Creating Compelling Video

WRITING VIDEO CAMPAIGNS TO CAPTURE COMPANY CULTURE

Video captures the imagination. It builds a web of understanding, block by block, creating a picture that allows the viewer to feel and obtain what the company stands for, works toward, and their culture embraces.

Over the past few years, we created videos to be used for advertising, social media, internal executive meetings and for employee morale. They reinforce the message that the leadership team wants to impart.

In my role I met with the executives to understand the direction they wish the firm to go and then crafted an overall theme that would allow the message to best be received and the creative team built a storyboard to support it.

Rebranding to a Globally Recognized Name

TEASING FACTS TO CAPTURE INTEREST

Question: How can we make sure we get the biggest push for our brand when changing our name in the US?
Answer: Implement a comprehensive advertising and public relations plan.

Business owners had little awareness of WeiserMazars and Mazars nationally in the US and we needed to get their attention when we changed our name at the start of 2017.

We created a comprehensive advertising campaign and public relations strategy to raise brand awareness and to get them to visit our website.

The campaign theme “Who is Mazars,” centers on a sense of mystery, and teases the marketplace with a few facts about Mazars and how the firm has the knowledge to help your company achieve your business goals.

Who is Mazars Pandora Ad

With the rise of digital radio and the ability to target to specific demographics, we ran Pandora radio ads targeting different audience types; such as new recruits to experienced hires.

The ads drive the audience to a landing page where we answer the question, “Who is Mazars” with “We Are Mazars.” We showcase four industries and their leaders, with studies and articles.

The landing page allows us to capture the overall effectiveness of the campaign by understanding the number of clicks the landing page receives, as well as the number of individuals that complete the contact form.

Our public relations firm proceeded to set up a series of interviews with major publications and coincided articles we had authored to be published with our name roll-out.

Additionally, social media campaigns launched at the same time as the ad campaign playing around the theme of We Are Mazars.

Connecting Employees Through Internal Communications

Connecting Employees Using Digital Communication

Question: What happens when employees stop reading company emails?

Answer: They feel “disconnected” from what is happening around the Firm.

The marketing team was tasked with developing a comprehensive internal communications program to engage employees around the country. Understanding the critical importance of this task, we immediately set up a task force to uncover the underlying issues with employee disengagement and to find areas for improvement. Once we received the task force’s results, I quickly outlined a three-step communication plan to implement over a 12-month time-period.

Step One: Reviving and revamping the monthly electronic internal newsletter, The Insider, making it more interactive with local content relevant to each of the offices. We also began to leave printed copies around the gathering spots and in the break rooms for those who still prefer to read hard copies.

We use a variety of communication tools to distribute the video: an email goes out to all employees driving them to the website; it is featured in the break room TVs, the internal newsletter The Insider, and on the company intranet, InSite.

This storytelling method demonstrates to the staff that there is not one clear path to leadership, but many diverse paths, and they have great role models at the firm to seek advice.

Step Two: Installing television sets into each break room in every office around the country, where weekly slides rotate through important information and announcements. This reinforces the messages that management is pushing out, as well as celebrates employee achievements, collaborations and wins.

Step Three: Creating a company intranet site that not only distributes information, but also engages employee discussion and collaboration. Starting the intranet from scratch, we held a naming competition along with soliciting suggestions from employees on what information they wanted and found critical, helpful and accessible. With the launch of InSite, the newly named portal, we were able to have 73% of all employees online and participating within the first two weeks. Now, with over 95% of employees participating, we continue to make changes to the site based on employee suggestions and see weekly increases in engagement.

Communicating Gender Diversity

Helping Women Employees to “Be Visible”

The firm is focused on the development and retention of women leaders within the organization. One component of this is a program to highlight our existing women leaders at the firm by sharing their stories in an engaging video and website platform, called “Be Visible.”

To “Be Visible” is to step forward to lead and empower others. Each month a new leader is showcased with their personal career journey.

We use a variety of communication tools to distribute the video: an email goes out to all employees driving them to the website; it is featured in the break room TVs, the internal newsletter The Insider, and on the company intranet, InSite.

This storytelling method demonstrates to the staff that there is not one clear path to leadership, but many diverse paths, and they have great role models at the firm to seek advice.

Social Media for Professional Services

Social Media for Professional Service Firms

Creating Engaging Social Media Campaigns to Drive Brand Awareness

“Social media for an accounting firm? It can’t be done well. It is boring. No one will engage with the posts.”

Those were some popular thoughts among marketers in the professional services industries just a few years ago. We took it as a challenge to prove them wrong.

A marketing associate on our team showed potential in the social media space and I encouraged her to try new and creative ways to push our firm’s brand into the marketplace to gain awareness. Fast-forward a few years later and she is now our digital marketing manager and has increased our firm’s social profile 1000x. We created several “hashtag campaigns” to allow our audience to get to know us as individuals at the firm and to show a sense of humor during busy season.

The following examples demonstrate the power of social media and the fact that it can and will help any subject come to life!

Integrated Growth Marketing Campaign

Integrated Fast Growth Marketing Campaign

Fast Growth Requires Fast Answers

Fast-growing companies face specific challenges in the marketplace. As a firm, we decided to focus on the needs, challenges and strategies that fast-companies require to sustain their growth. We created a fully-integrated marketing campaign that included multiple touch-point activities with natural follow-up actions for our sales team to set meetings.

The campaign included: emails, a micro-website, topic polls, downloadable PDF flysheets, webcasts, a survey, videos, ads in INC Magazine, a premium mailer and follow up telemarketing.

This campaign focused on 200 companies, and resulted in 12 meetings with opportunities closing at $1.5 in revenue.

Integrated Growth Marketing Campaign

Integrated Fast Growth Marketing Campaign

Fast Growth Requires Fast Answers

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