Our job was to transform Equinox from a company that was extremely reluctant of social media to a business where social media permeated every part of their company culture, marketing, communications, and operation in essence to become a social business. The social strategy included a state-of-the-art social command center to help their social media team monitor and respond in real-time to global conversations, strategies to find and leverage both internal and external influencers, and training their employees in social media. By meeting with all stakeholders and customizing training manuals, playbooks, guidelines and other materials to their exact needs and goals, we were able to provide change at both the practical and conceptual level.

Communication, Strategy