Challenge:
L’Oréal USA is a subsidiary of the L’Oréal Group, the world’s largest cosmetics and beauty company. In 2007, the company broke ground on a state-of-the-art, "green" energy-efficient office building in Berkeley Heights, N.J. The location would serve as its New Jersey headquarters to over 400 employees scattered across the N.J./N.Y. area.
By moving everyone under one roof, L’Oréal USA hoped to improve efficiency and promote effective teamwork. However, many employees were going to face a much longer commute. L’Oréal wanted to generate support by highlighting the building’s features and making employees feel excited about working there.
Solution:
Davis & Company collaborated with internal communications at L’Oréal to create an engaging brochure featuring:
- Attributes of the new building including its state-of-the art workspaces,
natural light and LEED certification as an efficient, "green" building - Amenities such as a subsidized, full-service cafeteria and fitness center
- Architectural renderings and sketches of the new building
- Maps of the new campus and commuter travel
- Photographs of hotels, shopping and dining in the surrounding area
Results:
Feedback from both internal and external constituents has been overwhelmingly positive. L’Oréal’s Human Resources team felt the brochure did an excellent job getting employees excited about their new location.
"It's beautiful," proclaimed director of employee communications Suzie Davidowitz.
Further, the Connell Company, owners of the office park where the new building is located, requested permission to reprint the brochure to hand out as a promotional piece to attract additional tenants to the office complex.
"It really became a best practice not only for us, but for them as well," Davidowitz said.