SilverBirch Hotels & Resorts Wins Gold Quill Award for Change Management Communications Strategy

Vancouver, BC, May 5, 2015 – SilverBirch Hotels & Resorts has earned a prestigious Gold Quill Award from the International Association of Business Communicators (IABC) for an employee communications strategy to support the successful implementation of major infrastructure and system upgrades across 16 hotel properties.

IABC recognized SilverBirch with an Excellence Award in the Change Communications category for Project Fusion, the roll-out of a suite of technological infrastructure standardizing reporting processes that increased the accuracy of business information from all of its hotel properties. The introduction of Project Fusion also helped reduce manual work, increased efficiency, and minimized error in time capturing to help reduce potential overpayments.

“Project Fusion was a multi-phase, company-wide initiative for SilverBirch and communicating its significance to employees and getting their support was integral to the successful implementation,” says Steve Giblin, CEO & President of SilverBirch Hotels & Resorts. “Effective employee engagement is core to SilverBirch’s continued success, so it is gratifying when we are recognized for our efforts in this area.”

To support Project Fusion, SilverBirch developed and implemented a robust internal communication and change management plan – Telling the Project Fusion Story – to engage employees, increase project awareness and understanding, and incorporate the project into the corporate narrative. A number of tactics were used to tell the story to different stakeholders, including the development of a project brand, a dedicated intranet site, project video, posters, regular email updates, training, conference calls, team meetings, town hall meetings, email, electronic round-table discussions, and in person meetings.

“There is clear evidence of strategic thinking and linkages between the different target audiences and communication channels,” noted the Gold Quill evaluators, adding that the employee centric approach SilverBirch used to develop key messages was particularly effective in achieving its aims.

Founded in 1970, IABC enables a global network of communicators working in diverse industries and disciplines to identify, share, and apply the world’s best communication practices. IABC is recognized as the professional association of choice for communicators who aspire to excel in their chosen fields. The annual Gold Quill Awards have recognized and awarded excellence in strategic communication worldwide for more than 40 years. The IABC 2015 Gold Quill Awards will be presented at an Excellence Gala on June 15 as part of the IABC’s World Conference in San Francisco.

The Gold Quill is the second award Project Fusion has generated for SilverBirch. In April, SilverBirch won the Infrastructure & Back-Office Technology Innovator Award for the successful implementation of Project Fusion.  Presented by Hospitality Technology (HT) Magazine, the award recognizes a hotel company that has leveraged technology beyond standard practices to improve overall hotel operations.

About SilverBirch Hotels & Resorts

SilverBirch Hotels & Resorts is one of Canada’s leading hotel management companies and manages a large portfolio of full-service, focused service and extended stay hotels across Canada. The company manages independent hotels and hotels operating under major franchise brands, such as Marriott, Hilton and Radisson.


For more information, please contact:
Stacey Morton
SilverBirch Hotels & Resorts