Case Study BHP
Content development and management of BHP’s Olympic Dam internal staff newsletter.
Olympic Dam, based in Roxby Downs South Australia, is BHP’s multi-mineral ore body, containing the fourth largest copper deposit and the largest known single deposit of uranium in the world.
In 2018 BHP celebrated 30 years of Olympic Dam, a major milestone that required additional marketing, communications and event management from its small yet agile corporate affairs and communications team.
To help with this additional workload, BHP contracted Fuller in 2018 to undertake a portion of its “business as usual” internal communications outputs, specifically its weekly newsletter the OD Review, which is sent to around 4,000 staff, based both in its Adelaide office and on-site at Olympic Dam.
To ensure a smooth transition from internal to contractor production, Fuller’s digital content manager spent four full days working in the BHP office over a two-week period to better understand internal systems and to meet and establish strong working relationships with key staff within the Olympic Dam team, including Marketing and Communications, Corporate Affairs, Human Resources and Indigenous Affairs representatives.
Following these initial immersion weeks, Fuller’s communication team took on the content development and management of Olympic Dam’s weekly staff newsletter and social media posts, this included: gathering weekly safety statistics; editing and re-writing management reports into simple, easy to read summaries for staff distribution; interviewing staff on-site for social media posts; sourcing content and imagery from partners; filming and editing short videos for staff activations such as MOvember; uploading content to an internal EDM system for weekly digital distribution; and designing a weekly PDF and Powerpoint version of the newsletter for weekly delivery to the mine.
Through staff and team changes at BHP, Fuller has provided this consistent internal communications support to Olympic Dam for over 18 months, and continues to work with BHP on a number of communications and marketing projects, both internal and external.
In order to minimise resources, the Communications team were looking to identify ways to simplify the OD Review and conducted an informal survey on the readability and accessibility of newsletter.
The results showed that the EDM, PDF and PowerPoint newsletters edited and designed by Fuller were thoroughly read by staff across the Asset. The three different formats were also greatly appreciated from the variety of audiences, who were unable to access the typical electronic method of company news and updates.
Each channel serves a different audience, which ensures all messaging is appropriately disseminated throughout the 4,000 workforce. In particular, the more recent addition of PowerPoint slides, as this allowed staff to read key news on TV screens in staff breakout rooms on site, and showed a better understanding of the audience. The feedback was overwhelmingly positive, with all methods being favoured dependent on location, shift and role, and decision was made to continue as normal.