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OVERALL STRATEGY

  1. To develop a solid message platform that clearly and consistently communicates Hewitt  Associates
  1. To communicate its services and benefits in a way that incorporates its brand principle, personality, and associations

STRATEGY

  1. Pull messages to target audiences, by using third parties to help place Hewitt Associates’ messages in front of its target audiences
  1. Push messages to target audiences, by putting Company ABC information directly in front of its target audiences

KEY MESSAGES

  1. Corporate/ Service specific
    1. Hewitt’s core expertise is in human capital management – which is the key point of differentiation from its competitors.
      1. Leadership
      2. HR Outsourcing
      3. Benefits and Compensation
      4. eHR
      5. Employee satisfaction\
      6. Corporate Governance
    1. Hewitt offers HR consulting expertise to large organizations along with total HR outsourcing services - - HR, benefits and payroll
    1. Hewitt is an HR consulting and outsourcing leader, serving more than 300 clients with more than 17 million participants worldwide.
      1. Hewitt’s key strengths:
        1. Reliability
        1. Collaboration
        2. Professionalism
        3. Good implementation
        4. Global Expertise
        5. Leadership
        6. Being able to impact business results
  1. Industry specific

 

‘Current trends’, events and business development needs from time to time.

Some examples:

        1. Leadership
        2. HR outsourcing
        3. Compensation
        4. Salary Summary
        5. eHR

 

PROFILING WITH INDUSTRY BODIES

Profile Hewitt with key industry bodies like, CII, AMCHAM, ASSOCHAM, NASSCOM

  • Meetings with the leadership teams in these associations
  • Creation of joint properties: for example, the NASSCOM-Hewitt survey on Total  Rewards Management.
  • Participation in seminars, events organized by these bodies thorough brand associations and speaker participation

Visibility/share of voice in the media

  1. Profiling of Hewitt Associates
  1. Profiling of key spokespersons of Hewitt Associates
  1. News based articles
  1. Emerging trends related to specific industries that Hewitt has a presence in.
  1. Quotes in industry stories
  1. Critiques on key happenings in the business arena
  1. Debates/ thought provoking articles on key management concepts
  1. By-lined articles by Hewitt spokespersons
  1. Opinion pieces
  1. Participation in panel discussions and key events organized by the media

 

Marketing partnerships

  1. A long term relationship with top media houses
  1. Create new platforms for showcasing Hewitt’s expertise
  1. Possibilities of new properties to address key business verticals
  1. Marketing partnerships with top media houses to ensure the right platform and visibility for
    1. The Best Employers Survey
    1. The NASSCOM-Hewitt study on Total Rewards Management
    2. The Salary Increase Survey
    3. The Top Companies for Leaders – Asia Pacific Study

Direct contact programs

  1. A relationship program that addresses key opinion influencers in the industry
    1. Consistent communication: through letters, Hewitt quarterly , other collateral, reports, white papers
    2. Breakfast Roundtables: bring together chief executives, top management for in depth discussions.
    3. A Hewitt initiative
    4. Topics dictated by anticipated trends and events

     

    Other Activities

  1. Media training module
    1. Media training workshop for all Hewitt spokespersons
    1. Streamline all communication
    2. Enhance their understanding of the media

 

  1. Hewitt’s communication handbook
    1. Audit of Hewitt’s external and internal communication
    1. Ready reference handbook

     

  1. Crisis Communication Handbook
    1. Handbook for all Hewitt outsourcing employees and agencies
    2. Streamline all communication
    3. Enhance understanding of the communication processes with the external world

 

OVERALL – AGENCY DELIVERABLES

Handled various initiatives for the Indian Market, Leadership awards, Best employers study, Salary increase study
           

  1. Created innovative and lasting marketing partnerships to enhance the Hewitt brand
    1. Three year partnership with CNBC TV 18
      1. Launched the most successful Best Employers Study in the world
  1. Handled Crisis Management exercise and initiated a crisis Management manual for the India Market.
  1. Handled CEO roundtables as well as HR Roundtables as  a prelude to the various studies to create insights into trends & practices. Companies participating – TCS, Philips , MindTree, Dr.Reddy’s,Wipro,Aditya Birla Group…..