Bull HN Information Systems, Inc.
Grand Opening Celebration / "Mass ReLeaf" Campaign
Employees, Customers, Community
To generate goodwill among company stakeholders and community members through programs and events associated with the opening of new world headquarters
EDUCATION AND THE ENVIRONMENT MAKE GOOD NEIGHBORS
In its move to new world headquarters in Billerica, MA, France-based Bull HN wanted to embrace a number of audiences including its own employees, its international customer base, new neighbors and members of the community, and key government officials.
A major theme, “Mass ReLeaf”, was defined as the backdrop and main message for all marketing activities surrounding the opening celebration. In partnership with the Massachusetts Department of Environmental Affairs and the American Forestry Association, Bull developed a program to integrate environmental studies into the curriculum at a number of Lawrence, Massachusetts elementary schools. Mass ReLeaf was modeled from the national program “Global ReLeaf”, an informational and environmental project through which concerned citizens can find new opportunities to help improve the environment.
As part of the grand opening, students attended festivities at Bull’s new headquarters, where each student was given a small tree to plant in a place of his or her choosing.
This assignment included developing and directing the grand opening project, acting as liaison with project partners, event management, and creation of ancillary programs through the media, in the schools, and internally at Bull.
As a means of generating awareness for two causes, education and the environment, and establishing itself as a good neighbor and employer, Bull accomplished its marketing and public relations objectives with a strong message and a grand celebration.