Commissioned by the new CEO of the BII, Tim Hulme, this project was not exclusively about PR but started as an external communication audit. As the information became available it evolved into a broadly based business planning exercise. We interviewed both internal and external stakeholders and with a clear understanding of the CEOs new strategy we were able to provide specific feedback as well as options for change. Our focus was to enable change through evolution not revolution. The outcome was a detailed report which equipped the CEO to start a process of performance improvement within the organisation.

1. strategy development
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2. requirement
BII is the professional body for the licenced retail sector. It aims to
provide the best-in-class career pathway, support and qualifications
for people working in the hospitality & licensed retail sector. In
2013 the new Chief Executive found that few of its functions,
internal or external were performing to acceptable standards.
Emmett & Smith was asked to conduct a communications audit,
which evolved into a business planning project, to establish options
for change to enable and facilitate the implementation of the CEO’s
vision.
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3. outcomes
Comprehensive information to enable informed business decisions
to move the business forward was secured. The root causes of the
underperformance were identified and summarised in eleven key
findings. Multiple options for working with resources in order to
improve performance were detailed against each conclusion.
Business critical investments were identified and associated
recommendations made. A clear change management programme
was drawn up including costs and timings.
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4. verdict
Tim Hulme, Chief Executive: “The project was conducted at a
critical stage in the BII’s evolution and provided invaluable
intelligence and business planning insight. With
independent third-party guidance I have been able to make
key decisions in the knowledge that they are being taken in
the best interests of the BII. Emmett & Smith delivered a
substantial and challenging project swiftly, intelligently
and with a close eye on the nuances of business
management”
Contact: Lorraine.emmett@emmettandsmith.com
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