Sunbelt Rentals is the UK’s leading supplier of plant, tools, and specialist equipment hire for the construction, events, and infrastructure markets. As part of FTSE100 Ashtead Group plc, Sunbelt Rentals has over 3,700 employees across 200+ locations nationwide. Most impressively the group has deployed solution services for the government on practically every NHS Regional Testing Centre across the UK, helping provide vital testing facilities for COVID-19.
Over the last seven years, Sunbelt Rentals, previously known as A-Plant, grew at an exponential rate through the acquisition of a number of specialist businesses. Each had their own brand identity, culture, and strategy. This ultimately caused a communication gap as there was no single point of contact and no single method to communicate throughout the 20+ businesses. A number of employees didn’t have access to company email addresses, desktops, or the internet, with the main source of information coming from direct mail, bi-annual magazines, and line managers.
Interaction is user-friendly, has a sophisticated content management system, and was pushed to go live in a short amount of time.
One of the biggest unexpected benefits has been the ability to communicate and use the app for crisis communications during the COVID-19 pandemic. As the world went into lockdown employees were a willing audience that demanded a huge amount of content to address their need to know and understand what was going on with the business.
The team worked on creating content that would ensure the entire company knew how pivotal they were to the pandemic response through the deployment of almost every NHS Testing Centre for COVID-19.
Transforming and merging 20+ brands into one is not an easy challenge for any communicator. However, the implementation of a mobile-first solution has allowed Sunbelt Rentals to help close the communication gap they once faced. Interaction has been able to inform, educate, and engage with Sunbelt Rentals’ workforce by providing them with relevant information-especially during the coronavirus crisis.
Chris Nicholls National Communications Manager, Sunbelt Rentals