THE APPROACH
Develop a unique concept, visual style, and unifying message to redefine the onsemi CSR program, driving awareness and interest in the many ways onsemi employees can make a difference. This meant creating a suite of interconnected community-driven assets, including a logo, adlobs, videos, digital banners, social posts, full website copy, and a cohesive engagement portal (Giving Now), showcasing all the onsemi CSR programs in one easy-to-find site location.
* In 2022, our Giving Now platform increased employee donations by 96%, employee volunteer hours by 128%, and earned $1.7 million in global charitable contributions.
CLIENT
onsemi | 2022
Tomorrow, today
ROLES
Copy & Content
Tactical Planning
Concept Development
Global semi-conductor giant, onsemi had a multifaceted CSR program. However, the program was not receiving the attention or participation it needed because its components were fragmented and buried across different tabs on their site. This resulted in low awareness, low employee interest, and low engagement. By unifying their CSR efforts, and bringing their various programs together in one place the CSR program had the potential for exponential growth.
AWARDS
MarCom Platinum Award Winner
A BETTER TOMORROW STARTS TODAY
Impactful imagery, inspiring copy, and iconic design helped amplify each program while creating an emotional connection with onsemi employees, inspiring them to participate and maximize their global impact. Under our umbrella theme of Tomorrow, today, I wrote all copy you see on this page: Adlobs, video scripts, social media, banners, and website copy for their engagement portal including subsequent landing pages.
SUBCAMPAIGN
Transform your future.
With an ambitious goal to be Carbon-Neutral by 2040, and busily preparing to expand production capabilities to alleviate the supply chain shortage, onsemi was struggling to
find and keep tech engineer talent and needed help crafting a compelling recruitment campaign.
ROLES
Copywriting
Tactical Planning
Concept Development
ENGINEERING A RECRUITMENT CAMPAIGN
THE APPROACH
Create an integrated B2C sub-campaign under the Tomorrow, today umbrella that would help tech professionals
learn about the company vision and invite them to contribute and benefit from achieving a shared goal.
To craft a connected recruitment experience that positioned onsemi as the focused disruptor in the semiconductor space, I created a positioning line and rallying cry that would convey to engineers and tech professionals that working for onsemi would not be just another tech job, but an extraordinary opportunity to make a difference in the world and drive their own careers forward.
The positioning: At onsemi, you can shape a better future.
The rallying cry: Transform your future
In addition to creating the website copy currently displayed on their recruitment pages, I wrote all the copy for the adlobs, event forms, job application forms and video you see below. I also collaborated closely with the Senior Art Director to develop tactics, activation concepts, and corresponding copy to develop novel ways to reach out to engineers.
Tactics & activation concepts
Car PR box
Appealing to student and seasoned engineers, we would team up with brands onsemi works with to create limited edition model kits (e.g., a Tesla, a fighter jet, a tech/medical robot). The model itself could be orange or have the onsemi logo on it. This promotional recruiting swag could be used in a variety of venues, including social media platforms, trade shows and conventions, as well as a gift, sent to those who interview with onsemi but are also interviewing elsewhere as a way to woo them and show them they are important to onsemi.
Conventions
Comic-Con and gaming conventions draw thousands of people from all over the world. Establishing a presence here with shareable or game-friendly opportunities will allow onsemi to reach a large swath of talent to let them know who they are. onsemi could have an interactive booth where people dressed as various comic, gaming, or fantasy characters could get a digital photo taken of themselves “in” various fantasy/comic/gaming backgrounds.
Car Shows
Car shows roll out every month around the country in large convention centers drawing thousands of people. By collaborating with Telsa, onsemi has a multitude of ways to get the attention of potential employees and the opportunity to reach passive candidates who aren’t currently looking for a role, reducing employer competition.