This month, we’re pulling back the curtain on one of our exciting new projects: promoting Employee Ownership Trusts (EOTs), a revolutionary approach to business succession that’s just hit Canadian soil.
As we teamed up with the Canadian Employee Ownership Coalition (CEOC) as Agency of Record, we asked ourselves “How do we balance the emotional weight of a business owner’s legacy with the logical benefits of an EOT to create a campaign that truly inspires action?”
Balancing Emotion and Logic
In business, the tug-of-war between emotion and logic is a delicate balance, and EOTs are no exception. For many entrepreneurs, selling a business is more than just a transaction—it’s a life-altering decision. The emotional weight of leaving behind a legacy and walking away from something they’ve built is heavy, but so is the practical need for financial security and the sustainable future of the company.
For this campaign, our challenge was clear: build a campaign that speaks to both the head and the heart—captivating our Canadian audience with storytelling that resonates; while delivering the facts they need to make smart, informed decisions.
The Emotional Hook
We kicked off our LinkedIn campaign with a compelling hero video that zeros in on the human side of EOTs. It tells the story of business owners passing the torch to the very people who helped build their success—their employees. A standout moment spotlights business cards marked with “employee owner”, showing how EOTs break down hierarchies—from CEO to Custodian–proving ownership truly includes everyone.
The Logical Backbone
Once we’ve captured hearts through storytelling, the next step is giving the audience clear and practical information they need to make informed choices. That’s where our LinkedIn retargeting strategy comes into play, delivering in-depth content to those who’ve engaged with the hero video. This approach helps business owners grasp the practical aspects and financial benefits of EOTs, without overwhelming them.
We mirrored this dynamic for the website. We lead with emotion, then transition seamlessly into actionable insights about tax breaks, long-term stability, and real-world success stories that showcase the tangible advantages of EOTs.
Key Takeaways for Challenger Campaigns
- Start with Emotion, Follow with Logic
It’s tempting to hit your audience with facts upfront, but facts alone aren’t as compelling as facts and emotion. For our EOT campaign, we led with a narrative that resonated on a deeper level—focusing on legacy and the future of employees—before rolling out logical follow-ups that answer their pressing questions.
Challenger Insight: Strike that balance between facts and feelings. Hook your audience with storytelling, then deliver the details that help them make decisions.
- Design for Connection, Not Convention
The EOT website breaks from traditional industry templates. We used features like interactive graphics and a business card slider that guide users from legacy to future, creating emotional engagement before diving into the specifics.
Challenger Insight: Break the mold. If your message is complex, prioritize storytelling and design a user experience that speaks to both head and heart.
- Let Data Lead the Way
Our paid LinkedIn campaign is strategically crafted around a conversion funnel. The hero video acts as the primary lead generator, and retargeting delivers deeper insights as users engage. With data driving the strategy, we make sure the right message hits at the right time.
Challenger Insight: Decision-making isn’t linear, but data can help guide the journey from emotional connection to logic-driven action, exactly when it counts.
Why EOTs are game-changers for Canadian businesses
Employee Ownership Trusts (EOTs) offer a bold new path for Canadian business owners to transition their companies to their employees, unlocking significant tax benefits—up to $10 million in tax-free capital gains. EOTs boost employee wealth, productivity, and long-term business resilience. It’s the perfect model for those who want to secure their legacy while empowering their teams.
We’re excited to be part of this movement toward employee ownership in Canada. If you’re a business owner thinking about succession, this conversation is one you can’t miss. Check out the EOT website we built or dive into the latest insights from our LinkedIn launch.
We’re glad you’re here. We’d love to hear how you’re bringing your strategy to life. Drop us a line, and let’s connect about making your brand’s vision a reality.
