Affinity is a fast-growing practice group within Marsh, delivering customized risk management services to big-name clients, like Amazon, Whole Foods, and FedEx. The only problem was, within Affinity, employees had dramatically different perspectives on the service, its value, and technology platform. In fact, the marketing team created sales materials from scratch for every client meeting in order to align with that specific salesperson’s pitch.
Affinity engaged EY Portland Design Studio to dig into the brand’s fragmented narrative and create a high-level messaging framework that would help create a consistent story and a repeatable sales process. As part of a small team, I led stakeholder interviews and facilitated a workshop to gather as much information as possible and begin to perceive a collective portrait of Affinity services.
Those inputs formed the basis of a messaging architecture that included a value proposition, four thematic pillars and associated messages, as well as industry use cases. This messaging is currently being socialized within Marsh and guide the content of forthcoming site refresh.
SKILLS: CONTENT STRATEGY, STAKEHOLDER INTERVIEWS, WORKSHOP FACILITATION, MARKET RESEARCH, COPYWRITING
