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K L O H N C R I P P E N B E R G E R
Effective messages, inside and out No. 94 Hot Firm takes First Place for External Newsletters and Second Place for Internal Marketing Campaigns.
2015
of collaboration between marketing and hu- man resources. After all, both groups have a shared goal to build the company’s brand to support business development and recruit- ment. Together, they developed a training series titled “The Social Network – Networking Skills for the 21st Century.” The objective was to provide staff with the skills to act as brand ambassadors. The series consisted of three sessions. In the first session, they shared tips on how to effectively network at conferences and in- dustry events; senior staff opened this ses- sion by sharing success stories and caution- ary tales. The second session covered the use of LinkedIn to support networking ac- tivities. In the third session, they offered an exclusive event to their young professionals group. “We set up a mock cocktail reception and invited them to join the senior staff to put their new skills to work,” Fowler says. “It was a great success and a fantastic opportu- nity for junior staff to network with senior staff to build their personal brands.” IMPACT ON ROI. Fowler says that the sustain- ability report has been an effective tool to communicate with clients, the community, employees, and other stakeholders. “The benefits of the report increase expo- nentially as we incorporate the material into our website, in social media, presenta- tions, and proposals to demonstrate our val- ue proposition,” she says. Since KCB published its first report three years ago, the team has seen a steady in- crease in the application of this information in proposals with positive results. They have “The benefits of the report increase exponentially as we incorporate the material into our website, in social media, presentations, and proposals.”
By LIISA ANDREASSEN Correspondent
E xternal marketing breathes life into firm growth, but internal marketing keeps the machine going to ensure operations move along at a steady pace. Klohn Crippen Berg- er (Vancouver, BC), an international engi- neering, geoscience and environmental firm that employs approximately 500 people who work out of 10 offices in Canada, Aus- tralia, Peru, and the United Kingdom, offers a range of services for mining, environmen- tal, water, power, transportation, oil sands, and the oil and gas sectors. KCB values its clients and employees and works to keep things balanced on the mar- keting scale. This year, the KCB team took First Place in the External Newsletter cate- gory and Second Place in the Internal Mar- keting Campaign in Zweig Group’s Market- ing Excellence Awards.
EXTERNAL EFFORTS. “Our cli- ents face an increasing chal- lenge to address the grow- ing body of international best practices covering a broad range of sustainabil- ity goals,” Kathy Fowler, manager of marketing and sustainability, says. This is particularly true in the re- source sector, where build- ing community trust and responsible environmental management is critical to our clients’ success.” As a result, the KCB team
Kathy Fowler, Manager of Marketing and Sustainability, Klohn Crippen Berger.
created a sustainability report. Its purpose is to communicate their commitment to sustainability and to share how they can work with their clients to help them achieve their sustainability goals. The report covers topics in the key focus ar- eas of corporate governance, health, safe- ty, environmental practices, community in- volvement, and KCB project work. INTERNAL AFFAIRS. KCB’s internal marketing campaign exemplifies the possible outcomes
KCB’s 2014 external newsletter.
See KCB , page 8
THE ZWEIG LETTER AUGUST 17, 2015, ISSUE 1116
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