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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!