ONE DLL The journey around the world 2013-2014
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Content Introduction 4 Oliver Cotterell’s race highlight
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Member Engagement
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Clipper Crew Nomination & Voting
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The Clipper Bootcamp
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Sailing crew
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Shore Crew
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Virtual Race Game
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Member Activations
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Customer Intimacy
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The goal
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Customer events
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Sustainability/CSR 30
Join the Pipe
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Build-a-Bike
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Local Community Involvement
Company Profiling/ Communication & Media Exposure
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The Brand
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Internal- and external Communication
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Media exposure
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Introduction De Lage Landen’s participation in the Clipper 2013-2014 Round The World Yacht Race signaled the start of a new phase in its journey to become OneDLL i.e. to strengthen its globally networked organization. But DLL also refers to De Lage Landen’s common description in the markets it operates in. First and foremost the (methaphor of the) Clipper Race continued to be the platform for and made a major contribution to Member Engagement. Thus assisting in achieving desired organizational and behavioral improvements. During its 2.0 participation in the CRW Race the second important focus was on partners having increased their understanding of the DLL value proposition. Deepened relations with DLL and the locally shared experiences were used to increase Customer Intimacy. Sustainability to connect members definitely added another dimension to the Clipper sponsorship. It also showed that DLL doesn’t only talk about CSR but acts, thus increasing awareness about our commitment. Finally DLL’s participation in the 13/14 Race aimed at the progressive introduction of the new brand to define DLL’s rightful place in the relationship with its customers and the markets it operates in around the world. The following pages will review the goals set in more detail. That is to say: will give information as to activities and statistics but most of alland on top of that- the photobook has the ambition to help you see and feel the impact this journey has had on its members and partners, as well as providing an insight on the life changing experiences of the crewmembers, since the Clipper Round the World yacht race is primarily a sailing race around the globe. Pim van den Boomen - Project manager 5
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Oliver Cotterell’s race highlight Putting my highlights into a brief narrative is incredibly hard because there were so many. There were definitely different types of highlights. Team highlights, personal highlights, sailing highlights and environmental highlights. The best highlights though were a combination of the different types of highlights. For me our race start from Cape Town was a massive moment. To put it into context we had a short busy stopover. We were starting to get Big Blue in a state we were proud of, working tirelessly on her getting ahead in all the maintenance tasks. We had the Southern Ocean coming up so we were checking everything twice, this was going to be our biggest challenge yet. Luckily we had an easy corporate schedule in Cape Town. We had some great sailing with the Virtual Race Winners. With some fine sailing conditions all the members of DLL appeared to have a great time. This sailing however not only gave the DLL members a great day out but it also gave me a lot of time to look at the race course and plan my tactics. The area around table mountain is notorious for being tricky to sail in with wind holes and large shifts in wind strength and direction. Getting first hand experience of this area that I had never sailed in before was to pay dividends.
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So race start day.... The yacht is in great condition, the day is gorgeous and the crew are fired up. It is all looking good. We are one of the first yachts to slip out of the marina and say goodbye to our friends and family. This gave us a lot of time to chat tactics, carefully monitor the conditions and have lunch! Soon the DLL support boat was out. Something we always look forward to. As if as on demand a large pod of Humpback whales started playing nearby. We slowly motored over and got a brilliant pre race display. The setting was amazing, whales playing around the yacht with table mountain in the background. To the race start then.... Well we had a good start and were about 4th over the line. I went off on a different tack ( in a different direction) to most of the fleet. As I had a cunning plan, the plan required great teamwork, communication and skill from the crew but I felt they were ready for it. This different tack set me up to do a “bear away kite hoist� 8
this means we would be dropping the staysail, hoisting the kite and dropping the Yankee sail all as we rounded the windward mark with boats literally mere meters away from us. Well we rounded the windward mark in 3rd picking up a place, always good. As we did the kite hoist went flawlessly to a great cheer from the DLL support boat. Soon we were ahead of the two yachts ahead of us and none of the rest of the fleet had even managed to get their kites up yet! There were few really good pictures taken of us flying the DLL branded medium weight kite with the entire fleet behind us still without spinnakers and Table Mountain in the background, EPIC. The reason this was such a good moment for me is that it was a defining moment. It was the first time I really felt everything was really coming together at the same time.
The team, their soft skills, their hard skills and even better the results were on display for all to see! A great team, a great start, a great setting and great nature! What more could you ask for? Well I went on to beat a personal and brief fleet record for top speed of 32kts.
fleet. As a result of their hard work, determination, gritty resolve and preparation we also got our first podium in the race finishing 3rd into Albany. There are so many more highlights and brilliant memories but this one combines so many special points that it is definitely worth sharing.
The crew thrived in the southern ocean performing in two storms with hurricane force winds not only to survive, but to pull out a lead of hundreds of miles on a lot of the
“ The regrets a man most has are those he did not commit when he had the opportunity, you only have one life, make sure you live it.�
3,2,OneDLL
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You are capable of achieving more than you think as an individual and therefor as a team Koert Hofman - DLL Netherlands 11
Member Engagement
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In order to maximize involvement and engagement of the membership, several initiatives were introduced to complement the metaphor. DLL sailors assured the metaphor brought to live is shared with the organization through blogs about first hand experiences. The shore crew as ambassadors of the DLL values in the metaphor keep the Clipper spirit alive in the offices around the world. The Virtual Race was introduced to ensure that even the members on the periphery of the organization were given the opportunity to connect through an internal global competition. Finally, member activation exposed a large amount of the membership directly to the metaphor at harbor events.
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Clipper Crew Nomination & Voting In the 13-14 CRW Race, DLL doubled the number of members as part of the crew to 17. Sailing in pairs, with three members on the last leg to the UK with its finish on the Thames in London. Contrary to the 11-12 CRW Race this crew was selected via the Clipper Crew Nomination & Voting Campaign: As the above title explains the campaign consisted of two phases: a nomination phase and a voting phase: • During the nomination phase 2.443 unique visitors were registered on the campaign website • 1.154 of these visitors created a profile and nominated one or more members. A total of 2.385 nominations were submitted of which 939 members were nominated • 389 members accepted their nomination and added a motivation
• During the voting phase 3.782 members voted on one of the 389 nominees • They voted 6.805 times in total, i.e: • Almost every member that voted, did so twice (the maximum number of votes) • The 30 most voted for members were selected for Bootcamp. 15
“ There are moments you’ve been waiting for your whole life. This is one of them for me: stepping out of my comfort zone, challenging my beliefs, going beyond what I never thought possible... Yes, that is me. To sum it up in a few words “being in the same boat” is truly a self-explanatory metaphor. Developing does start with me, but success only comes by working as a team and relating to others.” Flaviano Quaglia (DLL Sailor), IT operations specialist, Rome, Italy
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The Clipper Bootcamp In a project like this it was important to identify the individuals who would be able to fulfill their dual role as: 1) A crewmember on board the OneDLL yacht 2) An Ambassador for DLL before, during and after the race. In each role there are a number of personal attributes, characteristics and skills required which were tested and observed by Stuart Jackson, our former skipper and member of DLL HR, and an external selection agency “Inspiring Performance” during a 3 day bootcamp in Southampton.
The selection criteria were focussed on: • Personal attributes • Interpersonal attributes • Team working attributes • Communication skills. This made it possible to select 17 DLL sailors and 2 reserves out of the 30 participants choosen by their colleages.
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ANA CAROLINA LOPES ABDOULAYE TANGARA
TROELS MOELLER ROLAND MEYER
JOCHEM SCHELLEKENS CASSIUS PAZUTTI
The Clipper Challenge has come to an end, the journey to become One continues! My participation gave me the opportunity to meet colleagues and customers across the world and learn from others and about myself. I have experienced that in the end of the day we all have something to offer, we all are unique and we all want the same. Giving the best you can to a team. To get the best out of teammembers SOME need more belief, confidence, motivation, support, discipline, respect or a “gentle”push but EVERYONE needs an environment which facilitates that. Be open to experience something you never did before and you will learn and develop, ALWAYS. You are capable of achieving more than you think as an individual and therefor as a team. I really enjoyed sharing my experiences through the blogs, the live broadcasts, personally and in groupsessions, it got me, passionated about what I experienced. Clipper is indeed a perfect metaphore for our company and the journey we are in. Now it’s up to all of us to continue and “keep-on-bringing-into-practice” what we learned. I will! Thank you DLL!” Koert Hofman (DLL Sailor), International Program Manager Healthcare. Eindhoven, the Netherlands
RAYMOND JANSEN BLAKE CRAWFORD
MANDY GONG KOERT HOFMAN
ERIC RIESBERG HEIDY GARZA
FLAVIANO QUAGLIA KAREN BALLARD
MARTA SĂ NCHEZ CORINNE MACCARTY ADAM TSCHINSKI
Sailing crew After the voting and nomination process a selection of 30 candidates was invited to attend the boot camp at which they were screened and tested for their personal-, interpersonal-, team working attributes and communication skills. Of the 30 applicants the 17 most qualified were selected to become the DLL representatives amongst the sailing crew and true ambassadors of the Clipper metaphor within the organization. The two strongest not selected candidates, were put on the reserves list. In pairs of two, and a team of three in the home coming leg, the DLL sailors embodied the metaphor while they carried the DLL values across the globe. Daily blogs, speeches at members meetings and several video conferences from aboard inspired the membership by sharing personal stories of the values put to practice in the most unusual circumstances, emphasizing the obvious business parallels of life on the Clipper yacht. Over the course of the 40,000 nautical mile circumnavigation the crew has experienced two hurricanes, below zero temperatures, man overboard search mission, days without wind or progress, exhaustion and euphoria as they completed their journey on the OneDLL.
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Shore Crew In a supporting role to the DLL sailors the Shore Crew initiative was introduced to keep the Clipper metaphor alive in the offices around the world. Shore Crew members were selected for their representation of the DLL values and were asked to organize Clipper related initiatives at their respective offices around the world. To make them part of the whole DLL crew they were invited to join the Bootcamp for 2 days in which they had a seperate program for 1 day and a joined program with the onboard participants for the other day. The onboard crew who were not selected to actually go sailing were invited to become a shore crew member as well.
Virtual Race Game
“ Being part of this years’ shore crew was an unforgettable experience. What an incredibly rewarding experience to be able to be part of something groundbreaking for DLL and come out of it with a sense of accomplishment, good will, and comradery. The sense of DLL pride could be felt every step of the way amongst our peers, and those we met along the way at various port stops. I’ll never forget this experience, it was truly something special.” Justin Astraatmadja, Canada 20
In order to consistently expose even the members on the periphery of the organization to the Clipper metaphor and connect the membership around the globe year-round the Virtual Race Game was introduced. Members were challenged to form teams of six representing three regions and at least four different countries to compete for an award trip to the next Clipper race stop-over. The virtual race game saw 91 teams, representing 510 members of all hierarchical levels and from 30 different countries, compete in OneDLL branded yachts over the exact same course and conditions of the actual Clipper race. Per leg the winning team was invited for an award trip to the next stop-over in which they would be experiencing the metaphor first hand in a three day program. An extended introduction to the values and metaphor was made during the Clipper dinner on the evening of arrival. The second day saw the
team sail the Clipper 70 foot yacht and put their team working, communication and leadership skills to the test in a strategy challenge in which they were given full control over the yacht, accompanied by the DLL sailors and OneDLL crew members. A local community involvement activity has the virtual race winners giving back to the community as part of the DLL sustainability and CSR initiative. The restart event proved to be the final piece of the puzzle as it exposed the human aspect of the metaphor and the race as the virtual race winners experienced the emotional connection as the OneDLL yacht slips lines to yet another ocean crossing. Clipper stations were installed in the offices around the world to facilitate all members who play the game and need to do so outside the Voilà environment. In addition to facilitating the game platform the Clipper stations generated Clipper awareness as they were strategically placed in high traffic areas of the 47 different offices they were distributed to. The Clipper stations were designed so that they could be used for narrow casting after the race.
• Overall 91 teams were composed, with in total 510 virtual sailors • 30 nationalities from all hierarchical levels were represented • OneDLL Clipper stations were installed in 47 different offices • In total 43 Virtual Race Winners visited stop over marina “ We already had a great connection via email and phone contact, but it was even more fantastic to catch up face to face, noting that some of us had never physically met before.” Troy McMullen, Senior Relationship Manager, Sydney, Australia.
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“ The Member events for sure increased the member satisfaction with 20% in the region”. Frans Janssen - AsiaPac Member event - Sydney “ It was amazing, I will never forget this experience. Proud to be part of DLL. Get connected with colleagues all over Europe. Thanks for this opportunity.” Dianne van der Kruijs,Corporate Communications, Eindhoven, The Netherlands “ The moment the spinnaker caught the wind with the OneDLL in full view and moving swiftly to the first place, I felt very proud of DLL. Everybody on board the spectator boat became ecstatic and for sure the crew felt the same. I wish them more of these moments!” Johan Kuiken, Business Intelligence Consultant, Eindhoven, The Netherlands
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Member Activations Also for 2013-2014 the key objective of DLL’s participation in the CRW Race was member engagement. Port activation played an important role in this objective. The Clipper Member Events were deployed in 3 regional and 7 local activations REGIONAL ACTIVATIONS
SYDNEY ASIA PACIFIC
NEW YORK USA
DEN HELDER EUROPE
Member Event Restart Event Virt RaceWinners
250 20
150* 150* 6
250 250 10
* In addition the US offices organized Clipper Office Days with a total of 1000 member attendees, working on “Build a Bike’ and “Join the Pipe” the Clipper CSR activities. LOCAL ACTIVATIONS
LONDON UK
BREST FRANCE
RIO DE JANEIRO BRASIL
Member Events Virt RaceWinners Member Awards Restart Event
79 5
50
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CAPE TOWN SOUTHAFRICA
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ALBANY AUSTRALIA
QINGDAO CHINA
SAN FRANCISCO USA
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12 6
25 5
92 70
• In total 1.388 members visited marinas during stop overs and were involved in Clipper related activities. • 1.021 members actualy sailed on one of the Clipper Yachts. All others joined Restart Events or took part on the CSR activities.
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Customer Intimacy The goal of the initiatives and activities that were organized during the 13-14 CRW Race was for partners globally to increase their understanding of DLL’s value proposition on the one hand, and to have deepened relations with DLL and have shared experience locally on the other hand.
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“ Just also to mention that the feedback from the event (as with the first event) was overwhelmingly positive and the event is seen as being very different than a “normal” corporate social outing – It was viewed by our commercial team as being hugely successful.” Rob Ceribelli – C ustomer Race start event London
“ I think we opened business with Philips lighting in Singapore due to the event. Besides that the relationship with Philips Health Care became much stronger. With Crown we opened the cross border based on their feedback.” Frans Janssen – C ustomer Advisory Board event Singapore
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Customer Events In total 6 Customer Events were organized at the following stop overs: • London • Rio de Janeiro • Albany, • Singapore, • San Francisco • Den Helder
In total almost 200 customers participated in these events. 50% of them took part in our Customer Advisory Board meetings. Some 130 customers participated in our Sailing Strategy Challenge that aimed at connecting them to our internal organisation.
€ 100M new business generated
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Sustainability CSR “DLL doesn’t talk about CSR, we act” serves as the slogan for the third participation goal for the 13-14 CRW Race: Awareness about DLL’s commitment and activities has risen among members and stakeholders over the course of the Race.
Three very popular activities stand out against the aformentioned: • Join the Pipe, as the global initiative • Build-a-Bike, as a popular U.S. and European initiative and • Community involvement projects as part of the virtual race winner program generated CSR impact on local scale.
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Join the Pipe: At stop over events all members were offered a design winning drinking bottle. Each bottle is designed as part of a water pipe. The botles can effectively be connected to each other to form a pipe. This metaphor for connection within the global DLL community provided funding for a safe drinking water project in the slums of Mumbai. A total of 1750 bottles were used to initiate connection between members at the stop over events. Per bottle a donation of €3,11 was made to the aforementioned project in Mumbai, for a grand total of € 5.451 Build-a-Bike This local Charity Team Buiding activity was organized in the New York and Den Helder stop over, i.e. member events. In total 105 bikes could be donated to several charitable goals, representing a value of over € 30.000 Community Involvement In addition to that Local Community Involvement activities were introduced. Virtual race winners got involved in local initiatives. In total DLL members “gave back” 302 hours to the community as part of the CSR initiatives.
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Company Profiling Communication & Media Exposure The OneDLL entry in the Clipper Round the World Race proved to be a strong vehicle to bring the DLL message across to a large share of its stakeholders. The yacht served its purpose in company profiling, communication and media exposure as it found its way to the respective audiences.
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The brand The yacht participating in the 13-14 CRW Race was initially planned to be used as global flagship and platform for DLL’s new brand and value proposition. During 2014 DLL was to introduce its renewed company brand. One that reflects DLL’s role in today’s world, and which stands for the way its employees work together and build partnerships with its customers. The 13-14 CRW Race therefore would signal the start of a new phase in the Journey that includes the progressive introduction of DLL’s new brand and positioning around the world. Due to unforeseen circumstances the introduction of the new brand was posponed and therefore the yacht was not specificly used as brandcarrier but more as platform for our value proposition and as metaphor for our journey to become One. De Lage Landen distinguished itself from the rest of the race sponsors by acknowledging the entire followship of the OneDLL yacht as its community and by distributing corporate branded clothing amongst these shareholders generate a great sense of pride both amongst sailors and DLL members, further elevating the adoption of the metaphor and value proposition. Around the world marinas were colored DLL blue.
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Internal- and external Communication Next to the established internal channels De Lage Landen aligned the launch of the first social media channels in the history of the company with the start of the second race in the journey to become one. TrueBlue intranet pages were complemented with a OneDLL blogsite and a corporate Facebook page. While primarily focused on the DLL membership Clipper content fueled the realization of a much larger OneDLL community, stretching far outside the company’s internal audience. In the time spam of OneDLL’s circumnavigation the communication channels realized the following statistics. • During the race we wrote 170 blogs • These blogs were visited 67.594 times by 22.150 unique visitors • They left more than 2.000 comments which is an average of almost 12 comments per blog • The most popular blog was a blog by Roland Meyer • Most visitors came from the Netherlands and the United States with clear demographic changes based on the crew that was on board. • We had 1257 fans on facebook • With an engagement rate of 11,8% (people who made an action) and a virality of 4,8% (percentage of people who liked, clicked or shared a message posted by DLL). Both percentages are twice as high as the internal benchmark given by Social Embassy. • We posted in total 90 blogs about the CRW race on TrueBlue with a total of 385 comments.
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I want to take a taxi home
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A wind speed of 50 to 60 knots, waves of 5 to 8 meters What an experience! After the race start we all expected rough weather by entering the Southern Ocean. But it already came in the Indian Ocean. I was helming (steering the boat) and had an amazing feeling about it. We had rough sea (5 to 8 meter waves) but moderate winds and I surfed this beautiful yacht on the waves. What a feeling, I couldn’t get enough of it and had so much fun. We were focusing on a new boat speed record and that was set at 30.8 knots helmed by Dave! My personal best is 28.6 knots. I nearly lost control On Friday morning (around 1 a.m. it was dark) I didn’t feel well mentally. I had worked my head off so far and only had a few hours of sleep. I was standing next to Dave on the helm when it started raining. He asked me to take over and I first said no because I couldn’t see anything and I really did not feel comfortable. But I took over for 5 minutes so that he could put another jacket on. I just took over when the wind speed changed with 15 knots and the wind direction changed with 30 degrees. I nearly lost control. Luckily Dave was still next to me and we both needed all hands to control the OneDLL. Olly came on deck and took over while we had to drop the Yankee 1 (biggest Yankee for light winds/ first sail on the bow). I was really overwhelmed by the massive power of the wind and the sea. It seemed so easy to control and then suddenly you feel how easy it is to lose control. Mark lost his balance So I went to the bow (the front end of the boat) together with Mark to prepare the drop of the sail. It was really necessary to keep the boat in control. We were of course clipped on. We are all extra aware since Troels’ experience :-) and it was night time with very rough seas. I climbed to the guard rail of the bow and still had the hank line in my left hand (this is the line we use to get the sail into the cockpit). Mark had the line in his right hand and was clipped on to another strip when he lost his balance. His upper body went over the guardrail and he was hanging on the hank line. I had about 60 kilos of sail in my left hand and I shouted for help! Fortunately Olly came next to us because of another issue and within 10 seconds we brought Mark back on deck. Then we just went on to bring the Yankee down and managed to bring the yacht back on track and on racing speed. I want to take a taxi home That took about 45 minutes and afterwards we were sitting in the cockpit and I felt mentally bad. In 1 hour I experienced so many dangerous situations that I really felt bad. If at that moment a taxi would appear to drive me home, I would have taken it for sure. I went off to my bunk but I couldn’t sleep. I took the photo book which I got from my family and took a look at the pictures of my wife and sons. Friday during daytime I helmed for some moments but my confidence dropped. I thought about how you need to pay respect to the sea and the power of the boat. At night-time I avoided helming and talked about it with Dave. He is a great teacher and gave me more theory in helming. On Saturday night he sharedall information about the wind and how you should handle in any situation once again. Respect and fun So I’m back on the helm with much more respect than before and it gives me a good feeling. On Sunday we broke speed records and we were singing “I believe I can fly” and shouting “yeehaaaa” when it was a good surf on a wave. We also made a lot of pictures. So the fun is back. But I will not forget that night! I still have a scar on my left hand. It is dangerous on board and we have to respect it. I really stepped out of my comfort zone. But I am back. If today a taxi would stop to bring me home, I would not take it. We will sail to Albany as fast as we can! But although we are in third position my perception has changed. This Race is no longer so competitive as it was for me at the start. It is far more about staying healthy and being safe. So my wish for all yachts is that they arrive in Albany safely. And if we make the podium I look forward for the special shirts for the crew (Pim). Have fun at home and see you soon. Roland
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Cumulative total to date
Media exposure Although this was no goal on itself we gained a lot of publicity during the race by our very well performing crew and our unique use of this race as platform for our member engagement and our CSR cases.
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Volume
845
Reach
327,250,642
AVE £
£1,871,809
PR Value £
£5,615,426
AVE: monetary value attributed to editorial space gained PR Value: AVE x3 as it is believed that editorial space is more valuable Reach: Accumulative figure of officially audited readership numbers OTS: Opportunity to See
OTS & Volume breakdown by leg 125
250 200
100
200
161
75
150
86
50
90
111
100
66
25
32
42
50
35 20 2
0 OTS in M
Pre-Race
Race Start
Leg 1
Leg 2
Leg 3
Leg 4
Leg 5
Leg 16
Leg 7
Leg 8
PostRace
0 Volume
41
42
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For further information please contact +31 85 7821 770 pim@oceansailingchallenges.com
www.oceansailingchallenges.com