Matching corporate communication to global corporate strategy - FESTO AG

LautenbachSass employed the Communications Value System at Festo AG. The goals and measures of the re-aligned corporate communications system were integrated in the corporate management system. The project was nominated for the German PR Award 2006.

Methods: Balanced Scorecard, Strategy Map, value links, customer and employee surveys, media response analysis, online panel

Service provider: Lautenbach Sass, Frankfurt

Client:  FESTO AG, Esslingen

Time: June 2005 – April 2006

Project summary: FESTO AG re-aligned their global corporate strategy using the Balanced Scorecard tool (BSC). The next step was to ensure that communication provided systematic, value-adding support for strategic corporate objectives. Following market research, the innovative Communications Value System (CVS) was chosen as being the perfect match for the Festo management system.

CVS was used to identify strategic communication goals for key stakeholder groups based on BSC targets. Corporate Communications developed their own concept for implementing each communications-relevant top objective. These concepts each contained strategic and operations-based indicators for control and evaluation of communication performance. The target concepts were then combined into an overall strategy and enhanced with a Communication Scorecard.

For the first time, communication is now integrated directly into the cause-effect chain of the strategy card via measurable control variables. Management now have a target system with outcome variables and indicators that enables value-based communication management both in terms of strategy and operations.

More information: Fallstudie-Festo-2006.pdf

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