Major family-oriented brand facing cultural shifts learns to modernize and thrive alongside generational change.
increased diversity in the team in 1 year
perception of brand with gen z given generations desire for authentic brands
Silicon Valley tech-preneurs were poaching the key talent and tech behind a values driven family-oriented brand. Due to the changes in leadership and rapid deterioration of the values-driven culture, employee turnover started to increase for the first time in the company’s 75 history, and attracting Gen Z and Millennials to their parks was becoming an insurmountable challenge.
Dangerously high turnover, profitability and morale at risk, and a disconnect from a key audience segment.
Through interviews, surveys, and quantitative market research, we helped the company understand where their value proposition seems to disconnect with their values, causing the employee and customer attrition. We helped them develop a clear valuation proposition based on the needs of the Gen Z and millennial groups, and drew clear lines of branding, strategy, communication, hiring, and incentives to more clearly connect with their steadfast values.
Analyzed the tech capabilities and inbound data for new insight into consumer preferences and habits.
The company is now one of the most sought after places to work for Gen Z and Millenials.
Branding: Created an entirely new branded story linking Values to the Value Proposition targeted at Gen Z and Millennials, to attract and retain top talent from these age groups.
People process: embedded more values- based diagnostic into talent attraction and hiring process to ensure future employees were driven by the core values of the company and would be committed to the company
Incentives and action: Rewarded employees on a consistent basis for values-driven behaviors and customer interactions promoting the core values, leveraging new communication channels to share rewards and increase role-modeling.