PricewaterhouseCoopers Case History

The Situation
Diversity recruitment and retention were important issues for the consulting arm of PricewaterhouseCoopers. Because there wasn’t a culture of appreciation for diversity inherent within the organization, the PricewaterhouseCoopers Diversity Retention Team engaged the services of Ervin Marketing to assist them in changing internal thinking through communications.

The Objectives
• Link the values of diversity with the values of PricewaterhouseCoopers.

• Create a work environment of respect for people of color.

• Expand the thinking and appreciation for a diverse workforce.

• Close the gap between the diversity of PwC clients and their own consultants.

The Strategy
• Leverage internal, enabling technology to send video to the laptops of all consultants.

• Create a celebratory video linking Martin Luther King Day and Dr. King’s values to those of PricewaterhouseCoopers consultants.

• Push the message out to consultants and clients alike.

The Solution
Martin Luther King Day Video