Katelyn Davis

strategic communications, marketing, and public relations

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Katelyn Davis, Yazaki Wins PR Daily's Content Marketing Award

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A few years ago I planned and executed my first large scale social media campaign at Yazaki. It started off slow but each year it picked up steam as we kept evolving our tactics and growing along with technology and trends. #InternYazaki has been a labor of love, which is why I am so excited to announce it has been chosen by PR Daily as the best User-Generated Content Social Marketing Campaign!

from PR Daily:

Employer branding effort showcases one of the nation's oldest industries as desirable career destination

Michigan-based organizations supporting the auto industry have an employee pipeline to fill, but they face an exodus of talented workers attracted to tech companies and startups located outside the state. One of these auto suppliers, Yazaki North America, took on the challenge, and its efforts have won it first place in the “User-Generated Content” category of PR Daily’s 2016 Content Marketing Awards.

Yazaki North America created a social media-based employer branding effort that let its interns—drawn from local universities—share their internship experiences alongside the hashtag #internYazaki as brand ambassadors. The range of content these stories created sparked surprisingly high social media interest.

Some interns shared photos of themselves with executives or from testing facilities. While others shared insights into their daily activities as interns. The common thread was their newfound interest in one of the country’s oldest and technologically advanced industries. Over the summer #InternYazaki hashtag appeared on Twitter and Instagram over 1,300 times, with each post highlighting a dimension of being a Yazaki intern and being the future of automotive.

Before long, the movement took root on Snapchat, as interns participated in a takeover of Yazaki’s official account—an increasingly popular use of Snapchat by companies—to give viewers a behind the scenes look at their journey as they experience everything the auto industry has to offer. Each intern takeover produced an average of 50 new followers. 

Traffic to Yazaki’s website increased by 35 percent each month; the campaign generated 54,000 impressions and (more importantly) an increase in internship applications

The campaign peaked when several interns were invited to attend a conference where they provided live content and fresh-faced commentary for an automotive media publication. At the conference, which was mostly attended by automotive executives, the Yazaki interns quickly gathered attention spawning Q&A sessions about Millennials and their thoughts on recruiting, work culture, and the future of the automotive industry. 

Katelyn Davis, Ford Motor Company Win Best HR Communication Video

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I'm very proud and excited to announce that myself, along with my Ford Compensation and Benefits team, have been awarded by Ragan Communication with PR Daily's Best Human Resource Communication Video Award for our creation of Ford Motor Company's Navigating Annual Enrollment.

The Navigating Annual Enrollment video was created to reach Ford's more than 27,000 employees during the 14-day open enrollment period for health care and benefits. The video's sole purpose is to educate and entertain - edutainment.

Communicators have a hard time making employees sit up and pay attention to benefits news. And annual enrollment is one of the toughest nuts to crack, filled with officious-sounding plan names and bureaucracy-inspired jargon. Employees who don’t pay attention during the enrollment period often wind up with irrevocable problems during the year.

By developing a short video, that’s taken first place in the “Human Resources Video” category of PR Daily’s 2015 Video Awards, Ford used simple but expert animation that was highly appropriate to an automotive manufacturer: a road trip.

The video’s approach was conceived to replace prior years’ longer in-person presentation sessions that attracted only 11% of Ford's U.S. salaried employees covered by Ford’s benefits plans. The Navigating Annual Enrollment video was accessed more than 22,500 times during the two-week enrollment period — an astounding 83% of the targeted population.

Navigating Annual Enrollment was designed to serve as a companion piece to Ford’s award-winning Benefits and Enrollment eGuide. It was developed and written by the Ford Compensation and Benefits Communications team and produced by Team Detroit, Ford’s marketing and communications agency. 

Representatives for Ragan describes Navigating Annual Enrollment as an "effective video dealing with a traditionally yawn-inducing topic on a tight budget."

Katelyn Davis, One Person Wonder

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This week I was honored as the recipient of The Michigan Business and Professionals Association's the Best of MichBusiness award as a "One Person Wonder" for my work/life balance between my career at Ford Motor Company and Team Detroit in Corporate Communications, freelancing in social media and public relations, owning and designing for Urban Solstice, and my volunteer and community work as a 313Dlove Board Member and a Girl Scouts of Southeastern Michigan Troop Leader.