Client: GoDaddy
Event: GoDaddy Gather 2023
Location: 50 cities worldwide
Objective: Reconnect remote employees through localized events that foster community and maintain cost-efficiency.
Background
With 43% of GoDaddy’s workforce working remotely and a reduced office footprint post-pandemic, the need for in-person connection became crucial. Traditional holiday events were no longer viable due to budget constraints. In response, GoDaddy launched GoDaddy Gather—a series of localized events aimed at bringing employees together in an intimate, community-focused way.
Objectives and Challenges
Goals:
- Rebuild In-Person Connections: Facilitate face-to-face engagement for remote employees.
- Boost Engagement and Morale: Create a space for celebrating achievements and reinforcing company culture.
- Control Costs: Operate within 20% of pre-COVID event budgets while maintaining quality.
Challenges:
- Coordination Across 50 Cities: Managing consistency and quality across a diverse range of events.
- Empowering Local Leaders: Training over 50 city leads in event planning and execution.
- Tailoring Events to Local Preferences: Balancing global brand alignment with local customization.
Solution and Execution
Decentralized Planning Model:
- Training Local Leaders: Provided detailed guides, weekly training, and a dedicated Slack channel to support event leads.
- Central Resources: Offered templates for budgeting, communication, and logistics, allowing leads to focus on customizing events for their cities.
- Community Ownership: Employees contributed to planning, creating a sense of pride and personalization.
Global Logistics Strategy:
- Crowdsourced Venues: Local leads selected accessible venues, ensuring each space met brand standards.
- Hybrid Management: The central team managed larger “Central Gather” events while local leads handled smaller gatherings, creating a flexible yet cohesive approach.
Guest Experience
GoDaddy Gather focused on a warm, inclusive environment:
- Personalized Touches: Tailored welcome messages and themed giveaways made each event special.
- Interactive Activities: Trivia, photo booths, and team games encouraged engagement and fun.
- Building Community: Attendees appreciated the chance to connect in person, often discovering new colleagues in their local areas.
Outcome and Impact
Success Highlights:
- Widespread Participation: 83% of the global workforce attended, revitalizing connections.
- High Engagement: 96% of participants felt more engaged and valued, with a strong focus on inclusivity.
- Cost-Effective: Achieved an NPS of 30 and maintained costs at 20% of pre-pandemic levels.
Business Impact
- Stronger Employee Loyalty: Addressing isolation improved morale and reinforced GoDaddy’s people-first culture.
- Cultural Reinvigoration: The event set a new standard for engagement and laid the groundwork for future initiatives.
- Blueprint for Future Events: The success of GoDaddy Gather established a model for creating meaningful connections in a hybrid work environment.
Conclusion
GoDaddy Gather turned logistical challenges into a successful series of community-driven events. Through thoughtful planning and local empowerment, GoDaddy created a sense of belonging that resonated with employees worldwide, strengthening its unique culture and paving the way for future success.