2023 Pfizer Latino CRG Annual Summit

Situation

Pfizer needed a compelling 2023 Annual Summit for their Latino Colleague Resource Group. The main objectives were to raise awareness, showcase its progress, and strengthen connections within the Latino community. C&A Digital was tasked to design an annual summit that highlighted achievements and attracted new members to join the group.

Strategy

C&A Digital developed a comprehensive strategy to address the unique needs of the Latino CRG and the broader Latino community at Pfizer.

Solution

Event Strategy and Development

Created an event that celebrated the rich cultural diversity within the Latino community, incorporating inclusive elements to engage a broad audience.

Internal Communications Strategy

Developed an internal communications strategy (ie, emails, social media posts, and digital banners) to communicate the achievements and progress of the Latino CRG and promoted event to Pfizer’s wider organization.

Creating Community in Event Components

Implemented an in-person and virtual workshop, with networking opportunities aimed at fostering stronger connections within the Latino community among internal stakeholders.

Key Metrics

The event recorded its highest-ever attendance by Latino employees at Pfizer, both in-person & virtual. In addition, C&A Digital provided a first-of-its-kind internal photoshoot, ensuring diversity representation and opportunity for authentic marketing efforts using actual employees.

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