Triumvirate Environmental's marketing team created a campaign in honor of National Safety Month. This presentation inspects the new tactics tested in this campaign, the results they produced and the plan moving forward.

1. #Smiles4Safety Campaign

2. The Brainstorm
Triumvirate Environmental is a provider of turnkey
environmental and hazardous waste management
services to clients across four niche sectors; education,
healthcare, industrial, and life sciences. Triumvirate is a
500+ employee environmental services firm founded in
1988. Triumvirate has since been dedicated to providing
innovative and sustainable environmental solutions while
achieving unparalleled regulatory compliance.
Have you ever heard of marketing campaigns for a
company like this? Us either.
The Company

3. The Brainstorm
National Safety Month was fast approaching for
June 2014. We (Triumvirate’s marketing team)
wanted to explore the impact of new tactics and
position Triumvirate as a top resource for safety
content.
We struggle not to sleep through traditional safety
tutorials and reckon most other people in this world
do too. We know that doesn’t make safety any less
important. Furthermore, our resident designer
wanted a reason to bring puppies into the office.
The Concept

4. Make safety fun.
Stand out from the deluge of traditional content created
by other companies.
Encourage interest in safety education and spread brand
awareness.
Hopefully, puppies.
The Objective

5. Increase brand awareness with
social interaction and sharing
Test new marketing tactics for our
company and it’s industry
Generate and leverage internal
buzz and excitement around
marketing
The Goal

6. Piggy back on social content that’s already generating interest but not
safety oriented (cute animals and memes)
Distribute to mainstream and niche news sites
Produce new educational content for our blog
Encourage company involvement
Measure results
The Plan

7. Tactic #1 Press Coverage
A press release was published at the beginning of the month on PRWeb. This
release detailed the upcoming educational series and Triumvirate’s
dedication to making safety-education fun.
Press Release Results
• Impressions: 35,710
• Full Page Reads: 957
• Coverage in BusByWay, Industrial Safety, SSuch Chronicle, Emergency
Mail and more

8. Tactic #2 Leverage All Social Channels
• Hashtag: #Smiles4Safety
• Create sharable content on all platforms
and link back to educational content
• Platforms included:
– LinkedIn
– Facebook
– Instagram
– Twitter
– Google+
– SlideShare
– Blog
• Resulted in over 20,000 LinkedIn
impressions
• Launched a sustainable Instagram
presence (over 40 followers in a month)

9. Tactic #3 Highly Visual Content
Visual content included:
• Memes
• Cute Animal Pictures
• Video
• SlideShare
• Custom Logo
• Infographics
Video resulted in over 500 views in under 1 week.

10. Tactic #4 Educational Content Behind
the Smiles
Educational content included:
• SlideShare
• blog
• Infographics
• videos, etc.
Resulted in most viewed SlideShare on our company page thus far.

11. Tactic #5 Expert Positioning and Office
Involvement
• Blog post written by in-office expert
• In-office specialists created safety video
• Over 5x total blog post shares compared to previous month

12. • Daily meme collaboration ideas from within the organization
• Safety Dance video
• Office involvement of over 30 people outside of marketing team
Tactic #6 A collaborative campaign

13. The Impact
New tactics Tested
– Humorous content
• Found humorous content performed well on LinkedIn
and Facebook
– Visual content
• Over 200 interactions on Instagram alone
• Infographics, memes, and other images had higher
traction than text alone
• Visual posts had over 2x engagement rate (percent of
impressions that clicked, commented, liked etc.) on
LinkedIn

14. The Results
Internal buzz
•Blog content production doubled due to
internal help
•Noticeable improvement in social sharing and
interaction from employees
Brand awareness through online
interaction
•514% increase in organic social interaction
(likes comments and shares) compared to
previous month
•254% increase in measureable social clicks
compared to previous month

15. Takeaway/ Moving Forward
• Create weekly infographics
• Weekly comic series
• Other office branches invited to create their own
dance videos for social sharing
• Continue creating more content for SlideShare
Upping visual
content
• Exploring other options other than humor
• Comic series will continue humor
Continuing
with emotion
invoking
content

16. Summary
Safety can be fun without deleting its impact and
seriousness
• Over 70,000 impressions
• Over 100 new followers
• Over 600 likes, favorites, comments, and shares
• Visits to site up 1.31%
Though we succeeded in achieving our goals in
generating internal and external buzz and interaction, this
campaign was not successful in generating qualified
leads. Our contacts goal for the month of the campaign
was not met.

17. Delivering Innovation Since 1988
Thank You