For over 15 years, MFX Partners has worked with Hybrid Turkeys to create unforgettable events at the yearly US National Turkey Foundation Conference. Each year, MFX Partners develops a theme, invitations, gifts, decorations, signage and more. Hybrid’s Tom turkey caricature and event activities have become famous and much anticipated.  The 2010 Conference was held in San Antonio, Texas and the theme we created for Hybrid was “The Lone Star Saloon”. Year over year, we hear that the Hybrid event is the highlight of the NTF show for the turkey producers in attendance- the 2010 event held this February drew the biggest crowd ever.

Brand Challenge
Unite a highly fragmented workforce around the corporate brand values of IST.

Solution
We conducted an employee and management perception map exercise (using anonymous comment cards and three input sessions) to uncover how well people inside the organization understood and live their core values.

Our process revealed the organization had many positive activities in place that supported their values and the belief was strong that living their values was essential to the success of the business. We also revealed where there was room to improve.

A report of our findings and recommendations was prepared and presented to the management team. Specific actions were identified to better live the values of the organization and address key issues. We also developed a presentation for a company-wide town hall meeting led by the president of IST.

Results
Over 40% response to distributed comment cards, 80+% attendance at input sessions. A workforce that feels heard and better understands the five values of the organization and their contribution to making them real.

The organization is now implementing initiatives to better live their values including a new mentoring program, lunch ‘n learn sessions, adding computer stations for shop workers so they can participate in a ‘Above and Beyond’ peer recognition program related to living corporate values. To improve understanding of the company and brand for an ever-changing contract workforce we recommended creating an orientation video for new hires for more consistent introduction. The management team has also embarked on a specific training program to strengthen their ability to build trust and candour within the company.

Brand Challenge
Develop a company name, with brand image and messaging that gets the attention and interest of cement, steel manufacturing and primary industry CEOs who are driving their companies to be more environmentally friendly.

Solution
The choice of company name ‘Found Energy’ reflects the capability of the company to capture wasted heat and convert it to power that reduces carbon foot-prints. While ‘competitive’ initiatives are product feature selling, Found Energy marketing materials speak directly to the motivations of the target audience—better corporate citizenship.

Results
Positive feedback at the highest levels of the target organizations. Found Energy is being noticed and gaining audiences with decision-makers.

I run an event in Kitchener-Waterloo called CultureCamp. It’s part of a group of projects focused on our community and something that MFX has begun to support with two Social Design Interns. The larger project related to CultureCamp is the social network supporting the events during the in-between time. So far we’ve done three (3) CultureCamps and the reviews have been very positive.

So what’s CultureCamp?

CultureCamp is a user-generated “unconference”—an open, creative, participatory workshop-event, whose content is provided by participants related to an emerging understanding of culture.

CultureCamp will invite participants from the community to come share their ideas about our city.

Anyone can present a session or host a discussion around a topic of interest. Session order is decided at the event and generated by participants.

So what happened at the event? Well, this for one—a crowd-sourced zine made by participants at the day.