Lucas Group, a premier provider of recruiting and staffing solutions across the U.S., understands the importance of a strong cultural foundation to retain top talent, attract new employees, and drive client conversion. To reinvigorate their company culture, they sought to roll out a new mission, vision, and values (MVV) initiative, with the "Mt. Lucas" activation plan at its core. Our strategic plan, inspired by the journey of summiting the fictional Mt. Lucas, leveraged content, targeted tactics, group activities, and traditional marketing methods. Each step reinforced the core values needed to reach the peak, revitalizing Lucas Group’s cultural identity and positioning them as an industry leader, ready to guide their team and clients to new heights.