Texaco launches an initiative to improve the composition of its network of independent retailers to better represent the communities they service.
Client: Texaco & Shell
Spurred on by record $173 million affirmative action Federal Court settlement, Texaco launches an initiative to improve the composition of its network of independent retailers to better represent the communities they service.
Objective
Bring in new independent retailers who are socially and economically disadvantaged;
Align with business objectives; and
Promote and expand the Texaco convenience-store franchise.
Challenge
In business, it is one thing to create short-term solutions that are 'topical treatments' that fix current problems without addressing the long-term implications. It is quite another to create long-term, methodical solutions that complement and align with business objectives and therefore become fully integrated into the day-to-day operations.
Program description brochure shown at left.
Program Implementation
Key aspects included:
We designed a multi-faceted program that would solicit individuals who were socially and economically disadvantaged, screen them for basic business skills and entrepreneurial aptitude, provide them with retail petroleum and c-store operations training, and assist them to establish their own business with a Texaco convenience store franchise. We worked closely with a cross-functional team within Texaco to ensure that the program would have support of the whole organization and be integrated into the corporate operational structure.
We assembled, categorized and summarized all domestic news articles covering issues of diversity in the workplace for management review. We created an introductory brochure to announce the program, prepared press releases, tracked press clippings, created and placed advertisements in minority and women's publications, researched and communicated with 450 minority- and women advancement organizations nationwide to inform their memberships about the program.
We formed a "Speakers' Bureau" and scheduled a national "Road Show" to promote the program in various communities across the country. We developed and produced a 30-minute audio/video exhibition for this promotion.
Collateral Support Materials Ensuring Program Implementation.
Key Communication Tools
Introductory brochure is sent out to respondents to print advertising and news coverage to introduce the program to potential enrollees.
Policies and Procedural Guide was developed to ensure regional marketing offices and field representatives followed proper procedures.
Road Show speakers presentation kit was developed to assist executive personnel when delivering live program presentations.
Franchise Outreach Website
We developed a women and minority new retailer recruitment website in conjunction with the program.
Franchise Outreach Press Release
Periodic press releases were issued during the recruitment phase.
