Delivering A New BT That Really Means Business
With more than 175 years of heritage behind it, the BT brand is part of the UK’s national fabric - synonymous with all things British and relied upon by millions of households, businesses of all shapes and sizes and entire government departments. Eleven Miles have been supporting BT for over a decade now, working closely with their senior team to deliver high value projects.
In a fast-changing world, BT needed to make sure that they stay relevant as technology shifts continue to disrupt the way that people live, work and play. This led to evolution within the BT Group portfolio, and saw BT move into a primarily business focused delivery, with EE stepping in to flagship consumer purchases; the go to brand for converged broadband and mobile plans, and in time, exciting services that go beyond connectivity.
Introducing BT Means Business
The new platform and strapline BT Means Business was born. It’s a fresh new look and strapline for the BT brand, which Enterprise and Global units would be rolling out. With this, came an immediate requirement for internal learning, visibility and launch programmes. Eleven Miles worked closely here with a number of key stakeholders in the business to formulate an internal campaign, which took the shape of “We Mean Business”.
We worked closely with the BT channels teams to develop a full internal communications plan to raise awareness of what We Mean Business means to each area of the company. Commencing with an asset redesign workstream, all sales collateral assets were refreshed and redelivered. To support this work, Eleven Miles produced three shoot days, using BT’s very own as ‘models’ to build out a new look and feel asset bank which put BT staff at the heart of it all.
The new assets were taken a step further as Eleven Miles conducted launch events across the business, from individual team days, to a BT Gallery which saw us take over a floor of One Braham, BT’s London Office. The events saw everyone from Senior Management, through to Sales Team members introduced to the new branding, messaging and meaning through interactive and social activities. In total, the events were delivered to over 470 members of BT, from Belfast to Glasgow, delivering a resounding message of unity and commitment to the new strategy and productisation.
BT Means Business has now been officially launched with resounding positivity and Eleven Miles are continuing to work with BT with secondary roll-out requirements as well as EE with their re-introduction to market.