- strategic marketing
- global branding & identity
- corporate messaging & communications
- business development
- web & e-platform strategy
- art direction & create visioning
- high performance team leadership
Helping C&W Get "In"novative
How the Rule of Three can Enhance the Adoption of New Technology
KISI is a mobile app that transforms your smartphone into an office key. When C&W wanted to pilot this new technology at its world headquarters, the firm asked me to lead the internal communications campaign to help encourage employee participation. Knowing that the real estate community has traditionally been a slow adopter of technology, it would be necessary to build immediate interest – and a bit of curiosity. Therefore, a week prior to the launch, a series of vinyl decals, featuring a cryptic message and image of the KISI app on a smart phone, was created and positioned at every entrance. For the actual Day One launch and campaign, I employed a "rule of three" strategy. In order to appeal to the disparate interests of the firm’s diverse employee base, my team and I crafted and deployed three separate and distinct communications tools. The tools included 1) a pop-up/digital announcement that was pushed to all employees desktops; 2) A brochure the size of a smartphone which was distributed via an office-wide desk drop; and 3) a series of poster-sized ads mounted around the office. The theme of the poster campaign was "The Next Smart Thing" and featured the evolution of tools and services into today’s smart phone apps. For a pioneering and innovative company like C&W, it was a SMART approach.
CLIENT/COMPANY
Cushman & Wakefield, one of the largest commercial real estate firms in the world
