Case Study 5: Strategy and Implementation/ Philanthropy

Global Pharmaceutical Company Revitalizes Annual Charitable Event

A global pharmaceutical company had sponsored an employee walkathon to benefit orphans of AIDS in Africa and in other parts of the world. Initially, the event was well received by employees, but in the last year, participation had slumped at the largest U.S. affiliate. The CEO challenged the affiliate to increase participation by 25 percent.

Solution:

Working with the leaders of Internal Communications and Corporate Contributions, Vitiello Communications Group developed and managed a strategic, multi-media campaign that relied on grassroots communications.

Result:

One the first day the registration Web site was open, 307 employees registered to participate in the walkathon. Participation in the event climbed to 600 employees, an increase of 100 percent, exceeding the CEO’s expectations, and resulting in the largest turnout ever recorded in the history of the event.

Our contributions to success:

• Developed and managed communications plan
• Worked with the walkathon team to plan a breakfast with the CEO for previous walkers and to encourage a new team approach; wrote speeches for executives to deliver at the breakfast meeting
• Worked with the multi-media team to create a series of videos, posters, tent cards, hand-outs to promote the event
• Wrote weekly online articles promoting the event and linking to the registration Web site