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ADVISE

CAPSTONE COMMUNITIES

When the stakes were high, we empowered the team with a unified mission, message and values.

 
Capstone Communities.png

How do you unify a growing team during a pivotal company milestone?

Develop a mission statement and core values, inviting the entire team to be part of the process.

Opportunity

For Capstone Communities, celebrating its 10th anniversary in 2022 signaled an opportunity to revisit the company’s foundational messaging and re-engage its tight knit but rapidly expanding team during a season of tremendous growth. 

Execution

Phase 2: Roll Out & Refine

Unveiling a mission statement should never be a “submit and forget it” process – think of it as a slow and steady burn. We intentionally chose to introduce the company’s new mission and values at Capstone’s 10th anniversary summit, where the entire corporate team gathered in Birmingham for a two-day event.

We facilitated a uniquely-themed messaging workshop, which we dubbed the “Capstone Olympics,” where we led over 70 team members in six Olympic-themed team-building activities to reinforce each of the Capstone Pillars. The workshop brought out the company’s competitive spirit – but only three teams made it on the Olympic podium. 

Phase 1: Research and Buy-In

Peritus spent several months conducting research, developing a strategic plan, interviewing employees, distributing team surveys, leading hands-on messaging workshops and delivering company presentations to ensure we invited the Capstone team to be part of the process and create open channels of communication.

Capstone is a company known for its strong retention and open-door communications policy where everyone has a seat at the table, so it was important that the research process stayed true to Capstone’s culture and leadership values. After incorporating feedback from multiple discussions, rounds of revisions and team survey insights, we successfully developed Capstone’s mission and pillars. Next, it was time for the rollout.   

Impact

Following the Capstone Summit, our comprehensive rollout strategy included multiple communication touchpoints to solidify the company’s new core message and ensure the team was speaking in one voice. These tactics included:

  • Updated website

  • Blog post outlining the messaging process

  • New office signage

  • Internal newsletter updates

  • Team member orientation videos

  • Brand book with foundational messaging

  • Updated brand assets (email signatures, LinkedIn banners, desktop backgrounds, memo templates, etc.)

  • Social media video series

 
 

Brand Book ~

Tagline ~

Office Signage ~

Business Cards ~

Memo Templates ~

LinkedIn Banners ~

Website Messaging ~

Brand Book ~ Tagline ~ Office Signage ~ Business Cards ~ Memo Templates ~ LinkedIn Banners ~ Website Messaging ~

Based on our post workshop survey, the Capstone team:

 
 
 
 

Strongly agreed that the Capstone Olympics exercise was effective to reinforce the mission statement and pillars. 

Left the workshop feeling confident that the Capstone mission statement and pillars accurately represent their company. 

Strongly agreed that they clearly understood the purpose of the brand materials and look forward to using them.