DTCC

This was no easy challenge. Client had limited knowledge, political challenges, resistance to change, limited data and internal support resources, unmanaged initial expectations, a moderate budget and challenging timeline. Initially, the client had assessed their needs to be limited to public relations tactics. After an initial couple of weeks of due diligence and discovery meetings, an immediate recommendation was made to engage in an integrated marketing and communications strategy that would be implemented internally and modified for external customers. The scope of work extended beyond initial public relations services and expanded into a comprehensive brand management challenge.

• Step 1: Gain buy-in. Through diligent weekly and monthly meetings and one-one sessions with key stakeholders (Managing Director, Vice President, Director, Manager), the proposed solutions were given approval to proceed.
• Step 2: Project Manager/Lead and Engage. Through careful management of all programs, activities and collaborative initiatives, the goal of changing perception and communicating value was achieved.
• Step 3: Define messaging and key positioning. The brand language, messaging as set forth my corporate communication, did not address The Learning Group's specific needs, due to the various customer segments, decision makers and distribution channels. Qualitative and quantitative analysis were utilized to gather data to support the new messaging and positioning platform. Through customer-facing focus groups, customer surveys, and one-to-one focus groups with internal stakeholders, a universally applicable approach was agreed upon.
• Step 4: Redesign and supplement missing collateral. The existing material was outdated, overwhelming, lacking organization, filled with incorrect information and lacking graphic art direction.
• Step 5: Introduce business intelligence tools, assessment tools and performance metrics. Recommended digital tools and analytic driven applications were introduced and adopted into all communication channels.
• Step 6: Redesign The Learning Group, DTCC Certification Program. The goal was to infuse all data and intelligence acquired through all analysis and activities to overcome the lack of interest, and value perception of the program by the top-tier banking clients. Introduced a certified ROI process and total redesign of collateral.