Strategic Communications
the challenge:
A premier women’s lifestyle apparel company relocated its headquarters 30 miles away after nearly 20 years in its hometown. The challenge was amplified due to the impact the relocation would have on the commute for a majority of the employees.
The Solution:
We partnered with the HR team to craft a thoughtful, multi-pronged approach founded in the brand’s mission, beliefs and values. Frequent, authentic communications were critical. We also employed change management training, information sessions, focus groups, dedicated town hall meetings and engaging events over the eight-month transition.
Engagement
the challenge:
Competition for talent in the women’s apparel industry is fierce and this brand needed to identify its employee value proposition and elevate its offerings to become more competitive. Due to its relocation, the brand also needed to refresh its employee retention efforts.
the solution:
We audited the brand’s differentiators, competitive landscape and current offerings. This provided us the foundation to articulate the brand’s employee value proposition and to create new programs and benefits to attract and retain talent.
Events
the challenge:
This brand held quarterly town hall meetings for its headquarter and field employees, however the meetings needed a refresh of format and content.
the solution:
We broke down the quarterly meetings to refocus the format to the brand’s objectives and annual strategic priorities while saving one third of the meeting for cultural content. This new structure allowed employees to remain aligned to business priorities while being fueled by intentional content.
Relationships
the challenge:
A start-up handbag company with a small marketing budget needed to generate awareness, increase sales and expand its boutique presence across the U.S.
the solution:
Due to their small budget, we invested in PR instead of advertising to get more for their money. We leveraged our editorial relationships at the fashion, lifestyle, fitness and health publications in NY and hit the street for deskside briefings. Through these meetings, we were able to secure placements in top-tier outlets, achieving all three of their objectives.