with each other,
both in strategy and in planning
3. Fact-based communications
Concrete actions and achievements must be given priority and be monitored
as in 2011 (cf p.38)
Group Communication Plan
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2.
COMMUNICATION ROADMAP

Communication roadmap
Launch
Deploy & Animate
May
June
July Aug. Sept. Oct. Nov. Dec.
INTERNAL
6 th /8 th
Leadership Days
Tool kit Distribution
13 th
Energy in Motion
Social Workspace
Intranet
15 th
Extranet Toolkit
(Toolkit in 15
languages)
Local meetings for cascading information
(from Mid-June to end of August)
Interaxion #2
Com°Week for all employees (3 to 7 Sept)
Internal Roadshow
(Country Manager and Rudy Provoost )
Roll out of Rexel values and Behaviors
(monthly issue from Nov to April 13)
Launch of the
new intranet
EXTERNAL
29 th
Investor Day
Media & Customer
announcement
31 st : ARDV
Supplier event
July 27 th
H1 2012
results
Oct 31 st
Third quarter
results
Group Communication Plan
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Internal communication: the deployment phase,
cascading down the message
Group corporate
Communication
LOCAL
COMMUNICATION /
HR NETWORKS
Missions:
DRIVING FORCE
DIFFUSION
TOOLKIT
EXCOM
Leadership
Countries’ Board members
Middle management
All employees
6–8 June 2012:
Leadership Days
Mid-June to late
August 2012:
Management
Cascading
(local kick-off meetings)
2 – 7 Sept 2012:
Communications
week
Communicate
the strategy and
implement it locally
Contribute to the
implementation and
cascading process
of information
Guarantee
consistency between
strategy and
actions/messages
Decline messages
that are appropriate
to the local clients
and markets
Act as ambassadors
on values and
behaviors
Group Communication Plan
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Focus on internal communication
Local meetings
for cascading information
Communications
week
Internal
roadshow
Dates June 15 > End of August Sept 3 > Sept 7 End Sept 2012 > Fev. 2013
Speakers Managers Managers RP and Country Managers
Audience Managers Employees Managers
Coordinators
local com°network
+ Leaders
Group com°
+ local com° network
Group com°
+ local com° network
Organisation
Tools
Energy in Motion
Social Workspace Intranet
+ Extranet Toolkit
Com°Week Toolkit
Extranet Toolkit
Distributed tools Leaflet + pocket card Leaflet + pocket card
Company plan
Presentation
explain - share - engage
explain - local & concrete
examples
Strategic empowerment
Languages 15 15 15
Group Communication Plan
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Energy in motion: following the launch, external targets
should be approached by local teams
Prime Information
May 29 2012/Kick-off
Shareholders
Pre-announcement during
the shareholder meeting
Investors /
Analysts
Medias
Investor Day
Focus on Rexel’s ambition and the
Company plan in the program
From May 29 th : Press Release
Kick-off of a high Level ITWs program in the key target countries
France: interview by R. Provoost with major tier one publications
UK, Germany, USA, China, Brazil: Interviews with Excom members in major
business publications
Key Customers
Key Suppliers
Local managers to send a message
presenting the Company Plan based on
Energy in Motion Synopsis
SRD Meeting – 31 st May
Supplier meeting
One to one meetings Excom members
& CEO major accounts
Spreading the announcement on the web
(local websites to be updated with Energy in Motion)
On Going Communication
acquisitions announcements, speaking-opportunities, financial results…
Group Communication Plan
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April to mid-June 2012
1 2
LAUNCH
DEPLOY
& ANIMATE
Group Communication Plan
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Step 1: Energy in Motion launching
MANAGEMENT ENGAGEMENT
Information and engagement process
Communication toolkit on the Company plan
Involve the communication and HR network
POSITIONING
Define and decline Energy in Motion identity
Formalization of Rexel’s Mission Statement
& Values (proof points, case studies…)
Start of the cascading process
Prepare internal Roadshows > focus p.24
TOOLS TO SUPPORT THE LAUNCH
Message platform structuring and redaction of Q&As adapted to key events and targets
Elaboration of a communication toolkit dedicated to managers for cascading > focus p. 25
Creation and broadcasting of an Energy in Motion film and R. Provoost Message > focus p. 27
Leaflets explaining Rexel’s ambition & the Company Plan fundamentals > focus p. 26
Energy in Motion Social Workspace Intranet on Company plan for Leadership days attendees> p.28
Group Communication Plan
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Mid-June to 2013
1 2
LAUNCH
DEPLOY
& ANIMATE
Group Communication Plan
19

Step 2: deploy and animate from mid-june to 2013
MANAGEMENT ENGAGEMENT
DEPLOY & ANIMATE
Regular newsflow on the Company Plan achievements for Leadership days attendees
Internal Roadshows (Sept-Feb)
Leadership Days in June 2013
EXTERNAL COMMUNICATION
Boost visibility of CEO & EVP in main media
Acceleration of press relations in pilot
countries from Feb 2013
Assessment communication in June 2013 for
the announcement anniversary: Shareholder’s
Meeting, Investor Day, Supplier event,
Leadership Days
INTERNAL COMMUNICATION
Communications Week (early Sept)
Follow-up in Interaxion Magazine
Roll-out of Rexel values and behaviors p.25
New version of the global Intranet, including
a dedicated section to the “Company Plan”:
Quizzes and contests, regular case studies
from countries
Group Communication Plan
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3.
DETAILED ACTIONS AND TOOLS

Actions / focus on external communication:
SUPPLIER EVENT (ANNUAL RENDEZ-VOUS)
When: 31 st May – 1 st June 2012
Where: Vienna, Austria
Attendees: 42 strategic supplier CEOs
Program:
Presentation of Energy in Motion
Energy in Motion and Supplier partnership
Leveraging international customers
Creating value together in identified vertical markets
Offering smart solutions for better energy management
Group Communication Plan
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Actions / focus on management engagement:
REXEL LEADERSHIP DAYS
When: 6 th – 8 th June 2012
Where: Enghien-les-Bains
Attendees: 127 top managers (Leadership, IMD graduates, country managers, practice leaders)
Who
Key leaders
IMD participants
PACE practice leaders
How
Plenary sessions
Experience rooms
Workshops
What
Compelling case
Common platform
Clear roadmap
Why
Energize
Empower
Execute
Group Communication Plan
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Actions / focus on management engagement:
INTERNAL ROADSHOW
Objectives
Explain the Company Plan - ‘what, why and how’
Ensure comprehension
Motivate and gain buy-in
Occasion for Rudy Provoost to engage in dialogue and respond to employees questions
with local management teams
When: Q4 2012 & Q1 2013
Where: Key countries (Australia, Austria, Brazil, Canada, China + South East Asia, France,
Germany, Netherlands, Sweden, Finland, Belgium, Poland, Switzerland, UK, USA…)
Strong proximity to the field
Link with local national or regional management meetings or sales kick-off
conferences, where feasible
Group Communication Plan
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Actions / focus on internal communications:
VALUES IN MOTION
Objectives
Values in motion
Turn values from words into a reality
Explain practical ways employees can demonstrate the values in their everyday work
When: November 2012 to April 2013
Principles
A 6-month campaign, highlighting one value a month
Each campaign explains what it means and how everyone in Rexel can live it
Animation and support includes:
Screensavers, posters, monthly email, messages on payslips and email signatures
Daily ‘value heroes’
Group Communication Plan
25

Tools / focus on internal & external communications:
Energy in Motion LEAFLETS
Target
Leaders + All employees
Distribution
June, at the Leadership Days,
and in September for local versions (15 languages)
Objective
Facilitate employees understanding and adoption
of the Company plan
Contents
Rudy Provoost’s editorial, Rexel vision and mission,
Company plan fundamentals (4 axes, 6 values…)
Square size, 16 pages
Short and concise
Tone of voice demonstrating action and agility
Languages: 15
And
a short
version
for
external
targets
Group Communication Plan
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Tools / focus on internal/external communications:
THE FILM Energy in Motion
Objectives
To embody both the purpose and the ambition
of the Company Plan
To create a key communications moment to formalize
and kick-off the change
Tone
Understandable to all internal and external audiences regardless of country or function
within the company
Use
Internationally: Easy adaptation to countries with dubbing
Internally: premiere broadcast during Leadership days. The film will be also used for
opening internal roadshows.
Externally: First diffusion during the Investor Day and Supplier Event,
and posted on both the corporate site, online video channels and the social media pages
Languages: 15
Group Communication Plan
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Tools / Energy in Motion social workspace
INTRANET
Audience
Leadership meeting attendees
Objectives
Dedicated to Energy in Motion,
an online workspace for program
news, resources and social
interaction
To relay major announcements
and steps forward
Structure
A common space for general
information and interaction
Dedicated Stream work spaces
for experts
Personalized
access
Powerful search
News on
Energy in Motion
with possibility
to comment
and recommand
One click access
to Stream
working spaces
to share
documents,
comment and
recommand
Group Communication Plan
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Tools / Energy in Motion dedicated toolkit
EXTRANET
Main contents
Communication Plan and Tools overview
Fundamentals about Energy in Motion
Supports to run a presentation
Animation guidelines
Powerpoint presentation
FAQ
Feedback Sheet
Printed documentation
(internal and external leaflet + Pocket card)
Videos (Energy in Motion, R Provoost Message)
Graphic elements (graphic charter, logos, ppt template)
Objectives
Give access to Energy in Motion communications tools (PDF, videos…), in 5 to 15 languages
Provide tools to run internal cascading presentations about Energy in Motion from June 15
One single internet address : www.eimtoolkit.rexel.com
password: energy
Group Communication Plan 29

In summary: internal communication
Intranet
2012 New
version
Interaxion
2012 New
version
Share: a new intranet to be launched
in Q4
A new name that embodies the Company
plan collaborative culture objective
• Functionalities that go beyond the topdown
information and invites
contribution and collaboration
A dedicated space for the Company
plan
2012 Leadership Days
Integration Days
Subject and scenario proposals
incorporate Company plan
objectives: educate newcomers
while capitalizing on their creativity
and their ideas to feed the plan
Energy in Motion
implementation
Group Communication Plan
A new version of Interaxion
both digital and print launched
in March 2012
Integration of Company Plan
pillars into content
Group welcome kit
Establishment of a new version
of the kit, incorporating
Company plan
Energy in Motion
Social Workspace intranet
See focus p. 28
Energy in Motion
Toolkit extranet
See focus p. 29
30

In summary:
external digital communication and digital media
Web magazine on electrical
efficiency
Increase the site’s visibility, publish
experts video interviews, new articles
signed by Group employees, with a
mini bio.
Focus the magazine on what the
Group does best
Put a human face on Rexel’s expertise
Ensure that staff feel the magazine is
their own
Illustrate the ambition of the company
plan by adding a "Services”
section
One main objective
Improve conversation
and influence
The Rexel corporate site
Develop the business section,
illustrate the group’s new SD strategy
Add a section devoted to the
presentation in the Strategy tab of the
website.
Social networks for external
audiences
Develop Rexel’s presence on
Facebook and Twitter
Use other networks (LinkedIn, Viadeo,
FlickR etc.)
Develop internal communities to
promote, follow-up and debate around
the Group main messages
Group Communication Plan
Increase circulation of Rexel’s
online content
“Leadership” positioning: Eg: CEO
posting content on the “Cercle des
Echos” forum
31

In summary:
external communication leveraging the new leadership
situation and the new company plan
Employees
A more personified communication
through the use of videos, web
conferences…
A recurrent presence in managerial
meetings (Internal Roadshows)
Investors
Embody Rexel’s strategy
through regular meetings such as:
Financial Results
Investor Day
Roadshows
Embodying Rexel’s leadership through
high level visibility
and multi audience program
Energy in Motion oriented
Organising Rexel
visibility within key media
Capitalize on each visit of the CEO,
in the countries, to set-up meetings
with the press including the GM of the countries
Media
Speaking-opportunities in key
international business and economical
events and conferences
Conferences at Rexel’s own meetings
and at the local level
Customers
Group Communication Plan
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In summary: press and public relations
FRANCE
Raise leadership & expertise
CHINA
2 Key Initiatives
Organize a media day
with journalists
from specialist or business
press
Place a speaker in a major Trade Show
Diversify the range of expertise topics
relying on new spokespersons
(logistics, HR…)
Press initiatives & speaking
opportunities at Trade
Shows &
Conferences
Thought
Leadership Program
Ongoing Monthly press bite
program
Press interviews with Rudy Provoost
and HPL
Speaking op and awards program
Animate a twitter feed @RexelUKEnergy
UK
Concentrate PR efforts on
Raise Rexel’s Corporate Profile
BRAZIL
The unveiling of the new
logistics center in Q4 2012
Identify speaking opportunities
and develop case studies
Leverage Customer stories
Press interviews with Chris Hartmann
& R. Provoost
Speaking op and awards program
Leverage Customer stories
with trade / vertical media
With trade / vertical media
Speaking op program
USA
GERMANY
33

We are here to support you!
Pascale Giet
Senior Vice President
Communications and Sustainable Development
pgiet@rexel.com +33 (0)1 4285 5989
Sylvie Guibout
Assistant
sguibout@rexel.com
+33 (0)1 4285 4457
INTERNAL
COMMUNICATION
PRESS RELATION AND
INFORMATION
EXTERNAL
COMMUNICATION
DIGITAL
COMMUNICATION
Madelene SMITH
Internal Com°
Manager
msmith@rexel.com
+33 (0)1 4285 7630
Pénélope LINAGE
Press & Information
Manager
plinage@rexel.com
+33 (0)1 4285 7628
François LEDARD
External Com°
Manager
fledard@rexel.com
+33 (0)1 4285 7572
François Motyl
Digital Com°
Manager
fmotyl@rexel.com
+33 (0)1 4285 9933
Karl-Stéphane DAVID
Internal Com° & PR Officer
kdavid@rexel.com
+33 (0)1 4285 4453
Elsa LAVERSANNE
External Com°
Officer
elaversanne@rexel.com
+33 (0)1 4285 5808
Julien FERNANDEZ
External Com°
Officer
jfernandez@rexel.com
+33 (0)1 4285 9945
Group Communication Plan
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4.
APPENDIX: 2011 OVERVIEW

2011 communication review: 5 main achievements
a platform to develop Energy in Motion in 2012
1. Building the foundations
A qualitative study of our image
Selecting and training spokespersons
Strengthening relationships with the eco-system (FIEEC, Promotelec, Récyclum etc.)
Setting up monitoring of European institutions
Compiling a corpus of expertise (topic reports, case studies etc.)
2. Drawing up the public relations plan
Identifying a hundred speaking opportunities
Spokespersons taking up fifteen speaking opportunities
Identifying and contacting experts
Realization of a survey on the theme of energy efficiency in 4 countries
feedback at a press conference mid October 2011
participation from international experts
Group Communication Plan
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2011 communication review: 5 main achievements
a platform to develop Energy in Motion in 2012
3. Developing business press relations and setting up plans in pilot countries
Launch of programs in France, UK and USA
Optimization of processes and recruitment of partners in the UK and USA
Creation of conditions of success with the media (selecting the medium, preparatory meetings)
4. Development of Rexel’s online presence
Optimization of corporate website (more user friendly, video library, home page, footer -
statistical studies, online survey, regulatory information over 5 years)
Improved endorsement of the corporate brand sites (70% to date)
Launch of a web magazine about electrical efficiency (around 40 articles, 5-6 updates
on regulations, 5 films)
Use of social media (Facebook, Twitter, Wikipedia, YouTube, Daily Motion etc.)
Monthly e-reputation monitoring
5. Working on the Rexel brand
Compiling a positioning study for the corporate brand
Examining the group’s brand architecture within a dedicated steering committee
Group Communication Plan
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Focus on media relations: strong improvements
in Rexel’s visibility
NUMBER OF PRESS CLIPPINGS
+37% vs 2010
650 press clippings
REACH
+18% vs 2010
250 000 000 views
ADVERTISING VALUE EQUIVALENCY
+ 75% vs 2010
2011 value: 12 ME
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Focus on social media
June 2011
launch of the Rexel Group Facebook page
Results
714 members
120,000 views / year (estimation)
Feb/March
publication of the « Rexel » article
Results
French version: 20,000 views
English version: 16,500 views
June 2011:
launch of @Rexel-Group Twitter feed
Results:
805 followers
146 tweets in 7 months
May 2011
launch of video channels on YouTube
and Dailymotion
Results
15 videos
3,000 views in total
Statistics as at 31 dec 2011
Group Communication Plan
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2011 internal communication review
Our main objectives
Inform employees on the strategy
and transformation of the Group,
serve as a rely, a support, an internal
« customer service »
Unite and motivate
Instill a corporate culture and a pride
in belonging to the Group
Integrate new employees (through
« classic » integration and through
acquisitions)
Create communication tools to serve
employees
Strengthen community leaders
(71 people) and Group
management(5000 people).
Our main achievements
Interaxion n°39
22,000 copies (+ local versions)
60% of employees currently read Interaxion (see Interaxion survey
from February, 2011)
Leadership Webmeeting et Leadership Days
80 participants
93% satisfaction rate (July 2011 event)
91% believe that a community of leaders is being built
Coordination of One Source and Rex&lien
341 news et 165 documents posted on One Source since its
launch
Community Development and Local Intranets
40 communities
Local intranet : Netherlands, Spain, under discussion for Belgium
Challenge (Animation and Beijing trip)
1600 agency heads
100 winners
Satisfaction survey
Top Manager response rate: 89% (Total Rexel population
response rate : 68%)
Competition Guide (with the legal department)
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