Internal brand re-launch reaches 21,000 associates 

When Service Corporation International (SCI) – North America’s largest single provider of funeral, cemetery and cremation services – prepared to launch its updated Dignity® brand to its 21,000 associates, they turned to Morningstar Communications for strategic counsel and tactical execution.

We developed a strategy to reach all SCI associates, a challenge because only 7,000 associates have computer access at work. To overcome this challenge, Morningstar Communications helped create "Dignity Dialogue" meetings as the main launch vehicle. Each funeral provider location conducted a brand update meeting using pre-written, scripted materials, including agendas, talking points for meeting facilitators, collateral items for associates and a video from the CEO. In addition to recommendations for the strategic framework of the re-launch, Morningstar Communications prepared many of the updated brand rollout materials. The internal brand re-launch was a success and has become an effective model for future communciations to associates. SCI continues to provide "Dignity Dialogue" meeting materials to communicate important company initiatives.