Penti Giyim Tic. A.S. - Internal Communications Campaign
Company: Penti Giyim Tic. A.S., Istanbul, Turkey
Company Description: Our story began in 1950 as two separate companies which were then united under a single brand, Ögretmen Çorap, in 1970. This was followed by the launch of our production facility in Bayrampasa, Istanbul and the final phase of our branding process came in 1984 when Ögretmen Çorap was replaced with Penti. Over the years, we continued our growth in production and retail activities, expanding our off
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Internal Communications
Nomination Title: My Bra Academy
In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:
One of Penti's 5 corparate values is "Strengthening women's position in the society" and the other is "Obtaining our competitive power from constant development." My Bra Academy Project (MBAP) means not only supporting careers of women who for Penti and allowing them to gain an expertise for their proffessional life, but also making any woman visiting our stores experience a perfect customer experience, understanding them and sustaining our passionate service understanding bu going beyond their needs and expectations.
MBAP has two female leaders: The project's customer experience leg has been designed by Mrs. Pinar Lafçi from the Marketing Department and Training Academy has been leg by Mrs. Müge Tugcu from the HR Department.
The project has been designed by melting both customers' and employees' insights in the same pot. The steps to help our customers to find the bras to fit for their bodies and to make them feel comfortable and chic and the make their purchasing experience perfect have been identified and the process of customer experience has been redesigned by our customer experience journey designers.
Regarding employee insight, the staff circulation analysis conducted has revealed that there are 2 main reasons underlying the resignation of our female employees working at Penti stores. The first one is their families' not allowing them to work and the second one is their not considering the retail sector as a professional field.
Designed based on that insight, (MBAP) has aimed at making our employees gain an expertise through certificated trainings on bra and store management, proceeding their career and supporting our employees with the distinguished premium structure. Launch of the Academy was made on 14.08.2017 in Turkey and Romania simultaneously and the project was announced to our employees via mailing and videos.
768 female employees applied to the Academy and 525 female employees who met the required conditions were included in the expertise trainings that consist of 2 modules. The trainings were conducted with the lectures of Italian and Turkish bra designers, videos and simulations on mannequins.
In the scope of the Academy, 410 female employees who received classroom trainings consisting of two modules on bra design, manufacturing, technical information and bra measurement, bra trends and fashion as well as creating the perfect customer experience, who completed online trainings on time and who successfuly passed the examinations have become entitled to obtain Certificates of Bra Expert and been promoted as senior experts. Graduation ceremonies have been held in 5 different geographical regions and the certificates have been presented to the successful employees by the directors.
To the family of every female employee who got promotion, a letter of thanks undersigned by the CEO has been sent for their support to our female employee and this way. In addition to these, collar pins specific to the Academy have been designed for the bra experts to be noticed and distinguished from our employees at our stores.
The analyses conducted one year later indicated that there is a 19% decrease in the circulation of the female employees who obtained certificate from Academy and that the employees' incomes increased by 17% on average.
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):
Pinar Lafci has been developed and managed products/services to create the perfect customer experience for her 15 year career and has been developing projects on customer-centricity for Penti and helping Penti to turn its customer-centered approach into a commercial success for the last 4.5 years.
Muge Tugcu has spent at Penti Human Resources the last 7.5 years of her 13 years of professional experience and one of her main work fields has been improving self-development and loyalty of the field employees 95% of whom consist of women.
From the Project Leaders Mrs. Lafci was promoted to Marketing Director position and Mrs. Tugcu established her own department created witihin the organization under her new position of Employee Happiness and Corporate Transformation Manager.