Problem

The entry-level gas stations of Chevron were underperforming, and the lack of diversity applicants in the workforce was hindering engagement and revenue growth. The company needed to revitalize gas stations perception, increase workforce diversity, and drive revenue growth.

To address this problem, Chevron needed a programmatic workforce DEI strategy that would attract diverse talent for entry-level positions. They also needed targeted marketing campaigns focusing on local community outreach and environmental sustainability. Finally, they needed to leverage DEI principles to ensure inclusivity in hiring and customer engagement.

Learn more about our solution here.

Solution

Wee executed in-station campaigns, blending captivating visuals with impactful taglines to reinforce Chevron's dedication to environmental sustainability and community involvement. These campaigns were thoughtfully crafted to resonate with a diverse audience,

We implemented targeted marketing campaigns focusing on local community outreach and environmental sustainability. The targeted marketing campaigns focused on promoting Chevron's commitment to environmental sustainability while highlighting its role as a vital part of the local community Impact.

Achieved a 20% increase in applications within the first year

Boosted revenue by 15% within the first year
Improved workforce diversity by 25%, enhancing community trust and brand reputation

"This initiative had an incredible impact on our business, and we are proud to have made a positive difference in the communities we serve."

Team

Rashida K, - Enterprise Strategist - Led the development and implementation of the programmatic workforce DEI strategy.
- Oversaw the creation of initiatives such as partnering with local schools and universities to recruit diverse talent, providing training programs for employees from underrepresented communities, and creating mentorship opportunities for new hires.
Marketing Manager - Executed targeted marketing campaigns.
- Developed marketing campaigns that focused on promoting Chevron's commitment to environmental sustainability while highlighting its role as a vital part of the local community.
DEI Coordinator - Ensured inclusivity in hiring and customer engagement.
- Leveraged DEI principles to ensure that Chevron was inclusive in hiring practices and customer engagement.

Chevron Boosts Revenue and Diversity with DEI Strategy