Canadian Tire Way
A framework to energize and align the organization behind our
Statement of Purpose, Vision, Team Values
& Leadership Expectations
Engagement Strategy – Taking the next Steps
July 18, 2002
Meeting Agenda
• Review current state (where we’re at)
– feedback from Senior Team Offsite
• Present/discuss upcoming plans & activities
– Communication
– HR
– discuss cascading process
• Next steps
Executive Summary
Since Canadian Tire communicated its Statement of Purpose and Vision
alongside the Corporate Strategic Plan in September 2001, considerable
work has taken place to:
a) evolve the Statement of Purpose and Vision further; and
b) engage the organization to create common Team Values and
Leadership Expectations
PURPOSE &
VISION
DEVELOPMENT
Jan-July ‘01
STRATEGIC
PLAN
LAUNCH
Sept. ‘01
VALUES
INTERVIEWS
Jan. ‘02
EXECUTIVE/CTDA
VALUES
VALIDATION &
REFINEMENT
April ‘02
CT WAY
LAUNCH TO SR.
LEADERSHIP
June ‘02
ROLLOUT
Sept. ‘02
Executive Summary
On June 14th the new Canadian Tire
Way was launched to the Senior
Leadership team.
A window of opportunity now exists to
energize and align the entire Canadian Tire
team around the Canadian Tire Way and
engage them in our new Team Values.
People understand our business direction
and priorities, now we must move to
create excitement and energy behind our
largest lever in the organization -- the
strength and alignment of our team.
While the first step has been taken, there
is significant work to be done in order to
truly embed the Canadian Tire Way with
every single team member across the
enterprise.
Key Principles Review
• Leadership should lead
• However, bottom-up engagement is one of the most powerful
aligning mechanisms available. Bottom-up engagement and
involvement is therefore key
• One-off tactical communication will not work
• Tailoring the delivery is essential, but the core essence
must remain intact
Scale of engagement
Phased communication approach
Organizational
Engagement
AwarenessBuilding
Communication
Senior
Leadership
Engagement
Timelines to Execute
Awareness Strategy: Updating Signage/Materials
• One of the most obvious places to start in building awareness of the
Canadian Tire Way across the organization is to look at the things
people see and read every day:
– on the walls
– on their computers
– in the materials they receive
• A signage review has been conducted at Home Office, the DCs and
CTFS and a number of immediate and longer-term opportunities
have been identified.
– we have a large number of vehicles in various locations that still use
wording from the old vision statement
– some work has been done in pockets, but a planned update across the
board is required
Awareness Strategy: Updating Signage/Materials
• A number of elements have already been updated/revised to reflect
our new Statement of Purpose, Vision and Team Values:
– ID Cards/Security Badges
• new and replacement cards
have updated purpose
• we believe we should
develop a plan for updating
current employees’ cards
– Information on our
corporate website
– PR materials:
Fact Sheets, Backgrounders
Our Statement of Purpose, Vision, Team Values and Leadership
Expectations have been translated.
Awareness Strategy: Updating Signage/Materials
• A number of opportunities have been identified that require
immediate updating to reflect our new Statement of Purpose, Vision
and Team Values:
– 8th floor reception signage
– painted and hanging wall signage at the DCs
– information on InTireNet
• A number of new ideas have been identified and will be pursued:
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business card
email signature
screen saver
bulletin boards on
each floor
– on-hold phone
messages
WE ARE
A PROUD CANADIAN FAMILY
We exist to serve and enrich the lives of
our customers, our shareholders, our
team and our communities.
Awareness Strategy: Updating Signage/Materials
• A number of additional opportunities have been identified that will
be made available to the organization on a ‘pay-for-use’ basis:
– 18 x 24 wall poster (can be framed or laminated)
– trinkets: mugs, mousepads, calendars, etc.
– lanyards and laminated cards
Awareness Strategy: Updating Signage/Materials
• In addition, our new Statement of Purpose, Vision and Team Values
will be incorporated into the following materials the next time they
are created:
– Annual Report
– Seasonal Gift Box - message from Wayne
• Through the review, a number of opportunities were also identified
within HR, including:
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–
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–
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New Employee/Orientation information
Retail 101
Recruitment materials
Job descriptions
Dealer Selection applications/materials
Petroleum agent applications/materials
Leadership Resource Process
Awareness Strategy: Creating Energy
• It’s important to support the launch of information (through senior
leadership) and the updated signage with additional elements that
will build energy and excitement around the Canadian Tire Way.
• These activities will build upon each other to build and sustain
momentum around the Canadian Tire Way over time.
• The objective of these tactics is to reiterate the key messages of the
Canadian Tire Way by:
– bringing the Statement of Purpose, Vision and Team Values to life with
illustrative examples
– having some fun
Awareness Strategy: Creating Energy
• Internal newspaper special feature
– reflect Globe & Mail look -- masthead,
font, newsprint
– communicate the framework and spend
time articulating each of the key
elements of the Canadian Tire Way
– elements to include:
• pictures (people winning WOW award)
• articles, editorials, letters to the editor,
first person/opinion stories
• fun stuff (crossword, horoscope, comic)
• ads for Team Values, etc.
Awareness Strategy: Creating Energy
• Employee brochure
– leverages work done on Leadership
Guide (look, messaging)
– supports information being
cascaded by senior team
– can be used as a reference
guide for the Canadian Tire
Way (handbook)
– distribution will be customized
(eg. desk drop at HO, home
mailing at DCs)
– opportunities to leverage in new
employee/Orientation packages
Awareness Strategy: Creating Energy
Other Ideas
• Significant coverage in Team Canadian Tire publication
– Fall issue
• CEO voicemail program to reinforce key
messaging
• Regular messaging on back of pay stubs
• Dealer Convention
– significant coverage in CEO’s address
(specific messaging being discussed
and crafted in the coming weeks)
Engagement Strategy: Supporting Sr. Leadership
• Support senior team with launch of the Canadian Tire Way
– received guide at senior team offsite
– received message (with slides) from Janice asking them to begin
engaging their teams
– thank you letter and framework sent to 400 participants
Do we need a formal process to support/track/monitor the
cascade from the senior team?
• Ensure upcoming Quarterly Contact Forums are used as an
opportunity to actively engage the organization on a divisionalspecific level about the Canadian Tire Way
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IT Forum: September 25th
Supply Chain Contact Forum: September/October (TBC)
CTFS Contact Forum: October 2nd
CTR Forum: October/November (TBC)
Engagement Strategy: Organizational Engagement
• Roundtable on the Future (HR-led)
– Groups of approximately 35-50 pulled together from across the
enterprise and engaged in a dialogue about the Canadian Tire Way
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•
•
•
Customer, market and competitive inputs
Statement of Purpose, Vision, Team Values, Leadership inputs
Are we living what we are saying?
Create an action plan for the future -- the things we must change as an
organization to be successful in living the Canadian Tire Way, a rallying
cry to energize the organization.
• Video of event used to “story tell” in other engagement activities
• Executive Roundtable/”Coffee with” sessions
– Sessions hosted by an individual Officer monthly with random groups of
10-15 team members -- all levels
• Are we living the values, personal perspectives, snapshot of team views, etc.
Engagement Strategy: Recognition Activities
• Recognition Activities:
– Launch new recognition program (replace Wall of Winners)
• criteria matches team values
– redo WOW wall on the 8th floor
• leverage current Canadian Tire Way look (eg. flag, black and red, etc.)
– Revamp ‘WOW Zone’ on InTireNet
– Create regular video profiles of stories that
exemplify team values to show at group
Forums
Communication Approach
• High-level ideas for how we’re going to approach this launch to
ensure success:
– engage everybody -- all levels, all parts of the business (includes twoway communication)
– make it real, bring it to life -- right now it’s just words on a page
– leverage State of the Tire messaging, look & feel -- the presentation
resonated with our team
– leverage technology (eg. CT Live, InTireNet) -- signals change /
something new
• Two tiers to the approach
– Awareness Strategy
– Engagement Strategy
Timing: A Six Month View
JULY –
AUGUST
 Reconnect with senior leadership team re.
cascade process
 Develop implementation plan for replacing
signage and executing other tactics
 Begin signage/materials updating
SEPTEMBER
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OCTOBER –
DECEMBER
 Execute other awareness & engagement
activities
 Support Contact Forums
 Continue signage/materials updating
Desk drop internal newsletter (target Sept. 3)
Distribute Employee Handbook
Dealer Convention (Sept. 14-17)
Support Contact Forums
Continue signage/materials updating