Calvert Associates Inc. Earns Industry Recognition in PPAI Golden Pyramid Competition
Calvert was a proud recipient of a Silver Pyramid Award in the 2002 PPAI Golden Pyramid Competition. The category was Internal Tutorial Programs—$10 or more per recipient. The client was T. Rowe Price Associates, Inc.

Objective:
To stimulate interest in a leadership development program and to prompt associates to further their careers by entering and completing the program.

Strategy & Execution:
The leadership development program, "The EDGE" campaign (Experience, Develop, Grow, Evolve) was created to inspire associates to develop their careers. The EDGE name carries many additional images and themes: being on the leading edge, the cutting edge, giving oneself an edge...the whole program has a forward-thinking, fast-track feel.

A variety of promotional items helped blur the line between work and play. A clear bag of M&Ms imprinted with the EDGE logo were left on desks to help kick off the program. As the application deadline approached, an EDGE watch was distributed to associates. Applicants to the program received an EDGE hat, while those who were accepted were presented with an EDGE jacket. Finally, associates who successfully completed the program received an EDGE backpack. The campaign was further promoted through the use of internal e-mail, an intranet site, flyers placed on cars, posters, postcards, table tents in the company cafeteria and electronic bulletins in lobby displays.

Results:
Over 57 associates, far more than anticipated, applied for the EDGE program. Twenty-five were chosen, all of whom successfully graduated. A second EDGE course is underway and has been established as a proven path to personal and professional success within the company.