legalsuper
C-suite PR for a financial firebrand
I worked with a CEO of a superannuation firm in Australia to build their branding and their communication model, transitioning it from traditional to digital.
Creative Direction
Strategy
Andrew Proebstl, the CEO of Legalsuper, an Australian superannuation firm, has kept a relatively low profile throughout his 20+ year spanning career in the superannuation industry. As head of a super serving a niche market, he lacked an aggressive foothold on his PR efforts, and his own brand as CEO. I proactively raised the idea of refurbishing his C-suite branding, in order to expand his reach towards a modern audience. At this point, Andrew’s only means of reaching out to existing and potential clients were Legalsuper’s printed quarterly stakeholder report, Communiqué, which were disseminated to its members through snail mail.
In my mind, there were two key issues here: brand building and modernization. First is to build a stronger digital footprint for Andrew Proebstl by creating his own CEO branding, and using social media as his platform to generate awareness. I developed a CEO branding matrix to help guide Andrew in discovering his brand identity. After nailing down his profile, I proceeded to create key messages for his communications plan, alongside a content calendar for his social media CEO page. To reinforce his presence online, I developed a content calendar filled with thought leadership content and industry-relevant micro-content on market insights on superannuation. I integrated Communiqué’s rollout alongside his own PR to build content for his social media. The second was to modernize Communiqué’s platform, taking it from printed quarterly reports to online channels. For 20 years, Legalsuper sent reports to their members and business partners in the legal sector printed quarterlies directly to mail. In an age that demands the triple bottom line, I sought to digitize the channels for Communiqué. I created a consumer journey channels map to distribute the content for Communiqué among print and online channels (Legalsuper’s website, Legalsuper’s email newsletter list, Legalsuper’s LinkedIn and Andrew’s LinkedIn).
Creative Direction
Strategy
Andrew Proebstl, the CEO of Legalsuper, an Australian superannuation firm, has kept a relatively low profile throughout his 20+ year spanning career in the superannuation industry. As head of a super serving a niche market, he lacked an aggressive foothold on his PR efforts, and his own brand as CEO. I proactively raised the idea of refurbishing his C-suite branding, in order to expand his reach towards a modern audience. At this point, Andrew’s only means of reaching out to existing and potential clients were Legalsuper’s printed quarterly stakeholder report, Communiqué, which were disseminated to its members through snail mail.
In my mind, there were two key issues here: brand building and modernization. First is to build a stronger digital footprint for Andrew Proebstl by creating his own CEO branding, and using social media as his platform to generate awareness. I developed a CEO branding matrix to help guide Andrew in discovering his brand identity. After nailing down his profile, I proceeded to create key messages for his communications plan, alongside a content calendar for his social media CEO page. To reinforce his presence online, I developed a content calendar filled with thought leadership content and industry-relevant micro-content on market insights on superannuation. I integrated Communiqué’s rollout alongside his own PR to build content for his social media. The second was to modernize Communiqué’s platform, taking it from printed quarterly reports to online channels. For 20 years, Legalsuper sent reports to their members and business partners in the legal sector printed quarterlies directly to mail. In an age that demands the triple bottom line, I sought to digitize the channels for Communiqué. I created a consumer journey channels map to distribute the content for Communiqué among print and online channels (Legalsuper’s website, Legalsuper’s email newsletter list, Legalsuper’s LinkedIn and Andrew’s LinkedIn).
