All In — Timothy H. Kim

The Campaign

Built for culture.
Designed for scale.

Burns & McDonnell has grown from 6,000 to 13,500+ employee-owners in under a decade. That growth is an achievement — and a culture risk. "All In" is a company-wide internal communications campaign designed to reconnect every employee-owner to the ownership identity that makes the firm different. Not by explaining the structure. By making it feel real.

13,500+

Employee-owners across 75+ global offices

100%

Employee-owned since 1986 via ESOP

2x+

Headcount growth in under a decade

4 wks

Campaign launch window with full rollout

This is a spec campaign created as a portfolio demonstration for the Burns & McDonnell Communications Strategist application. Not affiliated with, produced for, or endorsed by Burns & McDonnell.

Deliverable 01

All In — Culture Film

A 60-second internal culture video built on B&M brand assets. Script written in employee voice — personal, direct, grounded in ownership identity.

Format

60-Second Internal Culture Film

Motion graphics, voiceover, and AI-generated visuals — produced using Adobe Premiere Pro, After Effects, and ElevenLabs voice synthesis.

Strategy + Copy

The thinking behind
the campaign.

Two additional deliverables that prove strategic depth and writing ability — not just production capability.

Spec Portfolio Piece

Internal Communications Campaign Brief

All In.

A Company-Wide Employee Ownership Culture Campaign

Company

Burns & McDonnell

Audience

13,500+ Employee-Owners

Prepared By

Timothy H. Kim

01Situation

The Employee's Reality

"I joined Burns & McDonnell two years ago. I know I'm an employee-owner — it's in my offer letter. But most days it just feels like a job."

The Strategic Challenge

Burns & McDonnell has grown from 6,000 to 13,500+ employee-owners in under a decade. Culture doesn't scale automatically.

13,500+

Employee-owners

100%

Employee-owned

2x+

Headcount growth

4 wks

Campaign window

02Campaign Objective

Make ownership feel real, personal, and daily for every Burns & McDonnell employee-owner — regardless of tenure, role, or location.

5 Pages — Click to View Full Brief↗

Deliverable 02

Campaign Strategy Brief

A five-page strategy document covering situation analysis, campaign objective, audience segmentation, key messages written in employee voice, communication channels, content deliverables, success metrics, and a four-week rollout timeline.

View Full Brief Download PDF

Writing Sample — All In Campaign

Spec Portfolio Piece · Timothy H. Kim

FromLeslie M. Duke, Chair and CEO — Burns & McDonnell

ToAll Employee-Owners

SubjectAll In — A Message to Every Owner of This Firm

When I think about what makes Burns & McDonnell different, I don't start with our project portfolio or our safety record or our revenue growth — as proud as I am of all three.

I start with the fact that every single person reading this email owns a piece of this firm.

That's not a line from a benefits packet. It's the reason we work the way we work. It's why our clients call us back. It's why people who join this firm tend to stay.

That's why today we're launching All In — a company-wide campaign built around one simple truth: when you own something, you show up differently.

Leslie M. Duke

Chair and CEO, Burns & McDonnell

Strategist Notes — AP Style & Craft Decisions

Opening lineSubverts expectation — leads with what she doesn't start with before revealing the real answer.

AP styleNo Oxford comma. Active voice throughout. Short paragraphs — max 3 sentences.

334 Words · AP Style — Click to View Full Sample↖

Deliverable 03

CEO Launch Email

A 334-word AP-style all-employee communication from Leslie M. Duke introducing the All In campaign to 13,500+ employee-owners. Written from owner to owner — not organization to employee. Includes strategist annotations explaining every craft and AP style decision.

View Full Writing Sample Download PDF

Campaign Design System

How All In lives
across every touchpoint.

Four branded deliverables designed for print, digital, and environmental distribution across all 75+ Burns & McDonnell offices. Each shown as artwork and in real-world context.

Digital Signage · Office Display

All In — Office Screen

Deployed across all 75+ office locations at campaign launch. Designed to read clearly from 10 feet away on lobby and corridor displays.