By the numbers
26.6%
decrease in Total Recordable Incident Rate (TRIR)
46%
reduction in recordable injuries
3
“perfect” safety weeks achieved in 2017
Client background
Layne is a water midstream services company. Its workforce is spread across the country, with three out of four employees working in the field.
The challenge
An industry-wide revenue decline hit Layne hard. The company eliminated most of its internal communications staffing. Morale dropped.
A disconnect formed between the corporate office and the field workforce. The problem was structural. 75% of employees work in the field. Most of them have limited email access.
Layne engaged CKP to bridge that gap. The mandate had three parts. Rebuild trust. Create a communications infrastructure. Make sure it could actually reach people where they were.
The CKP approach
CKP built a multi-layered strategy. It combined digital speed with the credibility of print.
Fast Layne was a biweekly digital newsletter. CKP formatted it as PDFs and JPEGs so local sites could print it themselves. It kept employees current between larger updates.
Layne Chronicles was a different kind of vehicle. It was a premium print magazine, published twice a year. CKP modeled it on Layne’s own publications from the 1930s. It carried depth, heritage, and storytelling that a digital newsletter couldn’t. Each publication served a distinct purpose in the same ecosystem.
Reaching field employees took more than a newsletter. CKP established a nationwide network of point persons and corporate administrators. Their job was to identify and surface stories from the frontline. CKP gave them specific categories to watch for: community service, customer feedback, safety moments.
That network is what made the content credible. What happened in the field actually made it into the publication, because the people finding those stories worked in the field.
“Letters from the CEO” invited employees to reply directly by email. It put a human face on the executive suite.
CKP also optimized the Layne Business Center, the company’s digital bulletin board, to repurpose newsletter content. That reached a group the newsletter alone couldn’t: employees who only used the portal to check paystubs.
What we delivered
- Strategic Communications & Narrative
- Digital & Performance
- Creative & Content
- Internal Communications Program
Results
Total Recordable Incident Rate dropped 26.6%. Recordable injuries fell 46%. Layne recorded three perfect safety weeks in 2017. The company also set two new records for consecutive days without a workplace injury.
These are operational outcomes. When internal communications reaches the right people, in the right channels, with content they trust, it changes behavior.
