Singapore Power won the Gold Stevie Award for Best PR Campaign: International Communications in the Communications/PR Awards categories of the 2015 Asia-Pacific Stevie Awards.
The final entry deadline for the 2016 Asia-Pacific Awards has been extended to Wednesday, April 6.
We asked Amelia Champion, Head of Corporate Affairs at Singapore Power, what the Stevie award has meant for her team, and for some insight into how Singapore Power plans to continue to Power the Nation.
Singapore Power embarked on a corporate positioning exercise in 2013, with a focus on the company’s role as a reliable and efficient power utilities provider, an employer of choice, and a proactive developer of engineering talent. The journey covered a perception audit among consumers, employees across different employee strata and engagement with the Board and Senior Management.
The result was a corporate position—centered on the aspiration of “Powering the Nation”—adopted as the positioning statement. This position is supported by the three pillars of Trust, Technology, and Talent.
The main target audience included employees and prospective employees, customers, and the public.
As Head of Corporate Affairs at Singapore Power, Amelia Champion was delighted that her company’s campaign won a Gold Stevie Award. “This award is a boost to Singapore Power’s 3,500 employees,” she told us. “These are the people who have enthusiastically participated in telling their story of powering the nation 24/7, and of upholding high standards of reliability and efficiency to improve quality of life.”
Added Amelia: “The Asia-Pacific Stevie Awards are a solid pulse check and independent benchmark for companies as they build their track record, alongside respected peers.”
The Launch
Engaging employees in this journey was an essential component for the campaign’s success. Singapore Power (SP) launched the “Powering the Nation” positioning internally among its employees at the annual staff convention, and through decentralized road shows using parallel simulcast streaming. A commissioned video featuring SP’s role in supporting nation building was screened at these events. The theme and key pillars were also delivered through 27 Group CEO dialogue sessions with staff between September 2013 and October 2014.
SP introduced a new suite of internal communications channels named spectrum. These included a revamped staff portal featuring up-to-date information and important messages, fortnightly corporate news updates, a bimonthly spectrum magazine distributed to all 3,500 staff, and the “Power Talks” quarterly employee lunchtime platform to introduce the spectrum channels and enable staff to pick up useful information for professional and personal growth.
Branded “Powering the Nation” collaterals and gifts such as notebooks and coasters were produced and distributed to all staff. To inspire organizational pride in all staff, SP also put up National Day celebratory banners with the “Powering the Nation” statement at central locations around Singapore.
Outcomes
Results from the annual staff convention post-event survey revealed that the “Powering the Nation” statement resonated well with staff, who also exhibited high recall and receptivity to the key messages. As high as 96% of 530 staff who participated in the plenary session said that they felt proud of the company’s role in powering the nation. About 91% agreed that “I Power the Nation” accurately described their roles at SP.
Not only has “Powering the Nation” been well-received by staff, they have spontaneously adopted the positioning statement within their own programs and presentations and now regularly use the it when introducing Singapore Power to local and overseas stakeholders.
Powering the Future
Amelia told us some of the activities planned by Singapore Power for 2016. “We aim to establish and enhance more channels of engagement with our customers and employees, in tandem with new ways of staying connected in the digital age. We will also focus on community service and staff volunteerism, continuing our commitment to powering the nation in more ways than one.”
Amelia looks forward to the year ahead. As she told us, she is motivated by “the pride and fulfillment of being part of a team that keeps the lights on round the clock, contributes to Singapore’s economic growth and quality of life, and drives sustainable solutions to serve future generations.
About Amelia Champion:
Amelia Champion is Singapore Power's Head of Corporate Affairs, overseeing corporate positioning, reputation management, internal communications, and corporate social responsibility. She built her career in healthcare and community service organizations. At the SingHealth Group, Amelia was Director, Group Communications, driving programs and initiatives to unify employees and to reinforce the Group’s standing in Academic Medicine. Prior to that, Amelia headed Public Relations, Patient Relations, Events, and Promotions at the National Kidney Foundation in Singapore. She was responsible for running nation-wide campaigns to promote organ donation; international healthcare conferences with marketing efforts in the US, Europe and Asia; policy-making; and for creating holistic self-help programs for patients. In her spare time, Amelia contributes to her school's alumni association as an executive committee member, and volunteers her services in her local parish.
About Singapore Power:
Singapore Power Group (SP) is a leading energy utility group in the Asia Pacific. It owns and operates electricity and gas transmission and distribution businesses in Singapore and Australia, and district cooling businesses in Singapore and China. More than 1.4 million industrial, commercial, and residential customers in Singapore benefit from SP’s world-class transmission, distribution, and market support services. The networks in Singapore are amongst the most reliable and cost-effective worldwide. For more information, please visit www.singaporepower.com.sg and follow us on Facebook fb.com/singapore.power
