Xcel Energy needed to make a dramatic shift in corporate culture, moving from a regulated monopoly to a company ready to compete for business. This three-year culture change campaign stemmed from a strategic communications plan with quarterly pushes focusing on the what, why and how of change. Quarterly key messages and talking points were developed and distributed to communicators, leaders and stakeholders across the company. Campaign tactics included videos, webcasts, podcasts, blogs, e-newsletters, employee events, TV monitor messages, posters, flyers, table tents, presentation templates and more. Success was tracked quarterly via employee surveys. In its first year, the campaign brought the organization from zero to 90 percent employee awareness and over 75 percent employee engagement in the change.