THE CHALLENGE
The Boyd Group is a leading consolidator in the collision repair industry. It had nearly doubled in size through a combination of organic growth and M&A. Faced with the dual challenge of integrating diverse corporate cultures and elevating the newly appointed president and CEO, the organization also needed to prepare for its NYSE initial public offering. A disciplined, unifying brand strategy was essential.
THE PUSH
Create a high-octane leadership event to align the workforce around the new strategic Vision, Mission and Values.
VALUES
The OWL acronym is made more memorable through the use of the illustrated mascot. The hooked beak and talons are a metaphor for making sharp and decisive moves in business.
STRATEGY & EVENT BRANDING
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The strategy: All In To Outperform had to signal the focused team effort required to propel the Boyd Group toward its goals. Regions could not operate in silos. Success required an “all-in” mindset. And given the competitive landscape, simply performing would not be enough. Everyone had to outperform.
The branding was inspired by the world of elite athletics. From typography to graphics and motion design, everywhere conference attendees looked, the energy, optimism and expectations were palpable.
Event Highlights
Boyd Group Leadership united behind a shared vision and strategic direction to guide a workforce of
PRE-PLANNING
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The event required precise end-to-end event planning and execution, including sponsorship and sales expo, keynote speaker procurement. Disney venue and hotel collaboration were necessary for entertainment, food and beverage, on-site logistics, branding installation and production.
In keeping with the high-performance nature of the event, we even launched the “save the date” invitation by enabling attendees to order a personalized pair of kicks.
CONFERENCE EXPERIENCE
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The event experience began with the welcome night ceremony with All-Star jersey presentation to build excitement for the next day’s general session. The opening day’s production featured the roll-out of the new Vision, Mission and Values.
The theme and graphics informed the stage and room design, executive slide presentations, breakout sessions and video production. Every moment, attendees were immersed in the All In To Outperform messaging.
Program extensions included the Recycled Rides charity presentation, All-Star Awards Ceremony, unveiling of the NHRA hospitality trailer, interactive games and experiences and concluded with a cocktail hour and after-party.
CONTENT CAPTURE
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The entire event doubled as a content production platform. From still photography at award ceremonies to live video captured all day, every day, content was created and featured in daily recap videos throughout the event. Content lived on throughout the year to inform investor presentations, town halls and social media posts.
The Results
- United a workforce of more than 15,000 employees behind a shared vision and strategic direction.
- Established a communications platform that supported a successful IPO.
- Strengthened employee engagement, collaboration and cross-functional relationships.
- Produced a collection of evergreen content that supported investor relations, talent acquisition and internal communications.
