Thomson Reuters Value Proposition and Messaging Development to Campaign Delivery

Thomson Reuters Value Proposition and Messaging Development to Campaign Delivery

Dialog Case Study

Value Proposition and Messaging Development to Campaign Delivery

Thomson Reuters Tax & Accounting Professionals

Client Overview

Thomson Reuters Corporation is a Canadian multinational media conglomerate that provides a suite of Enterprise software and services to help professionals make confident decisions and run better businesses. Their customers operate in complex arenas that move society forward — law, tax, compliance, government, and media – and face increasing complexity as regulation and technology disrupts every industry.

Situation

The Thomson Reuters Tax Professionals Business had a need for an integrated campaign consisting of messaging to resonate with accounting firms and elements to activate and engage the audience to meet their awareness and demand generation goals. It was important that the messaging and campaign be developed in a customer centric approach addressing key customer issues and the customer life cycle.

Insights, Action, and Creative Strategy

Dialog delivered the following:

  • Campaign strategy development and media planning.
  • Value Proposition development at the business unit level.
  • Campaign messaging architecture development.
  • Creating of in-market campaigns including campaign strategy, campaign theme, and campaign creative.
  • Customer facing assets to support the customer buying life cycle.
  • Sales enablement to help the Thomson Reuters sellers effectively deliver the value proposition.
  • Campaign reporting and optimization.

Results

Client surpassed yearly MQL goals by over 120% of plan

“This campaign continues to be one of the largest and most impactful marketing programs the customer segment is running.”

Thomson Reuters
Tax & Accounting Client

Decision Time Campaign: Theme and Creative Strategy

THOUGHT LEADERSHIP / TOP OF FUNNEL

Decision Time

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Intel:  Joint Value Proposition Design that establishes real advantage

Intel: Joint Value Proposition Design that establishes real advantage

Dialog Case Study

Joint Value Proposition Design that establishes real advantage

HP and Intel

Client Overview

Intel is the world’s largest semiconductor chip manufacturer based on annual revenue

Situation

Intel was firmly established as a leading brand in healthcare technology but struggled to align their messaging around a new partnership with global technology leader HP Rather than just saying Intel and HP, how could they articulate what their partnership brought to the market? And in a way that resonated with small providers and large systems alike?

Insights, Action, and Creative Strategy

Dialog built a compelling narrative that explained how both partners combined into a unique and more powerful solution than either on their own or paired with other manufacturers. The narrative conveyed how 1+1=11 and articulated all the ways each partner acted as a force multiplier on the other-due to all of the points of ecosystem integration:

  • Conducted interviews with stakeholders across the Intel and HP ecosystem
  • Identified opportunities for brand alignment
  • Built a breakthrough messaging platform that demonstrated the value of two leaders working together . by describing all the ways their joint roadmaps and expertise allowed for unique optimization of healthcare workloads
  • Created alignment and orchestration within and across the teams in each organization

Results

Created alignment and orchestration within and across the teams in each organization

The new brand and messaging platform strongly positioned Intel as a leader in healthcare and provided indisputable proof points to support each messaging pillar.

All sales reps were trained on the messaging, and marketing was provided with a messaging architecture that translated easily into copy for all vehicles.

Sales and other key partners were enrolled in the messaging because they helped to create it

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Bernstein100: Promoting the Most Spectacular Artistic Collaboration in Austin’s History

Bernstein100: Promoting the Most Spectacular Artistic Collaboration in Austin’s History

Dialog Case Study

Promoting the Most Spectacular Artistic Collaboration in Austin’s History

Marking the centennial year of American music legend, Leonard Bernstein

Client Overview

Merick Strategies led by Mela Sarajane Dailey is a consulting and production agency with expertise in large-scale performances, special events, fundraising, and uniting the corporate and nonprofit sectors in unique and exciting partnerships while benefiting the community.

Situation

Merick Strategies established The Bernstein100Austin organization to bring together 300 musicians and dancers including the symphony, 3 choirs, ballet, opera, and marching band for two incredible performances of Mass at the Long Center, a $1M production. It would be the largest musical collaboration in Austin’s history, – celebrating the 100th birthday of Leonard Bernstein.

Insights, Action, and Creative Strategy

Develop a powerful creative concept that intrigues, moves and captures the full essence of the message of Mass, while also helping lift up and support all the amazing elements of the production.

  • Creative strategy will drive awareness and understanding of the spectacular nature of this event and its ultimate message of finding hope.
  • The creative strategy will scale across all assets for biggest impact including posters, brochure, programs, interactive, event signage, outdoor ads, and print ads.

““Bernstein’s MASS is nothing less than an Austin triumph.””

Austin American-Statesman

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“Review: MASS a towering achievement that soars, lifts, and inspires.”

Broadway World

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“The cultural event of the decade. Bigger than Texas.”

Texas Monthly

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“Bernstein MASS profits go to Austin non-profits.”

Austin American-Statesman

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Results

The Long Center, which seats 2,442, was fully sold out for both nights, while the entire production received rave reviews. Financial results surpassed expectations and all profits were distributed across Austin arts organizations.

The creative designs, and integrated promotional deliverables succeeded in showcasing the spectacular nature of Bernstein’s MASS and its message of hope to prospective audiences, performers, donors, and the entire community.

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