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EDELMAN DATA & INTELLIGENCE

Intelligence you can trust.

Positioning the data, analytics, artificial intelligence and machine learning arm of the largest privately owned communications firm in the world.

This project was developed during my tenure at Edelman DXI.

Key Contributions:

  • Account Service
  • Brand Integration Strategy
  • Positioning Strategy
  • Communication Strategy
  • Research & Analysis
  • Web & Digital Strategy
  • Copywriting
  • Concept Development
  • Creative Direction
  • Product Marketing Positioning
  • Database Curation & Management
  • Design

THE GIST

Edelman is the world's largest privately owned communications firm (5,000+ global headcount) and a thought leader in trust research with millions downloading its Edelman Trust Barometer Report (an annual study dating back to the early 2000s) every year. The Data and Analytics division formed through a recent acquisition, but struggled finding its own identity among the Edelman family of brands.

With a looming global launch of a first-of-its-kind decision-making SaaS platform that leverages millions of datapoints on trust and reputational signals, having clarity about the organization's position and importance was becoming increasingly critical.

PERCEPTION

Edelman Data & Intelligence (or DXI for short) did not have a strong, unifying brand position or clear brand strategy. A vast majority of its clientele were other Edelman subsidiaries, and even then, many within the Edelman network were unaware of DXI's offerings and services—a whole five years after acquisition.

POSITION

We set out to first fix the lack of awareness of the DXI brand within the larger network. We held several strategic planning sessions with DXI's executive global leaders to pin down organizational strengths, key areas of differentiation, value proposition and ideal customer profiles. Aligned with Edelman's focus on trust, we developed the tagline, "Intelligence you can trust" as our mantra, and set out to create a campaign that strengthened this position.


  • Ramped up case study development across global accounts to target both internal and external audiences.
  • Developed use case scenarios and sales assets to drive key offerings, capabilities, and services.
  • Developed and hosted internal presentations highlighting client successes and intra-agency partnerships.
  • Strengthened partnership with Edelman Corporate's marketing department to leverage co-op messaging and promotional opportunities.
  • Launched a centralized global intranet website portal and awareness campaign to attract new intra-agency customers.
  • Developed training materials (video courses, learning decks, product demonstrations) and assets to familiarize Edelman employees on a newly developed, proprietary self-serve data and intelligence platform (SaaS).
  • Developed a self-service portal for DXI teams to leverage for mediagenic thought leadership opportunities, including awards competitions, conferences and speaking opportunities.
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INTERNAL TRAFFIC

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SOCIAL FOLLOWERS

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CONVERSION

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WEBSITE VIEWS

OUTCOMES

We saw a 300% increase in traffic to the intranet site, a marked increase in intra-agency business development inquiries, an increase in views and downloads on informational/sales assets including downloadable PDFs, training videos, and demonstrations. Within 12 months, LinkedIn follower count increased by 10,000, and the DXI division was the most profitable agency within the network.


Tangentially, much of the overall design elements incorporated into our campaigns were eventually adopted by the Edelman Corporate marketing team.

LETS GET TO WORK

Rally the troops and raise the stakes; it's time to craft a story that positions you as the category standout.

I work with bold, entrepreneurial, and impact-driven organizations seeking change. If that sounds like you, then there's someone I want you to meet. (Hint: it's me).

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