Values Launch Strategy
Company Name
Values Launch Strategy
A phased rollout across all ten locations — designed to make six values part of how we think, speak, and work.
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.
Scale, new markets, and a maturing technology offering — all at once. Launching values now anchors who we are as everything else shifts.
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.
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.
A shared internal identity that connects 10 locations, signals maturity to government clients, and becomes a foundation for the B2B expansion ahead.
The thread running through every touchpoint.
A coordinated launch post followed by one post per value. Designed for LinkedIn, adapted for Instagram and internal feeds.
28 Apr – 4 May
1 launch + 6 values
10k+ per post
Scroll to dive into the feed →
Today, we're proud to share the six values at the heart of maximus.
Five phases across 12 weeks, followed by a 12-month embedding programme. Click any phase below to explore the detail inline.
Three timescales — from launch week to long-term cultural change.
What happens in the 12 months that follow is where the real transformation lives.
The B2B expansion ahead will be won or lost on trust. Values make trust visible and defensible.
Every £ spent on this launch is protected by the 12-month embedding programme. The ROI is cultural continuity — lower attrition, stronger employer brand, higher eNPS, a measurably more consistent client experience across 10 sites.
Without this, cultural drift is near-certain at 10 locations. With this, the company speaks with one voice for the next decade.
Handled well, it becomes the way the company talks to itself for the next decade.
Head of Internal Comms
CEO / Managing Director
Comms + HR + Marketing
Weekly during Phases 1–3
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