CHALLENGES: Previously, rue21 would communicate to their Managers using their registers and a binder system (printed materials). All daily direction, email, policy and procedure and other documentation was accessed through the register system by Managers only. Documents were printed in black and white and filed in binders. In evaluating its overall communications effort and strategy, rue21 identified several challenges that it wanted to address: • Improve their connection with their Millennial workforce. • Streamline how, when, and where communications were received by the stores from corporate. • Improve communications by using video. • Improve Associate experience by allowing all team members to engage in communications instead of only management. CASE STUDY: rue21 BACKGROUND:

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