Liberation Iannillo

CONTENT MARKETING & CREATIVE DIRECTION

ENGAGED: A+E Networks’ Help Desk had a big problem—employees were tuning out the important emails they were sending and flooding the helpline with basic questions. How do you engage an enterprise audience and eliminate unnecessary disruption? Visual narrative.

I did a thorough audit of the Help Desk’s communication process and quickly zeroed in on some key problems which included writing emails full of technical jargon, confusing acronyms, and deploying them well after business hours. I worked with the Help Desk team and identified six frequently communicated issues. Next, I created a templated email system, brand voice style guide, and a deployment calendar to ensure the emails were being sent during regular business hours, giving employees enough time to do what was being asked of them.

I also introduced a new friendly robot mascot and a variety of scenes for him to embody the messaging. I took an intentionally light-hearted approach with the visuals because making the tasks seem fun made sure they would get done.

The results were dramatic. Calls to the Help Desk dropped significantly and freed up the technicians to do regularly scheduled work. The employees were so engaged with the visual narrative that they kept an eye out for the robot to see “what he would do next,” as a finance employee told me.