Leaderology - Community Relations Campaign of the Year
Company: Leaderology, Santa Ana CA
Company Description: At Leaderology, we believe that everyone has the potential to be a leader. Everyone. Headquartered in Orange County, California, Leaderology is a female-owned, WBENC certified, leadership development firm providing sustainable learning solutions to global industries and Fortune 500 companies. We are on a critical mission to develop authentic leaders and equip them to fearlessly solve tomorrow’s business challenges.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations
Nomination Title: Leaderology: Lights, Camera, Leadership - Putting HR in the Spotlight
Specify the date on which this campaign or program was launched: June 2021
Leaderology partners with human resource professionals daily to bring leadership development services to their internal clients and therefore, we exist to be of service to the HR community. 2020 saw the rise of human resources and how these committed HR leaders navigated organizations and their employees through the pandemic, critical social justice issues, and burnout. We saw an immense opportunity to put HR leaders in the spotlight. As we came out of the year, we wanted to highlight the stories and experiences of HR professionals – the humans behind Human Resources- and let the world see how impactful these unsung heroes are.
Los Angeles is a strategic new market for Leaderology to expand its footprint. The challenge was how could we demonstrate our brand promise (that we are of service to the HR community) and an experience with our brand in a way that was meaningful through a pandemic, where live networking was a distant memory.
Lights, Camera, Leadership is a high-quality six-episode digital series that was designed to highlight unique members of the LA HR Community showcasing who they are outside of the HR function and how they bring their fearlessly authentic selves to better lead and impact their community. The series brought critical topics to the table, such as mental health advocacy, creating communities of belonging, the inspirational story of a first-generation high-school graduate who rose to become a Chief HR Officer of an organization that helped send the Rover to Mars.
We assembled a high-caliber crew. This required investment and partnership with internal talent and external partners who would bring the high-production look and feel we were aiming for. We assigned roles and aligned around the key objectives of the campaign; the concept design and KPIs for success.
The production crew was in lockstep over logistics: These included location scouting, shoot schedules, B-roll planning, talent management, traveling logistics, covid compliance and safety measures etc.
We designed marketing collateral to share with guests to honor transparency in the process. We scheduled meetings, to introduce the concept of the campaign and to really get to know our stars. We wanted to hear from them, the conversation they wanted to have, their values, and most importantly their passions. This assisted in developing our storyboards, ensuring each episode had a cohesive storyline that contributed to the purpose of our series.
Each deliverable in the campaign was reviewed by multiple internal stakeholders and reworked to ensure that the campaign purpose and our brand came through in all ways, not one stone was left unturned.
We developed a detailed marketing strategy, working with experts in the industry to ensure the campaign was set for success. We designed 10-sec teasers, a series trailer, BTS photos, an editorial-level webpage, six digital episodes, and a trailer for each episode.
We determined we wanted to drop all episodes at once on June 10. We met that deadline with pleasing results.
The warm response from the HR community let us know that we had completed our mission, however, the results were multiple.
The series generated significant digital leads, normally lead generation would occur out of networking events, however, our campaign on LinkedIn allowed us to enter a new digitally transformed process.
Our Los Angeles representative, and series host, built multiple relationships quickly within the LA market.
Finally, the campaign had high interaction almost doubling our visits on all marketing channels accounts