TWE corporate writing workshops
CLIENT
Treasury Wine Estates (TWE)
PROJECT BRIEF
Provide training to a high-performing sales team to improve business writing skills, with personalised feedback and individual diagnostics.
Treasury Wine Estates (TWE) is one of the world’s largest wine companies and is listed on the Australian Stock Exchange. TWE distributes its wines worldwide, including the iconic Penfolds brand.
Red Pony was engaged to improve the writing skills of their high-performing sales team and help them deliver their messages more effectively.
We began with a meeting to discuss the type of documents the sales team most commonly produces – client emails, internal emails, agendas and reports – and their purposes. We reviewed a range of these communications, and the company style guide, to get a feel for TWE's needs.
Prior to the workshop, a Red Pony specialist assessed a writing sample from each participant, rating it against measures like readability, the purpose of the piece, the message or action it was trying to convey, whether it was appropriate for the audience and whether it was clear and concise.
We then arranged individual face-to-face feedback sessions, allowing participants to speak openly about their own challenges and strengths and to discuss the specialist's feedback.
Red Pony brought all this information together to develop a workshop targeted to the needs of each participant. We held a training session on the features of successful writing, which included short exercises on both familiar and unfamiliar situations. Participants were given checklists and other tools to assist in producing clear, concise content, and walked away with a greatly increased ability to critique their own writing.
We followed up with participants one month later and received overwhelmingly positive feedback about the changes they had made to their writing and the tools they found useful.
“While our sales team had good written communication skills, we wanted to make them great. Red Pony considered our needs and produced a tailored and engaging course.”