After successfully completing their rebrand late last year, CNB Safe re-engaged Beans Marketing with a new purpose in mind. The objective - to create an engaging campaign to promote James ‘Woody’ Wood's newly published book ‘12 Reasons Not To Get Hurt At Work’.
When James was in his early 20s he made a choice and ended up in a wheelchair. Ever since, James has been sharing his story as a National Safety Speaker at CNB Safe to make sure no one else has to experience what he has. To promote his message even further, James crafted his story into a beautiful, honest and compelling book called ‘12 Reasons Not To Get Hurt At Work’. It has been our privilege to create a marketing campaign that matches the thought-provoking nature of Woody’s work.
To provide accessibility to everyone, the book was launched as a hardcover with both clean and full versions, an eBook, audiobook and in bulk with customisable options available. Our job was to come up with a compelling message to promote the book in all its various forms.
In addition to increasing individual sales, our primary goal and biggest challenge was to sell the book in bulk. We were tasked with creating a campaign that would appeal to multiple different decision makers and prompt them to purchase the book for themselves, their team and ultimately, their entire workforce.
We identified these key personas through a comprehensive industry and audience analysis which revealed Safety Officers, HR Managers and peak bodies as highly influential to the decision making process. Once we knew who we were speaking to, the next step was finding the right words.
To match the raw and honest nature of Woody’s story, we created a campaign with a message to match. Aptly named ‘12 Reasons to Buy This Book’, the campaign emphasises the reality of what can happen when people forget about their safety. Creating further synergy between the book and the message, we leveraged illustrations from the book and featured them in the outgoing content.
By leveraging the messaging ‘12 Reasons To Buy This Book’ we gave everyone, from the workers on the ground, safety officers onsite, right up to the people in the boardroom, a reason to buy the book.
1. So no one else has to ask ‘what if?’
2. To turn compliance into action
3. To show your employees and their families what’s on the line
How many more reasons do you need to buy this book?
These are just three of the 12 reasons we put together to convince safety officers, managers and individuals of why they should buy this book. A unique feature of this story is that the book was written by a worker, for workers. It therefore provides decision makers with a resource that speaks directly to the people on the ground and is able to engage with workers in a way that others are unable to.
James says it how it is and this message does the same. It’s to the point, addresses risks head on and speaks about the reality of what can happen when safety is compromised.
To make sure this message was received by people who were ready to hear it, we identified the most effective platforms to use. This included leveraging CNB Safe’s existing social media channels and email marketing database to announce and share updates about the book.
In addition to these existing platforms, we optimised the product pages on the website, designed presentation slides, digital advertising, press releases, flyers and collated a new database of new contacts to start the CNB Safe journey.
Once the collateral was ready to roll out, we implemented it over a three month period, updating and tweaking the strategy along the way to optimise results. The outcome was a comprehensive suite of resources for CNB Safe to continue drawing on to educate people about workplace safety and raise awareness of Woody’s story. Since our collaboration began, we are excited to share that over 1500 books have been sold.
With the campaign complete and an abundance of tools at the ready to continue sharing this story, we are now looking forward to seeing where else CNB Safe goes. Without giving too much away, we have a feeling 12 Reasons 2.0 might be coming your way!
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