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E MP LO YE E O WN E RS H I P
H O W T O M A R K E T Y O U R E M P L O Y E E O W N E D S T A T U S
WHAT GOOD MARKETING
LOOKS LIKE
GOOD MARKETING IS ABOUT BUILDING A CONNECTION
ENGAGING AND INSPIRING PEOPLE TO SHARE THE VISION
HOW NASA ACHIEVED THIS
AWARENESS
INTEREST
DESIRE
ACTION
MADE THE RIGHT PEOPLE AWARE OF THE
VISION
GAVE THEM A REASON TO BELIEVE
(EXPLAINED WHY)
MADE THEM FEEL PART OF THE JOURNEY,
SHOWED HOW IT WAS BEING DONE AND
EACH ROLE THAT CONTRIBUTES
CLEAR ABOUT WHAT EACH ROLE NEEDED
TO DO TO ACHIEVE THIS – EMPOWERED
PEOPLE
EXAMPLE MARKETING CAMPAIGNS
EXAMPLE INTERNAL COMMS CAMPAIGN
Empowered
employees to find
and solve problems
Business adopted
best ideas
72% participation
10% ideas taken
forward
EXAMPLE AUDIENCE FOCUSED COMMS CAMPAIGN
16-18 19-22 23-29 30-34
STILL AT SCHOOL STUDENTS STARTING OUTS ESTABLISHING FAMILIES
Bring our new brand and product to life for ‘millennials’
THE OPPORTUNITY
EXAMPLE AUDIENCE FOCUSED COMMS CAMPAIGN
AUTHENTIC
COMEDY
MUSIC FRIENDS
NANDOS
MCDONALDS
UNIQUE
INTERNET FRIENDS
PRANKS
DUMB STUFF
SNAPCHAT
MENTAL HEALTH
STAND FOR SOMETHING
SPORT CINEMA
EATING OUT
VLOGGINGREAL
BE THE FIRST
ENTREPRENUERS
WHAT DRIVES THE AUDIENCE
EXAMPLE AUDIENCE FOCUSED COMMS CAMPAIGN
WHAT WE DID
YOUR TURN
WHO IS YOUR EO AUDIENCE?
Who are you talking to?
What do you know about them?
What drives them?
What might EO status mean to
them?
Eg, employees, their families, prospective
employees, local communities etc
Likes, dislikes, interests etc
What is important to them? What are their
values?
How can you bring the EO status to life for
them?
MESSAGING
HOW JOHN LEWIS IS USING ITS EO
MESSAGE TO ATTRACT TALENT
USING THE EO STATUS IN
RECRUITMENT
USING THE EO STATUS IN
RECRUITMENT
YOUR TURN
WHAT DO YOU WANT TO SAY TO YOUR AUDIENCE?
TANGERINE EXAMPLE
In-house decision makers for
brands looking to make their
mark:
Marketing Directors
Marketing Managers
Driven, enthusiastic and
passionate comms
professionals who want to work
for great brands, alongside
great colleagues and get great
results
We are a top 5 agency with people
who care about better, bolder and
braver work and results for you
because it is THEIR business
We are an employee owned agency
that does better, bolder, braver work
and shares success right across
the team
EXTERNAL AUDIENCE INTERNAL AUDIENCE
AND WHY DO YOU WANT TO ACHIEVE?
TANGERINE EXAMPLE
EXTERNAL AUDIENCE INTERNAL AUDIENCE
We are a top 5 agency with people
who care about better, bolder and
braver work and results for you
because it is THEIR business
We are an employee owned agency
that does better, bolder, braver work
and shares success right across
the team
Be part of our team and stayWork with us
AND WHY DO YOU WANT TO ACHIEVE?
OVER TO YOU
EXTERNAL AUDIENCE INTERNAL AUDIENCE
WHAT DO YOU WANT TO SAY? WHAT DO YOU WANT TO SAY?
WHAT DO YOU WANT
PEOPLE TO DO?
WHAT DO YOU WANT
PEOPLE TO DO?
DIFFERENT MARKETING CHANNELS
THE DIFFERENT CHANNELS YOU CAN USE TO PROMOTE YOUR
EO STATUS?
WEBSITE
EMPLOYEE
NETWORKS
EMAILINTRANET
MEETINGTRUSTEE BOARD/
PARTNERSHIP
BOARDS
SOCIAL
MEDIA
MESSAGING/
PR AND
AWARDS
EVENTS
YOUR TURN
WHICH CHANNELS CAN YOU USE AND HOW?
CHANNEL
AUDIENCE
INTERNAL – TEAM
MEMBERS
EXTERNAL - POTENTIAL
CLIENTS
EXTERNAL - PEERS AND
INDUSTRY INFLUENCERS
WEBSITE
INTRANET
SOCIAL MEDIA
MESSAGING / WHATSAPP
TRUSTEE/ PARTNERSHIP BOARD
EMPLOYEE NETWORKS
MEETINGS
PR & AWARDS
EVENTS
EXAMPLE MARKETING ACTIVITY
EXAMPLE OF EO MARKETING ACTIVITY
New Belgium Brewing Company
created an Employee Owned
culture by:
- Creative announcement –
mirror in envelope
- All staff meeting every month to
share financial progress and
marketing updates
- Wastage updates
- Investment in agreed
programmes – Wellness
- On-site bar and social activities
SOME OF THE THINGS TANGERINE DOES
Fundraising
challenges
Social activities Friday Bar Send the teams to
awards
Social media
Lunchtime yoga The glam squad
pre-Christmas party Away days, parties
and events
Staff meeting &
partnership board
Get under the skin
of our clients
YOUR TURN
EO DAY IS FRIDAY 29 JUNE
WHAT ARE YOU DOING/PLANNING?
Don’t forget to download EOA’s 2018 Campaign Pack!
QUESTIONS?
