Occupation: Corporate Communications Manager
Organization: Lattice Semiconductor
Locations: USA, China, Philippines & Singapore
Size: ~750 employees
When Ryan joined Lattice Semiconductor in September of 2017, he was brought on to implement an internal communications program. His primary focus was to shift the organization’s communications from ad-hoc to a more systemized and strategic effort to support employee engagement across Lattice’s diverse offices.
Challenge #1 - Communicating with an International Audience
With office locations on opposite sides of the world, Ryan has the unique challenge of communicating corporate content to a culturally and generationally diverse audience.
"In a company with many non-native English speakers, creating a visually engaging and appealing newsletter helps me tell the story without words."
Lattice Semiconductor’s communication and business are conducted in English. This means that a substantial segment of Lattice’s employee population receives corporate communications in a different language than the primary language spoken in their homes.
When planning the company’s employee communications, Ryan has to consider how the email design and content will be received by those employees who speak English as a second language. He also has to consider how different cultural norms will affect engagement with different stories, writing styles, and the communication’s design. But without any data or evidence on how different offices and locations interact with the employee newsletter, Ryan was left uncertain what worked where.
Challenge #2 - Having a one-person communication team
Ryan is responsible for all company-wide communications from Lattice Semiconductor and its leadership team. Though each location sends internal emails relating to local events, if anything is going across offices or to more than one location, it has to go through Ryan.
This means Ryan is solely responsible for their weekly employee newsletter, which is the primary vehicle for most of their company-wide communications.
Before Bananatag, Ryan only had time and resources to produce one story on their intranet homepage. It was cut and dry, with limited opportunity to understand how employees engaged with it.
Challenge #3 Changes at the Executive Level
When Ryan joined Lattice, he joined a company in the midst of change. There had been an attempted acquisition, followed by the CEO’s retirement and then, most recently, the company established an entirely new executive leadership team.
Ryan had the responsibility of communicating all these changes to the organization.
"Bananatag has helped me better communicate all of the change and share information with employees in a more robust way that regular emails simply cannot."
It was important for Ryan to be able to keep employees informed during the transition and cultivate trust and consistency for employees abroad. But before Bananatag, he had no way of tracking their engagement or making sure the messages were received.
Engaging International Audiences with a Visual Content-Focused Newsletter Design
When Ryan started using Bananatag to send the company-wide newsletter he was finally able to see what content resonated with which audiences. With this data, he could tweak his design to create more visually engaging communications.
With Bananatag’s Employee Newsletter Designer, Ryan started creating more visual, mobile-responsive newsletters with images and videos to capture the attention of the non-English audience.
"I can better plan content and know what resonates with employees in different regions with the Bananatag reports."
Having open, clicks, and location data meant he knew exactly how the newsletter was translating regionally. The data confirmed which offices were most engaged and what kind of content the less engaged locations were interested in, so he could tweak his stories, design, and content accordingly.
With Bananatag’s email tracking data, Ryan was able to update the newsletter to engage Lattice’s international workforce.
Ryan was able to bring together employees from opposite sides of the world and make them feel unified and included.
Easy-to-Use Newsletter Designer for The Solo Communicator
Ryan is a busy communicator, but with Bananatag he was able to increase the capacity and output of his communications.
Instead of scraping together just one story for the intranet homepage, Ryan put the insight he gained from employee email data he gathered to find 4-5 stories that would resonate with employees. And using Bananatag’s Email Designer, he was able to put the newsletter together beautifully in a fraction of the time.
The custom, easy-to-change templates in the Email Designer made Ryan’s design process a breeze. He was able to scale up the design and the output of communications quickly and consistently.
"I was able to create a high-quality product in the same amount of time that it would have previously taken me to make something rudimentary.”
And now that Lattice has implemented Bananatag with their communications team, they’ve added other users across the business. This means each site can design perfectly branded emails for local events and news, and track their success with employee engagement data.
Now that Lattice is using Bananatag, their global audience gets more crucial company information, important updates, and employee content, without having emails pile up in their inboxes.
Managing Change Communications with a Global Audience
Good communication is essential to any corporate change.
And the dynamic environment at Lattice Semiconductor, meant Ryan had his work cut out for him.
With Bananatag, Ryan was able to send out messages from leadership and the CEO in beautifully designed emails with personal photos, to help employees feel more connected to what was happening and more connected to their leadership team.
Being able to communicate the details of the leadership changes, the organization’s direction, and the new strategy to the entire company, and then get feedback on how those messages were received has been priceless.
Now Ryan has earned a reputation. His communications get incredibly positive feedback from both leadership and employees, who feel like they are being included, and feel more involved in the company.