Case Studies
Employer Branding
by Merril Guzman, contributing author
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
Branding Our Future
SCF Arizona
In 2005, SCF Arizona, a nonprofit company providing worker’s compensation insurance to Arizona businesses, sought a way to provide an interesting and creative annual report to its policyholders. The report would also be a way to enhance the company’s employer brand. “Branding Our Future” was chosen as the slogan for the annual report. SCF Arizona’s communication team incorporated cattle branding and other Western images into the report, reiterating SCF’s connection to Arizona and the West. The annual report was visually appealing, took less than three months to complete and came in under budget. SCF received positive feedback from policyholders and reaffirmed their position as a leader in providing worker’s compensation insurance.
Heritage Brand Campaign
The Co-Operators
In response to the worst two years in the Canadian insurance industry’s history, The Co-Operators, a top insurance company in Canada, introduced a new employer branding strategy. Despite rising animosity toward Canadian insurance companies, the new employer brand brought The Co-Operators back into the public’s good graces. The Heritage Brand Campaign emphasized the company’s commitment to honest quality care and customer service, and differentiated themselves from competing insurance companies. Strategy focused around TV ads that told the story of The Co-Operator’s origins and values. Focus groups responded positively to the ads, as did the public. The Co-Operators saw increased staff pride and unaided brand awareness after creating the memorable and unique ads.
Healthy Pfizer Puerto Rico
Pfizer with Mercer Human Resource Consulting
Facing increasing health care costs, Pfizer Puerto Rico teamed with Mercer Human Resource Consulting to brand a better health practices campaign. Healthy Pfizer helped employees and their families asses their current health and wellness, as well as set health goals. The four-phase branding campaign included research and strategy, awareness and education, a launch and ongoing promotion. Visual branding played a large role in making the campaign memorable and relatable to employees and to Puerto Rican culture. The Healthy Pfizer campaign solidified Pfizer’s positive employer brand and took a step to lowering long-term health care costs.
Awards were presented to the winners of the 2008 Gold Quill Awards at IABC’s International Conference, 22 – 25 June in New York City. View the 2008 winners.
The collection of all case studies from the 2007 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2007, is available for purchase. This softcover book features more than 70 case studies of the best and most innovative organizations in communication right now. Order your book online.
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