Serco Inc.

Company: Serco Inc., Reston, VA
Company Description: Serco Inc. is a trusted government contractor providing Information Technology and management services to every branch of the U.S. military, several federal civilian agencies, the intelligence community and many other government agencies across the U.S. and Canada.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications Team of the Year

Nomination Title: Serco Integration Communications Team

1. Tell the story about what this nominated team achieved since January 1 2009 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

The Corporate Integration Communications Team made a truly exceptional impact
for Serco in 2009 on both external customers (i.e., federal government
customers, media and the general public), and our internal customers (employees)
by significantly building the reputation and brand of Serco as a $1.3B
government contractor. 2009 was a breakthrough year with a full range of
integrated communications materials issued to coincide with the close of a
merger in January 2009 that doubled the size of the company in terms of number
of employees and annual revenue. Communications products associated included
welcoming kits for all employees with messages designed to build our "one
company" culture, media interviews for our CEO, news releases, weekly employee
updates, a new corporate informational brochure and Serco fact sheets for
customers and employees.

The early internal communications and associated events set the corporate tone
and expectations for a remarkable year, including the successful execution of
the Leadership Conference we managed where the top 200 new leaders from the
company. At the conclusion of that event, leaders were motivated by their
personal interactions, insightful presentations of the strategic plan and
empowered with new videos we created to share with employees. New branded
materials were created and distributed to help educate employees about the new
company including a Brand Playbook with new corporate messaging, vision and
goals. The team also authored the easy to understand corporate capabilities
information provided to employees through our employee magazine, Scoop, which
received high ratings in the reader survey. The Corporate Communications Team
also enhanced our brand by completely revamping the new employee orientation
experience, creating recruiting brochures, communicating the new combined
employee benefits to all 11 ,500 employees and offering messaging training to H
R recruiters.

Further emphasis was placed on our external branding with new branded materials
created for our government customers including launching a new search
engine-optimized website, designing and printing of new capability brochures,
plus creating more than 50 collateral pieces to be used at tradeshows and
customer meetings. Other Communications team-driven tactics included designing
and producing new corporate capabilities videos, developing numerous targeted
advertising campaigns and tradeshow booth displays, and carrying out of our
commitments to community service. The Corporate Communications team believes we
have strongly raised the brand recognition of the company this year, as
evidenced by such industry awards as our CEO was selected as "Dealmaker of the
Year," and being named as a finalist for the "CEO of the Year" for the
Washington Technology Government Contractor of the Year awards.

To measure our efforts in 2009, the Corporate Integration Communications Team
established methods to determine if we were successful in raising the brand
awareness and corporate image. Internally, we established the Employee
Communications Council to provide feedback on our communications efforts, and
the survey responses say we are 98% on the right track with our employee
communications. For our government customers, we have increased our brand
awareness and marketed our capabilities as demonstrated by winning $700 million
in new contract awards in 2009.

2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

Online Resources
Website - http://www.serco-na.com
Corporate video - http://www.youtube.com/watch?v=j04_dF_Z1q0
Other communications resources located at http://www.serco-na.com/resources

3. Provide a brief (up to 100 words) biography about the leader(s) of the nominated team:

Our Communications Integration Team consists of five people led by Alan Hill.
Alan is the Vice President of Corporate Communications for Serco and has over 25
years of communications experience. We had one externally focused communications
manager and one internally focused communications manager that lead one writer
and one graphics designer that made up our team. We did the majority of our
communications efforts in-house with outside assistance for collateral printing
and video production.