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Values Launch Strategy

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Company Name Values Launch Strategy — 2026
01 13
Internal Communications · Strategic Proposal

Launching our values. Across all ten locations.

A phased rollout across all ten locations — designed to make six values part of how we think, speak, and work.

Timeline12 weeks + 12 months
ScopeHead Office + 9 Sites
Docv1.0 Proposal
DateApril 2026

At a glance

Core values6
Launch locations10
Launch phases5
Channels6
Social posts7
Target reach · 30 days100%
01
Executive Summary

Not a launch.
The start of a conversation.

Maximus is preparing to launch six core values across head office and nine additional sites, reaching the full employee population in a single coordinated moment.

This is more than a branding exercise. It is the articulation of a culture that already exists, given language for the first time — at a pivotal moment as the company deepens in technology, continues to serve government, and prepares to enter B2B markets.

The strategy is built around a 4-week launch, a 90-day embedding programme, and a 12-month extension.

By month 12, the values will no longer be something the company says. They will be something the company does.

02
Situation Analysis

The company is at an
inflection point.

Scale, new markets, and a maturing technology offering — all at once. Launching values now anchors who we are as everything else shifts.

The foundation

A culture of trust and accountability already lives inside the organisation. Serving government requires it. The values aren't new — they've never been named.

The challenge

Values launches fail when they feel imposed, when language is generic, or when nothing changes the day after. This plan is designed to avoid each.

The opportunity

A shared internal identity that connects 10 locations, signals maturity to government clients, and becomes a foundation for the B2B expansion ahead.

03
Strategic Objectives

Five objectives.
Each measurable. Each time-bound.

01
Universal awareness within 30 days
Every employee across all 10 sites can name the six values. Target: 80%+ recall.
02
One simultaneous moment
The launch lands on the same day, with the same message, at every site.
03
Values lived, not just known
Within 90 days, values visibly embedded in performance, recognition, daily language.
04
External signal for B2B
A coordinated social campaign converts the internal launch into public brand equity.
05
Foundation for a 12-month programme
The launch is Phase 1. Values extend into hiring, onboarding, leadership in 12 months.
04
Audiences

Five audiences.
One coordinated message.

05
Key Messages

Our values weren't written.
They were recognised.

The thread running through every touchpoint.

06
Channel Strategy

Six channels,
each with a reason.

07
Social Campaign

Seven posts.
Seven days.

One post per day — launch first, then one per value. Designed for LinkedIn, adapted for Instagram.

Post 01 of 07

Launch Post

M
maximus · 1h
maximus Today, we're proud to share the six values at the heart of Maximus.
The Full Campaign

All seven posts,
laid out.

Scroll to dive deeper
08
Rollout Timeline

From prep to
embedded culture.

Five phases across 12 weeks, followed by a 12-month embedding programme. Click any phase below to explore the detail inline.

09
Risk Assessment

Five risks.
Five mitigations.

10
Measurement Framework

If you can't measure it,
it didn't happen.

Three timescales — from launch week to long-term cultural change.

11
Beyond the Launch

The launch is
Phase one.

What happens in the 12 months that follow is where the real transformation lives.

Governance & Close

A values launch isn't a campaign.
It's the start of a new conversation.

Handled well, it becomes the way the company talks to itself for the next decade.

Strategic Owner

Head of Internal Comms

Sponsor

CEO / Managing Director

Delivery

Comms + HR + Marketing

Reporting

Weekly during Phases 1–3

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