1st Place:Internal Marketing
Good Things Come in Green Boxes: Building Belonging Before Day One
Garmann Miller’s Good Things Come in Green Boxes campaign turns pre-onboarding into an intentional, culture-first experience. Sent before new hires’ first day, the vibrant green shoebox introduces employees to the firm’s people-first culture, blending excitement, belonging, and brand identity into one memorable first impression. The Challenge New hires often feel uncertain between accepting a job offer and starting their role, unsure if the promised culture will align with reality. Garmann Miller saw this as a chance to bridge the gap between recruitment and onboarding—aligning internal experience with the firm’s strong external brand and reducing first-day anxiety. The Solution Inspired by a team member’s pre-start gift, Garmann Miller designed a branded green shoebox, modeled after Nike’s iconic packaging. Each box includes GM swag, custom socks, a Game Changers shirt, and a handwritten note. These items reflect the energy, philanthropy, and creativity showcased in GM’s external marketing—building instant connection and cultural alignment. Execution & Impact The boxes, shipped before day one, welcomed new hires with a high-energy, emotionally engaging experience. Positive feedback from team members confirmed the campaign’s success, making new hires feel valued and connected immediately. With a production cost of $68 per box, the campaign stayed under budget and became a repeatable, scalable part of GM’s employee experience strategy, contributing to sustained recognition as a Zweig Group Best Firm to Work For. Campaign Stakeholders Jamee Thobe, CPSM; Kristi Shaner, CXMP; Doug Rentz, CPSM.
RESULTS
$68 per box below $75 budget
best firms to work for recognition
Positive feedback from new hires “I felt like part of the team before I started”
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