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Case Study #1: Public Advocacy.
California's High Speed Rail project won approval by 62% in 2008.
Soon after, a campaign was launched that helped to educate the electorate. It included print, outdoor, online, video and even a public rally. Today, the popularity of the $63 million project has decreased significantly. Polls now show that if the same vote were taken today, it would not pass.
HOW A FEW POWERFUL
WORDS CAN CHANGE THE ENTIRE CONVERSATION.
Case Study #2: Being the brand.
Sometimes a brand can be built from the inside out. If those who work for the company don't feel good about the brand, no one will. The company's personality and its programs have to be promoted from within, and that means using every possible medium from wall posters to emails to intranet micro sites. The results can be spectacular. In this case the campaign was so successful, the company became so attractive it was purchased by Oracle.
HOW TO GET EMPLOYEES TO EMBRACE THE COMPANY CULTURE.
Case Study #3: Brand differentiation.
If you've got it, flaunt it. Attracting new employees can be a tough task when you are competing against other companies that are promising employees everything from free bagels to on campus car repair. The key, in this case was to provide a campaign that elevated the worth of each and every employee at Inuit. The objective was to get them to "like" where they worked and to resist temptation to entertain going elsewhere. Intuit's attraction and retention rates are at an all time high.