Project Components
- Branding
- Corporate Identity
- Values and Beliefs
- Employee Engagement
- Employee Resources
- Internal Connections
- Web Design
- Web Development
- Graphic Design
- Brochure Design
- Video Development
Brentwood Industries is a second-generation family business, founded and headquartered in Reading, PA, in 1965. Brentwood specializes in thermoplastic molding and engineered plastic systems. This broad focus has led to a diverse product portfolio and extensive plastics manufacturing capabilities. Brentwood values and credits its employees for its success, noting that it strives “to put people first and build a culture that is focused on doing the right thing.”
Research
Since launching in 1965, Brentwood has grown into a global corporation, with offices in Asia, Europe, India, Latin America and across the United States.
Brentwood reached out to KSA&D to create a comprehensive employee engagement program to promote its values and core beliefs and help ingrain them into the work employees do and their outside lives.
Process
Brentwood contacted KSA&D to revitalize an employee engagement program called the “Brentwood Habits,” which had become stagnant and small. Brentwood conveyed to us that the enhanced and expanded program needed to be more meaningful, better aligned with its diversity of people and ideas, and unite its employees around common Beliefs no matter their position or location.
KSA&D recast the habits program as “Be Brentwood,” and built the campaign upon the “Brentwood Beliefs,” a group of 10 foundational attributes and actions that represent the very best of the organization’s employees.
The Brentwood Beliefs are:
- Be Well
- Be Invested
- Be Understanding
- Be a Problem Solver
- Be a Team Player
- Be an Expert
- Be a Mentor
- Be a Step Ahead
- Be Innovative
- Be Proud
The campaign’s website calls out one Belief each month and provides definitions of and information about it and offers tips for employees to incorporate it in their jobs and outside lives. A short video shows a Brentwood employee explaining the featured Belief and explaining why it is important.
Each employee has their own account in the Be Brentwood site. They log into the site and can nominate colleagues for demonstrating proficiency in one or more Beliefs. The top 10 nominations go to a committee and then to a vote among Brentwood employees. There are rewards—cash, gift cards, Brentwood apparel and more—for the top three vote-getters each month.
The rotating focus on the Beliefs keeps the content fresh and employees—whether long time or new hires—informed and engaged. It also underscores Brentwood’s commitment to the Beliefs and, more importantly, to the care, development and its inclusion of all of its employees. For example, in recognition that its employees are located across the globe, KSA&D’s website build included adding Google Translate for five additional languages.
For the company, “Be Brentwood” is a business imperative, as it stresses, “Beliefs drive people to succeed.”
Results
KSA&D developed and promoted the “Be Brentwood” brand, which included an identity, a website and a campaign brochure that was sent to each employee. Engagement with the “Be Brentwood” Beliefs and culture makes up about 70% of an employee’s evaluation each year. It’s a large part of the culture. In fact, an introduction to “Be Brentwood” is a component of the company’s employee orientation.
“Be Brentwood” is branded throughout each of the company’s facilities with wall graphics, floor graphics, banners and more. It is also featured on the television network that plays in their lobbies and lunchrooms, and kiosks in each facility gives employees who do not work at a computer access to the “Be Brentwood” website at work.
Results from engagement on the site show employees have embraced the new campaign and strive to either live the Beliefs or call out fellow employees who demonstrate the Beliefs. The feedback has been very positive, and we look forward to a continued partnership with Brentwood to carry this campaign for many years to come.
