Property of Kyra Barnett
Social Media Campaigns
I respectfully ask that the enclosed samples remain confidential and shared only as necessary for employment evaluation purposes.
People of Plan Group
I take great pride in knowing that, since its launch , People of Plan Group has become our most successful social media initiative to date.
Concept: Inspired by "Humans of New York," the campaign highlights the authentic stories and experiences of Plan Group Employees. It aligns with the social media strategy, emphasizing authenticity and storytelling.
Objective: The People of Plan Group Campaign aims to strengthen the office-to-field bond and highlight Plan Group's corporate culture. By sharing personal stories of field staff, it values their contributions and attracts talent.
Strategic Approach: The campaign focuses on story selection, content consistency, engagement metrics, and employee retention. It successfully boosts organic engagement rates, improves retention, and enhances Plan Group's reputation as a top employer.
SAMPLE POST
INTRODUCING
The WeCare CREW
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.
Each employee resource group is given the opportunity to host a week-long social media campaign or takeover to promote their efforts within their specific pillar of CSR. Additionally, The WeCare Crew, as a whole, supports the communications team with creating content and sharing social media posts that positively influence the public perception of the organization by highlighting its steadfast commitment to CSR.
SOCIAL MEDIA POST SAMPLES
Caption
Let's get our move on #TeamPlanGroup! 🏃♀️💪
May is Employee Health & Fitness Month at Plan Group, and with help from our WeCare Wellness Committee, we're committed to supporting the well-being of our employees.
Today, we kick-off our month long Healthy Mind Walker Tracker challenge— encouraging our employees to get active and make every step count! We're also excited to introduce Wellness Wednesdays, where we'll be sharing tips and articles to help our employees adopt healthy habits and prioritize personal wellness.
With every step we take, we have the power to build healthy habits in support of our own personal wellbeing. So let's all put our best foot forward this month and make wellness a top priority!
Caption
It's Earth Week at Plan Group, and our newly formed WeCare Sustainability Crew is ready to help ensure our Environmental Sustainability Culture is deeply rooted across all areas of our business.
All week long, our WeCare Sustainability Crew will be helping to build awareness around the topic of environmental sustainability and the ways in which we can reduce our environmental impacts in support of our clients, our operations, and our global business group.
Their engaging internal campaign sets out to encourage sustainable thinking while
educating our employees on how they can join our efforts--and the global call to action--to #InvestInOurPlanet! 🌎
Break The Bias Campaign
In 2022, the timing couldn't have been more perfect as Women in Construction Week coincided with International Women's Day, and, to make it even more fitting, it aligned seamlessly with the "#BreakTheBias" theme of the latter.
As you may already be aware, the construction industry is predominantly male, which can make women feel like outsiders; reinforcing the status quo and deterring gender diversity. With that in mind, we hosted a weeklong "Break The Bias" campaign dedicated to Women in Construction. This campaign provided the women of Plan Group with a platform to share their experiences and impart words of wisdom, encouraging other women to embrace the possibility of pursuing a career in construction.
At the heart of the campaign was an inspiring video that united the voices of dozens of women, all driven by one common goal—shattering the bias surrounding the perception of a woman's experience in the construction industry.
SOCIAL MEDIA POSTS
It’s Women in Construction Week!
Over the last few years, the construction industry has been making great strides when it comes to gender diversity in the workplace. Although we still have a long way to go before we can achieve true gender equality, more than a third of all Plan Group hires since 2019 have been women.
This week we’ll be honouring the inspiring women of Plan Group with a complete social media takeover! Follow along on all platforms to get to know some of the hard-working women who help us bring ideas to life from coast to coast.
On Friday, we wrapped up our Women in Construction Week campaign with an in-person WIC workshop at head office, hosted by our Labour Manager Jackie Easton. We had 26 women who participated in an afternoon dedicated to sharing, and learning from, the experiences of fellow tradeswomen.
After 67 years in the construction industry, we know all about breaking ground; but it’s not every day that we get to be a part of something ground-breaking. This week’s Women In Construction campaign reminded us how lucky we are to have so many incredible women on our team. Thank you to everyone who helped make it a huge success!
Carbon Cutback Week
The strategic objectives of this campaign were focused on promoting decarbonization awareness, encouraging resource utilization among our employees, engaging our external audience on social media, and purposefully aligning with the global sustainability strategy of our parent organization. We achieved these objectives by creating a unique campaign identity, kickstarting it with a widely shared social media post, and hosting a captivating gamified contest on Instagram. Our indicators of success speak volumes:
This campaign not only met but exceeded our targeted outcome, leaving a lasting impact on our audience and contributing to our sustainability efforts.
CHECK IT OUT THE CAMPAIGN REPORT BELOW
WHAT WE ACHIEVED
EXCITING STATS FROM OUR CLOSE-OUT SURVEY ON INSTAGRAM
•
• •
100% of followers said they understood the importance of making Carbon Cutbacks;
92% said they had learned something new
about decarbonization, and;
100% were inspired to start reducing their
own individual carbon footprint.
CAMPAIGN REPORT
CARBON CUTBACK WEEK
WHAT WE DEVELOPED
A fun and informative sustainability focused campaign that enabled us to:
✓
✓ ✓
✓
Build awareness around the topic of decarbonization both internallyand
externally
Encourage our internal audience to make good use of the online learning
the resources available to them
Engage and interact with our external audience through social media
Support Bouygues’ the efforts of global sustainability strategy
WHAT WE DELIVERED
✓ ✓ ✓
✓
✓
A digital signage update to match the look and feel of the campaign
A Kickoff NewsFlashand social media post shared on all platforms
A gamified social media contest via Instagram stories; consisting of daily
POP-Quizzes with interactive questions from the Bouygues Climate Action
Training.
A special edition of Keeping Connected our internal newsletter: The 5Ws of
Decarbonization
A close out NewsFlashand Video Post on Instagram announcing our new
“Carbon Cutback Expert”/ contest winner
THE BOARDROOM
The Boardroom serves as a dynamic platform for fostering a forward-thinking and inclusive workplace culture.
At Plan Group, I had the pleasure of directing, producing, and editing the six-episode web series, which aligned with the greater goal of boosting employee engagement. This initiative allowed employees to participate directly in the company's decision-making process by presenting their ideas to improve daily operations. In each episode, a Plan Group team member, termed the "Innovator," was given the opportunity to pitch their concept in a 5-minute presentation to "The Board," a tailored group of the company's Senior Leadership Team members.
The series not only encourages a culture of innovation but also fosters a collaborative environment where employees feel valued and heard. Aligning with the broader communications strategy, it increases engagement by making the executive team more accessible and showcasing their willingness to consider employee input seriously.
Executive Branding
The Boardroom web series played a pivotal role in supporting Plan Group's executive branding strategy, showcasing the leadership team's openness and approachability. By engaging with employees' innovative ideas in a public forum, the series significantly enhanced the executives' image, demonstrating their commitment to collaboration and employee empowerment.
This strategic approach not only humanized the senior leadership but also reinforced their role as catalysts for positive change and innovation within the company.
WATCH AN EPISODE