Deloitte: Reviving a Federal body for better Engagement
As the Project Manager leading a dynamic team of 20, I successfully directed a high-impact engagement strategy initiative for a federal organization in collaboration with Deloitte. Our mandate was to develop a comprehensive, holistic digital marketing strategy aimed at enhancing stakeholder engagement and strengthening the organization's digital presence.
We employed a human-centered design methodology, leveraging the "Empathize, Define, Ideate, Prototype, and Test" framework. This approach was underpinned by extensive primary and secondary research, enabling us to extract critical insights and define a robust strategic foundation. We applied advanced design thinking methodologies such as Agile Thinking, the Crazy 8 framework, Blue Ocean Strategy, and the ERIC Model, ensuring a structured yet innovative ideation process.
Our final strategy encompassed a multi-dimensional digital engagement roadmap, incorporating social media strategy, UX design, content development, film production, launch event planning, and strategic collaborations. By fostering a collaborative, democratic, and performance-driven environment, I ensured that each team member's strengths were maximized, driving efficiency and innovation.
The project concluded with a refined and compelling presentation to Deloitte’s clients, integrating iterative enhancements based on stakeholder feedback. The result was a strategically sound and actionable engagement framework designed to optimize the federal organization’s digital outreach and long-term stakeholder engagement.
About Project
Client:
Duration:
Deloitte
10 Weeks
Topic:
Digital Marketing
Role:
Project Manager
Team:
20 Creatives
Due to confidentiality agreements (NDA), the specific details of this project's deliverable scope cannot be disclosed. However, I am eager to discuss the project's impact and my contributions further. This was a valuable experience that significantly enhanced my professional development.
Problem Statement
The Department of Veteran Affairs is experiencing a challenge in effectively engaging and connecting with younger veterans. This necessitates a strategic reinvention of their digital marketing practices to achieve improved engagement and establish a scalable system that can effectively serve the diverse needs of the entire veteran population.
How Might We develop a targeted marketing strategy that rebrands the VA to attract and retain younger and diverse groups of Veterans?
Primary Research
Secondary Research
To establish a robust understanding, our secondary research process included in-depth analysis of online databases and a collaborative review with our clients of various references, articles, and news publications. This process yielded valuable insights that guided our strategic thinking.
Primary Research
To conduct our primary research, we employed a mixed-methods approach, collecting data from various sources. This included gathering over 200 data points through 110 survey responses, conducting more than 10 interviews with veterans and stakeholders from Deloitte and the VA, and utilizing informal interviews to acquire additional insights.
Framework
Our research culminated in the creation of a user-centered framework that articulates the intended user feelings and the characteristics of an ideal VA experience. This framework is designed to guide the development of services and interactions that effectively meet user needs and expectations.
Campaign
Our digital campaign approach employed a multi-channel engagement strategy to enhance the Department of Veteran Affairs' outreach and increase its relevance among younger veterans. This strategy incorporated social media marketing, influencer marketing, billboard marketing, pop-up events, a documentary series, and other online media initiatives creating a holistic omnichannel approach.
Retrospect
As the primary liaison between clients and the team, I fulfilled a multifaceted project management role. This involved applying design thinking principles, collaborating with a diverse team of creatives, and gaining valuable experience in understanding user behavior and marketing strategies across sectors beyond fashion and luxury. The project fostered my leadership abilities, expanded my understanding of various working styles, and provided rewarding opportunities to resolve challenges and facilitate effective teamwork.