REIMAGINING THE EMPLOYEE EXPERIENCE

Project Overview

When Northwestern Mutual decided it was time to double down on its Milwaukee campus, investing $500 million in the modernization of its North Office Building and relocating 2,000 employees downtown, company leadership knew it needed a strategic communications partner.

The Challenge

Northwestern Mutual knew it needed a coordinated, careful approach to ensure the highly confidential announcement happened on the company’s timeline, underscored by its narrative. The priority was an employee-first engagement strategy.

The Solution

As was the case when the company announced its state-of-the-art Tower and Commons project in 2012, Northwestern Mutual turned to Mueller Communications.

Mueller served as an extension of Northwestern Mutual’s internal communications team, developing the rollout approach, narrative, media strategy, event overview and preparing key spokespeople to work with the media.

From news release development, FAQs, fact sheets, talking points, reporter briefings, media trainings, run of show, coordination with key stakeholders and more, Mueller Communications helped craft an announcement that demonstrated Northwestern Mutual’s commitment to its employees, and to the City it has called home for more than 150 years.

The Results

The announcement was flawlessly executed, even as the circle of those in the know grew due to key stakeholder briefings, and the governmental relations process.

Embargoed stories ran immediately after employees were informed, the morning of the major news event, framing the narrative as outlets made plans to attend a morning news conference. More than 15 members of the media attended the news conference, with almost every outlet interviewing Northwestern Mutual representatives. In total, there were more than 170 media placements across 28 media outlets with more than 15.8 million impressions. The coverage reinforced key messages and desired perceptions of Northwestern Mutual.

Mueller continues work to position the company as thought and industry leaders in the local media as well as with key stakeholders.

As was the case when the company announced its state-of-the-art Tower and Commons project in 2012, Northwestern Mutual turned to Mueller Communications.

Mueller served as an extension of Northwestern Mutual’s internal communications team, developing the rollout approach, narrative, media strategy, event overview and preparing key spokespeople to work with the media.

From news release development, FAQs, fact sheets, talking points, reporter briefings, media trainings, run of show, coordination with key stakeholders and more, Mueller Communications helped craft an announcement that demonstrated Northwestern Mutual’s commitment to its employees, and to the City it has called home for more than 150 years.

The Results

The announcement was flawlessly executed, even as the circle of those in the know grew due to key stakeholder briefings, and the governmental relations process.

Embargoed stories ran immediately after employees were informed, the morning of the major news event, framing the narrative as outlets made plans to attend a morning news conference. More than 15 members of the media attended the news conference, with almost every outlet interviewing Northwestern Mutual representatives. In total, there were more than 170 media placements across 28 media outlets with more than 15.8 million impressions. The coverage reinforced key messages and desired perceptions of Northwestern Mutual.

Mueller continues work to position the company as thought and industry leaders in the local media as well as with key stakeholders.

As was the case when the company announced its state-of-the-art Tower and Commons project in 2012, Northwestern Mutual turned to Mueller Communications.

Mueller served as an extension of Northwestern Mutual’s internal communications team, developing the rollout approach, narrative, media strategy, event overview and preparing key spokespeople to work with the media.

From news release development, FAQs, fact sheets, talking points, reporter briefings, media trainings, run of show, coordination with key stakeholders and more, Mueller Communications helped craft an announcement that demonstrated Northwestern Mutual’s commitment to its employees, and to the City it has called home for more than 150 years.