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Ioana Good Founder + PR Strategist of Promova. Ioana Good Founder + PR Strategist of Promova.

There is no doubt that our world went through some rapid changes in 2020 and while we all faced some challenging times, we adapted and brought new initiatives forward like health and wellness, flexibility, enhanced technology, clear internal communication, and tighter security. According to Deloitte’s 2021 Global Marketing Trends Study, where 2,447 global consumers and 405 C-suite executives from global companies were surveyed, 79% of the responders recalled brands that positively responded to the pandemic to help customers, workforces, and communities forge ahead. The study found that many companies aligned their brand identity with their sustained commitment to stakeholders, employees, suppliers, and communities by adapting their long-standing policies to the crisis at hand. Survey participants mostly recognized brands that responded positively to the coronavirus pandemic based on their investment in the health and wellness of their employees and donations to support community efforts to help those in need.

Ball Janik LLP, a firm with coast-to-coast offices, shifted to a work-from-home model overnight and continuously checked in on its employees and clients. While the firm had their technology and continuity plans in place to keep the firm operational in a disaster prior to the pandemic, the firm implemented new solutions centered around mental health, security, productivity and performance no matter where their employees are located. “It was important to us to make our employees comfortable, so we did our best to mimic their work environments by sending chairs, floor mats, standing desks and extra monitors to those employees who needed them,” said Heather J. Oden, the firm’s Chief Operating Officer. The firm’s marketing team was largely instrumental in successfully digitalizing their offerings, drafting internal and external communications to keep employees and clients up to date. Additionally, the firm shifted their budget immediately to focus on digital efforts and wellness initiatives to protect the well-being of its employees and clients.

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