Obtaining Executive Buy-In for a Scalable, Multi-Brand Worksite System that Allows Flexibility for Future Evolutions
Company: The Cigna Group
Audience: C-Suite (CMO / VP of Global Real Estate) and Other internal Stakeholders
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Stakeholder Goal:
Obtain a flexible and cost-effective worksite branding program for a newly rebranded, multi-brand corporation.
Stakeholder Goal:
Obtain a flexible and cost-effective worksite branding program for a newly rebranded, multi-brand corporation.
Presentation Goal:
Through clear graphics and a “kit of parts” approach, present a scalable and flexible model that made future brand updates cost-effective. Obtain executive buy-in on approach so agency could be briefed and complete design work.
Presentation Goal:
Through clear graphics and a “kit of parts” approach, present a scalable and flexible model that made future brand updates cost-effective. Obtain executive buy-in on approach so agency could be briefed and complete design work.
Presentation Approach:
Develop an executive presentation that utilized simple diagrams, imagery and an "Audience Journey" map to prove the ROI of an innovative and unified physical brand experience while articulating long-term benefit.
Presentation Approach:
Develop an executive presentation that utilized simple diagrams, imagery and an "Audience Journey" map to prove the ROI of an innovative and unified physical brand experience while articulating long-term benefit.
Result:
Obtained unanimous C-Suite buy-in and securement of a $400k scope to hire and agency to develop the new system and implement at a new flagship location.
Result:
Obtained unanimous C-Suite buy-in and securement of a $400k scope to hire and agency to develop the new system and implement at a new flagship location.
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