Branding Workshop Working together to build RSM International RSM International Conference, Singapore 2007

Branding WorkshopWorking together to build RSM International

RSM International Conference, Singapore 2007


Workshop coverageWorkshop coverage

• A look back at 2007 and lessons learned• A review of what you’ve said you want from the Centre in

2008• Our plans for 2008

– the supporting tools we are making available• Q&A session


A look back at A look back at 20072007


2007 so far…media coverage achieved2007 so far…media coverage achieved

Increasing media coverage

05

1015202530

2006/07 coverage

2005/06 coverage


PR InitiativesPR Initiatives

Coverage by topic

0 5 10 15 20 25

Other

CEE

Market value survey

Bentley Jennison

HR

News agenda

Bylined articles

Gasso Auditores

Percentage of coverage


2007 so far…media coverage achieved2007 so far…media coverage achieved

Media coverage by type

UK national press

UK trade press

International trade press

Overseas national press

International news &broadcast media


Where we want to beWhere we want to be

Target international reach

UK national

International trade press

Overseas national

International news &broadcast media


Where we want to beWhere we want to be

Target international reach

Overseas national

International trade press Biss Lancaster & member firms

Member firms responsible for local markets

UK based media

Bentley Jennison local & national

Biss Lancaster international/cross-border

International news & broadcast


Message communicationMessage communication

Message communication

0 10 20 30 40 50

International

Quality

Expertise/Thought Leadership

Business Development

Competitors to Big 4

Messag

es

Percentage of coverage


What lessons have we learned?What lessons have we learned?

• Only so much can be achieved by the centre– to build the RSM brand we need to pool our efforts and work collectively– not all opportunities have been fully exploited

• We need to share and cooperate more– much activity is going on at the local level but we don’t learn from this or

share with each other enough• We should be raising the profile of our people as much as our

member firms– our people are our best advocates and our best reputation builders– displaying our worldwide intellectual capital and areas of specialist expertise

send a strong global message


In short, we need to work more In short, we need to work more collaboratively in 2008. collaboratively in 2008.

Stimulation, coordination, and Stimulation, coordination, and encouragement are the key roles that the encouragement are the key roles that the Executive Office will play to effect this.Executive Office will play to effect this.


They key themes…(based on ten member They key themes…(based on ten member feedback)feedback)

Better brand Better brand recognitionrecognition

Better brand Better brand recognitionrecognition

To be seen To be seen as as

internationalinternational

To be seen To be seen as as

internationalinternationalTo attract To attract

quality quality membersmembers

To attract To attract quality quality

membersmembersTo be To be

competitively competitively distinctivedistinctive

To be To be competitively competitively

distinctivedistinctive

To have a To have a consistent consistent reputationreputation

To have a To have a consistent consistent reputationreputation

To share To share best practicebest practice

To share To share best practicebest practice

Attract (and Attract (and retain) talentretain) talentAttract (and Attract (and retain) talentretain) talent


What role can the Executive Office play?What role can the Executive Office play?

• To continue to build the membership and bring in quality members• To ensure consistency of messaging and presentation amongst

member firms– refreshed visual identity during 2008– an international tool kit to supplement your own local marketing (see later)

• A continuing programme of PR activities designed to build brand awareness of the RSM brand internationally designed to create real opportunities for you at locally.


What role can the Executive Office play?What role can the Executive Office play?

• To assist and encourage you to leverage local awareness and business building activities more proactively– create opportunities to open up dialogue with current and prospective clients– act as a conduit between member firms to ensure best practice and ideas are

spread

• Some limited advertising to promote RSM during 2008?• The development of an employer brand marketing programme and

top talent international career development?


What could you do?What could you do?

• Ensure you always specifically refer to RSM as the global network signifier – and consistently use the global language and marketing references and tools we will provide

• Use more actively the PR opportunities that the Executive Office generates to generate local opportunities for client dialogue– placing in local press– using materials to generate for direct marketing and/or to generate face to

face opportunities (seminars, credentials presentations etc)


What could you do?What could you do?

• Regularly contribute your time and expertise– identify spokes-people for PR opportunities– generate think pieces for placing in international press– share case histories and other PR resources (for example

research and opinion pieces)


Building the RSM Building the RSM brandbrand


A bit of theoryA bit of theory


Four simple steps to building a brandFour simple steps to building a brand

Awareness/saliencyAwareness/saliency

ConsiderationConsideration

UsageUsage

AdvocacyAdvocacy


In other wordsIn other words

I know about youI know about you

I think you could help meI think you could help me

I have worked with youI have worked with you

I would recommend youI would recommend you


Where are we?Where are we?

I know about youI know about you

I think you could help meI think you could help me

I have worked with youI have worked with you

I would recommend youI would recommend you

We are still here


Above all we need to build instant recognition….Above all we need to build instant recognition….


Some brands have it even when in ‘disguise’….Some brands have it even when in ‘disguise’….


Some don’t even have to show their name!Some don’t even have to show their name!



These are all brands which benefit from These are all brands which benefit from heavyweight advertising and promotional heavyweight advertising and promotional

spends!spends!


How can we make our brand stronger How can we make our brand stronger with the resources we have at hand?with the resources we have at hand?

Recognition

Receptive customers

Competitively different

Internationally active

A consistent visual identity

Getting in front of customers. Given them something valuable

Repeat our core messages over and over

Repeat our core messages. Use international materials and references as often as possible



We cannot always control our thoughts, but we can control our We cannot always control our thoughts, but we can control our words, and words, and repetitionrepetition impresses the subconscious, and we are impresses the subconscious, and we are then master of the situationthen master of the situation

Florence Scovel ShinnFlorence Scovel Shinn

Novelist and metaphysicistNovelist and metaphysicist



In the absence of multi million $ spend, In the absence of multi million $ spend, continual and consistent repetitioncontinual and consistent repetition by you by you

all is key.all is key.


Building the RSM brand is like creating a mosaicBuilding the RSM brand is like creating a mosaic

• Thousands of different elements to make a bigger picture• If there are multiple artists everyone needs to work to the

same plan• One mistake or omission will spoil the overall effect and

the picture


Our desired reputation and Our desired reputation and the messages we must repeat.the messages we must repeat.

• Global– quality coverage in all major economies– well integrated network

• A consistently high reputation for excellence– unique quality control systems– continued membership depends on continuous assessment– more members want to join than we let in


Our desired reputation and Our desired reputation and the messages we must repeat.the messages we must repeat.

• Quality global coverage– about finding the right firms rather than dots on maps– only firms which emulate RSM values are admitted as members– the resulting homogenous work ethos leads to short decision making chains and

personal relationships that lead to rapid solutions and smooth cross discipline/border working

• A total dedication to client service – uniquely close to our clients (and each other) – uniquely supportive

– go the extra mile, work harder, dedicated to helping internally ambitious growing companies succeed

– a partnership mentality, team workers– ‘the team behind the winners’


Examples here of how these Examples here of how these messages are reflected in our PR to datemessages are reflected in our PR to date

By joining RSM, TOP AC Goodwill will be able to

rpovide complex services at an international level and react promptly to clients’ needs while always being

close to themInternational accounting

bulletin

By joining RSM, TOP AC Goodwill will be able to

rpovide complex services at an international level and react promptly to clients’ needs while always being

close to themInternational accounting

bulletin

Our secondment programme endorses

RSM’s commitment to be an active partner with energetic international

companies…Employee benefits

Our secondment programme endorses

RSM’s commitment to be an active partner with energetic international

companies…Employee benefits

Increasingly the work we are getting involved in is delivering to large scale

organisations and this link up with RSM gives us the power to take on the Big

Four. The Herrald

Increasingly the work we are getting involved in is delivering to large scale

organisations and this link up with RSM gives us the power to take on the Big

Four. The Herrald

It’s not just about coverage in diffferent locations, it’s about substance and value. Size is important in some ways but if you don’t get the depth and

experience it’s doesn’t add up to quality coverage

FT

It’s not just about coverage in diffferent locations, it’s about substance and value. Size is important in some ways but if you don’t get the depth and

experience it’s doesn’t add up to quality coverage

FT



So what part do we each need to play in So what part do we each need to play in building the picture for RSM?building the picture for RSM?


We have a brand in two parts We have a brand in two parts ……

The network signifier. Hall mark

of consistent quality and integrity. The

RSM way.

Locally based reputation for quality

and integrity, and true partnership with

clients

RSM Local Name

Driven from the centre Driven from by you


Local firm roleKeep the centre posted with management and other changes in your local firm without being askedCirculate case history details regularly. We will pass information around via RSM Eye.Use by-lined articles and think pieces as direct mailRun seminars amongst your own current and target clients using centrally generated research pieces

Local firm roleKeep the centre posted with management and other changes in your local firm without being askedCirculate case history details regularly. We will pass information around via RSM Eye.Use by-lined articles and think pieces as direct mailRun seminars amongst your own current and target clients using centrally generated research pieces

Building awarenessBuilding awareness

Executive roleContinue to develop awareness of RSM by publicising group news

Publicise local case histories in global press

Develop by-lined articles and think pieces

A European launch event to publicise our next report

Executive roleContinue to develop awareness of RSM by publicising group news

Publicise local case histories in global press

Develop by-lined articles and think pieces

A European launch event to publicise our next report


Local firm role

Ensure international messages are always present whenever you communicate

The the templates we provide you with to ensure consistency of presentation (visual and verbal)

Local firm role

Ensure international messages are always present whenever you communicate

The the templates we provide you with to ensure consistency of presentation (visual and verbal)

Building our international reputationBuilding our international reputation

Executive office role

Summarise our key international messages in

• an elevator speech for RSM international

• a credentials deck for your new business activities

• a template for recruitment advertising

• a template for direct marketing pieces using internationally

• a template to invite current and prospect clients to a seminar to support our latest research piece

Executive office role

Summarise our key international messages in

• an elevator speech for RSM international

• a credentials deck for your new business activities

• a template for recruitment advertising

• a template for direct marketing pieces using internationally

• a template to invite current and prospect clients to a seminar to support our latest research piece



Here are the tools for the job…Here are the tools for the job…


Toolkit componentsToolkit components

• PR plan and local firm KPI’s for 2008 – Biss to provide?• Elevator speech for RSM international• Key messages for any communications you undertake with external

audiences• Powerpoint slides to introduce into your credentials decks• A DM template to use when using international case histories, by

lined articles and think pieces as direct marketing to current and target clients

• An invite template to invite your clients to a seminar to publicise centrally produced research

• A dummy recruitment ad containing the international message when you are recruiting locally



By working together, imagine what the By working together, imagine what the bigger picture for RSM might be?bigger picture for RSM might be?



Any questions?Any questions?

Documents

Branding Workshop Working together to build RSM International RSM International Conference, Singapore 2007