STANFORD HEALTH CARE
CASE STUDY
Abstract
This case study highlights the efforts of Stanford Health Care in revamping its transportation and sustainability practices and effectively communicating these changes to its internal and external stakeholders. The organization faced the challenge of a lack of change over the years, but with a newly constructed campus and a range of alternative and sustainable transportation options, it aimed to increase awareness and buy-in from the transportation and operations team, as well as the newly formed Sustainability Program Office. To achieve this, the organization adopted a comprehensive approach, leveraging internal and external communications strategies, including videos for new staff members, interactive and gamified games for events, and customer journey mapping for newsletters, onboarding, and updates.
Introduction
Stanford Health Care recognized the need for change in its transportation and sustainability practices to align with its core values and contribute to a greener and more sustainable future. With a beautiful new campus and a variety of alternative transportation options available, the organization sought to increase awareness and engagement among its employees and stakeholders. This case study delves into the approach taken by Stanford Health Care to tackle this challenge and achieve its goal of raising awareness and garnering support for the transportation and sustainability initiatives, while effectively communicating the message through various channels.
Challenge
Stanford Health Care had long been associated with traditional transportation practices, primarily centered around on-campus parking. Despite the construction of a new campus and the introduction of alternative and sustainable transportation options such as shuttle services, biking infrastructure, and carpool programs, there was a lack of awareness and buy-in among the transportation and operations team and other stakeholders. To achieve their goal of reducing parking demand on campus and promoting sustainable transportation, the organization needed to overcome this resistance and foster a culture of change and sustainability.
Approach
Internal Communications:
To engage the transportation and operations team, Stanford Health Care implemented internal communications strategies aimed at increasing awareness and garnering support for the new transportation initiatives. Key activities included:
a) Video Campaigns: The organization developed a series of informative and engaging videos, specifically targeting new staff members during their onboarding process. These videos highlighted the benefits of alternative transportation options, explained the new campus layout, and showcased success stories of employees who had embraced sustainable commuting practices.
b) Presentations: Stanford Health Care organized presentations to communicate the importance of sustainable transportation practices directly to the transportation and operations team. These presentations provided in-depth information about the new initiatives, the rationale behind them, and the positive impact on the environment and the organization.
c) Interactive Games and Workshops: Interactive and gamified activities were organized for internal events and team-building sessions. These games educated employees about the various sustainable transportation options available, encouraged participation, and rewarded individuals and teams for their active involvement.
a) Video Campaigns: The organization developed a series of informative and engaging videos, specifically targeting new staff members during their onboarding process. These videos highlighted the benefits of alternative transportation options, explained the new campus layout, and showcased success stories of employees who had embraced sustainable commuting practices.
b) Presentations: Stanford Health Care organized presentations to communicate the importance of sustainable transportation practices directly to the transportation and operations team. These presentations provided in-depth information about the new initiatives, the rationale behind them, and the positive impact on the environment and the organization.
c) Interactive Games and Workshops: Interactive and gamified activities were organized for internal events and team-building sessions. These games educated employees about the various sustainable transportation options available, encouraged participation, and rewarded individuals and teams for their active involvement.
External Communications:
To spread awareness and gain support beyond the organization, Stanford Health Care employed external communication strategies to engage the wider community. Key activities included:
a) Customer Journeys: The organization developed customer journey maps for newsletters, onboarding materials, and regular updates. These customer journeys guided the design and delivery of targeted messages to various stakeholder groups, highlighting the benefits of sustainable transportation and encouraging behavior change.
b) Promotional Campaigns: Stanford Health Care organized promotional campaigns through social media, local community channels, and targeted advertisements. These campaigns showcased the organization’s commitment to sustainability, the array of alternative transportation options available, and the positive impact on the environment and the community.
a) Customer Journeys: The organization developed customer journey maps for newsletters, onboarding materials, and regular updates. These customer journeys guided the design and delivery of targeted messages to various stakeholder groups, highlighting the benefits of sustainable transportation and encouraging behavior change.
b) Promotional Campaigns: Stanford Health Care organized promotional campaigns through social media, local community channels, and targeted advertisements. These campaigns showcased the organization’s commitment to sustainability, the array of alternative transportation options available, and the positive impact on the environment and the community.
Results/Impact
Increased Awareness and Engagement:
The internal and external communication efforts resulted in a significant increase in awareness and engagement with the transportation and sustainability initiatives at Stanford Health Care. Employees became more knowledgeable about alternative transportation options, resulting in a notable reduction in on-campus parking demand. The transportation and operations team embraced the new strategies and played an active role in promoting sustainable commuting practices.
Culture of Sustainability: The comprehensive approach led to the development of a culture of sustainability within the organization. Employees and stakeholders started considering the environmental impact of their commuting choices, leading to a higher adoption rate of sustainable transportation options. The organization’s commitment to sustainability became ingrained in its values and operations, creating a lasting positive impact on the environment and the community.
Culture of Sustainability: The comprehensive approach led to the development of a culture of sustainability within the organization. Employees and stakeholders started considering the environmental impact of their commuting choices, leading to a higher adoption rate of sustainable transportation options. The organization’s commitment to sustainability became ingrained in its values and operations, creating a lasting positive impact on the environment and the community.
HEALTH CARE SUSTAINABILITY CHAMPIONS CAMPAIGN:
Link to Champions Website
INTERACTIVE SUSTAINABLE JEOPARDY GAME OPEN
INTERACTIVE SUSTAINABLE JEOPARDY GAME PLAYED AT HOSPITAL
INTERACTIVE SUSTAINABLE JEOPARDY GAME PLAYED AT EARTH DAY EVENT