The power of data-driven storytelling.
When it comes to impacting internal audiences, it all comes down to purposeful storytelling. Borshoff specializes in combining content strategy, best practices in employee engagement, and the skills of our seasoned creative production team to help tell our clients’ stories in the optimal formats, mediums, with the right messaging and at the right time. From simple digital GIFs to highly produced videos and everything in between, we don’t just create good-looking content, we use data to ensure that content serves its purpose: to meaningfully reach and inspire audiences to action.
Eli Lilly and Company
Lilly had one year to enroll 10 percent of its global workforce in a voluntary cybersecurity program, so they turned to Borshoff to help determine the right mix of content, channels and messages that would drive busy employees to take discretionary action. In the first three months after the launch, Lilly has already reached 60% of that goal.
When Cummins needed better employee engagement and participation in its healthcare programs and realized the current positioning wasn’t resonating with its most critical audience groups, they partnered with Borshoff to develop a high-impact content strategy and distinctive program identity to turn the tide. We started with a content workshop with Cummins’ internal communicators, defining the relevant personas and their preferred communications channels and identifying the mindsets and behaviors that needed to change. We then mapped out a more focused content/channel strategy and key messages together with a new visual identity that would inspire and empower more employees to take action in support of better health and wellness.
Fortune 500 Company
Our client had a single overarching goal: to encourage deeper and broader conversations within the organization about creating an inclusive culture. Borshoff was tasked with telling the very honest and emotional stories of their workforce in the most direct and impactful way possible in order to persuade top management to come up with actionable solutions in attracting, recruiting, retaining, developing and advancing minority employees. Our client conducted in-depth research about various employee groups to define the enablers and barriers they face, and a first step was to share the candid “moments of truth” they uncovered. These stories came to life through more than 15 videos, first shared first with top leaders, and then later with all U.S.-based employees.
When Matilda Jane launched online sales for the first time, its independent salesforce responded with significant concern that their source of income and commission – direct, in-person sales – would take a backseat to easy, modern online shopping. To shift this negative sentiment to positive excitement and empowerment, Matilda Jane partnered with Borshoff to develop a communications plan to help the sales representatives embrace online sales and to create a complementary suite of content to inspire and equip them with resources to promote in-person shopping parties.