The FCA commissioned us to develop a change communication plan with six months to go before a business-defining change in their location – from their home of 25 years in Canary Wharf, to a new purpose-built building in Stratford.
The change was being met with something between scepticism and hostility: some complaining about the extra distance they’d be travelling to work, others about the potential damage to the FCA’s reputation by moving out of the UK’s financial centre.
The team were concerned that these disparaging noises would ultimately undermine the potential of the new building, and the change in work practices they were hoping to facilitate. Worse still, it might mean an exodus from the organisation.
We proposed they accentuate the positive. Rather than answering everyone’s concerns, they focus on what was exciting – new opportunities, new ways of working, a new perspective outside of the old financial heartland.
We developed a creative position – The Future is Here – to signify both the new ways of working and the new location and launched the position through a countdown to the move and promotion of the new tech and processes.
Day one at the new premises included a session in their new auditorium, at the centre of which was our video to promote the potential of the new building and the opportunities it afforded – an inspiring centrepiece designed to create intrigue and excitement about what the building has to offer. Everyone has now been through this programme.
Satisfaction scores with the move to Stratford have increased dramatically both in the run up to the move, and across move date.
New ways of working have been adopted far more quickly than the facilities team were anticipating, to the extent that the change team responsible for the programme are happy that all their targets have been met, and signed off. Our client is now pretty confident that no-one is looking back.
“From conception and planning through to delivery and evaluation, blue goose and the Financial Conduct Authority successfully developed and executed an impactful campaign – which combined powerful creativity with an integrated approach to channel deployment – to enable tangible behaviour change. The judges were particularly impressed by how the campaign leveraged technology and local partnerships to enable employees to engage positively with a complex, major change.”