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Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 v www.clarizen.com!
Conquering Marketing Projects with Collaboration
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 v www.clarizen.com!
Featuring:
Dorian Usherwood Executive Creative Leader
Equifax
Lori Bush Shepard VP of Corporate Marketing
Clarizen
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 Copyright © 2015 Clarizen@Work. All rights reserved !#ClarizenAtWork15
Agenda
! Ideation to execution in marketing
! The Equifax story
! Collaboration that drives results –
Clarizen’s use of Clarizen
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 4
Idea creation to execution … and all of the iterations in between
EXECUTION
IDEATION
Transparency
Communication
Idea Sharing
track
complete
innovate
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 v www.clarizen.com!
The Equifax story
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15
Production shop
Our team transformation
Production design
Metrics/tracking
Flexible staffing model
Services are media agnostic
Process facilitated by technology
Formal account management
Experienced Creative Director
Execution of approved concepts
Content development & creative Ssrategy
Project estimates & creative briefs
Strategic partner
Tier 3 Projects Tier 2 Projects
Department initiatives governed by strategic plan
Tier 1 Projects
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 Copyright © 2015 Clarizen@Work. All rights reserved !#ClarizenAtWork15
Transformation roadmap
! Why Clarizen Collaboration gap The New Core Growing the Core
! Collaboration across Marketing Same team - knowledge gaps Same campaign - duplicate efforts
! Collaboration globally Flexible staffing model
! Aha moments Flexible staffing model
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 v www.clarizen.com!
Why Clarizen
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Previous state
9
Isolated from collaboration
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Creating a new normal
Current state
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Growing the Core
Future state
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Collaboration across teams Method to the Madness
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#ClarizenAtWork15
No collaboration breeds disaster
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Healthy hand-offs
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Collaboration globally Working across borders
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Expanding the Core globally
FLEXIBLE STAFFING MODEL
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#ClarizenAtWork15
Tiered project approach
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#ClarizenAtWork15
Internal agency
All tiers
• Internal creative strategy • Internal SME • Internal creative execution
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#ClarizenAtWork15
External agency
Tier 1 projects
• External strategic creative execution
• Internal SME
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#ClarizenAtWork15
• Internal creative strategy • Internal SME • External tactical creative
execution
Freelance resources
Tier 2 and 3 projects
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#ClarizenAtWork15 v www.clarizen.com!
The benefit Why Clarizen works
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Time to celebrate!
50%
75% more
25% more
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Cross-functional team Product marketing Marketing communications Creative services Sales training
17 unique projects in the program 3 videos 2 info-graphics 2 brochures 9 product books (5 printed, 4 digital) 1 sales portal
Proof points
2015 Sales Enablement Program
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Proof Points
2015 Product Guides
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#ClarizenAtWork15 v www.clarizen.com!
Collaboration that drives results at Clarizen
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Create Awareness
Inspire Confidence
Build Loyalty
Corporate Marketing Mission
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Customer Marketing
Creative Services
Corporate Marketing
Tiny-but-mighty corporate marketing team
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#ClarizenAtWork15 28
Essential elements for success
Success
Global collaboration
Knowledge transfer
Reduce, reuse, recycle
Internal/external
alignment
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• Customer events (like this one!) • Global public relations • Web site • Product launches • Analyst relations • Customer success support • Sales support • And the list goes on!
29
Key initiatives
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An inside look
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• Global collaboration • Knowledge transfer • Product launches • Web cases • This conference!
31
You’ll see how we manage…
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Ideation to execution … and all the iterations in between
32
EXECUTION
IDEATION
Transparency
Communication
Idea Sharing
track
complete
innovate
Copyright © 2015 Clarizen@Work. All rights reserved !!
#ClarizenAtWork15 Copyright © 2014 Clarizen. All rights reserved !!
Copyright © 2015 Clarizen@Work. All rights reserved !#ClarizenAtWork15
Thank You
Dorian Usherwood Creative Services Leader, Equifax
@thebrandshrink
Lori Bush Shepard VP Corporate Marketing, Clarizen
[email protected] @LBShepard