A New Chapter for Bootcamp: Culture, Creativity, Connection
OBJECTIVE
As a full-service strategic marketing agency, we at CIM are often involved in our clients’ internal team events. The purpose of an event could include team building, training, celebration or special announcements. This case study focuses on a very large law firm, for whom we’ve worked for 15 years. For more than two decades, the client has held an annual Bootcamp event, a two-day session for all employees. This event was held during the first two workdays of each new year. Once CIM became the agency of record for this firm, we were brought in to overhaul the Bootcamp with renewed purpose, content and focus.
STRATEGIC PLAN
We met with the client to discuss the prior several years’ Bootcamps and envision options to elevate almost every aspect of the upcoming year’s event. We involved multiple members of the CIM team, from graphic design to copywriting and strategic planning.
EXECUTION
After that initial extended meeting, our team regrouped to outline specific recommendations for an upgraded banner event. First and foremost, we developed a theme. This theme was carried through all facets – the invitation, signage at the event, agendas, binders and swag…even the welcome speech by the firm’s founder.
We also identified an outside keynote speaker who would be onsite to deliver an engaging presentation. In this case, the speaker was an author who would speak about his book and tie in real-life stories of how to integrate his “better work life” tactics into the audience’s lives.
The one-day event featured a combination of additional programming, including some routine segments on processes and procedures, training on new platforms that would be rolled out, and goals and vision for the new year, as well as breakfast and lunch sessions.
Bootcamp ended in a special way, an awards ceremony. This fun event was truly a capstone, with about 20 awards passed out to deserving team members. Instead of what could be called “expected” awards, like employee of the year, we focused on awards like “Most Grit” and “Made It Happen.” Each of these carried a story, and each physical award was a handcrafted piece that matched the award’s name (not a typical trophy).
RESULTS
While Bootcamp had been an important annual event for the firm, they and we were pleased with the freshened Bootcamp we all created. Having a theme and a great mix of content and purpose made it, literally, an event that is now highly anticipated by team members every year. They enjoy it and see value in it. This has added to the firm’s culture and is seen as a significant example of the firm investing in team members’ growth, education and well-being.