Most organisations have a set of values, guiding principles or customer commitments. The challenge isn’t creating them. The challenge is ensuring they are remembered, understood and reflected in everyday actions. That’s where internal campaigns can make a real difference.
For Endress+Hauser, the objective was clear: reinforce a customer-focused mindset across the business through a simple but meaningful internal campaign that employees would encounter regularly throughout their working day.
The campaign centred around a straightforward but powerful message:
Stay Close
Supported by five key principles:
Connect. Listen. Observe. Solve. Excel.
Together, these behaviours help strengthen customer relationships, build trust and create long-term value. The aim was not simply to communicate a message, but to encourage a way of thinking that could be applied across departments, roles and customer interactions.
One of the biggest challenges with internal campaigns is visibility. A message may be launched with enthusiasm, but over time, it can easily become part of the background.
To avoid this, we looked beyond traditional workplace graphics and considered how the campaign could be woven into everyday employee touchpoints. Alongside a series of large-format workplace banners, the campaign was extended into a range of supporting materials, including branded notebooks, desktop monitor reminders and promotional giveaways.
By placing the message in multiple locations and formats, employees would encounter it naturally throughout their day rather than only seeing it once during a launch period.
This approach helped create repeated exposure while keeping the campaign visible, relevant and engaging.
Successful internal campaigns are rarely built around a single communication.
People absorb information in different ways and at different times.
The most effective campaigns create a consistent presence across multiple touchpoints, helping key messages become familiar over time. The “Stay Close” campaign used a clear visual identity and consistent messaging across every element, ensuring the five principles remained recognisable wherever employees encountered them. This consistency helps reinforce behaviours, strengthen understanding and support long-term engagement.
Internal communications are often viewed as a way of sharing information. In reality, their greatest value lies in influencing behaviours. The strongest campaigns help people understand not only what an organisation stands for, but how those values can be applied in everyday situations.
By focusing on simple, memorable actions such as connecting, listening, observing, solving and excelling, the campaign transformed a broad customer-focused message into practical behaviours employees could relate to and act upon.
Workplace campaigns don’t always need to be complex to be effective. Sometimes the most successful initiatives are those that integrate naturally into everyday working life.
- A reminder on a desktop monitor.
- A notebook used during meetings.
- A message displayed while walking through the workplace.
Each interaction becomes an opportunity to reinforce a shared purpose and keep important values front of mind. Because when communication becomes part of the daily experience, messages are more likely to be remembered, understood and ultimately acted upon.
Internal communications play an important role in shaping culture, reinforcing values and supporting customer-focused behaviours.
For Endress+Hauser, the “Stay Close” campaign demonstrated how a simple message, delivered consistently across multiple touchpoints, can help keep customer relationships at the heart of everyday decision-making.
Because the most effective campaigns don’t simply communicate values.
They help people live them.
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