Empower.ed
Empower.ed is a corporate coaching business that guides businesses through a journey of self-awareness, empathy, and authentic connection. Through tailored one-on-one sessions and group presentations, Empower.Ed fosters meaningful interactions and personal growth in the workplace.Out of 11 teams, we earned the chance to pitch to the client. We won the client's business after competing against 6 other teams in the final pitch.The Ask:
Create a campaign that highlights the value of cultivating self-awareness and empathy in the workplace through effective communication and leadership strategies. Periscope’s Approach:
Our team tackled the client’s ask in two main ways: 1. Establish Empower.Ed as a standalone brand identity that compliments the values and branding of Compass Proactive Health. 2. Cut through the clutter and superficiality of corporate messaging to build sustainable growth & impact for the Empower.Ed program.New Logo
The Rebrand
The word "empower" stands tall in bold lettering, conveying professionalism, and "ed" is rendered in handwritten script, injecting a personal, human touch. The connection of the "o" and "d" symbolizes their seamless integration and how we cannot separate the two.Website Refresh
The existing Empower.Ed page on the CPH website lacks user-friendly navigation. To position Empower.Ed as an independent revenue stream and distinguish it from the CPH health clinic, it should have a dedicated website. This website will function as a central platform to acquire new clients and reinforce Empower.Ed's brand identity. The site will showcase refreshed branding elements and campaign messaging, reflecting Empower.Ed's unique offerings.
Strategy
Campaign
Get
Oregon-based companies with 20-200 employeesWho
seek deeper connection and trust in the workplaceTo
learn and understand the value of interpersonal skills taught through Empower.EdBy
recognizing the personhood of corporate employees.Target Audience
Primary Audience:
Small to medium businesses with 20-200 employees located in Oregon.Secondary Audience:
HR higher-ups within these companies.Single Most Compelling Idea
Company culture is more than a checkbox.
Newsletter
We opted for a monthly newsletter to share the latest from Empower.ed and inform their clients about our ongoing projects and initiatives.Empower.Others Forum
This interactive platform serves as a virtual gathering space, designed to spark engagement, learning, and inspiration among participants. Fostering authentic and open dialogue is paramount, which is why we prioritize preserving the anonymity of contributors. This approach cultivates a secure environment where individuals can freely express their thoughts and ideas freely.
LinkedIn Ads
LinkedIn is one of the top platforms that HR professionals use.4 out of 5 LinkedIn members drive business decisions.
Our LinkedIn ad strategy was carefully timed for maximum impact. We ran campaigns for the first two months of the year, as most businesses generate a significant portion of their revenue during the fourth quarter. This timing allowed us to target them when they typically have more financial flexibility after the holidays. Additionally, we scheduled another ad push for the second half of June to reach seasonal summer businesses. By doing so, they would be able to complete the Empower.ed program by the end of their peak season. LinkedIn suggests $25 per day for new campaigns. To keep our audience engaged, we publish a new newsletter every month. Moreover, they'll be participating in a major trade show on August 24th as a way for Empower.ed to have more face-to-face interaction with potential clients.Change The Equation
Transforming a company's culture demands redefining the fundamental principles that drive the business. Drawing inspiration from the calculations and formulas that small business owners rely on, 'change the equation' reconceptualizes equations to emphasize human values and individual autonomy within the workplace environment.Tradeshow
Just like Empower.Ed is changing the equation of company culture, we propose that Empower.Ed reimagine the tradeshow experience. Instead of a simple tablecloth and banner, the Empower.Ed booth invites attendees to connect beyond the small talk.HR professionals often attend conferences & tradeshows in their free time. In 2022, the B2B trade show market value in the U.S. amounted to 10.17 billion U.S. dollars.Media Plan
Budget $3000
The Team:Strategy: Caitlin ReimerCopy Writer: Ethan PearoArt Direction and Design: Bri Rojas and Sam ButlerMedia Planner: Makayla Menebroker