EO= Campaign Opens the Eyes of Business Owners
Framing employee ownership as a “success strategy” leads to unexpected impact
The challenge
Employee ownership is a business model in which employees own all or part of the enterprise. The Kendeda Fund saw it as a pathway to prosperity for working people who contribute to the success of businesses, but rarely own a stake in them.
Kendeda asked the Hattaway team to create a campaign encouraging small-business owners to actively explore employee ownership, with the help of experts at nonprofits dedicated to the cause.
Business owners are busy people with a lot on their plates. It would take a powerful appeal to break through.
The AHA!
A message analysis found that the nonprofits framed employee ownership in terms of benefits to workers, not employers.
Our audience research explored the aspirations of small-business owners to understand how employee ownership might connect to their goals—because people’s aspirations drive their decisions and behaviors.
Most didn’t see how this new model could contribute to the success of their business.
These insights sparked a key strategic shift: Reframe employee ownership as a success strategy to connect the cause to the aspirations of the audience.
The Action
We called the campaign EO Equals to spotlight how employee ownership led directly to the specific benefits small business owners cared about most:
EO=Enduring Organizations. It gives you the stability you need to grow your business.
EO=Exit Opportunity. You can retire knowing you got a fair value for your business.
EO=Excellent Operations. Pride, accountability, and responsibility that increase profits.
EO=Enterprise Optimization. Better profits, lower turnover, and real tax benefits.
A website welcomed busy entrepreneurs with quizzes, case studies, videos, and a workbook that made it easy and interesting for them to explore how EO would affect their specific business.
Advertising and social media reached entrepreneurs where they go online for information and advice.
Small-business influencers talked about EO= on podcasts, webinars, and videos.
The Impact
EO= launched with the goal of signing up 100 business people. In just eighteen months, more than 600 business owners reached out for more information about EO—tripling the goal. What started as a whisper became a wave.
Hattaway Communications provides training, technical assistance, communications research, and related services to government agencies.
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