Turn internal events into external wins

At toymaker Hasbro, “inspiring a lifetime of play” began as a tagline used by the CEO from a company meeting. But it was so powerful, they spun it into an external campaign.

“It acted as the creative north star for how we developed partner presentations, pitch decks, the corporate sizzle reel we present to partners and the design of our booth when we show up at trade shows,” explained Natalie Cross, senior director of content at Hasbro. Cross was a panelist at Ragan’s recent Internal Communications Conference.

Cross said an upcoming office move is also helping to inspire external content. Digging through decades of archives are revealing plenty of treasures from nearly 100 years in the same space. Her team is already capturing video of the best finds.

“We’re being proactive, capturing those interesting stories as we see them and building a library now that we can refer back to later,” Cross said.

Jenny Westfall, director of enterprise communications at Brunswick Group, said that media events are also a powerful opportunity for gathering internal content.