Principal
Reaching business owners with emotion as much as finance
While ESOPs (Employee Stock Ownership Plans) offer great benefits to both business owners and employees, they have generally flown under the radar.
As the market leader in ESOPs and true believers in the importance of democratizing wealth creation, Principal turned to us to raise awareness for the category.
- What we did
- Qualitative research
- Message architecture
- Communications plan
- Creative platform
- Video
- Sales enablement
- Experiential/events
Not just a win, a win-win-win
An ESOP isn’t a simple transaction. Or a simple marketing proposition. Typically, there are many parties involved, all with different agendas. Our strategic insight was that ESOPs can be a “win-win-win” for all – owners, employees, the community. Viewing ESOPs through this wider lens of joint success led us to a platform and activation campaign that resonated with all stakeholders.
It’s about money but so much more
Our creative platform, “Really own it,” revealed the beating heart behind this financial arrangement – the emotion and pride employees feel when justly rewarded and the motivation employers feel to leave a lasting legacy. It struck just the right chord.
ESOP evangelism
Most of all, Principal needed powerful storytelling tools to help spread the word about ESOPs, including an anthemic video, customizable pitch deck and bold experiential ideas. Together, they provided a rich foundation to catalyze activations.
