Integrated Corporate Communications & Brand Repositioning Campaign
This semester-long public relations campaign repositions Consolidated Companies as a modern, employee-focused organization following major workplace and leadership changes inspired by the film 9 to 5.
Developed as part of an advanced strategic communications project, the campaign combines internal communications, media relations, employer branding and social media strategy to rebuild trust, modernize workplace culture and strengthen organizational transparency.
Deliverables included executive messaging, media strategy, internal and external communication tactics, social media content, visual branding materials and campaign evaluation metrics.
Strategic Overview
This strategic overview outlines the campaign objectives, audience analysis, messaging strategy and integrated communication approach used to reposition Consolidated Companies as a modern, employee-focused organization.
Campaign Snapshot
Target Audiences
Key Initiatives
Internal: Current employees
External: Job seekers, media professionals and the general public
Strategic Repositioning
Consolidated Companies positions itself as a forward-thinking, employee-first organization focused on flexibility, equity and transparency.
Communication Objectives
Rebuild employee trust and morale
Increase awareness of workplace initiatives
Position Consolidated Companies as a modern employer
Strengthen public credibility and transparency
Equal pay policies
Flexible scheduling
Job-sharing opportunities
In-office childcare
Leadership transparency initiatives
Media Strategy
This media strategy section highlights the campaign’s approach to earned media outreach, press relations and executive communications.
As part of an exclusive classroom pilot experience, our class received access to a student version of Access Newswire to develop a targeted media list featuring national business outlets and journalists specializing in workplace culture, leadership and organizational change.
The strategy included tailored media pitches, a press release and leadership-focused outreach designed to position Consolidated Companies as a credible voice in workplace modernization and employee-centered reform.
Media List & Journalistic Research
This targeted media list was developed using Access Newswire and focused on national business, leadership and workplace culture outlets aligned with the campaign’s messaging and audience objectives.
Media Pitches
Press Release
This AP Style press release formally announces Consolidated Companies’ workplace transformation initiatives, including flexible scheduling, equal pay policies and employee wellness programs designed to modernize workplace culture and improve employee satisfaction.
These tailored media pitches were written to align with the reporting interests and audiences of specific journalists covering workplace culture, leadership and organizational transformation.
Each pitch was customized to strengthen relevance, increase media interest and support earned coverage opportunities.
Media Pitches Rationale
Each journalist was strategically selected based on their reporting focus, audience demographics and coverage of workplace innovation, leadership and organizational change.
Internal Communications Strategy
Executive Message
This executive message was created as a companywide internal email from newly appointed Vice President Violet Newstead to Consolidated Companies employees. The tactic was designed to rebuild trust after a leadership transition by giving employees a clear, direct and transparent update from leadership.
The message introduces the company’s new direction, acknowledges recent changes and highlights employee-focused initiatives including flexible scheduling, job sharing, onsite childcare, equal pay and expanded support programs. Its professional but conversational tone helps make the update feel accessible, reassuring and credible.
This tactic supports the campaign’s internal communication goals by helping employees understand the company’s new direction while encouraging continued feedback and engagement. Success will be evaluated through email open rates, employee feedback, survey responses and changes in morale, trust in leadership and job satisfaction.
Internal Newsletter
Intranet Hub Announcement
The intranet hub announcement was created as an internal resource feature for Consolidated Companies employees. This tactic supports the company’s workplace transition by giving employees a centralized place to learn about new initiatives, beginning with the onsite childcare center.
The feature explains the purpose of the Consolidated Childcare Center, highlights how it supports working parents and provides practical information such as location, hours, age requirements, enrollment access and staff qualifications. By placing this information on the Employee Resource Hub, the company makes the initiative easy to find, understand and act on.
This tactic supports the campaign’s internal communication goals by increasing employee awareness, improving access to resources and reinforcing the company’s commitment to a more supportive workplace. Success will be evaluated through hub page views, FAQ engagement, enrollment interest, employee questions and survey feedback.
The “New Era” internal newsletter was created to introduce Consolidated Companies’ workplace culture transition and build employee awareness around the company’s new direction. Distributed as an internal update from Vice President Violet Newstead, the newsletter presents the changes as intentional progress toward a more flexible, equitable and supportive workplace.
The newsletter highlights five key employee-focused initiatives: flexible scheduling and job sharing, onsite childcare, equal pay, expanded employee support programs and personalized workspaces. Its bold visuals and upbeat tone help make the information easy to understand while building excitement around the company’s transition. The newsletter also connects these changes to measurable impact by noting a 20% increase in productivity, improved morale and stronger team collaboration.
Success will be evaluated through email open rates, click-through rates, employee survey responses, feedback sessions and changes in trust, engagement and workplace satisfaction.
Chairman Op-Ed
Workplace Transition Fact Sheet
Additional Communication Tactic
External Communications Strategy
The chairman op-ed was created as an external thought leadership tactic to position Consolidated Companies as a forward-thinking organization committed to workplace modernization, accountability and long-term performance. Written from the perspective of Chairman Russell Tinsworthy, the piece connects employee-focused initiatives to broader business success.
Published as a mock Los Angeles Times op-ed, the article targets external stakeholders including industry peers, investors, employees and community members. It highlights key initiatives such as flexible scheduling, job sharing, equal pay and onsite childcare while reinforcing the company’s commitment to transparency and stability.
Success will be evaluated through publication placement, social and email engagement, website traffic, stakeholder feedback and survey responses measuring attitudes toward leadership trust and workplace modernization.
New CEO Feature Story: Violet Newstead
The Violet Newstead feature story was created as an external storytelling tactic to humanize Consolidated Companies’ workplace transformation. Rather than focusing only on policy changes, the story highlights Newstead’s leadership journey and positions her as a central figure in the company’s shift toward equity, flexibility and employee well-being.
The feature connects leadership transformation to real workplace impact by highlighting key initiatives such as flexible scheduling, job sharing, onsite childcare, equal pay and expanded employee support programs. By using a human-interest approach, the story strengthens public credibility while reinforcing the company’s commitment to transparency, fairness and modern workplace reform.
Success will be evaluated through media engagement, internal survey responses, employee feedback, intranet traffic and changes in trust, job satisfaction, productivity, retention and participation in new workplace programs.
The Violet Newstead feature story was created as an external storytelling tactic to humanize Consolidated Companies’ workplace transformation. Rather than focusing only on policy changes, the story highlights Newstead’s leadership journey and positions her as a central figure in the company’s shift toward equity, flexibility and employee well-being.
The feature connects leadership transformation to real workplace impact by highlighting key initiatives such as flexible scheduling, job sharing, onsite childcare, equal pay and expanded employee support programs. By using a human-interest approach, the story strengthens public credibility while reinforcing the company’s commitment to transparency, fairness and modern workplace reform.
Success will be evaluated through media engagement, internal survey responses, employee feedback, intranet traffic and changes in trust, job satisfaction, productivity, retention and participation in new workplace programs.
Brand Reintroduction Infographic
The brand reintroduction infographic was created as an additional communication tactic to visually summarize Consolidated Companies’ new identity and workplace direction. The infographic introduces the updated mission statement, core values and leadership changes while reinforcing the company’s commitment to innovation, equity, transparency, accountability and collaboration.
This tactic helps employees and stakeholders quickly understand the company’s transition by organizing key information into a clear, accessible visual format. It highlights major initiatives including flexible scheduling, job sharing, onsite childcare, equal pay and expanded employee support programs, connecting the company’s reintroduced brand identity to real workplace changes.
Success will be evaluated through employee surveys, intranet engagement, download rates, printed material visibility, focus group feedback and participation in new workplace initiatives.
Social Media Mock-Ups & Content Calendar
Work Transformation “X” Post
Content Calendar
LinkedIn Brand Reintroduction Post
Violet Newstead Employee Highlight Instagram Post
Caption:
Turns out “that’s just how it’s always been done” wasn’t a policy.
Vice President Violet Newstead is fixing that.
Flexible scheduling, fair pay, and actual employee support aren’t ideas anymore—they’re operations.
#WorkplaceTransition #EmployeeFocused #FutureofWork
Evaluation Plan
The evaluation plan measures how effectively the campaign rebuilds employee trust, increases awareness of Consolidated Companies’ new workplace initiatives and strengthens the company’s external credibility.
Success is evaluated through a combination of quantitative and qualitative measures, including platform analytics, intranet engagement, employee feedback, website traffic and earned media coverage.
Each metric connects directly to the campaign’s objectives and helps determine whether the tactics created meaningful awareness, engagement and action.
Brand Reintroduction Infographic
Measured through intranet analytics, including download rates, click-through activity and user engagement. Internal surveys also measure trust, transparency and workplace satisfaction before and after campaign implementation. HR program enrollment helps determine whether awareness leads to action.
Content Calendar & Social Media Mockups
Measured through LinkedIn, Instagram and X analytics, including reach, impressions, engagement rates, shares, comments and click-through traffic. Social listening and comment-tone analysis help evaluate whether audiences respond positively, neutrally or negatively to the campaign messaging.
Employee Spotlight & Mini-Interview Content
Measured through video completion rates, shares, comments and qualitative feedback. Strong retention and positive engagement indicate that employees are emotionally connecting with the campaign and understanding the company’s workplace changes.
Website, Careers Page & Conversion Metrics
Measured through link clicks, job application engagement, internal participation in new initiatives and traffic to campaign landing pages. These metrics show whether awareness is translating into meaningful user action.