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Case Study
PlumpJack Hospitality Group
In The Service Industry, Every Employee Is An Opportunity To Re-Brand
THE CHALLENGE
PlumpJack is restaurants, wineries, hotels, spas, shops, and whatever hospitality business they find next between the earth and the stars. What ties these things together is the shared understanding of a hospitality experience that can only be created through Employment Branding.
BRAND STRATEGY & TACTICS
We began with work sessions engaging PlumpJack senior management to define the things that make their brand uniquely them and that attract, retain, and motivate the people that create the experience with their various product lines. The intention was unique – to create a completely transparent brand platform that unified employees and customers in the same shared experiential promise.
To that end, the output of the engagement extended beyond recruitment or the type of brand positioning studies that usually result in dry PowerPoint decks. For PlumpJack Group, perhaps the most visible manifestation of the work was a glamorous print piece that “treats brand like a verb” and not only conveys their casual luxury promise to employees, but extends that promise direct with the people who need the message most - the customers.