West Pharmaceutical Services, Exton, Pennsylvania, United States: West 100th Anniversary Communications Campaign

Written answers to the questions

The campaign was launched on January 4, 2023

Total 177 words used.

Please refer to PDF “West 100^th Anniversary Communications Campaign, The Stevies: Annual American Business Awards” for all figures referenced in this submission. These figures, also outlined below for reference are visual examples of how the campaign was delivered.

• Figure 1 – Team 100
• Figure 2 – Global Photoshoot
• Figure 3 – 100^th Anniversary Strategic Framework
• Figure 4 – 100^th Anniversary Campaign Schedule
• Figure 5 – Site Branding
• Figure 6 – 100^th Anniversary Design
• Figure 7 – Screensavers
• Figure 8 – Visuals of Hub 100
• Figure 9 – Hub 100 Analytics
• Figure 10 – 100 Stories
• Figure 11 – New York Stock Exchange Bell Ringing
• Figure 12 - Speaker Series
• Figure 13 – 100km in 100 Hours Challenge
• Figure 14 – Social Meda & Blog Campaign
• Figure 15 – 100^th Webpage Analytics
• Figure 16 – Media Coverage

 Also, please note links throughout the submission, also below for reference: 

100 Days of Storytelling

Opening Bell of the NYSE

West Fest

articles on LinkedIn

100^th Anniversary Web Page

• NYSE Floor Talk
• CPHI Online
• Newsweek
• Chief Executive Magazine
• The Dublin Gazette

Total 249 words used.

On April 14, 2023, West reached its 100-year anniversary. A bespoke global communications campaign was created to kick-off in early January 2023 and run throughout the year. We used this campaign to leverage West’s 100^th Anniversary and create a unified corporate story of the past, present and future. The reasons it was initiated were to drive pride, advocacy, and excitement among the global workforce for what the next 100 years will hold. It provided an opportunity to showcase the best of West and increase engagement across the 10,000 team members and deepen trusted customer relationships.

With over 50 locations globally, one of the major challenges was to ensure a consistent experience for all team members. We overcame this challenge by recruiting a team of volunteers at every site across the world. Please refer to PDF “West 100^th Anniversary Communications Campaign, The Stevies: Annual American Business Awards” for all figures referenced in this submission. See Figure 1: Team 100 Around the World. We created a buzz of excitement by developing a global approach with local flexibility. Team 100 led all local celebrations and came up with additional ideas at site level. We had 250 participants in Team 100 covering 40 manufacturing sites and offices across the Americas, Europe and Asia Pacific. We organized photoshoots in Ireland, Singapore, India and the US to hero our team members across the campaign. Their spirit and personalities were captured to help build pride and feel relatable and authentic. Figure 2 – Global Photoshoot.

Total 235 words used.

Preparation kicked off in early 2022, working with the employee experience agency to facilitate a series of 100+ interviews and focus groups. We took inspiration from the feedback received from team members, customers, suppliers, and partners to develop a rally cry “More than a Name,” with a new creative approach, a corporate narrative and engagement program to use across our 100th year.  Inspiration for the creative approach came from what we heard from key stakeholders. The corporate narrative created a golden thread that could be used across all communications throughout the year to build pride, keep the momentum going and drive engagement.

We developed a strategic framework to organize our thoughts and make sure we hit of all our campaign and engagement objectives – see Figure 3. A campaign schedule was developed for the year capturing all key campaign activities - see Figure 4. We wanted to create a buzz as soon as team members began the new year. Launch Day was January 4, 2023, and our manufacturing sites and offices across the world received a selection of 100th branding and content for the digital screens to be displayed around the sites - see Figure 5.
A new unique 100th logo was designed, additional colors were added to the corporate color palette and new dedicated designs for all the 100th materials were developed to make the campaign stand out. Figure 6 and Figure 7.

Total 248 words used.

Hub 100 App - custom-built app, showcasing all 100^th information. Figures 8 & 9.

100 Days of Storytelling - We published a story every day for 100 days by present and past team members, founding family members, patients, customers, and suppliers, demonstrating the Company’s values in action. Figure 10.

Our CEO and Executive Leaders rang the Opening Bell of the NYSE on Tuesday, March 21, 2023. Figure 11.

West Fest - Each Team 100 organized a “West Fest.” Over 10,700 people attended 30 individual events globally.

A Speaker Series was hosted with guest speakers from a member of the West family, customers and partners. Figure 12.

100km in 100 Hours Global Activity Challenge - Team members formed teams of up to 10 and had to collectively reach 100km in 100 Hours to complete the challenge. Over 1,000 team members participated globally across the Americas, Europe and Asia Pacific. Figure 13

Social Media Campaign - posted one article on LinkedIn, Facebook, Twitter and Instagram per week and one blog per month. From January 4 to Dec 12, 2023, we did 145 posts with 254,518 impressions, 16,546 engagements and 6.5% engagement rate. Over 5% is considered an excellent engagement rate and our other company campaigns this year averaged 4.5% in comparison. See Figure 14.

100^th Anniversary Web Page – see engagement analytics on Figure 15.

Media Coverage - see Figure 16.

• NYSE Floor Talk
• CPHI Online
• Newsweek
• Chief Executive Magazine
• The Dublin Gazette