Implementation of Communication & Social Media Strategy

#Strategy #KeyVisuals #CareerWebsite #SocialMedia #Campaigns

About the Client

Tarczyński S.A. is one of the most recognizable Polish brands, delivering high-quality meat products to both domestic and international markets for over 30 years. Founded in 1989 by the Tarczyński family, the company grew from a local business in Lower Silesia into one of the leaders of the food industry in Europe.
Thanks to consistent strategy execution, continuous development, and investments in modern technologies, Tarczyński S.A. has become a symbol of quality and innovation in the meat products category. The Tarczyński brand is particularly well known for producing kabanos sausages – its flagship product, which has gained recognition both in Poland and abroad.Beyond kabanos, the company’s portfolio includes a wide range of cold cuts, sausages, and meat snacks that respond to the needs of modern consumers. The company continuously introduces innovations, offering products adapted to changing dietary trends, such as the Tarczyński Naturalnie line – free from preservatives and artificial additives – as well as products aimed at vegetarians and flexitarians, including plant-based kabanos sausages.

Client:

TARCZYŃSKI

Date of completion:

August 2022 – April 2023

Scope of work:

Brand communication strategy in social media and its execution, photo session, and development of graphic materials: posters, key visual, banners, animations, online and offline campaign, and creation of a careers website.

Challenges

The location of the plant in Ujeźdźce Małe, which presents a barrier for candidates who do not live in close proximity.

Building trust in the brand and the company’s image as an innovative organization (overcoming the stereotype of a Polish family-owned business, high employee turnover, and the perception of the brand as an employer offering only production-based jobs).

Effectively promoting a value-based organizational culture.

Project complexity.

Preventing reputational crises.

Set goals

Key Visual

Creating multiple versions of the Key Visual (KV), used across various candidate touchpoints with the employer brand to strengthen the message, differentiate the brand, and reflect its essence. In the next stages of the collaboration, the KV was adapted to different media formats.

Brand communication in social media

Consistent and transparent brand communication aimed at building interest in the company as a valuable workplace (Facebook).

Awareness campaign

Implementation of online and offline activities aimed at increasing the number of applications for selected job positions.

PR support

Distribution of press releases, copywriting support, website content management, and crisis management.

Results of the collaboration

- - - Increased interest in the employer brand and improved brand image, which in turn led to more diverse job applications.
    - An increase in the number of followers and post reach across social media, as well as in the number of visits to the careers section.
    - Improved positioning against competitors.
    - Development of a consistent visual and textual brand message.
    - Modernization of graphic materials.