Events & Live Experiences 수업의 일환으로 글로벌 이벤트 마케팅 기업 George P. Johnson 실무자들과 협업하여 진행한 프로젝트입니다. Sustainability & Social Responsibility를 기반으로 한 B2B 이벤트(경험 마케팅)를 기획하였습니다. ‘GYMSHARK’라는 특정 스포츠웨어 브랜드를 선정하여 직원들의 멘탈 헬스를 위한 솔루션을 제공하였습니다. 수업의 과제로 상업적 의도가 없음을 밝힙니다.

1. Presented By Elizabeth, Julia, Kamila, Kim & Valéria 23/06/15
Recommendation report for George P. Johnson
SUSTAINABILITY &
SOCIAL RESPONSIBILITY
George P. Johnson

2. "HOW TO CREATE AN ENGAGING AND
IMPACTFUL EXPERIENCE THAT
CONSIDERS SUSTAINABILITY &
SOCIAL RESPONSIBILITY"
George P. Johnson

3. George P. Johnson
Problem
Statement
98% of employees aged 18 to 24
show burnout symptoms.
Employee mental health
complaints increased by 31% in
2022.
(Cigna International Health, 2023)

4. George P. Johnson
Problem
Statement
70% of professionals feel that
employers aren’t doing enough to
prevent and alleviate burnout.
21% of workers say their company
does not offer any program to help
alleviate burnout.
(Zippia, U.S., 2023)

5. George P. Johnson
What can generally
be done?
Notice your surroundings
Focus on one thing at the time and
be mindful of what you do
Be grateful and show acceptance
Practice mindfulness
Find positive social support
Take a break from social media
and technology

6. OKAY, BUT HOW DO WE PUT THIS IN A
MARKETING EXPERIENCE?
George P. Johnson

7. George P. Johnson
WE'LL PRESENT OUR RECOMMENDATIONS
WITH THE HELP OF INTRODUCING A GREAT
HEALTH-ORIENTED BRAND.

9. “WE’RE BEING CONSCIOUS OF THE
WORLD WE LIVE IN, CARING FOR
THOSE AROUND US AND BEING
PROACTIVE TO CREATE POSITIVE
CHANGE”
We constantly challenge ourselves – and reach
out to others– to provide the best care and
careers possible. If you contribute to the life and
future of Gymshark, we promise to contribute to
yours.

10. BEFORE DURING AFTER
How the targetgroup will
be engaged on forehand
of the event.
We have thought of 3 recommendations to implement in a B2B Gymschark
event where overal health is promoted.
Proposed recommendations
Practical insights and tips
on how the event should
be executed.
A new revenue model that
secures a sustainable way
of support.

11. 1# RECOMMENDATION
MIND BEFORE BODY
An event is already happening in your mind before you physically
are there. To prevent the anxiety of the unknown, we want to get
the target group mentally ready and engaged before the event
starts.
EXECUTION
Send messages at forehand of the event which can only be openen
by executing small mindfull exercises. These messages will contain
information about the event.
On the approach at forehand of the event

12. 1# RECOMMENDATION
Medium: a message with a link that says that there is new
information available. This link will send you to a landingpage
or app where first a small, fun excercise or health tip will be
shown before the information is given.
Provide sneakpeaks, just enough to give reassurance.
Messages could include: the program, map of the area,
detailled visuals about the event, introduction about guest
speakers etc.
On the approach at forehand of the event

13. 2# RECOMMENDATION
We cannot expect a different result (in mental health) if you keep
the same environment, especially with one that is similar with the
one that gives stress. We want a different result so we need to
change the environment.
EXECUTION
Go outside or at least give the illusion of being outside.
VR can offer solutions for really changing the environment.
Practical insights on the execution of the event

14. 3# RECOMMENDATION
How to provide a sustainable way of support
A temporary event doesn't provide a permenent
solution for (mental) health.
Health is something that needs to be build up
over time.

15. 3# RECOMMENDATION
How to provide a sustainable way of support
It all starts with a main introduction event where all
different sorts of health programs will be
showcased to other businesses.
After the event, businesses can choose a program
(breaktime package) which they think is a fit for
their office.
Gymshark then provides the breaktime packages
as ‘mini experiences’ in form of a subscription.

16. The mental health of the
B2B clients can be
improved and maintained.
With our recommendations, we hope to spread knowledge and make
employers claim responsibility over the mental health of their employees
Return of investment
A sustainable solution is
created for a pressing
social problem.
For both Gymshark and
George P. Johnson a new
regular revenue model has
been established.

17. Presented By Elizabeth, Julia, Kamila, Kim & Valéria
THANK YOU VERY MUCH FOR YOUR
TIME AND ATTENTION.