Deloitte Consulting LLP

Technology Reputation CampaignMessage Overview and Rollout of Core Capability Materials

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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

World Class Capabilities

Tech “Rocks”

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Where We Lead – Market Best Capabilities

Technology Strategy

Information Management

Enterprise Architecture

Technology Enabled Business Transformation – Supply Chain

– Finance

– Human Resources

– Customer Relationship Marketing

Technology Integration & Optimization

We will be recognized in the marketplace for these core capabilities and develop 8 foundation toolkits to support a consistent go to market positioning to credentialize each capability.

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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: • Overview narrative and presentation

• Sales Sheet

• Case Study

• Capability At-a-glance (internal use)

• FAQ (internal use)Now available:

The Information Management Foundational Marketing Toolkit

The first in the series of core capabilities toolkits

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Core capability foundational marketing toolkit components

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

Each sales sheet consists of standard sections and formatting enabling quick assembly of a package of materials to respond to an opportunity.

Also may be used for internal education about client business issues

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Core capability foundational marketing toolkit components (cont.)

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 Other useful information to include:

Who are the buyers, target audience (companies and industries)?

What indicators can help identify client needs?

What are the key questions to ask to engage your clients?

What benefits can we provide?

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Core capability foundational marketing toolkit components (cont.)

Tool Description Audience Tips

FAQ

Phase 1

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 Internal resources – provide access to most current and up to date information for use with clients that reinforces go-to-market strategy and Tech Reputation Campaign messaging approved by leadership.

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Information Management Toolkit Components

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Technology Enabled Customer Relationship Marketing

foundation toolkit

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Toolkit Development Process – 8 weeks

Today’s leadership kick-off call (12/3)‒ Discuss Technology Reputation Campaign Phase II – development of core capability toolkits

‒ Determine HR toolkit components

‒ Identify HR subject matter experts (practice toolkit core team)

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

‒ Content final => Risk review and graphic design

Launch (exact date tbd)‒ Documents posted on Deloittenet

‒ Internal practice announcement

‒ Coverage on Consulting Gateway

Copyright © 2008 Deloitte Development LLC. All rights reserved.