Internal Marketing for a Marketing Agency

Problem

The client, a large marketing corporation, faced challenges in maintaining a consistent brand voice across digital platforms and engaging a predominantly remote workforce. Their internal communications lacked cohesion and inclusivity, onboarding was impersonal for remote hires, and their recruiting efforts on LinkedIn were underperforming. Additionally, their annual conference needed modernization to better engage attendees and capture new leads.

Objective

Develop and implement a comprehensive internal marketing strategy to:

• Establish a unified brand voice that resonates internally and externally.

• Improve remote employee onboarding and engagement.

• Enhance LinkedIn recruiting and lead generation effectiveness.

• Increase inclusivity in communications and employee engagement.

• Modernize the annual conference experience to expand reach.

• Oversee the client’s website redesign through external partners to ensure brand consistency.

Strategy

Brand Voice Development:

Collaborated closely with the creative team to define and integrate a consistent brand voice across all digital touchpoints, including automations for LinkedIn lead generation responses.

Remote Onboarding Experience:

Instituted a remote new hire welcome program delivering curated welcome boxes featuring locally sourced goods, custom-designed company swag (tees, notebooks, water bottles, stickers), and digital assets like Snapchat and Instagram frames to foster community and pride.

LinkedIn Recruiting and Lead Gen:

Developed a targeted LinkedIn recruiting strategy aligned with the new brand voice, complemented by custom auto-response templates to improve lead qualification and engagement.

Inclusive Internal Communications:

Revamped the weekly HR newsletter to increase engagement and incorporate Diversity, Equity + Inclusion (DE+I) segments, cultivating a more inclusive company culture.

Conference Modernization:

Consulted on the annual conference by introducing a virtual attendance option, significantly expanding accessibility for remote clients and prospects while enhancing the overall attendee experience.

Website Oversight:

Directed a partner firm’s website redesign efforts on behalf of the client, ensuring brand alignment, contract management, and smooth collaboration with existing internal teams.

Results

• Established a clear, consistent brand voice that improved external lead engagement and internal communication clarity.

• Remote onboarding satisfaction increased markedly, as reported in internal feedback surveys, boosting new hire retention.

• LinkedIn recruiting efforts saw a measurable uptick in qualified candidate responses and streamlined lead generation workflows.

• Engagement with the HR newsletter rose by 30%, with DE+I content positively influencing company culture.

• The introduction of a virtual conference option resulted in a 25% increase in total attendance, capturing new business opportunities.

• Website redesign completed on schedule with full brand consistency, enhancing client digital presence.