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tructure and our approach to winning new
commercial contracts. I would encourage
everyone at A.S.A who is working in these
areas to get in touch with us to see how we
can learn from each other.
You are new to the company joining late
2011, but is there a connection between
a new head of marketing and the new
brand?
One of my first tasks when I joined the com-
pany was to develop FCC Environment’s
vision, values and brand and ensure they
align with the FCC Group as we prepared
for the change. We spoke to our staff and
asked them what the company’s values
mean to them and we were really pleased
with the results because it showed that our
staff understand and believe in our busi-
ness. That meant that the time was right to
change the company name to FCC Envi-
ronment.
Tell me something about the rebranding
process. Can you describe all the activi-
ties which were necessary to implement
the rebrand successfully?
We started by asking people at all levels in
the business what values they saw in the
business. This helped us to develop our vi-
sion and values in line with the rest of the
group. It was a thorough process which
gave us the information we needed to de-
velop the FCC Environment brand and the
elements associated with each different
area of the business.
Once this was established, the challenge
was to communicate it internally and ex-
ternally– to show that we are serious about
changing ‘waste’ into ‘resource’. Internally
we generated a build up to the new brand
through regular email and intranet announ-
cements. We mailed a leaflet outlining the
new brand to every employee which arri-
ved at their home the weekend before the
launch. We also had a screensaver ‘10 day
countdown’ to tease out some of the new
brand elements. The weekend before the
name change, we updated the signs and
receptions at our regional offices ready for
the Monday morning relaunch.
On launch day, we sent every site a bran-
ded box containing information about how
and why the change has been made along
with branded mugs mapping out the diffe-
rent business divisions and our new values.
We held ‘Rebrand Surgeries’ in the first
few weeks of the name change to answer
any queries about the rebrand and FCC
Environment chief executive Paul Taylor
commenced the annual ‘roadshows’ with a
series of presentations across the country.
Externally, we contacted all of our suppliers
and customers explaining that the name
change was taking place and giving reassu-
rance that our services would not change.
The process is on-going. By the end of
2012, we aim to have all company branding
updated – from buildings, vehicles, bins to
uniforms. We have launched a new internal
staff newsletter as part of the international
Communication Network system as well
as weekly business updates by email. This
means that every area of the business has
a way of communicating consistently and
regularly.
We also have a comprehensive media rela-
tions plan in place which is ensuring people
in our sector understand the new name and
our business focus. This will move on to
communicating more with our target custo-
mers as our marketing plan develops.
How have your colleagues reacted to the
changes?
So far, I have been really pleased with the
feedback that I have had from my collea-
gues at FCC Environment and across the
group. Everyone has embraced the new
brand which has demonstrated that it was
the right time and that it is welcome.
What is really pleasing to see is that our
vision is turning into reality: we have new
facilities being built and planning applica-
tions going in for more too. It shows that
we are really committed to transforming our
business.
Of course there is still a lot of work to do,
and we are always looking to improve, so
if you have any ideas or feedback, let us
know.