Client : Genentech, a subsidiary of Roche is a biotech company that pioneered the field of recombinant DNA technology. Genentech, with 12K+ employees, has been on Fortune’s "100 Best Companies To Work For" list for 17 consecutive years, which speaks to it’s quality of employee engagement, company culture, employer brand and overall purpose.
Need : Build a world class commuter program that would alleviate issues erected by the municipal building codes on parking structures and showcase Genentech’s commitment to employees and the environment. In short, get employees out of their cars and onto shared buses, carpools and van rides.
Strategy & solutions : Understand the audience concerns and business goals of the organization, align stakeholders and research cutting edge communications tools. Build a comprehensive and fun program rich in incentives, easy to understand language, tools, and resources. Leveraging Twitter in it’s infancy, this program gave riders a chance to self-organize ride-shares.
Solutions included: launch party, bus and shuttle wraps, bus shelters complete with campus map, digital and print tools for communications cascade across channels around the organization.
Role: Senior designer and strategy partner