branding workshop working together to build rsm international rsm international conference,...
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Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
RSM International Conference, Singapore 2007
Workshop coverageWorkshop coverage
• A look back at 2007 and lessons learned• A review of what you’ve said you want from the Centre in
2008• Our plans for 2008
– the supporting tools we are making available• Q&A session
RSM International Conference, Singapore 2007
A look back at A look back at 20072007
RSM International Conference, Singapore 2007
2007 so far…media coverage achieved2007 so far…media coverage achieved
Increasing media coverage
05
1015202530
2006/07 coverage
2005/06 coverage
RSM International Conference, Singapore 2007
PR InitiativesPR Initiatives
Coverage by topic
0 5 10 15 20 25
Other
CEE
Market value survey
Bentley Jennison
HR
News agenda
Bylined articles
Gasso Auditores
Percentage of coverage
RSM International Conference, Singapore 2007
2007 so far…media coverage achieved2007 so far…media coverage achieved
Media coverage by type
UK national press
UK trade press
International trade press
Overseas national press
International news &broadcast media
RSM International Conference, Singapore 2007
Where we want to beWhere we want to be
Target international reach
UK national
International trade press
Overseas national
International news &broadcast media
RSM International Conference, Singapore 2007
Where we want to beWhere we want to be
Target international reach
Overseas national
International trade press Biss Lancaster & member firms
Member firms responsible for local markets
UK based media
Bentley Jennison local & national
Biss Lancaster international/cross-border
International news & broadcast
RSM International Conference, Singapore 2007
Message communicationMessage communication
Message communication
0 10 20 30 40 50
International
Quality
Expertise/Thought Leadership
Business Development
Competitors to Big 4
Messag
es
Percentage of coverage
RSM International Conference, Singapore 2007
What lessons have we learned?What lessons have we learned?
• Only so much can be achieved by the centre– to build the RSM brand we need to pool our efforts and work collectively– not all opportunities have been fully exploited
• We need to share and cooperate more– much activity is going on at the local level but we don’t learn from this or
share with each other enough• We should be raising the profile of our people as much as our
member firms– our people are our best advocates and our best reputation builders– displaying our worldwide intellectual capital and areas of specialist expertise
send a strong global message
RSM International Conference, Singapore 2007
In short, we need to work more In short, we need to work more collaboratively in 2008. collaboratively in 2008.
Stimulation, coordination, and Stimulation, coordination, and encouragement are the key roles that the encouragement are the key roles that the Executive Office will play to effect this.Executive Office will play to effect this.
RSM International Conference, Singapore 2007
They key themes…(based on ten member They key themes…(based on ten member feedback)feedback)
Better brand Better brand recognitionrecognition
Better brand Better brand recognitionrecognition
To be seen To be seen as as
internationalinternational
To be seen To be seen as as
internationalinternationalTo attract To attract
quality quality membersmembers
To attract To attract quality quality
membersmembersTo be To be
competitively competitively distinctivedistinctive
To be To be competitively competitively
distinctivedistinctive
To have a To have a consistent consistent reputationreputation
To have a To have a consistent consistent reputationreputation
To share To share best practicebest practice
To share To share best practicebest practice
Attract (and Attract (and retain) talentretain) talentAttract (and Attract (and retain) talentretain) talent
RSM International Conference, Singapore 2007
What role can the Executive Office play?What role can the Executive Office play?
• To continue to build the membership and bring in quality members• To ensure consistency of messaging and presentation amongst
member firms– refreshed visual identity during 2008– an international tool kit to supplement your own local marketing (see later)
• A continuing programme of PR activities designed to build brand awareness of the RSM brand internationally designed to create real opportunities for you at locally.
RSM International Conference, Singapore 2007
What role can the Executive Office play?What role can the Executive Office play?
• To assist and encourage you to leverage local awareness and business building activities more proactively– create opportunities to open up dialogue with current and prospective clients– act as a conduit between member firms to ensure best practice and ideas are
spread
• Some limited advertising to promote RSM during 2008?• The development of an employer brand marketing programme and
top talent international career development?
RSM International Conference, Singapore 2007
What could you do?What could you do?
• Ensure you always specifically refer to RSM as the global network signifier – and consistently use the global language and marketing references and tools we will provide
• Use more actively the PR opportunities that the Executive Office generates to generate local opportunities for client dialogue– placing in local press– using materials to generate for direct marketing and/or to generate face to
face opportunities (seminars, credentials presentations etc)
RSM International Conference, Singapore 2007
What could you do?What could you do?
• Regularly contribute your time and expertise– identify spokes-people for PR opportunities– generate think pieces for placing in international press– share case histories and other PR resources (for example
research and opinion pieces)
RSM International Conference, Singapore 2007
Building the RSM Building the RSM brandbrand
RSM International Conference, Singapore 2007
A bit of theoryA bit of theory
RSM International Conference, Singapore 2007
Four simple steps to building a brandFour simple steps to building a brand
Awareness/saliencyAwareness/saliency
ConsiderationConsideration
UsageUsage
AdvocacyAdvocacy
RSM International Conference, Singapore 2007
In other wordsIn other words
I know about youI know about you
I think you could help meI think you could help me
I have worked with youI have worked with you
I would recommend youI would recommend you
RSM International Conference, Singapore 2007
Where are we?Where are we?
I know about youI know about you
I think you could help meI think you could help me
I have worked with youI have worked with you
I would recommend youI would recommend you
We are still here
RSM International Conference, Singapore 2007
Above all we need to build instant recognition….Above all we need to build instant recognition….
RSM International Conference, Singapore 2007
Some brands have it even when in ‘disguise’….Some brands have it even when in ‘disguise’….
RSM International Conference, Singapore 2007
Some don’t even have to show their name!Some don’t even have to show their name!
Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
These are all brands which benefit from These are all brands which benefit from heavyweight advertising and promotional heavyweight advertising and promotional
spends!spends!
RSM International Conference, Singapore 2007
How can we make our brand stronger How can we make our brand stronger with the resources we have at hand?with the resources we have at hand?
Recognition
Receptive customers
Competitively different
Internationally active
A consistent visual identity
Getting in front of customers. Given them something valuable
Repeat our core messages over and over
Repeat our core messages. Use international materials and references as often as possible
Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
We cannot always control our thoughts, but we can control our We cannot always control our thoughts, but we can control our words, and words, and repetitionrepetition impresses the subconscious, and we are impresses the subconscious, and we are then master of the situationthen master of the situation
Florence Scovel ShinnFlorence Scovel Shinn
Novelist and metaphysicistNovelist and metaphysicist
Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
In the absence of multi million $ spend, In the absence of multi million $ spend, continual and consistent repetitioncontinual and consistent repetition by you by you
all is key.all is key.
RSM International Conference, Singapore 2007
Building the RSM brand is like creating a mosaicBuilding the RSM brand is like creating a mosaic
• Thousands of different elements to make a bigger picture• If there are multiple artists everyone needs to work to the
same plan• One mistake or omission will spoil the overall effect and
the picture
RSM International Conference, Singapore 2007
Our desired reputation and Our desired reputation and the messages we must repeat.the messages we must repeat.
• Global– quality coverage in all major economies– well integrated network
• A consistently high reputation for excellence– unique quality control systems– continued membership depends on continuous assessment– more members want to join than we let in
RSM International Conference, Singapore 2007
Our desired reputation and Our desired reputation and the messages we must repeat.the messages we must repeat.
• Quality global coverage– about finding the right firms rather than dots on maps– only firms which emulate RSM values are admitted as members– the resulting homogenous work ethos leads to short decision making chains and
personal relationships that lead to rapid solutions and smooth cross discipline/border working
• A total dedication to client service – uniquely close to our clients (and each other) – uniquely supportive
– go the extra mile, work harder, dedicated to helping internally ambitious growing companies succeed
– a partnership mentality, team workers– ‘the team behind the winners’
RSM International Conference, Singapore 2007
Examples here of how these Examples here of how these messages are reflected in our PR to datemessages are reflected in our PR to date
By joining RSM, TOP AC Goodwill will be able to
rpovide complex services at an international level and react promptly to clients’ needs while always being
close to themInternational accounting
bulletin
By joining RSM, TOP AC Goodwill will be able to
rpovide complex services at an international level and react promptly to clients’ needs while always being
close to themInternational accounting
bulletin
Our secondment programme endorses
RSM’s commitment to be an active partner with energetic international
companies…Employee benefits
Our secondment programme endorses
RSM’s commitment to be an active partner with energetic international
companies…Employee benefits
Increasingly the work we are getting involved in is delivering to large scale
organisations and this link up with RSM gives us the power to take on the Big
Four. The Herrald
Increasingly the work we are getting involved in is delivering to large scale
organisations and this link up with RSM gives us the power to take on the Big
Four. The Herrald
It’s not just about coverage in diffferent locations, it’s about substance and value. Size is important in some ways but if you don’t get the depth and
experience it’s doesn’t add up to quality coverage
FT
It’s not just about coverage in diffferent locations, it’s about substance and value. Size is important in some ways but if you don’t get the depth and
experience it’s doesn’t add up to quality coverage
FT
Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
So what part do we each need to play in So what part do we each need to play in building the picture for RSM?building the picture for RSM?
RSM International Conference, Singapore 2007
We have a brand in two parts We have a brand in two parts ……
The network signifier. Hall mark
of consistent quality and integrity. The
RSM way.
Locally based reputation for quality
and integrity, and true partnership with
clients
RSM Local Name
Driven from the centre Driven from by you
RSM International Conference, Singapore 2007
Local firm roleKeep the centre posted with management and other changes in your local firm without being askedCirculate case history details regularly. We will pass information around via RSM Eye.Use by-lined articles and think pieces as direct mailRun seminars amongst your own current and target clients using centrally generated research pieces
Local firm roleKeep the centre posted with management and other changes in your local firm without being askedCirculate case history details regularly. We will pass information around via RSM Eye.Use by-lined articles and think pieces as direct mailRun seminars amongst your own current and target clients using centrally generated research pieces
Building awarenessBuilding awareness
Executive roleContinue to develop awareness of RSM by publicising group news
Publicise local case histories in global press
Develop by-lined articles and think pieces
A European launch event to publicise our next report
Executive roleContinue to develop awareness of RSM by publicising group news
Publicise local case histories in global press
Develop by-lined articles and think pieces
A European launch event to publicise our next report
RSM International Conference, Singapore 2007
Local firm role
Ensure international messages are always present whenever you communicate
The the templates we provide you with to ensure consistency of presentation (visual and verbal)
Local firm role
Ensure international messages are always present whenever you communicate
The the templates we provide you with to ensure consistency of presentation (visual and verbal)
Building our international reputationBuilding our international reputation
Executive office role
Summarise our key international messages in
• an elevator speech for RSM international
• a credentials deck for your new business activities
• a template for recruitment advertising
• a template for direct marketing pieces using internationally
• a template to invite current and prospect clients to a seminar to support our latest research piece
Executive office role
Summarise our key international messages in
• an elevator speech for RSM international
• a credentials deck for your new business activities
• a template for recruitment advertising
• a template for direct marketing pieces using internationally
• a template to invite current and prospect clients to a seminar to support our latest research piece
Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
Here are the tools for the job…Here are the tools for the job…
RSM International Conference, Singapore 2007
Toolkit componentsToolkit components
• PR plan and local firm KPI’s for 2008 – Biss to provide?• Elevator speech for RSM international• Key messages for any communications you undertake with external
audiences• Powerpoint slides to introduce into your credentials decks• A DM template to use when using international case histories, by
lined articles and think pieces as direct marketing to current and target clients
• An invite template to invite your clients to a seminar to publicise centrally produced research
• A dummy recruitment ad containing the international message when you are recruiting locally
Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
By working together, imagine what the By working together, imagine what the bigger picture for RSM might be?bigger picture for RSM might be?
Branding WorkshopWorking together to build RSM International
RSM International Conference, Singapore 2007
Any questions?Any questions?