Company publications have historically pursued the goal of
informing and highlighting the ethical values of the organization by providing an internal official channel of communication, of immediate understanding, for all employees.
Browsing through a house organ means having a tool for updating and involvement in working life to be informed and involved in the life of the organization.According to the report promoted by the Associazione per lo sviluppo della comunicazione aziendale (or 'Association for the Development of Corporate Communication') in 2016 on corporate publishing in Italy, over half of the sample of companies analyzed publishes at least one periodical, of which over 80% can be consulted online.Many companies have recently introduced the replication of the paper in digital version and some of these has definitively abandoned the paper version to be replaced by online. New interactive formats that encourage sharing and participation of readers with social features and visual content are spreading even if still adopted by a small number of companies.
FROM INFORMATION TO THE SHARING In the context of a significant process of Change Management, over the last three years
Reale Mutua has initiated an internal
transformation program, determined by the birth of new internal communication tools (Fabbrica Futuro) and external communication with agents (Punto web). At the same time,
Notizie Reale Group, the historical house organ of the Group, published for the first time in 1995, also underwent a process of renewal in 2016, abandoning the paper format in favor of an
exclusively digital version. The new publication, renewed from the point of view of graphics, layout and use, was not the most suitable tool for enhancing articles and content and, above all, the effectiveness of the communication was limited by the tool.The need emerged for
a dynamic and flexible platform capable of involving and enhancing readers and content, guaranteeing the possibility of interacting through comments and social features, dynamics already present in Fabbrica Futuro, the platform of enterprise social network developed by TamTamy Reply for Reale Group in 2015.Further requests were expressed by the editorial team and represented by the need for an
approval workflow, the possibility of providing different
categories of users based on the roles covered, greater
flexibility of the tool and the opportunity to create a group dynamic editorial for each issue of the magazine.
“ The editorial mission is to create a “live”digital house organ made for people and by people; a bimonthly also open to the collaboration of internal colleagues who will be able to publish news, send reports and present reflections. This is possible through the awareness that an online newspaper must be above all an tool of internal communication for integration, which puts the needs of our people at the center of any news.[…] The idea is to use new technologies effectively, without forgetting that behind a news there is always a person (reader or author), his professionalism and the desire to tell about a company and share his successes”.Luigi Bellotto, Internal Communication Manager of Reale Group.
TamTamy Reply has created the Notizie Reale Group portal for Reale Group, an editorial platform complete with all the functions relating to the publication and use of contents by users, in order to respond to the needs emerged.
A graphic and creative proposal was able to highlight the communicative scope of the content through an
attractive and dynamic layout in harmony with the brand identity. The home page of the portal corresponds to the cover of the current issue and has been designed to offer an overview of the articles published with particular attention to the enhancement of the images, news and profiles of the authors.
A vertical menu, functional in order to access from mobile devices, allows
, allowing immediate access to the address books and facilitating the search and reading of the contents.
The design of the site was created keeping in mind the
user experience and the enhancement of social and collaborative dynamics.
Employees can freely contribute by commenting on the articles, expressing their appreciation and making suggestions through a form dedicated to collecting feedback. The platform is also accessible to the agency network enabled to read-only access to the articles.
Each user also has the ability to customize the methods of updates's receiving by configuring different types of notifications and to access a personal page containing information on the activities carried out on the platform relating to the number of content evaluated, comments shared and the number of likes distributed.
In parallel, the
editorial team, consisting of 22 members with different roles, can contribute to the publication of a new issue, add articles to the edition already online and, through to the dynamic home page, review the layout of the cover, giving more or less evidence to the contents. The collaborators are also enabled to work on several issues at the same time, lightening and optimizing the work of the editorial team.
The platform guarantees, on a daily basis, access to content and interaction for employees and agents of the Group even on the move through the responsive interface.
TamTamy Reply supported the customer during
all the design phases: starting from the analysis, to the design of the functionalities, to the design of the user interaction mode, to the definition of the work groups and the approval workflow of the articles, up to the conception and planning a creative and multi-channel launch campaign to engage and inform employees.
The “uNfoRGettable 1995”concept, articulated on a journey in stages between 1995, when the first issue of the magazine was published, and 2018, invited readers to go back in memory to draw a new impetus towards the future.
The teasing phase on Fabbrica Futuro, lasting 3 weeks, brought gradually colleagues closer to the novelty: three thematic slidecasts with repertoire images of objects and episodes linked to the Nineties alternated with in-depth informative contents.
On the day of the launch, a visual campaign was broadcast on the screens in the main offices of the Group, while a post of presentation and an email addressed to the entire company population reported the main news of the platform and invited them to read it.
Founded in Turin in 1828, Società Reale Mutua di Assicurazioni is the largest mutual insurance company in Italy. It is the lead company within the Reale Group, which employs around 3,000 people who look after the needs of more than 3.5 million insured clients.
Reale Mutua offers an extremely wide range of products in both the indemnity and life sectors. It has more than 1.4 members and policy-holders and is represented by more than 340 branch offices. The company is one of the most financially robust in the market, as demonstrated by its certified solvency ratio of 455%.
TAMTAMY REPLYTamTamy Reply is the company of the Reply group specialized in the design, implementation and integration of solutions dedicated to digital communities. Since 2007 it has worked in various contexts and market sectors, creating enterprise social networks, platforms of social learning and social intranets and introducing the digital workplace within companies, taking advantage of the social networking platform. TamTamy Reply offers a consulting service dedicated to the design of digital communication initiatives, to community and content management, to the definition of internal corporate communication strategies, to the creation of launch campaigns and interactive online events.www.reply.com/tamtamy-reply/en/