Client: Silentnight Beds
For most people, the initials CAP signify the Common Agricultural
At Silentnight Beds, however, they stand for Customer, Attention to
detail, and Pride.
The UK's largest bed manufacturer is based at Barnoldswick in
Lancashire, and faces fierce competition for quality staff from
Rolls-Royce, with premises less than a mile away.
Silentnight knew it needed to recruit, and retain, more quality staff in
the run-up to a major advertising offensive in January 2001. The
marketing department was briefed to launch CAP as an internal
The aim was nothing less than to change the culture, raise morale, and
end the 'them and us' divide that existed.
The CAP scheme was launched to all staff at a live presentation. Other
initiatives have included the relaunch of the company newsletter to
allow for two-way communication, and, coinciding with the ad campaign,
the installation of a large screen projection unit in the canteen.
'Business awareness' presentations, also organised by marketing, are now