Public: Companies Doing Good Forum 2025

Website
Copywriting
Communication Strategy
Digital Marketing
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Client

Public

2024

Public is an independent research and development organization based in North Macedonia, focused on improving business practices and fostering social entrepreneurship. One of their flagship initiatives is the Companies Doing Good Forum—a platform launched in 2018 to help businesses across the Balkans reimagine workplace culture not just as a CSR checkbox, but as a strategic driver of retention, sustainability, and inclusion.

The 2025 edition, titled “Navigate Work Culture 2025: Keep Your Talent in the Balkans,” was set against the backdrop of an evolving labor market where culture outweighs compensation. The Forum aimed to provide actionable solutions for business leaders grappling with talent loss, toxic environments, and cultural stagnation.

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our approach

Zhar Ptiza was brought on board to design and execute the full communications and marketing strategy for the Forum, with the goal of maximizing reach, attendance, and thought leadership positioning across the region. We crafted a storytelling-first, funnel-based strategy focused on engagement and conversion.

what we did
  • Strategic Positioning: Framed the Forum as a solution to urgent workforce challenges, shifting the conversation from "CSR event" to "business-critical strategy."
  • Lead Generation Funnel: Designed and launched a Typeform quiz as the top-of-funnel magnet to drive awareness and capture leads around company culture readiness.
  • Multi-Channel Campaign: Executed a five-week campaign across LinkedIn, Facebook, and email—featuring speaker highlights, industry statistics, discussion polls, and personal stories.
  • Email Sequencing: Developed and wrote 8 targeted email campaigns covering everything from speaker announcements to post-event follow-up.
  • Website & Copy: Crafted the full website structure and content, optimized for engagement and registrations.
  • Design & Branding: Delivered complete creative direction for both digital and printed materials—including screen visuals, banners, notebooks, and branded totems used during the event.
  • Speaker & Partner Engagement: Created a playbook to engage speakers and partners as amplifiers of the Forum’s message.
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    the result

    The 2025 Forum exceeded its benchmarks for digital engagement and stakeholder involvement. Key outcomes include:

    • 50,000+ people reached across channels
    • 1,000+ quiz engagements
    • 3,000+ event website visits
    • 100+ confirmed participants (primarily online)
    • High engagement from C-level executives, HR directors, and CSR leaders across the Balkans
    • Post-event momentum with several companies expressing interest in Public’s mentorship methodology
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