End-to-End DEI-Focused MarComms
A newly launched coalition of financial services organizations sought to magnify their equity and inclusion commitments and advocate for the full industry to embrace a more conscientious and inclusive space.
Challenge
As a brand-new group, the coalition sought support from communications experts with experience navigating social impact storytelling in the financial industry. A major goal was to amplify the voices of its high-profile member organizations as leaders driving cross-industry collaboration and accountability on diversity, equity, and inclusion (DEI) issues across every part of the sector, from asset management to retail banking.
Solution
Bliss partnered with the client on an end-to-end marketing program. We helped the coalition establish a website, social channels, and thought leadership to communicate their commitments around racial equity and economic opportunity both internally within their workplaces and externally via their products, partnerships, services, and more. We served as an external chief marketing officer for the coalition, supporting marketing communications strategies related to raising awareness of DEI issues in the financial industry and promoting calls to action. In this role, we liaised with senior executives and spokespeople from nearly 20 different organizations to launch and announce their campaign and advise on storytelling that would sustain long-term awareness and progress on key issues.
Tactics included:
- Campaign strategy set-up and coordination with senior executives at some of the largest organizations in the financial industry
- Ground-up development of a content capsule website, including copywriting and design
- Proactive media outreach to critical national and trade media, coordinating co-interviews with coalition members and aligning them on key messages
- Social media strategy and community management, plus development and execution of an ongoing editorial calendar of social posts
Impact
As a result of our guidance and coordination for the coalition’s marcomms function, we garnered significant media interest in commentary from the coalition’s senior expert voices on the direction of DEI in the financial industry at a pivotal moment in American history. With a heavy focus on social and earned media, we stood up new communications channels and secured opportunities with top tier national publications including NPR, Cheddar, MarketWatch, POLITICO, and more.