Multi-national tax, advisory, and accounting firm launches democratized innovation platform
Grant Thornton, LLPChallenges:
- Promote an industry-first innovation platform
- Internally market the first commercial products developed using the platform, and leverage the marketing assets for external audiences where possible (following an integrated communication plan)
- Enhance an important leadership/all-firm meeting with a high-impact product announcement tactic, developed on a very tight turnaround with no budget
Approach:
Announcement video
- Articulate the problem: Slow-moving and overly centralized transformation efforts
- Promote the answer: Sourcing and solution of business problems addressable with process automation and low-code development, from anyone in the firm
- Move quickly: Script was drafted and voiced (by me), and creative developed, edited and post-produced (by creative services partners), in one week.
Product announcements
- Define a repeatable process: Collect and synthesize technical details from stakeholders, and synthesize them to engage and excite the target audience (professionals in audit, tax services, accounting, and digital transformation)
- Leverage “internal for external”: Quickly but minimally modify internal items about commercial solutions to external-facing channels e.g., press releases, product landing pages, and the firm’s “dot-com” (main public website).
Results:
Announcement video
- High replay value (~30% of total audience re-watched)
- Positive executive reception
Product announcements
- Renewed morale/engagement from the platform’s core customers (leaders in the firm’s service lines)
- Reliable internal-external cadence of announcements, and fast commitment to the new process