2014 Out & Equal Summit Case Study
Ally Pledge Week
NOVEMBER 05 2014 CONFIDENTIAL
What are we covering?
• Case Study: step-by-step approach
• Ally programming
– Pledge for Allies and not LGBT
– Ultimate goal to create more inclusive workplace
• One size does not fit all
– Every company/organization is different (size, org structure, building
layout, communications, etc.)
– Many ideas provided - choose/modify what you want
• Packets of materials
• Contact information for ongoing dialogue
2014 PepsiCo Ally Pledge Week
Introductions
Cory Calvin
Finance Manager – Gatorade Brand
312.821.1740
cory.calvin@pepsico.com
Chris Horton
Senior Manager – Business Relationship Management
312.821.7755
chris.horton@pepsico.com
Ashley Hartson
Key Account Manager – Chicago/NWI Beverage Market
773.893.2178
ashley.hartson@pepsico.com
Annie Newboe
Senior Systems Analyst
312.821.3420
annie.newboe@pepsico.com
2014 PepsiCo Ally Pledge Week
Sections
1.
PepsiCo
2.
Ally Program
3.
Pledge Week
4.
Marketing and Communications
5.
Challenges and Next Steps
6.
Questions
2014 PepsiCo Ally Pledge Week
Sections
1.
PepsiCo
2.
Ally Program
3.
Pledge Week
4.
Marketing and Communications
5.
Challenges and Next Steps
6.
Questions
2014 PepsiCo Ally Pledge Week
PepsiCo is a global food and beverage powerhouse.
Our broad range of more than 3,000 delicious products offers consumers
convenient, nutritious and affordable options in nearly every country around the
world.
Global
Beverages
Global
Snacks
Global
Nutrition
Performance
Brands
Scale
People
More than
22
>200
More than
billion-dollar
brands
countries
& territories
employees
$66 billion
revenue
250,000
2014 PepsiCo Ally Pledge Week
Our goal is to deliver top-tier financial performance while
creating sustainable value for all stakeholders
• Performance with Purpose
– Providing a wide range of foods and beverages from treats to healthy eats
– Finding innovative ways to minimize our impact on the environment and
reduce our operating costs
– Providing a safe and inclusive workplace for our employees globally
– Respecting, supporting and investing in the local communities where we
operate
• Define diversity as
– All the unique characteristics that make up each of us: personality,
lifestyle, thought processes, work experience, ethnicity, race, color,
religion, gender, gender identity, sexual orientation, marital status, age,
national origin, disability, veteran status, or other differences
2014 PepsiCo Ally Pledge Week
PepsiCo committed to workplace equality
• Diversity & Inclusion is vital to our success
– Believe a workplace that values different perspectives builds employee
engagement, fosters creativity and fuels innovation, from our products, to
our packaging, to our campaigns
• Strive to be a home for the world’s best and brightest talent, at all
levels of the organization
– Focused on building a strong, diverse talent pool and developing inclusive
leadership
• Longtime partner of Out & Equal
– 2014 Titanium Sponsor
– Over 80 associates in attendance
• Corporate sponsor of Human Rights Campaign Foundation
– 100% Corporate Equality Index 2014
• First corporate sponsor of GLAAD Spirit Day in 2014
2014 PepsiCo Ally Pledge Week
PepsiCo EQUAL
• PepsiCo’s LGBTA ERG
• One of eleven Employee Resource Groups (ERG) at PepsiCo
• Annual programming for members, supporters, and guests:
– Bi-monthly member meetings
– Ally programming
– Spirit Week (anti-bullying) programming
– Community service
– Fellowship with neighboring companies' LGBTA groups
2014 PepsiCo Ally Pledge Week
PepsiCo EQUAL Structure
Executive Sponsor
HR Lead
Diversity &
Inclusion
Organization
Community Affairs
LGBTA Steering Committee
EQUAL@Chicago
EQUAL@Plano
Gatorade, Trop
Quaker
Frito Lay
Frito Lay
North America Field
EQUAL@Bradenton
Tropicana
International
Canada
United Kingdom
EQUAL@Westchester
Pepsi, Mountain Dew
PepsiCo Bottling
Company Field
2014 PepsiCo Ally Pledge Week
Sections
1.
PepsiCo
2.
Ally Program
3.
Pledge Week
4.
Marketing and Communications
5.
Challenges and Next Steps
6.
Questions
2014 PepsiCo Ally Pledge Week
Why Ally Program?
• Ally Defined
• An ally is a straight individual who believes LGBT people should
experience full equality in the workplace
• Associates want to support LGBT colleagues but need direction
– We weren’t sure who our allies were
– Known allies weren’t aware of the ways they can help
• Allies are drastically underutilized at PepsiCo
• Business case exists for Ally Programming
2014 PepsiCo Ally Pledge Week
Created Ally Mission Statement
• Ally Subcommittee developed Ally Mission Statement for Chicago
location
• Provided team framework for developing Ally programming
• Defined who we were
• Clearly and concisely conveys the direction of the group
“We are straight PepsiCo Chicago associates who fully support
the Lesbian, Gay, Bisexual, and Transgender (LGBT)
community. Our goal is to encourage all LGBT colleagues to
bring their whole selves to work, committing ourselves to visibly
advocate for equality and mutual respect.”
2014 PepsiCo Ally Pledge Week
What is Pledge Week?
• Three day event held June 3-5 to kick off Pride Month of June
• Simple, yet powerful way to educate Allies on how to be an Ally
• Generate and build Ally awareness and to grow network of support
• Colleagues took online pledge allowing them to self identify as an
Ally and to be more visible
• Pledge Week ended with Celebration
2014 PepsiCo Ally Pledge Week
What is the Pledge?
• Goal was to create words that were action items and easy to
remember
• Pledge focused around
– Visibility
– Education
Come Out
Speak Out
Join In
• I will show my
support for LGBT
Equality
• I will respond to
anti-gay remarks
and correct
misinformation or
commonly held
stereotypes
• I will begin to
incorporate small
every day actions
to move equality
forward
2014 PepsiCo Ally Pledge Week
Pledge Week Highlights
475
allies took
the pledge
65
volunteers/
contributors
350
video
views
1100
flyers
distributed
in person
65
attended
celebration
Chicago Office has an estimated 1,300 employees
2014 PepsiCo Ally Pledge Week
Sections
1.
PepsiCo
2.
Ally Program
3.
Pledge Week
4.
Marketing and Communications
5.
Challenges and Next Steps
6.
Questions
2014 PepsiCo Ally Pledge Week
Pledge Week
• Created schedule of Pledging opportunities
– 3 total days
– Held during lunch time (high traffic times)
– 2 different locations
• Cafeteria
• Lobby
• Pledging process and Celebration:
Take Pledge on
computer
kiosks
Sign Pledge
Week Banner
Receive free
“Swag Bag”
Wear “I took
the Ally Pledge”
Sticker
Attend Pledge
Week
Celebration
2014 PepsiCo Ally Pledge Week
Take Pledge
2014 PepsiCo Ally Pledge Week
2014 PepsiCo Ally Pledge Week
Sign the Banner
2014 PepsiCo Ally Pledge Week
Receive Swag Bag
Badge Buddy
(front)
Badge Buddy
(back)
Badge Buddy
in holder
• Goal for Swag Bag
– Educate all associates
– Provide visible materials
Ally Card (front)
Ally Card (back)
Welcome Letter
Ally Card on display in workspace
Swag Bag
2014 PepsiCo Ally Pledge Week
Wear Sticker “I took the Ally Pledge”
2014 PepsiCo Ally Pledge Week
Pledge Week Celebration
• Celebration closed Pledge Week
• Reinforced Ally education and ways to show ongoing support
• Speaker discussed personal experience as an Ally
– Offered advice on next steps for Allies
• Raffled off 4 White Sox tickets with 2 parking passes
2014 PepsiCo Ally Pledge Week
2014 PepsiCo Ally Pledge Week
2014 PepsiCo Ally Pledge Week
Sections
1.
PepsiCo
2.
Ally Program
3.
Pledge Week
4.
Marketing and Communications
5.
Challenges and Next Steps
6.
Questions
2014 PepsiCo Ally Pledge Week
Marketing and Communications
• Developed multi-faceted marketing and communications campaign
– To reach maximum number of Chicago associates
– To educate associates on
• Definition of an Ally
• Features and benefits of Pledge Week
– To create clear, consistent messaging
– To create excitement
• Traditional and grassroots marketing used in all 4 weeks leading up
to Pledge Week
Poster &
Video Kiosks
-4 weeks
Pledge Week
Video
-1 & -0 weeks
MyCommunity
News
-1 & -0 weeks
Table Tents in
common areas
-1 week
ERG Meetings &
BU/ERG Email
Distribution
-1 week
Lobby Flyer
Handout
-0 weeks
2014 PepsiCo Ally Pledge Week
Created Ally Logo
• Used internal graphic designer
• Used on all marketing materials
to create consistent messaging
• Used rainbow dots below word
“ally” to tie back to EQUAL logo
• Circle sends positive emotional
message and shows
community/unity attribute
• Muted rainbow colors to create
differentiation from traditional,
brighter rainbow colors
2014 PepsiCo Ally Pledge Week
Poster and Video Kiosks
• Messaging began 4 weeks prior to
Pledge Week
• First engagement with associates
• Visible executives
• Displays in all common areas
• Video kiosks throughout building
2014 PepsiCo Ally Pledge Week
Pledge Week Video
• Video sent electronically
• Video production
– 10 ally volunteers
– Created script for storyline
– Created posters to match script
– Asked open-ended questions
– In-house media capabilities
• Created two videos
– Spoken version for communications
– Silent version for video kiosks
2014 PepsiCo Ally Pledge Week
Pledge Week Video
• Click image to view video or use the following hyperlink:
http://tinyurl.com/PledgeWeek2014
2014 PepsiCo Ally Pledge Week
Chicago MyCommunity Newsletter
• Communication sent two
times in Chicago version of
MyCommunity news
– 1 week prior to Pledge
Week
– Same day as start of
Pledge Week
• Featured
– Ally logo linking messaging
– “What is Pledge Week?”
– Link to video
– Calendar invite for
Celebration
2014 PepsiCo Ally Pledge Week
Table Tents
• One week prior to Pledge Week
• Chicago Cafeteria
• Common areas on each floor
• Featured
– Ally logo linking messaging
– Ally Mission Statement
– “What is Pledge Week?”
– Pledge Week Schedule
2014 PepsiCo Ally Pledge Week
ERG Meetings and BU/ERG Distribution
• Attended Employee Resource Group (ERG) member meetings
• All ERG’s endorsed Pledge Week
– ERGs sent email to distribution lists outlining Pledge Week info
• Business Unit Presidents endorsed Pledge Week
– Sent an email to their teams
2014 PepsiCo Ally Pledge Week
Lobby Flyer Handout
• Handed out flyers in lobby
• Handout Featured
– Ally logo linking messaging
– Pledge Week schedule
– “What is Pledge Week?”
– Pledge language
• Volunteers wore matching t-shirts
2014 PepsiCo Ally Pledge Week
Post-Pledge Week
• Chicago Ally PEPnet site
• Pledge Week Banner
• “Thank you” campaign
2014 PepsiCo Ally Pledge Week
Chicago Ally PEPnet Site Screenshot
2014 PepsiCo Ally Pledge Week
Pledge Week Cost
Swag Bag: tote bags, badge buddy, ally card, welcome letter
$745
Celebration: food, drink, catering
557
Printing: posters, stickers, table tents
157
Other: t-shirts, supplies
211
FREE: banner, video production, speaker, graphic design
-
Total Pledge Week
$1,670
2014 PepsiCo Ally Pledge Week
Sections
1.
PepsiCo
2.
Ally Program
3.
Pledge Week
4.
Marketing and Communications
5.
Challenges and Next Steps
6.
Questions
2014 PepsiCo Ally Pledge Week
Challenges
• Recruiting Ally team
• Executing in a short time frame
– Clear vision
– Create timeline
– Volunteers
• Working with a large group
– Core ally subcommittee group of 10+ people
– Example: Creating Mission Statement
• Concise, effective, and meaningful
• Provided guidelines and allowed team to brainstorm
2014 PepsiCo Ally Pledge Week
Challenges
• Working with offices in different regions
– Remote conversations difficult
– May be difficult to establish commonalities
•Allies may not be as comfortable being “out” as allies in various
regions
•Logo design example
–Final base design could be tailored as necessary
•Create national team vs. regional team
– Created “playbook” for other regions to leverage
2014 PepsiCo Ally Pledge Week
Next Steps
• Word of mouth in different offices/regions
• Strategy for scaling it larger
– Nationally
– Internationally
2014 PepsiCo Ally Pledge Week
Sections
1.
PepsiCo
2.
Ally Program
3.
Pledge Week
4.
Marketing and Communications
5.
Challenges and Next Steps
6.
Questions
2014 PepsiCo Ally Pledge Week