A little more than a year ago, Ken Garff Automotive Group in Utah was planning to highlight its brand values in a training campaign aimed at its 4,500 employees.
Then the world changed. The COVID-19 pandemic led to the death of Chairman Bob Garff in March 2020 and gave staffers a different lens through which to see the group’s philosophy.
The intent of the campaign was to take employees out of the showroom and present Ken Garff’s five tenets — respect, integrity, growth, humility and teamwork — through a series of professionally shot promotional videos at conference rooms and movie theaters. The health crisis altered that vision and turned the enrichment effort into a largely digital affair on the group’s online hub, but it didn’t diminish the campaign’s scope.
While retailers adjusted to doing business in the COVID-19 era as they sought to cater to consumers, Garff Automotive made sure to invest in its employees as well during a trying period.
These aren’t ho-hum videos with…
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