Positioning Shift: How to Engage an Organization’s Stakeholders?

Initial Situation

Embracing A New Purpose

"Since 2005, Éco Entreprises Québec, a private non-profit organization, has represented producers who sell packaged products, containers, and printed materials in their responsibility to fund curbside recycling."

Following its nomination as a Designated Management Organization (DMO) in 2022, ÉEQ began transitioning into a major new role: overseeing curbside recycling in Quebec.

This new responsibility significantly complicated the understanding of its mission. It also introduced several new variables into its communication ecosystem.

Éco Entreprises Québec’s objectives:

Demonstrate its impact as part of the modernization of curbside recycling in Quebec.
Strengthen its employer brand in preparation for workforce growth.
Engage stakeholders throughout its transition (producers, sorting centres, municipalities, contributing companies, international organizations, general public).

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In the Heat of Action

A Wide Range of Themes and Audiences to Cover

Having had a limited presence on LinkedIn, ÉEQ turned to us to help them develop their
digital visibility in a structured and progressive way.

A challenge we tackled in 3 steps:

Creating a Content Plan and Managing the LinkedIn Company Page

First, we developed a social media strategy for Éco Entreprises Québec’s LinkedIn company page.

The goal is to define this platform’s target audiences and identify key content themes to focus on during and after the transition. This strategic guide became a key reference for the communications department, enabling the creation of impactful digital campaigns.

To support ÉEQ in implementing the plan, we conducted monthly coaching sessions with the communications manager. Our role was to offer guidance on scheduling consistency, tone, and post formats.

We also orchestrated and wrote LinkedIn communication campaigns to keep ÉEQ’s company page active. For example, the “Unwrapping It All” campaign promoted a documentary about the life cycle of packaging, and the awareness campaign “Bac Impact,” boosted Éco Entreprises Québec’s new citizen-focused brand in the winter of 2024.

Developing a Communication Charter and LinkedIn Training

We created a social media guide for employees.

Since many wanted to help boost ÉEQ’s visibility, it was crucial to equip them with best practices and tips for optimizing their digital communication.

We then trained senior management on the importance of personal branding and how to use LinkedIn effectively.

This educational approach helps activate the right levers to showcase the organization.

Launching Our Employee Ambassador Program

We invited experts from the organization to become employee ambassadors.

Through our program, we guided four cohorts, totalling 12 ambassadors, in enhancing their LinkedIn communication skills.

By assisting them in defining their personal branding strategy, developing their editorial plans, and providing coaching and post-writing support, we aimed to position them as authentic spokespeople within their specific networks. By assigning an ambassador to each target group – such as future talent, the eco-design sector, or government relations – ÉEQ established well-defined channels to deliver the right messages to the right audiences.

For the past three years, we have supported the CEO, Maryse Vermette, in developing and executing her LinkedIn communication strategy.

This program has also allowed us to create synergies between the ambassadors’ posts and the content shared by the company page.

Measured Impact

A Transformed Positioning and Recognition Beyond the Digital Realm

Since our collaboration, Éco Entreprises Québec has greatly increased its visibility. With our support, the organization has become a key reference in Quebec for curbside recycling.

The company page saw a 41% increase in followers.

The employee ambassador program played a key role in humanizing communication during ÉEQ’s transition. Participants became natural communication channels, effectively conveying ÉEQ’s core values of equity, responsibility, and vigilance.

Page Views on LinkedIn

Maryse, Philippe, Geneviève and Mathieu share their experience

"I have been working with the experts at Éminence for several years. Their expertise in optimizing Éco Entreprises Québec’s presence on LinkedIn has notably allowed us to effectively showcase our activities and strengthen our online reputation. It is truly a pleasure to collaborate with them."

"There is clearly a before and after Éminence. Since I started collaborating with their team, my LinkedIn communications have significantly gained in visibility and impact among our stakeholders. Their educational and strategic approach has not only allowed me to improve my online presence but also to share LinkedIn best practices with my team and peers. Their efficiency and expertise are undeniable, and I highly recommend their services to any organization looking to maximize its digital influence."

"This employee ambassador program helped me enhance my ability to convey important messages effectively. I highly recommend it to any employee who has valuable insights but isn’t sure how to communicate them. Now, I have the tools to express myself on key topics and reach a wider audience with my posts."

"As a member of senior management, promoting the organization is a priority. With Éminence, I have developed various skills to increase my visibility on LinkedIn. Today, I am much more active on the platform and do not hesitate to express myself while staying authentic and aligned with my values. I am delighted with this support."

"Not a day goes by without someone mentioning my activities on LinkedIn. We have a recruitment in progress in which 2 of the 3 candidates selected for the final interview found the advert via our LinkedIn activity."

"The results are very encouraging: Notoriety and recognition of expertise, several conferences following my visibility (including with remuneration), several serious contacts for projects, a few orders that provide immediate ROI, discussions for collaborations or even tie-ups with two companies."