Property of Kyra Barnett
Public Relations
I respectfully ask that the enclosed samples remain confidential and shared only as necessary for employment evaluation purposes.
CRISIS MANAGEMENT
#VaxPlan Campaign
During the height of the COVID-19 pandemic, amidst a time of widespread fear and uncertainty, I initiated and led our "VAXPlan" campaign—A cross-functional, multi-media vaccine awareness campaign supported crisis-communication efforts and skilfully navigated sensitivities in a unionized environment. At the time, we were preparing to implement a controversial Proof of Vaccination Status Policy and actively preparing to face significant pushback from employees and unionized field personnel. The campaign's primary objective was executive branding: humanizing our C-Suite and Senior Management team by sharing the intimate details behind their personal decision to get vaccinated, all the while subtly implying that the policy was coming from the top down and applicable to all employees.
Covid-19 Comms Strategy
Our company's COVID-19 communications strategy was built on clarity and consistency. We focused on providing transparent, up-to-date information about safety measures and policy updates. Using various platforms, we effectively reached and reassured our diverse audience, ensuring our messaging was factual and empathetic. This approach solidified trust while maintaining accordance with public health guidelines.
Deliverables
NewsFlash: Introducing #VaxPlan
Plan Group’s entire Senior Management Team is fully vaccinated, and they’re taking to our Instagram account to share their #VaxPlan stories.
Like people all across Canada, Plan Group’s Senior Management Team (SMT) took many factors into consideration when making the decision to get vaccinated against Covid-19. Some got their shot as soon as they were eligible, and others watched, read, and researched to make sure the decision was right for them.
Starting this week and over the next few months, each member of the SMT will be sharing their Covid-19 vaccine story on Instagram, to help raise vaccine awareness and inspire others to do their research and to roll up their sleeves.
Head over to @PlanGroupOfficial to follow along, and if you’d like, share your own #VaxPlan story in the comments section.
Want to download the #VaxPlan posters as pdfs to help spread the word on site? The whole series is available at www.plan-group.com/covid-19
Media Relations
Strategy
As a multi-trade subcontractor, Plan Group had limited autonomy in terms of publicly disclosing the particulars of the work we completed on our clients' projects with external media outlets. With that in mind, our media relations strategy was carefully crafted to enable the distribution of compelling content while respecting the confines of NDAs and client guidelines. Focusing on our website and social media, we feature case studies, educational content, and engaging visual media, all approved by our clients. We fortify our brand presence through client testimonials, employee spotlights, and interactive FAQs. Our newsletters keep clients informed, while we carefully navigate online conversations, ensuring compliance and maintaining our reputation as industry experts.
External Publication Samples
SUCCESSFUL DELIVERY OF
LCBO’S NEW HEAD OFFICE
#TeamPlanGroup has successfully delivered the LCBO’s new head office in Toronto’s Downtown Waterfront area—Let’s talk about it
SPOTLIGHT PROJECT: ARTHUR J.E.
CHILD COMPREHENSIVE CANCER CENTRE
Our involvement in the delivery of a new Comprehensive Cancer Centre has given us a unique opportunity to make a lasting impact on Canada’s Health Care System
Reputation Management
CSR Strategy
As Plan Group’s Communications Advisor, I was tasked with creating a strategic plan to help the company identify tangible CSR targets and objectives. Resultantly, CSR initiatives at Plan Group are now led by “The WeCare Crew,” a joint collective of employee resource groups spearheaded by senior leadership team members and backed by executive sponsors. Their mission and vision are centred around a commitment to four pillars of corporate social responsibility: Environmental Sustainability; Physical and Mental Wellness; Diversity, Inclusion and Belonging; and Community Relations.
Each pillar has a corresponding employee resource group responsible for supporting Communications in delivering any CSR campaigns and initiatives. Implementing this strategic plan has enabled us to deliver dozens of cross-functional, multi-media CSR campaigns internally and externally across all areas of our business.
Campaign Planning
The “WeCare” Brand
Each employee resource group is given the opportunity to host a week-long campaign across all internal and external platforms to promote their efforts about their specific pillar of CSR. Additionally, The WeCare Crew supports the communications team in creating content that positively influences the organization's corporate culture and public image by highlighting its steadfast commitment to CSR.
IWe developed a uniquely branded look with distinct logos and icons for each CSR pillar to strengthen brand identity and foster a cohesive culture around our CSR efforts. This visual distinction enhances employee and stakeholder engagement, clearly communicates our commitment to each CSR focus, and unifies our diverse initiatives under a recognizable and impactful CSR brand..
