Work examples

A runway for relationships

Question: How can you use content to create relationships, before digital marketing?

Situation: One of the “big four” audit/tax/consulting firms wanted to connect with companies before they grew to Fortune 1000 size. But how do you reach busy executives who aren’t even thinking about you?

Solution: Taking advantage of the rising wave of emerging technology companies, the Minneapolis office of Deloitte & Touche used a national “Fast 50” awards program to build local relationships.

 Leading a small team, we did it all, including:

• Publicizing the event to gain applicants

• Securing and managing sponsorships

• Reviewing all applications to select “the fastest 50”

• Managing an awards banquet for 500+ C-suite attendees, with an awards ceremony, scripted speeches and assigned seating

• Creating an awards video and booklet, which was inserted into the local business journal for community-wide publicity

The program created visibility with a new target market and the platform to build relationships.

Other projects in the category of events to build relationships include:

• Deloitte & Touche Women’s Initiative

• Thrivent Financial member-owner relations events

• Numerous seminars and workshops

Content Creates Community

Question: How can stories make a group of customers feel like members of a special group? And use that feeling to embrace a different mindset?

Situation: Thrivent Financial may look like simply a financial services firm, but in fact it’s a fraternal benefit society. Not only is that an uncommon concept, it’s differently understood and valued ̶ even by those who are part of it. How to convey that affinity? And how to build on that to help move from a “set it and forget” life insurance mindset to one of being wise with money?

Solution: As Executive Editor, working with a small internal team and external agencies, we produced quarterly issues of Thrivent magazine for our membership. Each issue used real member stories about being wise with money and living a life of generosity — core to the organization’s mission and values. From photo choice to story line to topic, we used content to inform, motivate and inspire.

Winning a number of awards over the years, Thrivent magazine continues to serve as a valuable resource for its members. 

Other projects in the category of content creation, editorial management and vendor management include:

• Minneapolis Heart Institute Foundation magazine

• African American Family Services capability overview

• Fast 50 booklets

• Numerous annual reports

the case for change

Question: What’s the role of content in a fundraising campaign?

Situation: Simply put, Second Harvest Heartland was out of space. In all its decades of work, getting surplus food from places of abundance to places of need, the food bank had made its original small warehouse work. But now the type of food (fresh, not shelf-stable) and the amount were both changing. We needed convincing data to appeal to the mind, and an emotional connection to move hearts.

Solution: Using a range of content from customized, one-on-one presentations to a web site, video and brochure, we used content to paint the picture of the need, and show what a future of abundance could mean for us all — when everyone could have a seat at the table.

Within the first three years, the team raised a majority of the funding needed for a new facility and continues to tell the story.