what we learned from our national safety month campaign

#Smiles4Safety Campaign

The BrainstormTriumvirate Environmental is a provider of turnkey environmental and hazardous waste management services to clients across four niche sectors; education, healthcare, industrial, and life sciences. Triumvirate is a 500+ employee environmental services firm founded in 1988. Triumvirate has since been dedicated to providing innovative and sustainable environmental solutions while achieving unparalleled regulatory compliance.

Have you ever heard of marketing campaigns for a company like this? Us either.

The Company

The BrainstormNational Safety Month was fast approaching for June 2014. We (Triumvirate’s marketing team) wanted to explore the impact of new tactics and position Triumvirate as a top resource for safety content.

We struggle not to sleep through traditional safety tutorials and reckon most other people in this world do too. We know that doesn’t make safety any less important. Furthermore, our resident designer wanted a reason to bring puppies into the office.

The Concept

Make safety fun.

Stand out from the deluge of traditional content created by other companies.

Encourage interest in safety education and spread brand awareness.

Hopefully, puppies.

The Objective

Increase brand awareness with social interaction and sharing

Test new marketing tactics for our company and it’s industry

Generate and leverage internal buzz and excitement around

marketing

The Goal

Piggy back on social content that’s already generating interest but not safety oriented (cute animals and memes)

Distribute to mainstream and niche news sites

Produce new educational content for our blog

Encourage company involvement

Measure results

The Plan

Tactic #1 Press Coverage

A press release was published at the beginning of the month on PRWeb. This release detailed the upcoming educational series and Triumvirate’s dedication to making safety-education fun.Press Release Results

• Impressions: 35,710• Full Page Reads: 957• Coverage in BusByWay, Industrial Safety, SSuch Chronicle, Emergency

Mail and more

Tactic #2 Leverage All Social Channels• Hashtag: #Smiles4Safety• Create sharable content on all platforms

and link back to educational content• Platforms included:

– LinkedIn– Facebook– Instagram– Twitter– Google+– SlideShare– Blog

• Resulted in over 20,000 LinkedIn impressions

• Launched a sustainable Instagram presence (over 40 followers in a month)

Tactic #3 Highly Visual ContentVisual content included:• Memes• Cute Animal Pictures• Video

• SlideShare• Custom Logo• Infographics

Video resulted in over 500 views in under 1 week.

Tactic #4 Educational Content Behind the Smiles

Educational content included:• SlideShare• blog

• Infographics• videos, etc.

Resulted in most viewed SlideShare on our company page thus far.

Tactic #5 Expert Positioning and Office Involvement

• Blog post written by in-office expert• In-office specialists created safety video• Over 5x total blog post shares compared to previous month

• Daily meme collaboration ideas from within the organization• Safety Dance video• Office involvement of over 30 people outside of marketing team

Tactic #6 A collaborative campaign

The ImpactNew tactics Tested

– Humorous content• Found humorous content performed well on LinkedIn and

Facebook– Visual content

• Over 200 interactions on Instagram alone• Infographics, memes, and other images had higher traction

than text alone• Visual posts had over 2x engagement rate (percent of

impressions that clicked, commented, liked etc.) on LinkedIn

The Results

Internal buzz•Blog content production doubled due to internal help

•Noticeable improvement in social sharing and interaction from employees

Brand awareness through online interaction•514% increase in organic social interaction (likes comments and shares) compared to previous month

•254% increase in measureable social clicks compared to previous month

Takeaway/ Moving Forward• Create weekly infographics• Weekly comic series • Other office branches invited to create their

own dance videos for social sharing• Continue creating more content for SlideShare

Upping visual content

• Exploring other options other than humor• Comic series will continue humor

Continuing with emotion

invoking content

SummarySafety can be fun without deleting its impact and seriousness• Over 70,000 impressions• Over 100 new followers• Over 600 likes, favorites, comments, and shares• Visits to site up 1.31%Though we succeeded in achieving our goals in generating internal and external buzz and interaction, this campaign was not successful in generating qualified leads. Our contacts goal for the month of the campaign was not met.

Delivering Innovation Since 1988

Thank You