The Game of ESOP
The center of the campaign was a board game inspired by The Game of Life and customized to Harris & Associates, a construction management and engineering firm. Players follow a journey that mimics real life—they have a salary, receive shares based on a calculation of that pay, hire new team members, and their actions or the company’s actions impact the ESOP share price in either negative or positive ways.
The campaign won Best of Show and 1st Place— Internal Communications at the 2015 SMPS Marketing Communications Awards.
The ESOP Impact Cards show various real-life scenarios at Harris that affect share price. Salaries were small to keep the game’s math easy. The pawns were minature Harris pickup trucks.