Challenge
In 2004, following a major acquisition that expanded the global operations of the Alcan Bauxite and Alumina Business Group (B&A), this Business Group realized that a consistent communications vehicle could be a valuable tool in integrating and uniting the new organization. Although relatively small (5,000 employees), B&A is geographically far-flung, with its headquarters in Montreal and operations in Africa, Australia, South America, and Europe.
Solution
- Optimum worked with B&A’s new communications director to design a quarterly electronic newsletter, B&A Today, for global distribution to managers throughout the organization. B&A’s operations involve mining bauxite and refining alumina, largely in tropical and sub-tropical areas of the world. Since computer access is by no means universal among employees, managers are asked to print out the newsletter for distribution to employees and bulletin board posting. Initially, the newsletter was published in Englilsh, French, German, Portuguese, and Greek. With the later divestiture of operations in Brazil and Greece, B&A Today is now published in English, French, and German.
- To reflect the key priorities of B&A, the newsletter is highly compartmentalized. Each issue begins with Dear Colleagues, a review by the group president of the highlights of the previous quarter and the challenges and opportunities of the quarter ahead. Recurring columns focus on the three components of Alcan’s Integrated Management System: EH&S FIRST, Value Based Management, and Continuous Improvement. Each issue also contains articles on B&A sustainability initiatives, the accomplishments (personal and professional) of B&A people, and parent company Alcan Inc. news of relevance to B&A employees. The issue is rounded out by a page of quarterly financial, safety, and environmental data and a column reflecting reader feedback.
- B&A Today is written by Optimum Vancouver, with input from B&A headquarters and operations in the field. It is laid out and produced in .pdf form in Vancouver by a graphic design firm that subcontracts to Optimum. Text is translated in Montreal and sent to field operations for verification of language use.
Results
- The fifth issue of B&A Today is currently in production. To date, feedback from the field has been overwhelmingly positive. The newsletter has helped position the new communications director as a pro-active and efficient member of B&A’s management team.
B&A Today May 2005
B&A Today December 2005 (English)
B&A Today September 2006
B&A Today December 2005 (French)