GE Digital Energy, Atlanta

GE Digital Energy, Atlanta

Client Name

GE Digital Energy, Atlanta

Year

2004

Scope Of Work

Transforming Global Communications for GE Digital Energy

Opportunity

GE Digital Energy, a division of General Electric, faced the complex challenge of unifying and engaging a diverse global workforce of 25,000 employees across 65 countries. The rapid evolution in sectors such as analytics, cloud computing, industrial solutions, data center security, cybersecurity, IoT, and the Predix platform (now part of GE Vernova) necessitated a comprehensive internal communications strategy. The goal was to ensure all employees understood the business strategy, aligned with key messages, and recognized how their contributions directly impacted organizational success.​

Strategy

WATT developed and executed a comprehensive global communications program aimed at fostering alignment, engagement, and a shared sense of purpose among GE Digital Energy’s workforce. This strategy focused on clear, consistent messaging and innovative engagement methods to bridge geographical and cultural divides.​4

Solutions

Employee Engagement Campaigns:
  • Developed and implemented innovative initiatives like Drive2Sell, a bespoke text-messaging and audio based platform that helped deliver executive comms and boost morale by recognizing team wins.
Cross-Promotional Marketing with Major Brands:
  • Collaborated with prominent companies such as Whole Foods Market, Best Buy, Amazon, Lowe’s, General Motors, FedEx, and Hertz to launch global products, enhancing brand visibility and market reach.​
Daily Video Updates to Stakeholders from DISTRIBUTECH:
  • Developed and coordinated daily video b-roll and interviews as a “Daily DISTRIBUTECH Recap” sent to executives, employees, customers and prospects.
Crisis Communications and Risk Management:
  • Developed and implemented crisis communication plans and risk management initiatives to address issues related to products and business operations, ensuring swift and effective responses to potential crises.​
Media Panels at User Conferences:
  • Developed the strategy and structure for the first-ever software industry expert media panels at GE’s Software Users Conferences in North America, Europe, and Asia. These panels were well-received and became conference favorites, providing valuable insights and fostering industry dialogue.​

Results

  • Enhanced Employee Engagement: The implementation of targeted campaigns and programs led to a measurable increase in employee engagement and belonging, contributing to a more motivated and aligned workforce.​
  • Successful Product Launches: Strategic collaborations with major brands facilitated successful global product launches, expanding GE Digital Energy’s market presence and demonstrating the effectiveness of cross-promotional marketing.​
  • Effective Crisis Management: Proactive crisis communication plans ensured that potential issues were managed efficiently, minimizing impact on operations and maintaining stakeholder trust.​
  • Industry Recognition: The introduction of media panels at user conferences positioned GE Digital Energy as a thought leader in the industrial software industry, enhancing its reputation and influence among industry peers and customers.​
  • Award-winning Accolades: Drive2Sell won a Communicator Award for marketing effectiveness.
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