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Zambezi | Creative Brief | Strategy
TL;DR
The Ask:
In 2025 we need to still play the awareness game and get people to know who UKG is and what they do
Goal:
Audience:
Digging deeper into this audience, company leaders across enterprise and SMB are both desiring to achieve more.
Our primary target are executive level decision makers (ELDM) at companies with 1000+ employees: C-suite, President, Treasurer, Finance, General Manager, HR Director, etc. This is an audience that has the opportunity to elevate their workplace and current UKG customers across company categories.
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Small and medium business owners were a focus this year as well.
Strategic Approach:
Show how UKG’s technology helps ELDMs take their workplace and their business from good to great.
The Challenge:
Reach 50% aided awareness by 2025.
Situation:
While UKG has continued to gain awareness in the category people still aren't aware enough when it comes to who UKG is and what UKG does.
Making progress matters, as other brands and competitors are gaining traction.
My Role:
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Researched trends, audience. and competitive landscape surrounding the workplace in 2024
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Helped put together creative thought starters and jumping off points
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Helped to craft the strategic approach and opportunity for the campaign
The Opportunity:
Better capture the attention of ELDM’s by showing HOW we empower them to improve culture and business results.
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Over the past couple of years, our great workplace spotlight has been on the full company, but not ELDM’s. They are wanting to create great workplaces but don’t know how.
The Insight:
Leaders want to create trust-based cultures for stronger businesses, but need the right technology partner to get them there.
We needed to break through, especially when it comes to awareness, showing people not just why we exist but how we create great workplaces
Making progress matters, as other brands are gaining traction
Other B2B brands are hyper-focused on providing a utility for their audience
Zapier is focused on showing how leaders are adopting automation to transform their company.
Hubspot is showcasing how managers and leaders can grow and expand their business through their tools.
Workday is focused on making managers feel like rockstars in the workplace through their technology.
Better capture the attention of ELDM’s by showing HOW we empower them to improve culture and business results
Over the past couple of years, our great workplace spotlight has been on the full company, but not ELDM’s
Digging deeper into this audience, company leaders across enterprise and SMB are both desiring to achieve more
They are wanting to create great workplaces but don’t know how.
53% of executives believe they have influence in the workplace, down 16% from last year
Leaders want to create trust-based cultures for stronger businesses,
but need the right technology partner to get them there
UKG's technology and innovations are the magic tools that help company leaders elevate their workplace and their impact
Single-minded strategic proposition
Show how UKG’s technology helps ELDMs take their workplace and
their businessfrom good to great.
Strategy overview
Creative
Media Placements
Strategy Team:
Account Team:
Creative and Production Team:
Alyssa Tigue: Group Account Director
Faye Armstrong: Senior Producer
Rachel Lynn: Account Supervisor
Kara Pierce: Director of Integrated Production
Cat Marsh: Strategist
Lauren Northcott: Senior Project Manager
Matt Sherman: Group Creative Director
Laura Lapham: Associate Creative Director
Julie Soluri: Associate Creative Director
Matt Babazadeh: Head of Strategy
Gavin Lester: Associate Creative Director