SITUATION
Aurubis Bulgaria, a leading industrial employer in the Srednogorie region, launched a comprehensive internal communication campaign in 2024 to enhance team spirit, foster employee engagement, and elevate its employer brand. With a team of over 900 people of all ages living and working in various locations in Srednogorie region and Sofia, the company strives to build a strong sense of community and belonging among them.
AMI Communications was assigned to support the organisation and communication of the campaign’s key initiatives, contributing to its development and success.
GOALS
- Enhance internal communication and team collaboration.
- Increase employee participation in corporate activities.
- Strengthen Aurubis’ reputation as an employer that values its team.
STRATEGY
- Tailored Engagement Activities: Design events and initiatives catering to diverse employees’ interests.
- Integrated Communication: Leverage digital, print, and face-to-face channels for maximum outreach.
- Media & Branding Support: Create compelling narratives to amplify the employer brand.
- Event & Logistics Management: Ensure seamless execution of high-profile events.
TACTICS
Engagement and Empowerment Initiatives:
- Aurubis Women4Metals Initiative Launch Event: Promoting inclusion and professional development of women, attended by 100+ employees, government representatives, and inspiring entrepreneurs.
- Golden Rings Ceremony: Recognizing 20 years of service with annual awards for long-standing employees.
Sports Initiatives:
- Bicycle Tour: A 55-km ride from Sofia to Srednogorie with 300+ participants, including 100+ Aurubis employees, culminating in an open-air party.
- Sports Tournaments: One-month initiative involving seven sports competitions with the participation of 300+ team members.
- Tryavna Ultra Participation: 20+ employees joined the challenging national mountain marathon.
Educational and Development Programs:
- Open Doors Day: Introducing employees’ children to Aurubis operations as part of the UN Global Compact program “I am proud of my parents’ work.”
- Health and Safety Week: Hands-on safety presentations, internal surveys, and educational videos.
Entertainment and Leisure Events:
- Family Day: A large-scale summer festival attended by 1,200+ employees and families.
- Christmas Party: Thematic “Space Christmas” celebration with live entertainment, attended by 400+ employees.
Volunteering and Environmental Projects:
- Dushantsi Dam Projects: Fish stocking, tree planting, and recreation zone clean-up with 150+ employees participating.
- City Environment Improvements: Tree and flower planting in Pirdop and Zlatitsa, involving 257 employees.
Event management activities supported by AMI Communications:
- Announcement campaigns for 12 events and initiatives – invitations, posters, internal communication
- Full management of 6 major events, from concept to execution.
- Coordination of 40+ subcontractors, 14 performers, and third parties and NGOs.
- Branding & decoration, including stage setups, banners, and thematic installations.
- Support for voluntary activities
Communication activities supported by AMI Communications:
- 14 press releases published in T1 national and regional media
- 12 exclusive articles in T1 national and regional media
- Activities communication via partners’ channels
- Digital communication in own and partners’ channels – special events pages, posts, photos and videos
RESULTS
Successful adaptation of the initiatives to the expectations of the target group: Taking into account employee preferences and feedback made key activities more effective.
Employees engagement: More active participation in corporate initiatives compared to previous years, which contributed to strengthening team spirit.
Media Reach: 270+ articles with daily reach of over 950,000 people.
Events Visibility: publication of the special materials in media with a total daily audience of 23 500
Social Media Impact: 43 posts on Aurubis’ Facebook page with 2,718 reactions
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