https://guybradford.com Guy Bradford Thu, 03 Mar 2022 02:45:00 +0000 https://guybradford.com en https://guybradford.com/Scotiabank-1 Thu, 03 Mar 2022 02:45:00 +0000 Guy Bradford https://guybradford.com/Scotiabank-1 🔴 🟡 🟢 Case Study: Scotiabank ︎︎ Back ScotiabankWFH? IRL? WTF?&nbsp;An internal strategy to help excite Scotiabank employees for a return to the office. Built an internal “back to the office” campaign that leveraged employees as influencers.&nbsp; “Make people feel less worse about going back to the office by reminding them about their co-workers.” The Ask Scotiabank needed an internal campaign to generate excitement and allay fear for their Toronto employees returning to the office, post-pandemic. ︎︎︎ ALT TEXT: Make employees not terrified about schleping back to the office. The Problem Public sentiment for an office return was largely negative. We would need to overcome employee uncertainty to drive an engaging campaign to counter preconceptions. ALT TEXT: Employees are terrified about schleping back to the office. The Insight Research shows that the aspect of the office that appeals to us most is the desire to be around people again (ie. human connection). We realized people would be more receptive to an office return if we placed our focus on employees over the company and emphasized how teamwork is better in-person. ALT TEXT: People like other people. Other people can make life easier. The Solution A Peer-to-Peer campaign would be the best way to encourage a return, wherein employee would be empowered to share their own office experiences to drive enthusiasm for a return. Afterall, people are more likely to trust the word of their friends and co-workers over others. ALT TEXT: Employees trust their friends more than a CEO who “makes more money than me”. The Tactics Disarm anxieties with a special “Bank on Each Other” kit, with its centrepiece being a humorous “How To” guide; reminding people of all the human skills they may have forgotten since WFH. Showcase how appreciated each employee is via a digital “Hype Board” that would allo employees to give shout outs to their colleagues. Organize an office wide air-hockey tournament, complete with a leaderboard and Scotia-themed prizes, to celebrate teamwork and encourage participation. Implement light-hearted check-in polls through the workplace to acknowledge and support people in their journey back to the office. It’s kind of like the “Handbook for the Recently Deceased” from Beetlejuice. Great flick! Now you can let the whole office know “Dennis smells great” and it’s not weird. Beat your boss in an air hockey match to feel like a big deal. Like a diary that your boss can read (but without the negative connotations). The Expectation A Peer-to-Peer campaign would be the best way to encourage a return, wherein employee would be empowered to share their own office experiences to drive enthusiasm for a return. Afterall, people are more likely to trust the word of their friends and co-workers over others. ALT TEXT: Makes employees definitely not as terrified about schleping back to the office. https://guybradford.com/Desktop Thu, 03 Mar 2022 02:44:58 +0000 Guy Bradford https://guybradford.com/Desktop <img width="1024" height="1024" width_o="1024" height_o="1024" data-src="https://freight.cargo.site/t/original/i/86b7ee949cfcbb8b5ccc31babbbd49a9b26ec9b73b9f74c957da80aa582ddc9e/mail.png" data-mid="135165363" border="0" src="https://freight.cargo.site/w/1000/i/86b7ee949cfcbb8b5ccc31babbbd49a9b26ec9b73b9f74c957da80aa582ddc9e/mail.png" /> <img width="532" height="242" width_o="532" height_o="242" data-src="https://freight.cargo.site/t/original/i/b4e3d00543c76ed2a3fc8d6955b51d9c1e8b87a2b43fac2c94a95a358022ac35/yt.png" data-mid="135165361" border="0" src="https://freight.cargo.site/w/532/i/b4e3d00543c76ed2a3fc8d6955b51d9c1e8b87a2b43fac2c94a95a358022ac35/yt.png" /> <img width="261" height="264" width_o="261" height_o="264" 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To others, I’m a comedy writer with years of experience. Regardless, I’m flowing with unconditional love for The Simpsons. I draft snappy copy for social and can be professionally funny on-call. Of course, comedy is not my only baby: I’m well adept with all tones. Also, I have years of experience in conventional TV production, so that’s a plus. Essentially a moodboard for the 90s and early aughts, I still keep my finger on the pulse (I’ve heard of Shaboozey.) If you’re looking for someone to design a nice-looking website, please move along. If you’re looking for creative ideation and implementation, I’m your guy. ︎&nbsp;︎&nbsp;︎&nbsp;︎&nbsp;︎&nbsp;︎