Challenge:
Aventis (now part of sanofi-aventis) was a global pharmaceutical and human vaccines company with 69,000 employees worldwide. In an effort to retain and motivate researchers who loved their work and did not want to move into a traditional supervisory position, Aventis created the Dual Career Ladder (DCL)—a career development program that enabled associates to advance their career by choosing either a managerial or scientific-technical career path. This changed how people viewed their jobs and planned their careers at the company. Aventis needed to not only announce and inform associates about the new program, they needed to create learning about, and acceptance of, a new way of working at the company.
Solution:
Davis & Company developed a comprehensive launch and implementation program for the DCL. In addition to designing a visual identity for the program, (original artwork, logo and color palate), Davis & Company also consulted on and developed numerous communication materials to create learning, including:
- Agendas and materials for training sessions
- Employee handbook
- Series of newsletters
- Web site
Results:
Qualitative and quantitative research indicated that the program fostered the highest rate of manager and leader participation in training in the company's history. Both employees and managers said that the communication materials were highly effective.
Davis & Company received a NY/IABC Award of Merit for the DCL launch and implementation program.
