Technology Reputation Campaign
Message Overview and Rollout of Core Capability Materials
Deloitte Consulting LLP
Positioning our technology reputation campaign messaging
and core capabilities with our people and the market
Foundation Toolkit - a catalogue of sales materials and thought leadership that
incorporates our Technology Reputation Campaign (TRC) messaging in consistent go-to market messages. It provides practitioners and marketers with a portfolio of marketing
materials for external use with clients and internal awareness building.
World Class
Capabilities
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Tech “Rocks”
TECH Foundation Toolk.ppt
Technology Reputation
Campaign Messaging
Where We Lead – Market Best Capabilities
We will be recognized in the marketplace for these core capabilities and develop 8
foundation toolkits to support a consistent go to market positioning to credentialize each
capability.
 Technology Strategy
 Information Management
 Enterprise Architecture
 Technology Enabled Business Transformation
–
Supply Chain
–
Finance
–
Human Resources
–
Customer Relationship Marketing
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TECH Foundation Toolk.ppt
 Technology Integration & Optimization
Toolkit objective and components
A marketing toolkit provides consistency for our go-to-market strategy by
providing practitioners and marketers with a set of materials that contain basic,
overview information for our core capabilities, service lines, market offerings
and thought leadership materials.
Toolkit Components:
• Overview narrative and presentation
• Sales Sheet
• Case Study
• Capability At-a-glance (internal use)
• FAQ (internal use)
Now available:
The Information Management
Foundational Marketing Toolkit
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TECH Foundation Toolk.ppt
The first in the series of core capabilities
toolkits
Core capability foundational marketing toolkit
components
Overview (core
capabilities)
Phase 1
Sales deck –
general
(core capability)
Phase 1
Sales sheets
(service offerings)
Phase 1
Description
Audience
Tips
Two to four page document that
addresses market challenges and
highlights Deloitte’s approach /
position. Overview / POV that
addresses current marketplace
issues and can help open the door
with clients.
Internal and
external
General presentation overview in
PPT format intended to build
awareness / socialize core
capability’s distinct point of view
and solution set. This PPT may be
used for presentations/or as an aid
in proposal development. It may
also be used for internal awareness
building alone or in conjunction with
other material
Internal and
external
 This deck provides basic
information about the core
capability and reflects Tech
Reputation Campaign messaging.
This one page (front and back)
document is issue-driven and
details either a service line or a
market offering. These are often
used as shorter companion pieces
to client presentation, or to
summarize content of an issuedriven presentation deck
Internal and
external
Each sales sheet consists of
standard sections and formatting
enabling quick assembly of a
package of materials to respond to an
opportunity.
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Also may be used for internal
education about client business
issues
TECH Foundation Toolk.ppt
Tool
Core capability foundational marketing toolkit
components (cont.)
Tool
Case studies
Phase 1-Ongoing
Description
One page (front and back) narrative
client stories that provide proof
points to credentialize our core
capabilities and reinforce our TRC
messages. These client stories are
compelling examples of how we
use our unique solutions to solve
our client’s complex business
issues.
Audience
External
Tips
Relevant client case studies s that
are developed to be shared with
clients, analysts and the press.
Template will create consistent
develop to include: Identify client
issue , showcase our approach, and
highlight the benefits of the
engagement to the client.
Best practice would be to gain
approval to use client name to lend
credibility to the piece. If unable to do
so, can use generic such as “A large
manufacturer of durable goods…”
Phase 1
Quick reference guide that is issue
driven. Developed as a one page
document (front and back) that
addresses market challenges,
identifies buyers and highlights
Deloitte’s approach / position.
Capability leader contact
information is available via the Ata-glance document.
Internal only
Other useful information to include:
 Who are the buyers, target
audience (companies and
industries)?
 What indicators can help identify
client needs?
 What are the key questions to ask
to engage your clients?
 What benefits can we provide?
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TECH Foundation Toolk.ppt
At-a-glance (core
capability)
Core capability foundational marketing toolkit
components (cont.)
FAQ
Phase 1
Deloitte.com
(core capability
and service line)
Phase 2
DeloitteNet &
Global KX
(core capability
and service line)
Phase 2
Description
Audience
Tips
1-2 page collection of frequently
asked questions with well-written
standard responses to ensure
consistency and use of key
messages.
Internal
Questions should cover the “basics”
as well as, the tough inquiries a client
might ask. What is the capability?
What benefit does it provide? What
issues does it address? What are the
options for client adoption? How is
our offering or approach different
from our competitors
External web presence of core
capability and services lines. This
presents our primary message to
clients, prospects, media, recruits
and broad business community.
Descriptions aligned with
technology and other functions
broad market messaging. Includes
links to distinct POVs that
credentialize capabilities.
External
 As part of our Green effort, we are
directing clients to materials on
Deloitte.com, which often have
direct short cut URL. The website
will be dynamic and robust to
reflect our core capabilities,
distinct POVs, and hot topics.
Internal US web site on DeloitteNet
to access toolkit components and
other technology thought
leadership/news (Material
submitted by marketing)
Internal Global KX – Links to US
and global member firm material
that includes practice descriptions,
methodology, quals, thought
leadership, and other resources)
Internal
 Internal resources – provide
access to most current and up to
date information for use with
clients that reinforces go-tomarket strategy and Tech
Reputation Campaign messaging
approved by leadership.
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TECH Foundation Toolk.ppt
Tool
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TECH Foundation Toolk.ppt
Information Management Toolkit Components
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TECH Foundation Toolk.ppt
Technology Enabled Customer
Relationship Marketing
foundation toolkit
Toolkit Development Process – 8 weeks

Today’s leadership kick-off call (12/3)
‒ Discuss Technology Reputation Campaign Phase II – development of core capability toolkits
‒ Determine HR toolkit components
‒ Identify HR subject matter experts (practice toolkit core team)

Core team kick-off call (week of 12/8)
‒ Review toolkit objectives with team
‒ Discuss roles and responsibilities (the practice, marketing, creative agency)
‒ Walk through toolkit components and how they fit together (Information Management samples)
‒ Review Toolkit Guidebook/Templates and discuss content collection (practitioner 1st cut, importance of
sharing background documents, follow-up interviews if necessary)

Weekly status calls (weeks 12/15 – 1/26)
‒ Review drafts and discuss any additional input needed
‒ Track edits
‒ Content final => Risk review and graphic design
Launch (exact date tbd)
‒ Documents posted on Deloittenet
‒ Internal practice announcement
‒ Coverage on Consulting Gateway
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TECH Foundation Toolk.ppt

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