BSBXCM401 Apply communication strategies in the workplace

Case study:Brunswick Central Woolworths

Brunswick Central Woolworths is a small to medium sized Woolworths. As your store belongs to the large Woolworths group your store is are part of their overall strategy for the whole company to become more sustainable.

In 2022, Woolworths embarked on a new corporate branding exercise, with Sustainability being central to the new corporate identity. The websiteHome (woolworthsgroup.com.au)reflects this new corporate image and brand position on many levels and their branding is reflected in numerous communications policies.

On the website there are also many stories and examples of how the company is working to improve sustainability on many fronts and how this impacts, the plant, customers, and communities. The Woolworths core values statement is:

"Woolworths Group is united and driven by our Group purpose: to create better experiences together for a better tomorrow. We strive to have a positive impact on our team, our planet, our customers and the communities we serve - and in doing so create long-term stakeholder value and sustainable growth for our business."Sustainability (woolworthsgroup.com.au)

Part A: Prepare for communication

• Review the page on purpose and key priorities:Our Purpose & Key Priorities(woolworthsgroup.com.au)
• Review the following organisational policy for its corporate sustainability messages: Zero food waste to landfill by 2023:Reducing food waste to landfill (woolworthsgroup.com.au)
• Review the following organisational policy for its corporate message on inclusion and diversity:Inclusive workplace (woolworthsgroup.com.au)
• Review the Woolworths Codes of Conduct on the website link below (also available in additional resources):122869 Code of Conduct_Digital.pdf (woolworthsgroup.com.au)

1. What is the Woolworths Group purpose and key priorities?How is the message written, shown, or delivered? What are the corporate colours and two other visual design elements?

Answer:

2. What is the key message for the sustainability policy on zero food waste to landfill in policy a? How is the message aligned with the Woolworths Corporate image and message?

Answer:

3. What is the key message on inclusion and diversity? How does this message align with the corporate message on Sustainability?

Answer:

4. Answer these questions about the first three pages:

• What is the message on the first page of the code of conduct?
• What are the key topics in the table of contents? List three contents topics that are directly related to workplace communications.
• What is on page three?

Answer:

5. Read the following scenario and then answer the questions.

Scenario:Senior management Directive

You have just found out that your store is in the bottom 10% for recycling success in the Woolworths Group. Staff have improved their recycling but can do more. However, the customers have not changed their behaviour and continue to buy plastic bags in the store rather than the new

Senior management has sent a directive to your store to make improvements by 10% by

Christmas 2023, in order to maintain the good corporate image of The Woolworths Group.

Answer these questions related to the scenario:

• What kind of communication is in the scenario above?
• Who does this communication impact?
• Why is the message important?

Answer:

6. Refer to the scenario and the information from the two policy documents in the appendix (or in additional resources) called: Woolworth Group Sustainable packaging and Woolworths sustainability tracker for customers and partners Write email to senior management outlining your communications and asking for clarification and feedback. Specifically:

• Come up with a method to communicate with staff first and then plan a promotional activity for customers.
• Then ask for feedback how you plan to communicate the inform to your team
• Also ask for feedback on your plan to promote a sustainability drive in your Brunswick store, targeting both customers and internal staff promoting recycling and food-waste management.

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