Deloitte Oracle Alliance Twitter Account (@DeloitteOracle)
Situation: Social media and social CRM generated traction within the B2B community in 2009. Deloitte's Oracle practice did not have a presence in social media, while its competitors and partners were starting to engage their key target audience using this communication channel.
Challenge: Deloitte, as a firm, had a very cautious and conservative view on using social media in 2009. The point of view stemmed from the inability to control conversation and negative comments might cause damage the firm's reputation and increase liability of potential lawsuits.
Result: I championed the efforts to increase the practice's presence on social media by developing a business case on the benefits of social media and evaluation of our competitors' activities in this space. After considering the benefits and the ease of implementation, the practice approved the creation of an account on Twitter, which was one of the first accounts created within the firm.
This experience enabled me to advise Hatch's communications team on the use of social media in 2012.
Deloitte Automated Marketing Brochure Kiosk (2006 - 2011)
Situation: Deloitte's Oracle practice has established itself as a thought leader in the industry and has developed a number of thought pieces to showcase its expertise in IT consulting services across a number of industries. Deloitte needed a cost effective way to showcase its marketing materials without compromising on number of topics available to its audience at the show.
Challenge: While attendees were able to visit the company's website to download the materials, the materials are not sorted based on the customers' specific Oracle needs. In addition, there was no way to follow-up with them afterwards.
Result: An automated kiosk was created to tailor the content to the audience. They were able to order the materials and have them sent to their emails instantaneously. The company was able to monitor attendees' ordering behavior and was able use the data to engage in follow-up conversations. This program was a creative way to further business development while adhering to the firm's corporate sustainability and responsibility policy. Most importantly, this kiosk has saved marketing thousands of dollars each year in shipping costs.
Deloitte Oracle Alliance mobile app (2011)
Situation: Many company executives are equipped with mobile devices such as iPads to keep up with correspondence while on the road. Deloitte's Oracle Alliance explored the idea of creating a mobile application so that our target audience can access the latest thought materials even when there is no internet access.
Challenge: Development of mobile applications was still new to B2B organizations in 2011, so our team engaged an external developer to create the app. It was critical that we engage the right developer who had experience in creating mobile apps for B2B applications.
Result: The Deloitte Oracle mobile app launched in September 2011 and was well-received by management, clients and partners alike. The app was eventually discontinued as the practice's digital strategy changed to leverage the firm's resources available across all practices.
The Deloitte Press: The official Deloitte Newsletter for Oracle OpenWorld(2010 - 2011)
Situation: Oracle OpenWorld has become one of Deloitte's major events of the year. With over 400 senior managers and partners attending from the firm's five functions and eight industries, the Oracle Alliance needed a communication channel to ensure all internal stakeholders are aware of the firm's participation.
Result: A four page newsletter was created to inform the firm on Oracle Alliance's participation at the annual event. In addition to information on Deloitte's meetings, client events and speaking sessions, it also provided a channel to increase awareness on the practice's performance in terms of award wins. The newsletter was distributed to the firm's functional and industry practices, national marketing groups as well as sales force.
Hatch Infrastructure Case Studies
Situation: Most engineering firms produce qualifications which outline the details of projects, but there are rarely documents which outline the tangible benefits and results obtained from sound engineering design and strategy.
Result: To better articulate the firm's infrastructure engineering capabilities supported by positive project results, I had approached project subject matter experts with the idea of creating a series of case studies for the practice's key initiatives.
Printed and electronic versions were created and distributed internally across different practices and externally at client meetings and events.
Furthermore, the case studies were repurposed to speaking engagement abstracts which were pitched to a number of major industry conferences across four regions in 2013.
Article: Water Right is Essential for Success in the Arctic (Canadian Mining Journal, January 2014 Edition)
Situation: To generate industry-wide awareness of Hatch's water service offerings and its reputation as one of the first engineering firms working in the Arctic region, we engaged a writer to develop an article on the topic and pitch it to a major industry publication.
Result: We were successful in placing the article in the January 2014 edition of the Canadian Mining Journal, with over 10,000 subscribers in the mining industry. This publication is highly regarded by mining company executives (Hatch's key target audience) as a trusted resource.
HKCBA Membership Brochure
Situation: As a result of the rebranding strategy, all marketing materials needed to be updated to reflect the new messaging as well as a revised visual identity.
The 30-year old organization required rebranding because the nature of the Hong Kong-Canada bilateral trade relationship has changed as a result of changes in the political and economic landscape within the past three decades.
Furthermore, with many not-for-profit business and trade associations have emerged since the 1980s and we need to articulate the value of becoming a member of one of the largest bilateral trade associations in Canada.
Result: The brochure was developed and produced in print and electronic formats. The document was made available at international trade conferences and distributed to eight sections (chapters) across Canada to support the organization's membership drive.