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JadeConsulting LLC®
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J Strategic Consultation Engagement for Puissance Onze
Meeting a Growing Industry’s Needs
Engagement proposal presented to you byJade Consulting LLC® –
Jesse Dunn, Drew Morash, and Jaclyn Tokarewicz
Presentation Delivered on Saturday, January 9, 2016
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Problem StatementJade Consulting LLC®’s Mandate
Objective 1 Objective 2Why – Analysis Why – AnalysisWhat – Strategy What – Strategy
How – Implementation How – ImplementationFinancials
The Jade Consulting LLC® Proposal ModelAgenda
3
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Meet Challenges and Support Member FirmsStrategic and Tactical Plan
Objective 1 Objective 2Why – Analysis Why – AnalysisWhat – Strategy What – Strategy
How – Implementation How – ImplementationFinancials
The Jade Consulting LLC® Proposal ModelAgenda
4
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Meet Challenges and Support Member FirmsStrategic and Tactical Plan
Marketing Objective 2Bridging Promotional Gap Why – Analysis
Marketing Campaign What – StrategyHow – Implementation How – Implementation
Financials
The Jade Consulting LLC® Proposal ModelAgenda
5
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Meet Challenges and Support Member FirmsStrategic and Tactical Plan
Marketing Human ResourcesBridging Promotional Gap Employee Analysis
Marketing Campaign Target UniversitiesHow – Implementation How – Implementation
Financials
The Jade Consulting LLC® Proposal ModelAgenda
6
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Meet Challenges and Support Member FirmsStrategic and Tactical Plan
Marketing Human ResourcesBridging Promotional Gap Employee Analysis
Marketing Campaign Target UniversitiesHow – Implementation How – Implementation
Financials
The Jade Consulting LLC® Proposal ModelAgenda
7
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Problem/MandateEnvironmental AnalysisGAP AnalysisProduct-Market MatrixRecommendationObjectives
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Problem/Mandate Marketing HR Financials
ProblemEnvironmental Analysis
9
What Works What Needs Work
Watch Out For Where to Grow
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Problem/Mandate Marketing HR Financials
ProblemEnvironmental Analysis
10
What Works• Social engagement/
responsibility leader ($572,000 to schools)
• Compensation leader
What Needs Work
Watch Out For Where to Grow
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Problem/Mandate Marketing HR Financials
ProblemEnvironmental Analysis
11
What Works What Needs Work• Image problem• Underdeveloped talent
pool and lack of bilingualism
Watch Out For Where to Grow
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Problem/Mandate Marketing HR Financials
ProblemEnvironmental Analysis
12
What Works What Needs Work
Watch Out For• Stagnant growth as a
result of unavailable human capital and unmet client needs
Where to Grow
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Problem/Mandate Marketing HR Financials
ProblemEnvironmental Analysis
13
What Works What Needs Work
Watch Out For Where to Grow• Leverage strong
university presence• Invest in promotion to
fix industry image
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Problem/Mandate Marketing HR Financials
ProblemGap Analysis
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• Marketing• 6.9% awareness• Image: sales-focused, boring,
bad pay• Human Resources
• Interest: 62% low, high or very high interest level
• 300 jobs created since 2007• Lack of bilingual candidates and
English training
Current
• Marketing• Increase awareness to 20%• Highlight industry human,
innovative, and responsibility sides
• Human Resources• Increase interest by 15%• Increase comfort with
bilingualism (via internal survey)
Desired
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Problem/Mandate Marketing HR Financials
ProblemGap Analysis
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• Marketing• 6.9% awareness• Image: sales-focused, boring,
bad pay• Human Resources
• Interest: 35.6% high or very high• 300 jobs created since 2007• Lack of bilingual candidates and
English training
Current
• Marketing• Increase awareness to 20%• Highlight industry human,
innovative, and responsibility sides
• Human Resources• Increase interest by 15%• Increase comfort with
bilingualism (via internal survey)
Desired
Key Takeaways• Problem: Puissance 11 is looking to meet three challenges prominent in the
insurance industry to support its partners as they grow.• Mandate: To develop a strategic and tactical level plan that will enable
Puissance 11 to overcome these challenges.
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Problem/Mandate Marketing HR Financials
ProblemProduct-Market Matrix
16
Market Penetration New Market Development
New Product Development Diversification
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Problem/Mandate Marketing HR Financials
ProblemProduct-Market Matrix
17
Market Penetration New Market Development
New Product Development Diversification
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Problem/Mandate Marketing HR Financials
ProblemProduct-Market Matrix
18
Market Penetration• Canada-focused• Replicable in
US/abroad
New Market Development
New Product Development Diversification
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Problem/Mandate Marketing HR Financials
ProblemRecommendation
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Recommendation:To launch a two-pronged campaign, focused on Marketing and Human Resources, bringing Puissance 11 out of shadows.
Marketing Human Resources
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Problem/Mandate Marketing HR Financials
ProblemRecommendation
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Recommendation:To launch a two-pronged campaign, focused on Marketing and Human Resources, bringing Puissance 11 out of shadows.
Marketing• Improve image of the
partners
Human Resources• Promote recruitment• Develop bilingualism of
workers
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Problem/Mandate Marketing HR Financials
ProblemObjectives
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Marketing• Improve
awareness to 20%
Human Resources
• Improve industry interest by 15%
Financial
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StrategyBridging a Promotional GapActivity ChainImplementation
Marketing
Human Resources
Financial
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Problem/Mandate Marketing HR Financials
StrategyBridging a Promotional Gap
Organizational Objectives:
• Attract qualified workers
• Increase awareness of industry impact
• Increase bilingualism in employees
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Promotional Objectives:
• Human: promoting strong compensation, work-life balance
• Innovation: being seen as an exciting field, new products/services
• Social: Community citizen
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Problem/Mandate Marketing HR Financials
StrategyBridging a Promotional Gap
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Organizational Objectives
Promotional Objectives
Traditional (TV, Radio, Print)
Online (Web and Social Media)
Events (Traditional and Guerilla)
In-Store
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Problem/Mandate Marketing HR Financials
StrategyBridging a Promotional Gap
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Organizational Objectives
Online (Web and Social Media)
Events (Traditional and Guerilla)
Promotional Objectives
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Problem/Mandate Marketing HR Financials
StrategyBridging a Promotional Gap
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Organizational Objectives
Online (Web and Social Media)
Events (Traditional and Guerilla)
Promotional Objectives
Key Takeaways• Puissance 11 must align its image (and that of the industry) with its
organizational objectives• Puissance 11 must invest especially in online and event marketing to
successfully change the image of the industry
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Problem/Mandate Marketing HR Financials
StrategyActivity Chain
Human: Helping customers and employees
Innovative: Think Tank Contest
Responsible: Scholarships, community support, etc.
Superhero Campaign
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Problem/Mandate Marketing HR Financials
StrategyActivity Chain
Finance
Research and Development
Human Resources
Infrastructure
Procurement
In-Bound Logistics Operations Out-Bound
LogisticsMarketing and Sales Services
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Problem/Mandate Marketing HR Financials
StrategyActivity Chain
Finance
Research and Development
Human Resources
Infrastructure
Procurement
In-Bound Logistics Operations Out-Bound
LogisticsMarketing and Sales Services
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Problem/Mandate Marketing HR Financials
StrategyActivity Chain
Offer new scholarships for post-secondary students in QC, MTL, NCR and NB.
Refresh Puissance 11’s website to reflect marketing campaign and to be more interactive.
Human Resources
Translate all materials, online especially.
Hold think tank contest and consider submissions for future products/services.
In-Bound Logistics Operations Out-Bound
Logistics
Develop social media presence and leverage it in Superhero Campaign.
Services
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Problem/Mandate Marketing HR Financials
StrategyImplementation
Short Term
• Now• January 2017
Mid Term
• January 2017• January 2019
Long Term
• January 2019• Onwards
Budget: $172,000
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Problem/Mandate Marketing HR Financials
StrategyImplementation
Period Action Actor Budget Allocation
Short Term
Translate & Refresh Website MIS 15 000,00 $
Expand Social Media Presence Marketing 500,00 $
Develop Online Ad Campaigns Marketing 40 000,00 $
Mid Term
Launch Campaign & Scholarships (January 2017) Finance 30 000,00 $
Continue to Revamp Promotional Tools Marketing 25 000,00 $
Winners Chosen (June 2017) Marketing 1 000,00 $
Launch Think Tank Contest (January 2018) Marketing 500,00 $
Measure Effectiveness, Repeat Scholarship & Double Number of Recipients (January 2018) Finance 60 000,00 $
Long Term Look to Start Internship Program (January 2019) HR - $
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Problem/Mandate Marketing HR Financials
Strategy
Social Media Strategy
LinkedIn, Twitter, YouTube, Facebook
Communication/dissemination with partners
10 Thousand Coffees, etc.
Implementation
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Problem/Mandate Marketing HR Financials
StrategyImplementation
Period Action Actor Budget Allocation
Short Term
Translate & Refresh Website MIS 15 000,00 $
Expand Social Media Presence Marketing 500,00 $
Develop Online Ad Campaigns Marketing 40 000,00 $
Mid Term
Launch Campaign & Scholarships (January 2017) Finance 30 000,00 $
Continue to Revamp Promotional Tools Marketing 25 000,00 $
Winners Chosen (June 2017) Marketing 1 000,00 $
Launch Think Tank Contest (January 2018) Marketing 500,00 $
Repeat Scholarship & Double Number of Recipients (January 2018) Finance 60 000,00 $
Long Term Look to Start Internship Program (January 2019) HR - $
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StrategyEmployee AnalysisActivity ChainImplementation
Marketing
Human Resources
Financial
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Problem/Mandate Marketing HR Financials
StrategyEmployee Analysis
Criteria New Graduates (20 to 30)
Families (30 to 50) Seasoned Workers (50 to 65)
Wants/Needs • Reasonable pay• More training and
education
• Competitive pay and benefits
• Flexible hours
• High compensation• Increased
leadership role
Main Motivation • Finding a job after graduation
• Supporting their family
• Career self-actualisation
Career Perspective • Short-term focus • Long-term focus • Long-term focus
Interest in Insurance • Moderate • Low to Moderate • Low
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Problem/Mandate Marketing HR Financials
StrategyEmployee Analysis
Criteria New Graduates (20 to 30)
Families (30 to 50) Seasoned Workers (50 to 65)
Wants/Needs • Reasonable pay• More training and
education
• Competitive pay and benefits
• Flexible hours
• High compensation• Increased
leadership role
Main Motivation • Finding a job after graduation
• Supporting their family
• Career self-actualisation
Career Perspective • Short-term focus • Long-term focus • Long-term focus
Interest in Insurance • Moderate • Low to Moderate • Low
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Problem/Mandate Marketing HR Financials
StrategyEmployee Analysis
Criteria New Graduates (20 to 30)
Families (30 to 50) Seasoned Workers (50 to 65)
Wants/Needs • Reasonable pay• More training and
education
• Competitive pay and benefits
• Flexible hours
• High compensation• Increased
leadership role
Main Motivation • Finding a job after graduation
• Supporting their family
• Career self-actualisation
Career Perspective • Short-term focus • Long-term focus • Long-term focus
Interest in Insurance • Moderate • Low to Moderate • Low
Key Takeaways• New graduates are looking for employment, and many have not committed to
set career paths• New graduates want more training – training can be shared between
Puissance Onze member firms
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Problem/Mandate Marketing HR Financials
StrategyActivity Chain
Finance
Research and Development
Human Resources
Infrastructure
Procurement
In-Bound Logistics Operations Out-Bound
LogisticsMarketing and Sales Services
39
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Problem/Mandate Marketing HR Financials
StrategyActivity Chain
Finance
Research and Development
Human Resources
Infrastructure
Procurement
In-Bound Logistics Operations Out-Bound
LogisticsMarketing and Sales Services
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Problem/Mandate Marketing HR Financials
StrategyActivity Chain
Recruit scholarship winners as Puissance 11 Ambassadors.
Develop web portal for communication between Puissance 11, partners and ambassadors.
Evaluate current bilingualism and develop a cohesive training program for partners.
Infrastructure
Procurement
In-Bound Logistics Operations Out-Bound
Logistics
Leverage campaign on
campus to promote
recruitment.
Services
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Problem/Mandate Marketing HR Financials
StrategyImplementation
Short Term
• Now• January 2017
Mid Term
• January 2017• January 2019
Long Term
• January 2019• Onwards
Budget: $84,000
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Problem/Mandate Marketing HR Financials
StrategyImplementation
Period Action Actor Budget Allocation
Short Term
Create & Distribute Working Bilingualism Survey HR 1 000,00 $
Amalgamate Training Tools from Partners HR 1 000,00 $
Create One Central Bilingualism Training Portal MIS 25 000,00 $
Create Ambassador Training Program HR 5 000,00 $
Mid Term
Launch Central Portal (January 2017) HR 1 000,00 $
Recruit & Train Ambassadors (June 2017) HR 10 000,00 $
Sponsor & Send Ambassadors to Multiple Conferences Marketing 10 000,00 $
Redistribute Working Bilingualism Survey HR 1 000,00 $
Repeat Ambassador Hire, Training & Conferences (January 2018) HR 30 000,00 $
Long Term Leverage Portal (Info from Amb to Partners) HR - $
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FinancialsBudgetAssumptionsEastern Canadian Growth
Marketing
Human Resources
Financial
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Problem/Mandate Marketing HR Financials
FinancialsBudget
Actor BudgetActor Allocation
Finance 90 000,00 $
Marketing 77 000,00 $
HR 49 000,00 $
MIS 40 000,00 $
Total 256 000,00 $
Annual Budget
Year Allocation
2016-2017 87 500,00 $
2017-2018 77 000,00 $
2018-2019 91 500,00 $
Total 256 000,00 $
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Problem/Mandate Marketing HR Financials
FinancialsAssumptions
12 Primary Post-Secondary Institutions
250 Applicable Business
Grads/Year/School
Total: 3000 Applicable Business
Grads/Year
2016 Estimated Applicant Pool: 210
2019 Estimated Applicant Pool: 450
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Problem/Mandate Marketing HR Financials
FinancialsEastern Canadian Growth
12 Primary Post-Secondary Institutions
250 Applicable Business
Grads/Year/School
Total: 3000 Applicable Business
Grads/Year
2016 Estimated Applicant Pool: 210
2019 Estimated Applicant Pool: 450
29% Estimated Applicant Pool CAGR
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OverviewGap AnalysisObjectives
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Problem/Mandate Marketing HR Financials
ProblemGap Analysis
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• Marketing• 6.9% awareness• Image: sales-focused, boring,
bad pay• Human Resources
• Interest: 62% low, high or very high interest level
• 300 jobs created since 2007• Lack of bilingual candidates and
English training
Current
• Marketing• Increase awareness to 20%• Highlight industry human,
innovative, and responsibility sides
• Human Resources• Increase interest by 15%• Increase comfort with
bilingualism (via internal survey)
Desired
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Problem/Mandate Marketing HR Financials
OverviewObjectives
50
Marketing
Human Resources
Financial
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J Strategic Consultation Engagement for Puissance Onze
Meeting a Growing Industry’s Needs
Engagement proposal presented to you byJade Consulting LLC® –
Jesse Dunn, Drew Morash, and Jaclyn Tokarewicz
Presentation Delivered on Saturday, January 9, 2016
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JadeConsulting LLC®