Creative Brief

The process began with a $4.5 million investment and strategically developing a 22-page communications plan as an accountability tool and roadmap with step-by-step processes for executing the TCW communications campaign. The plain includes strategic goals, desired outcomes, action plans, tips and other resources. Then TCW Champions within APTIM were identified and tasked with assisting in the roll out and incorporation of TCW at APTIM’s offices and jobsites around the world. This was achieved through a number of marketing assets implemented across the entire company, including: a video series, posters, a coin, e-newsletter, APTIM’s intranet, and an employee survey. 

- CEO Gary Baughman launched a video series introducing TCW to all employees, followed by short skits using APTIM employees in real-world settings highlighting TCW’s five principles. The videos, shared as a “drip” campaign, demonstrated the company’s commitment to build a stronger, united company and enrich the employee experience. 

- To further reinforce the message of TCW, campaign posters were installed at jobsites and offices visually representing the TCW pillars, encouraging employees to demonstrate TCW principles: being for each other, speaking straight, honoring commitments, acknowledge and appreciate as well as listening generously.