Award of Excellence
Best Marketing Program

Executive Summary

In May 2017, and as part of the firm’s strategic vision, the Marketing team was tasked with developing an integrated marketing and communications strategy to inform employees, clients, prospects, vendors, and local businesses and industry groups about the firm’s decision to move its Washington, DC and Northern Virginia offices. The team focused on conveying three key messages: 1) Why the firm was moving its two offices to a new location; 2) The date of when the move would occur; and, 3) The address of the new office.

The team designed a city block graphic to showcase the location of the firm’s new office. The tagline, “ONE FOX. NEW BOX.” was paired with the design and shaped into a logo that complemented the firm’s brand. The first part of the tagline, “ONE FOX.” signified the firm coming together as one team. The second part, “NEW BOX.” playfully rhymed and helped to communicate the firm’s move into its new office space. With a new tagline, a marketing plan in place, and a budget set, the Marketing team was ready to execute upon its campaign.

To get started, the Marketing team armed the firm’s employees with an electronic toolkit of resources prior to executing external communications. The toolkit included important FAQs; a countdown checklist; talking points; branded email signatures; customizable email templates; a move timeline; among many other resources - all tailored to each of the firm’s respective offices.

Staff received more than a dozen emails from the Marketing team over the course of the campaign, which increased in frequency as the move date neared. The emails provided staff with important dates, deadlines, and key information that would help them prepare for the move.

Once staff had all of the information necessary to effectively communicate the move, the Marketing team set out to notify external groups. These groups received three separate email communications informing them of the move as well as a postcard to encourage recipients to update their address book with the firm’s new location. The move was also socialized more than 20 times on various social sites: Facebook, Twitter, LinkedIn, and Instagram. While the new office was being built, a branded storefront sign was displayed in the street-level windows. The window treatment was designed with the city block graphic and included several cutouts so that those passing by could peek into the space and see it being built-out.

At the end of August, the firm successfully moved its two offices into one new location. As staff entered their new space on the first day of work, they were greeted with a “Welcome Kit” at their desk. The kit included a small, square booklet that provided important information on the new office, such as how-to setup their new voicemails; office and building polices; and staff phone numbers. A double-sided foldout map of the office floor plan and surrounding area was also included, which highlighted local restaurants and coffee shops, pharmacies, banks, and Metro and bus stations. In addition to the booklet, staff received new business cards, and branded swag, such as a water bottle, notebook and pen.

In the fall, the firm celebrated its move with an open house reception. Invitations were designed to reflect the box theme. They were mailed flat, but when opened by the recipient, the invitation popped into a box with all of the essential party information – date, time, and location of the party. The color scheme and “ONE FOX. NEW BOX.” theme was carried throughout the event on signage, name tags, and other elements. Keeping with the theme, guests were invited to share their well-wishes on square pieces of paper and post them on a display wall for all to see. At the end of the event, guests were thanked with a box of treats.

The campaign was a major success. Staff were well informed throughout the entire move process; turn out to the open house in the new, combined office was nearly double of what was expected; and the entire marketing and communications campaign was executed under budget.