Client: Texaco

Background
Texaco launched an initiative to improve the composition of its network of independent dealers to better represent the communities they service.

Objective
To create a long-term, systematic program that would:

• Bring in new independent dealers who are socially and economically disadvantaged;
• Align with business objectives; and
• Promote and expand Texaco c-store franchise.

Program Implementation
In business, it is one thing to create short-term solutions that are ‘topical treatments’, which 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.

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 c-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.

For interested individuals who wanted to apply, we designed a curriculum catalog with a summary of operational and business management courses included in the required training. The curriculum catalog also included topics on the petroleum business, the Texaco brand, retailing, and c-store franchise.

We coordinated with Texaco regional organizations to arrange for program applicants to be tested and interviewed by regional personnel. We also managed day-to-day administrative needs and maintained a database that kept track of the status of all program applicants.

At the end of the 18-month extensive in-classroom and on-the-job training, the program provided business financing with special terms for program graduates to start their own business. This would ensure that the business would not be adversely impacted by short-term cash flow difficulties during the first couple years of operation.

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