Internal Marketing Strategy

LIBERTY CORONA CAMPAIGN Communications Strategy Presentation

Presentation Overview Context Business Need Stakeholder Analysis General Goals Specific Objectives Challenges Opportunities Content Strategy Campaign Strategy Campaign Theme Implementation Overview Messaging Matrix Measurement & Evaluation Summary Next Steps

MARKETING IS NO LONGER ABOUT THE STUFF THAT YOU MAKE, BUT ABOUT THE STORIES YOU TELL. SETH GODIN

Context

The outbreak of Covid-19, a coronaviruscaused illness that originated in Wuhan, China, and has since spread to most of the world, is one of the most serious public health crises in decades.

The World Health Organisation designated it a pandemic on March 11.

Just 6 days later, Liberty CEO established a crisis management team (CMT) with a clear set of objectives:

Ensure the wellbeing of our community Support our customers and advisors Safeguard Liberty Contribute to society’s efforts to curb/slow the spread of the virus This communication strategy document is a rapid response to those objectives.

THE BUSINESS NEED

THE SITUATION ON THE GROUND IS EVOLVING INCREDIBLY QUICKLY. LIBERTY NEEDS TO GET AHEAD OF THE CURVE IN TERMS OF WHAT AND HOW IT IS COMMUNICATING TO ITS STAKEHOLDERS. THE SITUATION IS COMPLEX, BUT WE KNOW A FAIR BIT ABOUT HOW BAD THE OUTBREAK IS, WHAT THE DISEASE DOES, AND WHAT CONTROLLING AND ULTIMATELY ENDING THE OUTBREAK WILL LOOK LIKE.

Stakeholder Analysis Like most companies and organisations the world over, the people of Liberty are reeling from the personal and professional impact of this unprecedented crisis.

There is a lot of noise around the pandemic, with fake news competing with real news and increasing levels of anxiety multiplying at a viral rate. Â People are looking to their leaders for confidence, clarity and a considered response to the crisis.

Until now, the company-wide communications around the issue have been largely sporadic and mostly uncoordinated. This is in line with most companies, organisations and governments worldwide. Â The impact is that the Liberty community of employees, brokers, advisors and supplier partners are unsure of where to look for the information and the guidance they need. Â We need to address that need in a manner that is considered, consistent and incredibly clear.

GENERAL GOALS Empathise with employees Inform against ignorance Reduce anxiety through clarity Provide practical steps for self and family preservation Offer outlets for social sharing and caring Maintain business momentum Recognise and reward positive behaviours

SPECIFIC OBJECTIVES Create a campaign theme with a clear visual identity Coordinate all communications to all stakeholders Centralise all messaging for consistency Build an online [intranet] resource for sharing Send helpful headline comms every day Offer links to deeper detail Produce a portfolio of communications over time Provide weekly updates on the Liberty realities

CHALLENGES Timing

Tools & Techniques

Even though the Exco response of the CMT came within a week of the WHO pandemic declaration, and just days after the SA government announcements, there is a sense that we are behind the curve.

Our broker and advisor network are uninformed of the company position and lacks the tools and techniques to positively communicate with their clients.

Business Model

Remote Working

Our business model relies on face-to-face interactions, in office and home environments.

We are largely unfamiliar with the constraints and the benefits of remote working.

OPPORTUNITIES Initiative

Acknowledge

Seize the initiative with a clearly defined set of communications that are considered, consistent and confident.

Acknowledge and address the real fears and related issues with practical advice and solutions.

Focus Forward

Provide

Create forward momentum rather than backward thinking and retrospection.

Provide tools and techniques for remote business operations and relationship marketing.

Align Positively

Vision

Align the content of our communications exclusively with reputable sources and respected authorities.

Be the future we want to see for our people.

CONTENT STRATEGY PULL We do not want to suddenly overwhelm people with information. Instead we will create a pull-through content strategy that works on three levels:

1.INTRODUCE Introduce ‘fast facts’ that provide concise and compelling headline content with optional link to...

2.INSPIRE Inspire with ‘practical pieces’ of advice and strategies on how to handle the subject matter with an optional link to...

3.INFORM Inform with ‘empowerment pieces’ with more detailed information and links to authoritative sources and surveys.

CAMPAIGN STRATEGY To cut through the clutter of confusion and conflicting communications around this pandemic, we propose a campaign structure that is built upon and reinforces the familiar promise of our brand:

ADVISE

INSURE

Advise on the issue and how to handle it

Insure for the safety and efficiency of our people and processes

INVEST

Invest in a future vision with a positive outcome

CAMPAIGN THEME Life Goes On With Liberty Liberate Yourself and Your Loved Ones from Corona Confusion

CREATIVE REFERENCES

ILLUSTRATIONS

INFOGRAPHICS

HUMANITY

2D Illustration style will help us move quickly and communicate clearly.

Will help us convey complex info in a visual medium that is easy to consume.

Using images of people will help with empathy and identification.

IMPLEMENTATION We will deploy coordinated creative communications via all of our existing channels including:

SMS– MMS – Ecards – Emailers - Screen Messaging - Printed Posters - Electronic Signage - Interview Videos - Animated Videos Leadership Podcasts - Newsletter Inserts Dedicated Intranet Site - Digital Resource Library - Consumer Comms

MESSAGING MATRIX [Each of the following ‘headline questions’ will be linked to at least two levels of supporting content.]

What is the Corona Virus and what is it not?

What are the symptoms and how can I recognise them?

How does Corona Virus spread and how can I stop it?

What is the Death Rate from Corona Virus?

How contagious is Corona Virus and what are my chances?

What should I do if I think I have Corona Virus?

How can I protect myself and others from Corona Virus?

What places should I avoid during the Corona Virus outbreak?

How can I work remotely during the Corona Virus outbreak?

How will the Corona Virus outbreak end?

How can I help fight the Corona Virus outbreak?

MEASUREMENT & EVALUATION

Engagement We will provide a response mechanism on all of our communications to measure the impact we are having, answer any questions on our open forum, and address any upcoming, ad-hoc issues our people feel we need to tackle.

IN SUMMARY

COMBAT COMPLEXITY WITH CLARITY ASSUAGE ANXIETY WITH CONFIDENCE DISPEL FEARS WITH A FUTURE FOCUS EQUIP FOR BUSINESS MOMENTUM RECOGNISE AND REWARD POSITIVE BEHAVIOURS

NEXT STEPS Design the theme into a distinct ‘logo’ or ‘visual identity’ Agree on a messaging matrix of content to be communicated Assign appropriate channels for relevant comms Design and build a simple dedicated intranet site Make all messaging available to PR and Ad agencies for retail

CONTACT

For more Creative Clarity

Nick Warren

PHONE +27 82 887 1413

EMAIL nick@creativeclarity.co.za