Bring In YourParents Day

By, Cat Tompkins

Campaign

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Bring In Your Parents Day Executive Summary: The Stantec community unites more than 15,000 employees working in over 250 locations.

The Bring In Your Parents Day campaign is designed to specifically achieve one of the following goals: to reinforce Stantec’s commitment to employees.

Background: - A new, unofficial business community observance designed to

heighten awareness around industry careers, workplace diversity,and innovation

- Employees’ parents experience their typical workday at the officeor on the field

- Celebrated traditionally every November and is spearheaded byLinkedIn

- 3rd year of the event (2015 was a pilot year for Stantec)- Initial Pitch for 2016 Campaign by PR Leads: 10-15 offices

participating, 15-20 parents each office, controlled event time(programming), lunch at each office

- The Top 10 Misunderstood Professions: UI Designer, Actuary, DataScientist, Social Media Manager, Sub Editor, Sociologist, RadioProducer, PR Manager, Sports Team Manager, Investment Banker

- Participating offices: Irvine (2 offices), Sacramento, Seattle, Denver,St. Paul, Philadelphia, Rochester, Boston, Charleston, Tampa, Miami

Competitive Analysis: - Notable 2015 participants: LinkedIn, Samsung, Virgin, HSBC- A/E/C Industry: Stantec was the only one to participate out of the

ENR Top 20 Global Design Firms (will double-check to confirm)- All notable companies celebrated and posted about BIYP on the

same day- Google celebrates similar experience with their employees every

September- 2014 Statistics: 50+ businesses participated, 20,000+ participated- 2015 Stats: 70+ businesses participated, 25,000+ employees and

parents, 18 countries

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Primary Audience: Multigenerational audience – Stantec U.S. employees (under 40 years old), parents of employees, and company stakeholders

Secondary Audience: Future employees (college students, recruitment), local families, local businesses, and industry competitors

SWOT Analysis: - Strengths: Large company, strong media presence (online and

traditional), strong HR presence- Threats: might be difficult to outreach to smaller offices, busy

employees, newsworthiness could be overshadowed- Opportunities:

o Opportunity 1: Reach out to internal and external audienceso Opportunity 2: Position Stantec as an industry leader for

employee engagement and diversity advocacy

Key Message: We Put People First. At Stantec, employees are a top priority. Sometimes, parents do not understand that their child does. Bring In Your Parents Day allows employees to have their parents experience their child’s career and also experience their day-to-day workplace environment.

Goals: 1. To create awareness about Stantec Bring In Your Parents Day2. To reinforce Stantec’s commitment to employees3. To support diversity within the industry

Objectives: 1. To increase marketplace awareness in the industry2. To increase employee retention, engagement, and recruitment

rates3. To target one office in each Stantec U.S. region to increase

nationwide exposure

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Strategies & Tactics Strategy 1: Create an employee social media ambassador program for BIYP Tactics:

- Create and provide a social media tip sheet for BIYP participantsincluding event-specific hashtags, guidelines and example copy forTwitter, Facebook, Instagram, and LinkedIn

- Select employees to create blogs for company website about howtheir parents helped influence their career goals/paths

- Employees would submit their short stories in response to atopic (ex: How did your parents help influence your career goals?)

Strategy 2: Utilize internal communication channels Tactics:

- Draft a company-wide internal announcement (e-card) fromregional business leaders to be sent out via email

- Create a company-wide blog/announcement to be featured oncompany intranet community site, StanNet

- Create company-wide flier to post in breakrooms/send out viaemail (will include QR code to redirect to StanNet blog post formore info about the event)

Strategy 3: Utilize external communication channels Tactics:

- Create and distribute media alerts, a week to 3 days before theevent

- Create a social media content calendar for the week leading up tothe event

- Create news & photo releases to distribute after the event- Compile a media list for key office markets

Strategy 4: Create the “Bring In Your Parents” Day event Tactics:

- Alternative Event Names:- “A Day at Stantec”- “Stantec Welcomes Parents”

- Create an event programming schedule with activities throughoutthe day

- Twitter Q & A session with parents and children- Periscope project site tours

- Create a budget for the event

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Evaluation Methods: - Social Media:

- Employee advocacy platforms- Facebook Analytics (how many people viewed the event

Facebook album? what was the engagement reach on BIYP posts?)

- Social media analytics platforms for Facebook, Twitter, LinkedIn

- Communications:- Tracking Media Placements- Viewing Intranet & Stantec.com website analytics- QR code scans

- Event:- Track employee and parent attendance- Retrieve anecdotal responses (informal feedback from

engaged employees)

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Appendices Programming Schedule:

BRING IN YOUR PARENTS DAY TENTATIVE: THURSDAY, NOVEMBER 3, 2016

Tentative Program:

x 10:00 a.m. – Parent & Employee Twitter Q & A session & photography

x 10:30 a.m. – Staff Meeting/Introduce Parents/Company overview x 10:45 a.m. – Office Tour x 11:15 – 12:15 p.m. – Local Project Site Tours x 12:30 – 1:30 pm – Lunch

Tentative Periscope Schedule:

x 8:30 a.m. PST – Tampa/Miami/Charleston x 9:00 a.m. – Boston/Rochester/Philadelphia x 9:30 a.m. – St. Paul x BREAK x 10:30 a.m. – Denver x 11:30 a.m. – Irvine/Sacramento/Seattle

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Media Advisory (Irvine): **Photo/Video Opportunity**

Local Company Stantec Employees Bring Parents as Part of Company-Wide “Bring In Your Parents” Day

Irvine, CA (October XX, 2016) WHAT: Employees from Irvine design firm Stantec will be inviting their parents to work

as part of a company-wide “Bring In Your Parents” Day observance across the U.S. The group will be showing their parents a tour of the facilities and participating in various activities throughout the day. This is the second year the company has participated has celebrated the observance.

WHEN: Thursday, November 3, 10:30 – 11:30 a.m. WHO: Over 15 Stantec employees and their parents, including potential interviewees:

x Dean Palumbo, senior vice president and US West regional business leader

VISUAL/ AUDIO: Ample photo opportunities of employees interacting with their parents and

demonstrating their projects. WHERE: Stantec

38 Technology Dr. Suite 100 Irvine

Media Contact Danny Craig Stantec (949) 923-6085 (office) (949) 632-6319 (cell) danny.craig@stantec.com

About Stantec We’re active members of the communities we serve. That’s why at Stantec, we always design with community in mind. The Stantec community unites more than 15,000 employees working in over 250 locations. Our work—professional consulting in planning, engineering, architecture, interior design, landscape architecture, surveying, environmental sciences, project management, and project economics—begins at the intersection of community, creativity, and client relationships. With a long-term commitment to the people and places we serve, Stantec has the unique ability to connect to projects on a personal level and advance the quality of life in communities across the globe. www.stantec.com

MEDIA ADVISORY

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Tentative Timeline:

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Media List (Orange County):

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Social Media Cheat Sheet Bring IN Your Parents Day 2016 If you are already active on social media, below is a guide for Stantec Bring In Your Parents Day events in (Insert Region Here), with hashtags, handles, and tips for tweeting about your Bring In Your Parents Day experience. Handles: Stantec Social Media Twitter & Instagram @Stantec Hashtag: #StantecBIYP Samples: [PHOTO] Taking my parents on a tour of our (city) @Stantec

office today! #StantecBIYP Showing my parents our latest projects @Stantec!

#StantecBIYP Notes: Include #StantecBIYP in each tweet and Instagram photo

when possible so that you are connecting with the appropriate community and generating social media interaction and engagement.

Be sure to include the @Stantec handle wherever possible to ensure you are retweeted or regrammed by the Stantec corporate accounts. Look for opportunities to be engaging, thought-provoking, and attention-grabbing

Tweet photos whenever possible – people want to see what you are experiencing throughout the event. Ideas:

- You and your parents - Photos of your latest project, workplace, etc. - Group photos - Action shots while touring Stantec facilities and

project sites