In order to make O.C. Tanner synonymous with employee appreciation, 97th Floor created a strategy that included:
- Conceptualizing a new content focus
- Researching major cities and the businesses headquartered in each
- Building top-quality content highlighting each of these “Coolest Companies to Work For.”
- Promoting that content to the right audiences
Essentially, 97th Floor found the businesses that were truly committed to a great employee culture. 97th Floor then built a blog post and a slide deck, highlighting their favorites, explaining the companies' values, and identifying what it was that set these companies apart from the pretenders. After this, all that was left to do was promote the content to the right audiences, which really caught on.