YP Rebrands, Grows, Strengthens Approach
Young Professionals (YP) had a busy year — one focused on rebranding and repositioning the group for creating an even bigger impact on the business in the years to come.
“We have an opportunity to help our young professionals grow and develop, as they will become the Kellogg leaders of tomorrow,” said Erica W., Training Delivery Associate, Global Sales Learning and Development. “Also, there is a tremendous opportunity for YP to deliver insights back to the business that could drive Kellogg forward.”
The rebranding process involved developing a new vision, mission, tagline, priorities and logo. The new vision is: “Evolving Young Professionals to lead with a global mindset and the soul of an entrepreneur.”
The motivation for the rebranding was membership growth and increased engagement. “We have 10 branches around the U.S. and a membership that’s more engaged than ever,” said Erica. “That made us want to look at who we are and where we want to focus.”
As part of the repositioning, YP is seeking to draw on the perspectives of YP members to drive business growth. “Millennials are increasingly important to our industry and our company,” said Amanda O., Associate Manager, Customer Marketing, Morning Foods. “As the Employee Resource Group that is representative of this expanding age group, it is important to be heard.”
In 2015, one way YP sought to have its voice heard was having each chapter develop a case study about the importance of millennials to the business. The Battle Creek YP chapter, for instance, conducted research about different types of millennials and their buying habits, making the point that the generational cohort is not homogenous and should not be treated as such by marketers. The group shared its findings with the Kellogg business during an event at our headquarters. They plan to seek additional ways to provide insights to the business going forward.