Deloitte Proposal to Assist 21 March 2014 Deloitte Digital Client X Content Strategy Douglas V. Palmer Principal (703) 431-2543 dpalmer@deloitte.com Carole Millberg Director (704) 887-1506 cmillberg@deloitte.com We are pleased to present this proposal to assist Client X for Enterprise Content Strategy. We highly value our relationship with Client X and are excited about the prospect to serve you. We trust you will find Deloitte to be well qualified and uniquely positioned to help you achieve achievements with this important strategic initiative. Our ability to meet your requirements for this project stems from first-hand knowledge of working with Client X and your specific culture. We have established and maintained strong relationships with your leadership and understand how you like to work. We have assembled a highly qualified team with deep experience in customer experience design, enterprise content management and in the financial services industry. We will bring our strategic thinking and implementation excellence to deliver on a successful project. As a team, we approach opportunities with a strategic business mindset, taking into consideration the ultimate value and business results you are looking to achieve. Our response is based on the Client X RFI; we would welcome further dialogue to ensure we accurately understood and responded to your key goals and objectives. Based on the MSA we have established with Client X, the fees for this project is estimated to be $XXXK. The total fees will be approximately $XXXK after applying a X% discount per MSA. Applicable out of pocket expenses will be billed separately. We look forward to discussing our response with you and understanding how we can assist you with this important initiative. Should you have any questions, please feel free to contact us by phone or email. 2 Deloitte Digital Client X Content Strategy 1. The Deloitte Difference 4 2. Our Understanding 5 3. Strategy Considerations 6 4. Our Approach and Timeline 7 5. Our Experience and Client Successes 10 6. Proposed Team and Structure 17 7. Our Tools and Accelerators 21 8. Pricing and Fees 22 Appendix A: Deloitte Digitals Capabilities 24 Appendix B: Our User Experience Methodology 26 Appendix C: Thought Leadership & Accolades 30 Table of Contents
3 Deloitte Digital Client X Content Strategy The Deloitte Difference
We have distinctive experience and experience in Digital Strategy, Digital Marketing, Customer Experience and Content Our Content practice is one of the largest in the world, with over 1,000 practitioners globally, 500 in North America, over 300 i n US, 100+ in our US India Practice focused on helping clients design and implement a wide range of Content solutions.
We have assembled a team with deep experience in Content Management We have worked with other large global organizations in successfully developing digital and content strategy that take into consideration the complexity of coordinating enterprise message with local needs. Our ultimate measure of success is realizing sustainable change for our clients. We have assembled a highly seasoned team, bringing a complementary set of capabilities as well as extensive experience in making proposed solutions real.
Our proven tools and accelerators provide a disciplined approach for this initiative We have well-tested tools and frameworks developed and refined through numerous client engagements focused on content strategy and customer experience transformation. Leveraging these assets as well as relevant intellectual property that Deloitte is continuously investing in, will enable us to deliver value within the defined timeframe and meet your objectives.
We have a strong record delivering successful projects for Client X and other large banks We have a deep understanding of Client Xs business and culture. This stems from frequent substantive interactions with your leadership and the strong working relationships forged over many years on consulting projects for Client X. These experiences have given us valuable knowledge of the organization and its focus on delivery the leading customer experiences across all LOBs.
4 We are uniquely positioned to assist Client X on this initiative, bringing the right combination of Digital Strategy, Banking, Customer Experience, and Content Strategy and Management skills to the table along with extensive history of successfully partnering with Client X. Our proposal provides examples of and lessons learned from our past work helping global organizations introduce similar content management systems and digital strategies. In 2013, Kennedy recognized Deloitte as a global leader in Digital Strategy Consulting based on capabilities*. Please see Appendix C for additional accolades.
*Source: Kennedy Consulting Research & Advisory; Digital Strategy Consulting; Kennedy Consulting Research & Advisory estimate 2013 Kennedy Information, LLC. Deloitte Digital Client X Content Strategy Our Understanding
Client X is on the journey of <Client specific goal cleansed> to provide a unified, simple and valuable experience to customers. The need for engaging editorial combined with informational content is key to improve overall customer experiences, and to differentiate Client X from competitors.
Inconsistent and inefficient content strategy: due to opportunistic growth in support lines of business (LOBs) efforts Content focused on Client X rather than the customer: lack of strategy in guiding customer needs identification, creation/distribution, and anticipated outcomes Inconsistencies in content creation and fragmented branding: numerous Client X LOBs and functional areas inconsistently develop and distribute content in different channels without any overarching guidelines Disparate management: of accelerated content creation volumes due to types/number of channels Volume of content creation has accelerated: lack an enterprise strategy to guide content identification, creation, and distribution Challenges
Customer Needs, Value Drivers, and Consistent Branding: understand the desired customer experience and to create a customer needs-based approach to content; shift focus from about Client X to customer-focused, and create consistent branding across channels to achieve <Client specific goal cleansed> Enterprise-wide Content Vision and Strategy: articulate what and how content can drive value for Client X as an enterprise and to create consistency across LOBs, and how to create and manage content based on identified customer needs Information Architecture: consistently manage content across Client X; identify, define, and categorize content (Taxonomy) to provide the valuable customer experience Governance and Executive Alignment strategy: establish governance model and build knowledge, awareness, and adoption of the future state content strategy Compliance: consider regulatory requirements Roadmap: a high level roadmap to implement the agreed upon vision and strategy
Needs / Objectives 5 Deloitte Digital Client X Content Strategy Customers Process Governance Content Technology Compliance Identify the customers and their goals, across all geographies Identify customer scenarios Define how customers will interact with content and supporting systems (e.g. search, access, self- service) Define many potential content processes required to support the sales process Determine how you will manage version control and make sure in- progress assets are not pushed into the marketplace Determine how you will obtain feedback for continuous improvement
Define breadth and rules of content management Determine governance and restrictions Identify and define corporate policies Define roles and responsibilities clearly
Understand the intended uses and distribution methods moving forward Determine the types, the formats, and the value of the content that will be managed Define content- related standards (e.g. metadata, categorization, naming conventions)
Identify the channels for content access/ distribution Define the enablers for collaborative content creation Define the security requirements for enabling systems Define how users will access the system Identify other systems which will require integration (e.g. Web Content Management System, Campaign Management) Identify risk and compliance issues Identify and comply with many banking and brokerage laws, domestically and internationally Content compliance based on geographic location of online user interaction Tractability legislative requirements Content origination location compliance Strategy Considerations We strongly recommend your global content strategy assessment and articulation incorporate all dimensions to be holistic and ultimately achievable. From Deloittes experience, many clients focus on the technology dimension (or only a few of the dimensions) below leading to possible suboptimal outcomes or project failures. 6 Deloitte Digital Client X Content Strategy 1. Current State Assessment Competitor Benchmark Content Audit (irrelevant, duplicate) Voice of Stakeholders Interviews (Geos & LOBs) Current State Assessment 4. Opportunities / Gap Identification Governance Model Identify Gaps & Opportunities Decision Process / Governance K e y
(see next page for our approach) Persona & Needs User Journey and Stories 3. Content Requirements Identification Strategy: In-house,3 rd
Party; Local & Enterprise Content Supply Chain Process Content Strategy 5. Strategy & Roadmap Content Strategy & High Level Roadmap Develop Roadmap / Implementation Plan Our Approach Adopting a customer-focused approach to develop an enterprise wide strategy
7 N/A *See Deliverables on page 9 Deloitte Digital Client X Content Strategy Listen on Digital Channels Set up tools with relevant keywords to capture conversation in social Segment the Audience Analyze the data to identify who the main audiences are that talk about the brand online. Audiences can be segmented by gender, age, geography, education, profession, etc. Identify advocates and ambassadors for the brand, based on online activity and influencer status Digital Landscape Assessment: Art and Science Delivering actionable customer insights that drive high impact content
Analyze Digital Signal Analyze the online data to understand the context surrounding the conversations Quantify the data Identify media mix, which provides information on where the majority of conversations are happening online Map conversations to identify where they occur geographically speaking Gather data on key platforms, such as; Twitter, Facebook, YouTube, Forums, Blogs, News Key Outputs Customer Needs Personas Identify potential themes, sentiment, and perception of brand or issue Understanding your customer is the foundation of our approach. At Deloitte Digital we start by analyzing the what, why and where of what your customers are saying by exploring all conversations happening online. Very quickly this enables us to deliver quantitative and qualitative customer insights that will inform the critical decisions we make as we build your content strategy.
8 Deloitte Digital Client X Content Strategy Project Timeline 12 weeks across 5 work phases Phase Key Deliverables Activities Estimated Duration (12 weeks) 1. Current State Assessment Current State Assessment Voice of Stakeholders Interviews Content Audit (irrelevant, duplicate) Competitor Benchmark N/A Strategy: In-house,3rd Party; Local & Enterprise Content Supply Chain Process 4. Opportunities / Gap Identification N/A Identify Gaps & Opportunities Decision Process / Governance 0. Project Kickoff N/A Conduct Kick-off Meeting Identify Interview / Workshop Participants & Schedule 3. Content Requirements Identification 2. Customer Needs Definition Digital Landscape Assessment User Journey & Stories Digital Landscape Personas Needs 5. Strategy & Roadmap Content Strategy Develop Roadmap / Implementation Plan Final Deliverable Content Strategy High Level Roadmap Governance Model 1 2 3 4 5 6 7 8 9 10 11 12 Deliverable Deloitte Digital Client X Content Strategy Client X Banking and Financial Services We have a track record of successfully working with Client X, built in part upon an appreciation of the Client X culture, and also the knowledge of and effective working relationships with an array of key stakeholders. We understand what is required to foster active engagement and to achieve change.
We have successfully worked with Client X in: Wholesale Banking Community Banking Wealth, Brokerage & Retirement Services Consumer Lending Corporate Finance Credit, Compliance & Risk Management Technology & Operations We have worked with other large financial institutions in successfully executing enterprise programs to define and delivering similar engagements. We bring together world class depth in the complementary areas of customer experience and content strategy. Clients Project Top 10 US Bank Web Content Management & Web Analytics Tool Strategy Top 10 US Bank Digital Channel Strategy & Roadmap Top 10 US Bank Customer Centricity Transformation Top 50 Global Bank Marketing Analytics and Customer Segmentation Top 50 Global Bank Customer Insights and Next Best Offer Leading Commercial Bank Data Management - Metadata Repository & Processes Leading Global Financial Company Customer Digital Experience & CMS Leading Insurance Company Customer Experience Transformation Top Bank Holding Company Customer Experience Strategy Leading Insurance Company Customer Centricity Transformation Financial Transactions Processor Online Customer Experience Assessment 10 Our Experience We know Client X, and we know Banking
Deloitte Digital Client X Content Strategy Client Project Description of Engagement 1 Principal Financial Group Customer Digital Experience & Content Management System The Principal Group partnered with Deloitte Digital to transform its digital customer experiences to a significantly higher level, and to develop a dashboard and planning tool. Deloitte designed and tested new user experiences to create a robust, customer-centric digital strategy. In addition, Deloitte integrated a new Content Management System that enabled publishing, personalization, data analytics, social, and other capabilities. 2 Financial Services Company Web Content Management & Web Analytics Tool Strategy Deloitte was engaged by the client to develop an enterprise-wide Web Content Management and Web Analytics implementation strategy (SDL Tridion). In addition, Deloitte was engaged to identify a content migration strategy and provide an implementation roadmap. As part of the end result, Deloitte developed an immediate action strategy to realize value early. 3 Financial Services Company Digital Channel Strategy & Roadmap The client re-assessed their existing channel strategy in light of evolving market and consumer trends and engaged Deloitte to determine the future role of its digital channels to engage with customers. Deloitte developed an enterprise-wide digital channel strategy and customer experience framework that addressed the clients need to engage with banking customers in a relationship-noteworthy way. 4 Intel Corporation Content Strategy & Implementation Intel sought to reinvent their marketing web experience and optimize their web content management technology platform and operations. Deloitte assisted Intel in; defining the strategy, planning the solution to deliver a new consolidated web content management platform and a new unified user experience, implementing the solution, deploying worldwide, and operating the new digital marketing platform. 5 Global Technology Company Social Content Strategy & Implementation Deloitte was engaged to create and deploy a multi-channel social content strategy, as a method to connect with a specific target audience. Deloitte provided a content-relevant, targetspecific content management system that resulted in increased organic fan growth of more than 400%. Deloitte distributed content to global field employees, where they localized it to fit their specific markets. The table below provides a summary of the previous Deloitte engagements that serve as representative qualifications for Client X. Client Successes Summary of relevant qualifications
11 Deloitte Digital Client X Content Strategy
Principal Financial Group is a venerable fixture in the financial services world, offering investment management, retirement and insurance products and services to small-medium businesses and individuals. In 2013, they partnered with Deloitte Digital to; transform its digital customer experiences to a significantly higher level, develop a streamlined retirement plan enrollment experience, an advanced user account dashboard, and a state-of-the-art planning simulator tool. The Principal plans to launch these new digital tools in 2014, in concert with a completely redesigned public website, interactive tools, content and marketing technology platforms to make their client experience uniform, complimentary and engaging.
Creating a Customer-driven experience through an innovative, interactive digital experience Building a best-in-class technology architecture scalable for products, personalization & performance Acquiring and utilizing customer data intelligently to create highly-personalized user experiences Addressing a difficult customer mindset that resists making sacrifices to achieve financial wellness Brought deep customer experience and financial services subject matter expertise to the planning phase Developed a category-disrupting user experience strategy & design based on leading non-financial industries Utilized Deloittes Strategy & Operations capability to develop a robust Digital Strategy, integrated across multiple threads of a broader digital marketing effort Engaged world-class design expertise from Deloitte Digitals Denver Studio Integrated a new Content Management System technology platform that enables a wealth of publishing, personalization, data analytics, social and other capabilities Deloitte Services Background 1. Principal Financial Group Case Study Customer Digital Experience & CMS
12 Delivered a diverse set of new digital experiences in 4 months and on budget Designed and tested a user experience superior to anything in the industry Extended a new brand design system onto customer-facing dashboards and interactive tools Built a responsive web design foundation on which several planned interactive tools can be built, measured & evolved for desktop, tablet and mobile devices Challenges Approach Value Delivered Deloitte Digital Client X Content Strategy
The online channel of a client (one of the ten largest banks in the US), had undergone vast organizational change and the client invested in a Web Content Management (WCM) tool (SDL Tridion). They wanted to deliver a consistent and comfortable experience improve the customer retention, improve revenue via channel acquisition and improve operational efficiency. The client required an implementation strategy and advisory for content migration. They also required a web analytics tool requirements definition and vendor selection. Lack of analytic capabilities to effectively understand web content impact No clearly defined process for web content management No future vision and growth strategy for content management Challenges Approach Value Delivered Established a WCM Strategy and Roadmap to build WCM capabilities across the enterprise Consolidated web analytics tools and functions across the enterprise to enable better information to drive sales and marketing activities online Identified a content migration strategy for existing web content Created a migration process and procedure to repurpose existing content within the new content management process Provided an implementation roadmap for the three year development process with cost and effort estimates as well as timelines and milestone points Developed an immediate action strategy to realize value early while establishing the foundation for the future state to come Deloitte Services Background 2. Financial Services Company Case Study Web Content Management & Web Analytics Tool Strategy 13 Deloitte Digital Client X Content Strategy
Our client is a large Canadian bank with presence across the country. They decided to re-assess their existing channel strategy in light of evolving market and consumer trends and engaged Deloitte to determine the future role of its digital channels to engage with customers. The client had recently committed to achieving a superior digital customer experience in order to deepen relationships with existing customers and acquire new customers. Thus, the bank required a bold, future-looking and integrated digital channel strategy in order to create a competitive differentiation in the marketplace and to better align the ways in which it serves its customers. No digital strategy that was responsive to the new consumer banking market ecosystem they found themselves operating in. Understanding of how to leverage new digital channel technologies to create an immersive consumer experience that differentiated them from their competitors in this highly competitive market Challenges Approach Value Delivered Developed an enterprise-wide digital channel strategy and customer experience framework that addressed their need to engage with banking customers in a relationship-noteworthy way Conducted market research and interviews to reveal keys trends and global leading practices, identifying winning characteristics of best-in-class digital organizations Defined the future state vision for the banks digital channel, focused primarily on the end user experience Developed a strategic roadmap identifying key initiatives to develop required capabilities Developed a custom digital customer experience framework (using personas, journey maps and segmentation) to provide clear focus and identify opportunities in the research, design and evaluation of customer-centric initiatives Uncovered customer experience archetypes that articulated the benefits and tradeoffs of chosen strategy Established current state assessment of digital capabilities relative to competitors Formulated an optimized future strategy, roadmap and supporting execution tactics Delivered a fit-for-purpose customer experience framework as a utility for the digital team to help deliver initiatives that produce consistently higher quality customer experiences Deloitte Services Background 3. Financial Services Company Case Study Digital Channel Strategy & Roadmap 14 Deloitte Digital Client X Content Strategy
Intel is a major Fortune 100 semiconductor manufacturer based in Silicon Valley. They sought to reinvent their marketing web experience and optimize their web content management technology platform and operations. Deloitte Consulting assisted Intel in defining the strategy, planning of the solution to deliver a new, consolidated web content management platform and a new unified user experience, implementing the solution, deploying worldwide, and operating the new digital marketing platform. Ineffective and outdated user experience caused by disjointed technology platforms and web properties Cumbersome content authoring process causing content changes and campaigns to take weeks or months to launch Outdated and incomplete social media capabilities with Inconsistent governance and processes across agencies Challenges Approach Value Delivered Defined the user experience enablement strategy Selected the web content management platform vendor Designed the technology implementation and roll-out Established the process and governance definition as well as change management procedures Performed content and web property migration and onboarding Delivered technology enhancement, operations, and support Impactful, modern, award-winning online user experience with richer, more relevant, dynamic content delivered to visitors Improved customer engagement and conversion Reduced content update and campaign launch times, while improving search relevance, accuracy, and targeting Enabled deep insight into web site usage via robust analytics for their single, global, scalable global digital marketing platform Background 4. Intel Corporation Case Study Content Strategy & Implementation
15 Deloitte Services Deloitte Digital Client X Content Strategy
This hardware and software company, with products and operations in all primary technology/web industries today, have a built in legacy base of users, partners, developers, resellers and promoters that has been earned over many years. Their reputation as one of the founders of the modern technology revolution is wellsupported from the depth of reach and impact they have had on consumers, businesses, governments and the development of the webs creation itself. They rely on Deloitte for multiple services including strategic guidance with respect to content management due to their many divisions which must provide one cohesive customer experience for very technical products and services.
Effectively reaching and retaining interest with a very distinctive target audience of application developers Losing mindshare and application developer time from their platform especially those who developed for other popular platforms (iOS, Android, other) Fragmented brand identity and inconsistent messaging Analyzed research that indicated application developers were unlikely to engage with this brand and engagement was declining Created an application developer-centric social content strategy that addressed research-discovered needs of reach, profit and personal fulfillment Optimized content for lifestyle and culture interests discovered in the landscape analysis with product awareness messaging Participated in the same industry events and trending conversations without selling to the target audience, who are notoriously resistant to direct marketing Increased engagement in dozens of markets using centrally managed content distribution Deloitte Services Background 5. Global Technology Company Case Study Social Content Strategy & Implementation
16 Challenges Approach Value Delivered Delivered a diverse set of new digital experiences in ahead of schedule Designed and tested a user experience superior to anything in the industry Extended a new brand design system onto customer-facing dashboards and interactive tools Built a responsive web design foundation on which several planned interactive tools can be built, measured & evolved for desktop, tablet and mobile devices Deloitte Digital Client X Content Strategy Proposed Team Structure Client X Sponsor Content Strategy and Taxonomy: Andrew Wager (Content Strategy) Colleen DaRos (Content Strategy Lead) Todd Young (Information Architect) Additional team members (tbc) Client X Sponsor Project Team Advisory/Board Christopher Ellis (Project Manager) Omar McGann (Digital Project Manager) Deloitte Project Leadership Doug Palmer will lead the team as the Project Partner. As such, he assumes ultimate responsibility for the services provided as a part of this proposal. Christopher Ellis is the proposed Project Manager for this project. He will serve as your daily point of contact, collaborating regularly with Doug as they have done in the past to make sure to maintain a continual dialogue across the project. To assist the core team in developing the content strategy, we propose an Advisory Board with Deloitte Subject Matter Advisors. This board involves specialists who collectively have deep knowledge in, Content Management, Customer and User Experience, Finance and Banking, and the business processes of Client X. Armed with this knowledge, this team will help guild and inform the content management strategy. Doug Palmer (Project Partner) Deloitte Executive Content Management & Governance Customer/User Experience Finance and Banking 17 Digital Landscape: Brian Geoghagan (Digital Landscape Lead) Nicole Caven (Digital Landscape Producer) Amy Meyer (User Experience) Additional team members (tbc) Deloitte Digital Client X Content Strategy Doug Palmer (Project Partner) Within Deloitte Consulting, Dr. Douglas Palmer is a principal in our Deloitte Digital service line. He advises clients in the areas of digital strategy, digital content, social media, enterprise collaboration, and the adoption of emerging technologies. Doug has led major digital strategy projects for a top healthcare company, a major government agency, a leading non-profit, and numerous other consumer facing clients. He brings a unique blend of strategy and implementation experience having helped clients earn external recognition and awards for innovation in collaboration and content sharing initiatives. Doug works closely with Deloittes Alliance partners, technology start-ups, and leading researchers to bring the most relevant digital technologies and business processes to bear on client problems. His research and thinking on the topics of social business and gamification have been cited in leading publications such as The Wall Street Journal, The Financial Times, MIT Sloan Management Review, Time Magazine and USA Today. Christopher Ellis (Project Manager) Chris Ellis is a senior manager in Deloitte Digital Content Management practice. He has 16+ years of strategy and implementation experience including several digital platform transformations engagements at Tier 1 US banks. Chris has led projects that range from strategic assessment, merger integration, and large scale implementations around banking and treasury platform. His subject matter expertise focuses on optimizing the management of digital content' while drawing value through improved governance, information management, business process optimization (BPM), social analytics, and web content management. Omar McGann (Digital Project Manager) Omar McGann is a Manager in Deloittes Digital Strategy practice, advising clients in the Financial Services industry. He has worked with investment banks, asset managers, and diversified financial institutions as well as developed customer journeys and associated digital strategies for credit unions and insurance companies. Critical aspects of these efforts included the identification of key capabilities (e.g. user experience design, digital governance, content management) to support effective execution of digital initiatives. In addition to his Financial Services experience, Omar has worked across industries to help clients consider the benefits of web, mobile, and social capabilities to realize their internal and external digital aspirations. Based on the project timing described in the RFP, we have proposed the right leadership and project team to deliver the strategy and approach to meet your needs. Should specific individuals become unavailable at the time of our selection or project initiation, we will inform Client X and provide you with the opportunity to meet equivalent replacements. Proposed Project Leadership Team 18 Deloitte Digital Client X Content Strategy Colleen DaRos (Content Strategy Lead) Colleen is a Manager in Deloitte Digital, with a focus in Functional Design, User Experience and Web Content Management. She has 8 years of experience in online design, content management, and product information management and brings in-depth knowledge of information architecture, taxonomy development and content governance. Andrew Wager (Content Strategy) Andrew has over 14 years of experience working throughout the technology marketplace in the areas of digital strategy, experience design, custom enterprise software and mobile strategy. He has worked with Fortune 100 companies, leading teams to identify, establish, value, and implement user and customer focused products, software, and services. Todd Young (Information Architect) Todd Young is a specialist in user-centered, web and enterprise information architecture, content management, and taxonomy design with an emphasis in ecommerce and omni-channel environments and content strategy execution. He has guided multidisciplinary teams in the successful design and implementation of web-based taxonomy designs and governance processes for clients in diverse industries that include financial services. Todd has performed a number of content and information technology strategy assessments for a range of clients. Nicole Caven (Digital Landscape Producer) Nicole works in Deloitte Digitals social studio in Seattle. She is a producer in Deloittes social team, providing clients with social analytics and monitoring capabilities to provide deep customer insights. Her experience in social involves: social strategy; analytics; positioning and content tailored to customer audience segments. Amy Meyer (User Experience) Amy Meyer sits within the Deloitte Digital team and is a Digital Strategy Consultant. She is focused on designing customer-centric experiences and strategies for clients across multiple industry sectors. Amy has experience working with large banking clients to create user-centric strategies and processes. Brian Geoghagan (Digital Landscape Lead) As a lead strategist for Deloitte Digitals social practice, Brian brings experience managing global content distribution for Fortune 500 brands with proven results. He has authored playbooks and strategies for many social channels across multiple verticals. He also serves as the resident Sprinklr expert with experience setting up, deploying and training others in the tool. With a strong focus on connecting data and insights to content strategy. Proposed Project Team 19 Deloitte Digital Client X Content Strategy Carole Millberg (Finance Industry) Carole joined Deloitte in 2010 after spending 17 years with Company A(company acquired by client x) in various senior executive roles. She brings over 30 years of banking industry experience. Barbara Venneman (Digital Content) As the National Digital Content Leader within Deloitte Digital, Barbara leads a team of talented practitioners that help clients establish digital strategies, operational models, processes and emerging technologies to deliver business results. Robert Bernini (Finance Industry) Robert Michael Berini is the Banking and Securities Sector Lead for Deloitte Digital. In addition to his experience serving Client X, Robert has 17 years of financial services consulting and solutions experience. Dennis Startsev (Digital Content) Dennis Startsev leads Digital Marketing enablement solutions for clients in Financial Services and other industries. He has over 20 years of consulting and technology experience. His areas of specialization include Web Content and Experience Management. Nelson Kunkel (Design) Nelson leads Deloittes Global Experience Design Practice, responsible for leading a talented group of creative and design thinkers across the US and India. He has spent over 18 years in digital brand strategy and experience design consulting across multiple industries including finance.
Sean Butterworth (Content Governance) Sean Butterworth recently joined Deloitte after 9 years at Microsoft where he drove Digital, Content and Social Marketing for Xbox, PC Hardware and their Developer Audience. He has deep experience building global-scale content supply chain strategy and infrastructures. To assist the core team in developing the content strategy, we propose an Advisory Board with Deloitte Subject Matter Advisors. Proposed Advisory Board 20 Deloitte Digital Client X Content Strategy
We help clients with a broad range of Content Strategy needs. We have well-tested tools and frameworks developed and refined through numerous client engagements focused on content management strategy and customer experience. Leveraging these assets as well as relevant intellectual property that Deloitte is continuously investing in will enable us to deliver value within the defined timeframe.
Customer Experience Methodology
Our customer experience (CE) methods and accelerators have demonstrated proven results. Our framework and methodologies takes a comprehensive view of CE by addressing it from the company perspective (inside out) as well as the customer perspective (outside in). Content Management Methodology
We have deep content management experience supported by market-tested methodologies and tools. We have created several proprietary tools that help accelerate the implementation of actionable enterprise content management solutions for our clients. Deloittes Content Management approach is designed based on the best practices in industry.
Our Tools and Accelerators Value Print Business Case Methodology Marketing Maturity Model Marketing Center of Excellence Digital Marketing Capability Map Digital Marketing Architecture Web Content Management Playbook Other Tools & Accelerators 21 Deloitte Digital Client X Content Strategy Deloitte and Client X have a Master Services Agreement (MSA) in place; professional fee hourly rates are based on the MSA and Operational, Risk and Technology Advisory rate card for Client X effective November 2013 Reflecting our strong commitment to the Client X relationship, we are providing a X% discount the MSA defines for a project of this size Travel expenses, not to exceed XX% of professional fees, will be billed in addition to the fees noted
MSA Level Rate Hours Fees Level 7 $XXX 36 $XX,XXX Level 6 $XXX 12 $X,XXX Level 5 $XXX 398 $XXX,XX X Level 4 $XXX 766 $XXX,XX X Level 3 $XXX 1,238 $XXX,XX X Level 2 $XXX 1,362 $XXX,XX X Sub-Total Project Fees $XXX,XX X Less x% Discount per MSA ($XX,XXX ) Total Projected Hours and Fees 3,812 $XXX,XX X 22 Information, including data will be readily available and of a sufficiently reasonable quality to enable timely analysis Client X project team members will be available and dedicated to support the project per the proposed team organization structure Client X will provide timely access to required personnel on an as-needed basis throughout the engagement via face-to-face discussions or telephone conversations Client X project sponsors will support the completion of the work detailed in this proposal and will provide timely resolution of project issues that affect the project plan and schedule Client X project team will review and provide appropriate feedback to submitted work products and deliverables in a timely fashion Pricing and Fees We have proposed a competitive fee structure to help Client X achieve its objectives. Project Fees Fees Breakdown by Role Assumptions Deloitte Digital Client X Content Strategy Thank you. Appendix A Deloitte Digitals Capabilities Deloitte Digital Client X Content Strategy Offering Description Capability Digital content
New challenges arise when emerging opportunitiessocial, mobile, and web content; digital content distribution; real-time optimization; and personalized UXcollide with traditional assets. We can help your information authors and publishers thrive in the digital age. Web content management Digital asset management Document & asset management Content analytics & optimization Strategy Whether B2B, B2C, or B2E, we start and finish with your business goals. Our digital teams work with you to bring a high-quality digital strategy to life, helping you meet the realities of today and tomorrow. This isnt a thought exerciseits a business imperative. Mobile strategy Visioning workshops & roadmaps Web & eCommerce strategy DCM strategy Concepts & prototypes Design
Intuitive, on-brand design is at the core of every experience that we deliver. Our design-focused expertise, which spans creative, UX, and front-end design, allows us to provide clients with pixel-perfect solutions that speak the brand and speak to users. Interface design User experience Content strategy Copywriting Web
Our approach to web combines strategic thinking, existing infrastructure, and business drivers. From strategy to implementation, we can help you build a powerful online presencefor any platform. Today, web done right is more relevant than ever. eCommerce Enterprise portals Web marketing Mobile
Its not all bright and shiny appsalthough we do geek out over inventive interfaces and exquisite UX. From extending the reach of legacy apps to cashing in on eCommerce, we deliver mobile solutions that engage users and please decision makers. Consumer mobile & eCommerce Enterprise mobile B2B mobile Public sector mobile Mobile readiness Social
We can help you understand how to use social across your company to reach users, cultivate interactions, and meet strategic objectives. Its time to embrace the power of relationships and the impact of social networks on decision-making, info sharing, and business as usual. Social apps Listening posts Enterprise social collaboration Digital ERP
Want to maximize your ERP investment or extend your ERP solution to operate anytime, anywhere, by anyone in your organization? Well help you build rich, user-driven front-end apps for even the most complex ERP configurations. Extend your core apps across channels to wow your audience and mobilize pre-existing ERP systems. SAP SUP Oracle Adobe Air on ERP Deloitte Digitals Capabilities
With Deloitte Digital, the full circle of creative business technology for the enterprise is complete. Our offerings start and end with your business goals. Whether you need a strategy, mobile, social, web, digital content, or digital ERP solution, or any combination of those, we can work together to create a winning digital portfolio. 25 Appendix B Our User Experience Methodology Deloitte Digital Client X Content Strategy Our User Experience Methodology Core to our approach is User Experience and Design. We start out with a conversation to identify the clients business requirements in terms of the goals of the business. We follow it up with a user-centric design process in which we identify what the needs and most common tasks are centered around the business requirements. Finally we identify the technical requirements that can impact the project. Where the three components meet (business requirements, technical requirements and user requirements) is where we aim for.
We focus on usability in every aspect of our process, including the development of user-story driven workflows, intense scrutiny on what information is presented to the user, performance optimization of user-interface components, and thorough testing of the system in real-world situations. Deloittes depth of expertise in this area is considerable and is the culmination of hundreds of projects worth of experience. Understanding the user-centric design process and having professionals steeped in this discipline is critical to the deployment of successful initiatives.
Our UI design wheel summarizes the process and perspective we bring to all digital experiences. We start from a persona-centric perspective (to better understand the users), conduct user research to validate our assumptions and identify additional priorities and define roles to better understand users jobs. From that point, we can develop the use cases and wireframes required for the application, and design for an optimal user experience. Lastly; we ensure that the appropriate metrics and analytics are collected within our applications such that they can be continuously improved over time.
27 Deloitte Digital Client X Content Strategy Core activities of our User Experience best of the breed practices are summarized as:
User Research: requirements gathering, observations and interviews of end-users in their natural habitat the workplace
Personas & Roles: representation of each user role (persona) who will interact with the application, and the development of user stories for each of their tasks
Use Cases & Storyboards: in-depth analysis of each task a user needs to perform, including all permutations of workflows
Information Architecture: categorization of information into a coherent structure that the intended audience can understand quickly
Wireframing: iterative representations that help shape the overall direction of the solution and represent how each screen and layout of information will look in the user interface
Visual Design & Prototyping: high resolution visual designs and a demo application that represents the proposed end solution to be used for user testing and baseline design iterations
Usability Metrics: mapping specific baseline usability statistics to demonstrate application efficiency and success Our User Experience Methodology 28 Deloitte Digital Client X Content Strategy Persona Driven Approach Deloitte user experience approach has a 360 degree focus on Personas. Traditionally, user experience has been based on transactions. With the paradigm shift in user experiences across multiple consumer and business applications, Deloitte approaches user experience from a persona standpoint. It surfaces the different needs and motivators for various types of users ranging from super users to a user who logs rarely to the web or mobile app. Key Benefits of a Persona Driven approach include:
Captures holistic user needs to be more efficient Involves end users early and often, leading to better adoption Improves design decisions resulting in a better quality product Builds a customer-centric organization
29 Appendix C Thought Leadership & Accolades Deloitte Digital Client X Content Strategy From digital marketing to digital engagement The digital workplace: Think, share, do Making sense of social data The digital back office: Are you ready for a digital future? Enhancing the customer experience to [] drive profitable growth Gold Rush: The scramble to claim and protect value in the digital world How to improve performance with mobile and digital innovations Customer-focused growth: A field guide to implementing customer strategy Deloitte is a leader in helping Finance clients optimize investment and operations while delivering a compelling customer experience across all channels. Below are a few examples of Deloittes recent thought leadership. Thought Leadership 31 Social business: Beyond the buzz Accelerating And Improving Your Digital Content Delivery Successful Enterprise Content Management Implementations The Future of Content Creation - Creativity in the digital fast lane Deloitte Digital Client X Content Strategy Marketplace Recognition Deloitte ranked #1 globally in Consulting based on revenue and market share by Kennedy Source: Kennedy Consulting Research & Advisory; Global Consulting Index 2012; Kennedy Consulting Research & Advisory estimates 2012 Kennedy Information, LLC. Deloitte named a global leader in Digital Strategy Consulting based on capabilities by Kennedy Source: Kennedy Consulting Research & Advisory; Digital Strategy Consulting; Kennedy Consulting Research & Advisory estimate 2013 Kennedy Information, LLC. Deloitte ranked #1 globally in Strategy Consulting based on revenue by Kennedy Source: Kennedy Consulting Research & Advisory; Global S&O Consulting Index 2012; Kennedy Consulting Research & Advisory estimates 2012 Kennedy Information, LLC. Deloitte ranked #1 globally in Financial Services Consulting based on revenue by Kennedy Source: Kennedy Consulting Research & Advisory; Consulting to the Global Financial Services Industry, 2013; 2012 Kennedy Information, LLC.
*Source: Kennedy; Customer Strategy and Interaction Consulting Marketplace 2009-2012 BNA Subsidiaries, LLC. Deloittes Market Position in Customer Experience* Our services and approaches have been recognized as groundbreaking not only by our clients, but also by the leading analysts: 32 Deloitte Digital Client X Content Strategy Deloitte Digital Accolades 33 Digital Advertising Campaign ADDY Awards, 2014