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Stantec Strategic PR Campaign - "Bring In Your Parents" Day 2016

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Strategic public relations plan surrounding potential employee engagement event for Stantec. 14 offices across the United States would partake in the event in which employees would "Bring In" their parents to work and showcase their careers. Plan includes social media tips to increase employee advocacy, internal and external outreach recommendations, compiled research data, etc.

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Stantec Strategic PR Campaign - "Bring In Your Parents" Day 2016

  1. 1. Bring In Your Parents Day By, Cat Tompkins Campaign
  2. 2. 1 Bring In Your Parents Day Executive Summary: The Stantec community unites more than 15,000 employees working in over 250 locations. The Bring In Your Parents Day campaign is designed to specifically achieve one of the following goals: to reinforce Stantec’s commitment to employees. Background: - A new, unofficial business community observance designed to heighten awareness around industry careers, workplace diversity, and innovation - Employees’ parents experience their typical workday at the office or on the field - Celebrated traditionally every November and is spearheaded by LinkedIn - 3rd year of the event (2015 was a pilot year for Stantec) - Initial Pitch for 2016 Campaign by PR Leads: 10-15 offices participating, 15-20 parents each office, controlled event time (programming), lunch at each office - The Top 10 Misunderstood Professions: UI Designer, Actuary, Data Scientist, Social Media Manager, Sub Editor, Sociologist, Radio Producer, PR Manager, Sports Team Manager, Investment Banker - Participating offices: Irvine (2 offices), Sacramento, Seattle, Denver, St. Paul, Philadelphia, Rochester, Boston, Charleston, Tampa, Miami Competitive Analysis: - Notable 2015 participants: LinkedIn, Samsung, Virgin, HSBC - A/E/C Industry: Stantec was the only one to participate out of the ENR Top 20 Global Design Firms (will double-check to confirm) - All notable companies celebrated and posted about BIYP on the same day - Google celebrates similar experience with their employees every September - 2014 Statistics: 50+ businesses participated, 20,000+ participated - 2015 Stats: 70+ businesses participated, 25,000+ employees and parents, 18 countries
  3. 3. 2 Primary Audience: Multigenerational audience – Stantec U.S. employees (under 40 years old), parents of employees, and company stakeholders Secondary Audience: Future employees (college students, recruitment), local families, local businesses, and industry competitors SWOT Analysis: - Strengths: Large company, strong media presence (online and traditional), strong HR presence - Threats: might be difficult to outreach to smaller offices, busy employees, newsworthiness could be overshadowed - Opportunities: o Opportunity 1: Reach out to internal and external audiences o Opportunity 2: Position Stantec as an industry leader for employee engagement and diversity advocacy Key Message: We Put People First. At Stantec, employees are a top priority. Sometimes, parents do not understand that their child does. Bring In Your Parents Day allows employees to have their parents experience their child’s career and also experience their day-to-day workplace environment. Goals: 1. To create awareness about Stantec Bring In Your Parents Day 2. To reinforce Stantec’s commitment to employees 3. To support diversity within the industry Objectives: 1. To increase marketplace awareness in the industry 2. To increase employee retention, engagement, and recruitment rates 3. To target one office in each Stantec U.S. region to increase nationwide exposure
  4. 4. 3 Strategies & Tactics Strategy 1: Create an employee social media ambassador program for BIYP Tactics: - Create and provide a social media tip sheet for BIYP participants including event-specific hashtags, guidelines and example copy for Twitter, Facebook, Instagram, and LinkedIn - Select employees to create blogs for company website about how their parents helped influence their career goals/paths - Employees would submit their short stories in response to a topic (ex: How did your parents help influence your career goals?) Strategy 2: Utilize internal communication channels Tactics: - Draft a company-wide internal announcement (e-card) from regional business leaders to be sent out via email - Create a company-wide blog/announcement to be featured on company intranet community site, StanNet - Create company-wide flier to post in breakrooms/send out via email (will include QR code to redirect to StanNet blog post for more info about the event) Strategy 3: Utilize external communication channels Tactics: - Create and distribute media alerts, a week to 3 days before the event - Create a social media content calendar for the week leading up to the event - Create news & photo releases to distribute after the event - Compile a media list for key office markets Strategy 4: Create the “Bring In Your Parents” Day event Tactics: - Alternative Event Names: - “A Day at Stantec” - “Stantec Welcomes Parents” - Create an event programming schedule with activities throughout the day - Twitter Q & A session with parents and children - Periscope project site tours - Create a budget for the event
  5. 5. 4 Evaluation Methods: - Social Media: - Employee advocacy platforms - Facebook Analytics (how many people viewed the event Facebook album? what was the engagement reach on BIYP posts?) - Social media analytics platforms for Facebook, Twitter, LinkedIn - Communications: - Tracking Media Placements - Viewing Intranet & website analytics - QR code scans - Event: - Track employee and parent attendance - Retrieve anecdotal responses (informal feedback from engaged employees)
  6. 6. 5 Appendices Programming Schedule: BRING IN YOUR PARENTS DAY TENTATIVE: THURSDAY, NOVEMBER 3, 2016 Tentative Program: 10:00 a.m. – Parent & Employee Twitter Q & A session & photography 10:30 a.m. – Staff Meeting/Introduce Parents/Company overview 10:45 a.m. – Office Tour 11:15 – 12:15 p.m. – Local Project Site Tours 12:30 – 1:30 pm – Lunch Tentative Periscope Schedule: 8:30 a.m. PST – Tampa/Miami/Charleston 9:00 a.m. – Boston/Rochester/Philadelphia 9:30 a.m. – St. Paul BREAK 10:30 a.m. – Denver 11:30 a.m. – Irvine/Sacramento/Seattle
  7. 7. 6 Media Advisory (Irvine): **Photo/Video Opportunity** Local Company Stantec Employees Bring Parents as Part of Company-Wide “Bring In Your Parents” Day Irvine, CA (October XX, 2016) WHAT: Employees from Irvine design firm Stantec will be inviting their parents to work as part of a company-wide “Bring In Your Parents” Day observance across the U.S. The group will be showing their parents a tour of the facilities and participating in various activities throughout the day. This is the second year the company has participated has celebrated the observance. WHEN: Thursday, November 3, 10:30 – 11:30 a.m. WHO: Over 15 Stantec employees and their parents, including potential interviewees: Dean Palumbo, senior vice president and US West regional business leader VISUAL/ AUDIO: Ample photo opportunities of employees interacting with their parents and demonstrating their projects. WHERE: Stantec 38 Technology Dr. Suite 100 Irvine Media Contact Danny Craig Stantec (949) 923-6085 (office) (949) 632-6319 (cell) About Stantec We’re active members of the communities we serve. That’s why at Stantec, we always design with community in mind. The Stantec community unites more than 15,000 employees working in over 250 locations. Our work—professional consulting in planning, engineering, architecture, interior design, landscape architecture, surveying, environmental sciences, project management, and project economics—begins at the intersection of community, creativity, and client relationships. With a long-term commitment to the people and places we serve, Stantec has the unique ability to connect to projects on a personal level and advance the quality of life in communities across the globe. MEDIA ADVISORY
  8. 8. 7 Tentative Timeline:
  9. 9. 8 Media List (Orange County):
  10. 10. 9 Social Media Cheat Sheet Bring IN Your Parents Day 2016 If you are already active on social media, below is a guide for Stantec Bring In Your Parents Day events in (Insert Region Here), with hashtags, handles, and tips for tweeting about your Bring In Your Parents Day experience. Handles: Stantec Social Media Twitter & Instagram @Stantec Hashtag: #StantecBIYP Samples: [PHOTO] Taking my parents on a tour of our (city) @Stantec office today! #StantecBIYP Showing my parents our latest projects @Stantec! #StantecBIYP Notes: Include #StantecBIYP in each tweet and Instagram photo when possible so that you are connecting with the appropriate community and generating social media interaction and engagement. Be sure to include the @Stantec handle wherever possible to ensure you are retweeted or regrammed by the Stantec corporate accounts. Look for opportunities to be engaging, thought-provoking, and attention-grabbing Tweet photos whenever possible – people want to see what you are experiencing throughout the event. Ideas: - You and your parents - Photos of your latest project, workplace, etc. - Group photos - Action shots while touring Stantec facilities and project sites