The campaign

Create memorable customer journeys for more profitable operations

We created a tone of voice that reflected the company’s new brand promise and rolled it out across all regions and departments – from HR and operations to marketing and customer service.

We implemented robust guidelines with real-life examples and practical tips, engaged more than 200 writers in face-to face workshops, and built a detailed communications toolkit to ensure that improvements were sustained.

The Results

Industry influence

More positive employee and customer feedback moved the needle – both internally and externally, resulting in significant satisfaction spikes.

A unified voice

Tone of voice guidelines implemented nationally across 18,500 employees brought a consistent voice to First Group’s communications – from its website and marketing collateral to recruitment adverts and customer complaint responses.

Employee retention

The new voice and supporting materials made employees feel valued, resulting in higher retention rates across the business.

Working with Red Lorry Yellow Lorry has been great fun. Their people are friendly and easy to work with. Their trainers know their subject well and deliver it in a professional, engaging way – even traditional writers have been won over. There’s been lots of interest from other departments who’ve heard about our new helpful, straightforward tone of voice and want their staff training too. We’ve even penned a new verb – to be ‘lorried’ for the text they refreshed for us.

Barbara Bedford - Customer Service & Communications Director First Group

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