NASDAQ: A CASE STUDY UPDATING A FINANCIAL SERVICES BRAND · 2019-02-04 · 4 THE GATE NASDAQ: A...

NASDAQ: A CASE STUDYUPDATING A FINANCIAL SERVICES BRAND

2

the gate NASDAQ: A CASE STUDY

Nasdaq is the second-largest stock exchange in the world.OUR CLIENT NASDAQ

3


To develop a strategic idea and marketing communications program that revitalize the Nasdaq brand.

THECHALLENGE

4


1. Unite four disparate business units and 50+ separate products/services under a single, global brand benefit.

2. Build awareness of Nasdaq as being much more than just an equities exchange.

3. Create a simple and clean content-driven campaign that allows an easy understanding of Nasdaq’s offering and consumption of industry-related news and product information as they become available.

THE SOLUTION

THE TRUTH 5

6


NASDAQ’STRUTH

Nasdaq is more than just an equities exchange.

The problem: no one knows it. In fact, only 50% of clients consider themselves knowledgeable about Nasdaq offerings.

7


Four possible approaches:

1. What you do.

2. Who you do it for.

3. How well you do it.

4. Why you do it.

GIVING PROSPECTSREASONS TO CHOOSE NASDAQ

8


What you do. (Very rational and not differentiating.)

• International equities exchange.

• Add value.

• IPO in a box.

How well you do it. (Not the right time for this.)

• 40 years of firsts.

Why you do it. (Self-serving. And who cares?)

• We believe in competition.

Who you do it for. (Can be very attractive.)

• The equities exchange for

POSSIBLEAPPROACHES

________.

9


Who you do it for.BESTAPPROACH

THE LOGIC BEHINDWHO YOU DO IT FOR

10

11


They were started/run by visionaries. Innovators. Disruptors. Idealists. Game changers. Dreamers.

SO WHATATTRIBUTESDO ALL SUCCESFUL COMPANIES HAVE?

12


WHAT SUCCESSFULCOMPANIES/INDIVIDUALS HAVE

“Do you want to sell sugar water for the rest of your life? Or do you want to come with me and change the world?”

- Steve Jobs to John Sculley, 1983

13


INVESTMENTCOMMUNITY

CLIENTS

EMPLOYEES PROSPECTS

IN FACT, WHAT DO ALL OFNASDAQ’SCONSTITUENTS HAVE?

14


TO SUCCEED, YOU NEED Ambition

15


NASDAQ – AMBITION

What all visionaries, innovators, dreamers, game changers, builders, leaders and their companies have in common is ambition.

Ambition is the timber that fuels success, powers companies and individuals through inevitable obstacles to long-term growth.

Ambition is what fuels capitalism.

Ambition is what prompted Steve Jobs to see possibilities that others didn’t and led Apple to invent personal computing.

Ambition is what energizes Amgen to persevere through failed trials and develop drugs that improve the human condition.

Ambition drives the perpetually dissatisfied. They see “potential” as merely a brief respite to reaching their higher ambitions. Ambition is contagious. When you’re ambitious, you want to be surrounded by the like-minded.

16


THE STRATEGICIDEA

Nasdaq: Home of the ambitious.

17


NASDAQ CAN BACK IT UP

Nasdaq has always been ambitious:

• A history of ambitious and courageous firsts.

• Nasdaq recently bought companies and expanded available resources beyond their exchange heritage to better serve clients.

Nasdaq has the resources to help companies:

• Market Services.

• Global Information Services.

• Global Technology Solutions.

• Global Listing Services.

WELCOME TO THE NEW NASDAQ 18

19


SOLUTION

We developed a digitally led, fully integrated international campaign

Targeted TV and a marketing microsite established the brand while digital (tablet, web and mobile), radio, email,

native, social, SEM, OOH, and events (web and live) were used to support Nasdaq’s 50+ individual products.

And all work was unified under the Ambition platform.

the gate

20

NASDAQ: A CASE STUDY

TV COMMERCIAL: “AMBITIOUS PEOPLE”

the gate

21


MARKETING MICROSITE

the gate

22


BUSINESS LANDING PAGE

the gate

23


NASDAQ: ENGAGING THE ‘CXO’ ON THEIR TIME

Objective: Nasdaq sought to engage executive decision makers [US, UK, GER, NORDICS, APAC] in order to broaden their understanding that Nasdaq was “more than an exchange.”

Insight: Executives are most focused on news immediately upon waking up – spending at least 30 min. on news media each day, predominantly in the early morning on their mobile device(s).1

Strategy: The media strategy for Nasdaq focused on (1) identifying key media partners with both strong job title and target industry readership, (2) a 70% mobile device campaign impression target, (3) regional dayparting of impressions [50%+] within the local 5 – 9 a.m. time period and (4) a content-first approach in communicating Nasdaq’s story.

Results:

• 42.0MM+ targeted impressions.

• 55.0K+ asset clickthroughs to Nasdaq marketing site.

• 17.0K+ post-asset site engagements at a rate of 31%.

• 17% increase in target’s familiarity of Nasdaq’s business and product offerings.

the gate

24


MANAGING THE CUSTOMER JOURNEY

IDENTIFY PERFECT CUSTOMERS

COMMUNICATION OBJECTIVES

PRIMARY TOOLS

Suspect

AwarenessBuild Name,Brand, Productand Category

Customer Reps, Social Media, Brand Experience

Sales Collateral, Apps

SEO/SEM, Events,

Webinars, Product Support, Analytics

Website, High- Value

Content, Video, Tactical

and Issues- Directed Efforts

Targeted Mass Media

PurchaseClose Sale

Reaffrm PurchaseUp/Cross Sell

InvestigateOptionsCapture Leads

InformationSearchEducate

Prospect Buyer Customer QualifiedLead

25


RESULTS

• Marketing department now a profit center.

• 48% increase in IPOs.

• A $6 billion increase in market cap.

• A $500.00MM increase in revenue.

• 30% increase in website page views.

» Generates $35.0MM a year in revenue.

» 74% market share up from 50%.

26


CONTACT

Beau FraserPresident

The Gate | New York

212 508-3450

[email protected]

NASDAQ: A CASE STUDYUPDATING A FINANCIAL SERVICES BRAND

NASDAQ: A CASE STUDY UPDATING A FINANCIAL SERVICES BRAND · 2019-02-04 · 4 THE GATE NASDAQ: A...

Documents

Transcript of NASDAQ: A CASE STUDY UPDATING A FINANCIAL SERVICES BRAND · 2019-02-04 · 4 THE GATE NASDAQ: A...