Shire | Corporate Communications
Shire Pharmaceuticals is a specialty biopharmaceutical company that focuses on meeting the needs of the specialist physician. Shire focuses its business on attention deficit and hyperactivity disorder (ADHD), human genetic therapies (HGT), gastrointestinal (GI) and renal diseases. The structure is sufficiently flexible to allow Shire to target new therapeutic areas to the extent opportunities arise through acquisitions. Shire's in-licensing, merger and acquisition efforts are focused on products in niche markets with strong intellectual property protection either in the US or Europe. Shire believes that a carefully selected portfolio of products with strategically aligned and relatively small-scale sales forces will deliver strong results
Mission:
The Shire Corporate Communications department prepared a 17-page document titled “Shire Global Crisis Situation Alert Guidelines.” The document is available in two formats: hardcopy and electronic/soft copy in seven languages which is available on Shire’s intranet. Shire had two audiences receiving the communication and individual goals for each audience upon receipt of the guidelines and wanted all recipients to be aware of the global crisis phone number as the key takeaway from the document.
- Goals for 200 Managers – Shire would like the managers to have a hard copy of the guidelines. Although not required, Shire would like these managers to spend the time to read the guidelines.
- Goals for all employees – Shire would like the employees to be aware of the guidelines and know that they can be found on the intranet if needed.
Benchworks Goal:
To design and execute a desk drop with packaging and delivery methods to help the Corporate Communications department reach their goals for each audience. The desk drop would be packaged and drop shipped by Benchworks to various international and domestic Shire offices.
Benchworks Solutions:
We designed packaging for the hard copy guidelines being distributed to each of the 200 global managers that was unique, eye-catching, and engaging from a visual standpoint. We achieved this unique design goal by producing a binder for the hard copy that was delivered along with key chain flashlights to each of the managers. The binder was in synch with Shire graphic requirements but included elements not seen in other brand or corporate designs and that also supported the global crisis topic of the document. The key chain flashlights were packaged and branded in such a way that the key takeaway of the communications plan—the global crisis phone number—would stand out to employees. Part of the unique delivery of the binders was engaging the Shire internal security staff to act as “secret service” hand delivering the binders to managers with the utmost seriousness.
Benchworks Services Included:
Custom program development
Branded product procurement
Production & implementation
Graphic design
Project management
