Deloitte Report Presentation- * -
Positioning our technology reputation campaign messaging and core
capabilities with our people and the market
Foundation Toolkit - a catalogue of sales materials and thought
leadership that incorporates our Technology Reputation Campaign
(TRC) messaging in consistent go-to -market messages. It provides
practitioners and marketers with a portfolio of marketing materials
for external use with clients and internal awareness
building.
Technology Reputation Campaign Messaging
Technology Strategy
Information Management
Enterprise Architecture
Customer Relationship Marketing
Technology Integration & Optimization
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Toolkit objective and components
A marketing toolkit provides consistency for our go-to-market
strategy by providing practitioners and marketers with a set of
materials that contain basic, overview information for our core
capabilities, service lines, market offerings and thought
leadership materials.
Toolkit Components:
The first in the series of core capabilities toolkits
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Tool
Description
Audience
Tips
Overview (core capabilities) Phase 1
Two to four page document that addresses market challenges and
highlights Deloitte’s approach / position. Overview / POV that
addresses current marketplace issues and can help open the door
with clients.
Internal and external
Sales deck – general (core capability) Phase 1
General presentation overview in PPT format intended to build
awareness / socialize core capability’s distinct point of view and
solution set. This PPT may be used for presentations/or as an aid
in proposal development. It may also be used for internal awareness
building alone or in conjunction with other material
Internal and external
This deck provides basic information about the core capability and
reflects Tech Reputation Campaign messaging.
Sales sheets (service offerings) Phase 1
This one page (front and back) document is issue-driven and details
either a service line or a market offering. These are often used as
shorter companion pieces to client presentation, or to summarize
content of an issue-driven presentation deck
Internal and external
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Tool
Description
Audience
Tips
Case studies Phase 1-Ongoing
One page (front and back) narrative client stories that provide
proof points to credentialize our core capabilities and reinforce
our TRC messages. These client stories are compelling examples of
how we use our unique solutions to solve our client’s complex
business issues.
External
Relevant client case studies s that are developed to be shared with
clients, analysts and the press. Template will create consistent
develop to include: Identify client issue , showcase our approach,
and highlight the benefits of the engagement to the client. Best
practice would be to gain approval to use client name to lend
credibility to the piece. If unable to do so, can use generic such
as “A large manufacturer of durable goods…”
At-a-glance (core capability) Phase 1
Quick reference guide that is issue driven. Developed as a one page
document (front and back) that addresses market challenges,
identifies buyers and highlights Deloitte’s approach / position.
Capability leader contact information is available via the
At-a-glance document.
Internal only
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Tool
Description
Audience
Tips
1-2 page collection of frequently asked questions with well-written
standard responses to ensure consistency and use of key
messages.
Internal
Questions should cover the “basics” as well as, the tough inquiries
a client might ask. What is the capability? What benefit does it
provide? What issues does it address? What are the options for
client adoption? How is our offering or approach different from our
competitors
Deloitte.com (core capability and service line) Phase 2
External web presence of core capability and services lines. This
presents our primary message to clients, prospects, media, recruits
and broad business community. Descriptions aligned with technology
and other functions broad market messaging. Includes links to
distinct POVs that credentialize capabilities.
External
As part of our Green effort, we are directing clients to materials
on Deloitte.com, which often have direct short cut URL. The website
will be dynamic and robust to reflect our core capabilities,
distinct POVs, and hot topics.
DeloitteNet & Global KX (core capability and service line)
Phase 2
Internal US web site on DeloitteNet to access toolkit components
and other technology thought leadership/news (Material submitted by
marketing) Internal Global KX – Links to US and global member firm
material that includes practice descriptions, methodology, quals,
thought leadership, and other resources)
Internal
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Today’s leadership kick-off call (12/3)
Discuss Technology Reputation Campaign Phase II – development of
core capability toolkits
Determine HR toolkit components
Core team kick-off call (week of 12/8)
Review toolkit objectives with team
Discuss roles and responsibilities (the practice, marketing,
creative agency)
Walk through toolkit components and how they fit together
(Information Management samples)
Review Toolkit Guidebook/Templates and discuss content collection
(practitioner 1st cut, importance of sharing background documents,
follow-up interviews if necessary)
Weekly status calls (weeks 12/15 – 1/26)
Review drafts and discuss any additional input needed
Track edits
Launch (exact date tbd)
Documents posted on Deloittenet