The client
National Grid is an international electricity and gas company and one of the largest investor-owned energy companies in the world. It delivers gas and electricity to many millions of people across Great Britain and northeastern USA.
The challenge
To launch one global magazine to unite National Grid’s 27,000 employees in the UK and US. In both countries, frontline field force employees make up 12,000 of the workforce.
The audience varies from gas engineers digging up roads to highly trained engineers predicting future global energy needs. An online version of the magazine was also required to offer employees with intranet access a choice of media channel.
The solution
The concept for the new magazine was designed to appeal to the multi-cultural audience, drawing on employees’ experiences to tell the story of the ‘new’ National Grid. Through a range of features from different areas of the business, it builds a picture of National Grid as a dynamic business, demonstrating how all the elements within the company contribute to its strategy for growth.
Appealing to such a diverse target audience is a challenge. The writers find ways to break down information into manageable chunks using a ‘layering’ technique, with strong headlines, clear introductions and short bites of information to appeal across the board.
An interactive pdf is produced each issue with links to further information on the intranet, to feedback forms and for an enhanced viewing of imagery.
The value
Feedback from employees has been very positive. One senior leader calls One the “benchmark for communication within National Grid.”
Employees are invited to write in with (or email) their feedback. Specific comments include:
“I have been with the company for 26 years. These issues of One are by far the best magazines that have ever been available.”
