Brand Awareness: Real-Time Solutions
| Client: | S&P Capital IQ is a leading provider of multi-asset class and real time data, research and analytics |
| Brief: | Develop the brand awareness for S&P Capital IQ Real-Time Solutions business |
| KPIs: | Thought leadership consumption and digital engagement |
| Process: | Research of domain and review of past marketing activities Segmentation and persona development Establish the value proposition Brand and collateral audit plus generation Commission business introduction video Develop an engagement programme |
| Awards: | Winner: The M&A Awards for Real-Time Data Specialists (USA) Winner: The Technical Analyst Awards for Best Specialist Data Provider |
Collateral for Real-Time Solutions
The Process in Detail
Research: I gathered information on market data, technology, competitors and spoke with S&P Capital IQ’s knowledgeable teams in order to run a segmentation project to identify the clients of Real-Time Solutions (RTS). After identifying the personas I worked closely with the PR team to select relevant publications that would offer a platform for our thought leadership content and advertising tactics. I then set out to develop thought leadership content with the product specialist teams, build an engagement strategy (email, newsletter and digital advertising) and launch a dedicated RTS microsite.
Geo-location Technology for Regional Promotions
Technology: this was a global campaign so I wanted to make sure that there was flexibility on the dedicated microsite for each region to showcase their thought leadership, product updates and events so I implemented geo-location technology that allowed the hero banner on the home page to be changed for North America, EMEA and APAC. I also included a content distribution network, which reduces the download time of video or assets, improving the user experience.
Design: I worked closely with the brand guidelines and creative team on a range of collateral to support RTS including brochures, presentations and an introduction video which you can view above.