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Task: Corporate Brand Launch
Challenge: Evangelizing 5,000 employees spread across California into messengers of an easier, simpler organization was crucial for this new brand image to translate into an improved customer experience.
The challenge was to launch the new corporate brand simultaneously to all employees in California — and to create a buzz and energy that would carry over when employees got back to their desks.
Outcome: Employees were transported to one of five major locations across California, where local executive moderators hosted the launch. Linked by live broadcast satellite with giant video projection screens, the carefully choreographed graphics and scripted executive conversations simultaneously introduced the fresh brand identity and latest TV commercials to all corporate employees. The brand launch was immediately celebrated with large-scale parties in all five locations. On-line tracking of employees showed an immediate, emotional connection and powerful response to the new brand.
“Samantha Smith and her all-star team bring a palpable energy and creative jolt to every project we’ve done together. As such, our partnership grows significantly year after year. SSP-produced events have not only helped improve our bottom line, they’ve energized our workforce, and transformed our company culture.”
Bruce G. Bodaken, Chairman, President & Chief Executive Officer, Blue Shield of California“Samantha Smith Productions is the total package. They not only execute events flawlessly but also act as an effective strategic partner in developing event marketing programs that deliver business results. SSP have been instrumental in helping our company reposition itself…our Brand is stronger because of them.”
Doug Biehn, Vice President, Marketing, Blue Shield of California