Campaign​
Founded by an out-and-proud gay, married Dad and high-profile CEO, Campaign helps LGBTQ+ talent professionals get the equity and opportunities they deserve at work - www.wecampaign.co
Services
Deliverables
Brand Communications
Content Strategy
Content Creation
Stakeholder Workshops
Brand Voice & Story Guidelines
Website Copy & Social Media
Challenge
Derek Mackenzie was already busy as an Exec Director at Investigo. With a launch event scheduled months before in just eight weeks, there was still no website, brand ID, or marketing plan.
​
With six 'rival' recruiters as Campaign's brand partners, we all had the same mission: pool the marketing resources we had, and devise realistic, impactful plans that proved there was no room for rivalry within recruitment's LGBTQ+ community.
Process
Stu Lewin of BTL Brands devised the brand message “Opening the Circle.” This positioned Campaign as a non-judgmental circle of LGBTQ+ professionals seeking to build trust, equity, and community in a cut-throat world of talent solutions.
From here, I built out a communications and content marketing strategy that gave a voice to LGBTQI+ talent professionals whose DEI perspectives and industry expertise could bridge the equity gap and open the talent circle. ​​
Solutions, Results & Impact
-
Quarterly community events that actively found industry-wide solutions to DEI blockers.
-
​Personal story-led content strategy.
-
​Sold-out launch event with a 92% RSVP rate.
-
A marketing plan that shared responsibilities and gave each brand partner a voice.
-
​A viral launch post on LinkedIn that generated financial support and new resources.
Client Feedback
“Without you Kate, Campaign would never have launched. The way you took my vision and brought Campaign to life means more to me than I can put into words. How you can write as me - better than I can write as me - is simply mind-blowing!”
​
Derek Mackenzie, CEO of Investigo, and Founder of Campaign