Alcatel Lucent
Industrial Strategic Plan
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Engaging Perspective
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As a leading innovator in the field of networking and communications technology, products and services, digital communications for Alcatel-Lucent are both a message and a medium.

Alongside the CEO we helped to launch a 3-year industrial strategic plan – The Shift Plan – publicly communicating it as the last chance to save the company. One year in, our challenge was to articulate the plan and reflect progress to date through a responsive digital platform.

Functionality
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Video and audio clips, infographics, short articles and interviews. Micro-content combines to create a big ’behind the scenes’ picture of the company’s activity, focusing on pockets of excellence. Content can be filtered flexibly according to user preference: by subject matter and content type or read as a linear narrative via four perspectives: corporate strategy, market demand, technological innovation and employee engagement.

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Ever Evolving
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The content management system enables employees globally to add new content and stories. The digital platform has remained alive, not a ‘moment in time’ site but a more active informative destination that is ever evolving. It provides an ongoing picture of progress across the business, inspiring confidence in all stakeholders and providing a powerful platform for the CEO and employees.

Results
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An outstanding response from all stakeholders; investors, analysts and employees. It has been used as an internal engagement tool to show a new vision of the company.