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
- Message architecture
- Communications plan
- Creative platform
- Video
- Sales enablement
- Experiential/events
Connecting with multiple stakeholders
An ESOP isn’t a simple transaction. Nor is it a simple marketing proposition. To make the greatest impact, we crafted a message architecture and creative platform that would work across various targets, from business owners to financial advisors and bankers.
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.
