Deloitte Digital Client X Content Strategy

Client X Content Strategy

Deloitte Proposal to Assist
21 March 2014
Deloitte Digital Client X Content Strategy
Douglas V. Palmer
Principal
(703) 431-2543
dpalmer@deloitte.com
Carole Millberg
Director
(704) 887-1506
cmillberg@deloitte.com
We are pleased to present this proposal to assist Client X for Enterprise Content Strategy. We
highly value our relationship with Client X and are excited about the prospect to serve you. We
trust you will find Deloitte to be well qualified and uniquely positioned to help you achieve
achievements with this important strategic initiative.
Our ability to meet your requirements for this project stems from first-hand knowledge of working
with Client X and your specific culture. We have established and maintained strong relationships
with your leadership and understand how you like to work. We have assembled a highly qualified
team with deep experience in customer experience design, enterprise content management and
in the financial services industry.
We will bring our strategic thinking and implementation excellence to deliver on a successful
project. As a team, we approach opportunities with a strategic business mindset, taking into
consideration the ultimate value and business results you are looking to achieve. Our response is
based on the Client X RFI; we would welcome further dialogue to ensure we accurately
understood and responded to your key goals and objectives.
Based on the MSA we have established with Client X, the fees for this project is estimated to be
$XXXK. The total fees will be approximately $XXXK after applying a X% discount per MSA.
Applicable out of pocket expenses will be billed separately.
We look forward to discussing our response with you and understanding how we can assist you
with this important initiative. Should you have any questions, please feel free to contact us by
phone or email.
2
Deloitte Digital Client X Content Strategy
1. The Deloitte Difference 4
2. Our Understanding 5
3. Strategy Considerations 6
4. Our Approach and Timeline 7
5. Our Experience and Client Successes 10
6. Proposed Team and Structure 17
7. Our Tools and Accelerators 21
8. Pricing and Fees 22
Appendix A: Deloitte Digitals Capabilities 24
Appendix B: Our User Experience Methodology 26
Appendix C: Thought Leadership & Accolades 30
Table of Contents

3
Deloitte Digital Client X Content Strategy
The Deloitte Difference

We have distinctive experience and experience in Digital Strategy, Digital Marketing, Customer Experience and Content
Our Content practice is one of the largest in the world, with over 1,000 practitioners globally, 500 in North America, over 300 i n US,
100+ in our US India Practice focused on helping clients design and implement a wide range of Content solutions.

We have assembled a team with deep experience in Content Management
We have worked with other large global organizations in successfully developing digital and content strategy that take into
consideration the complexity of coordinating enterprise message with local needs. Our ultimate measure of success is realizing
sustainable change for our clients. We have assembled a highly seasoned team, bringing a complementary set of capabilities as well
as extensive experience in making proposed solutions real.

Our proven tools and accelerators provide a disciplined approach for this initiative
We have well-tested tools and frameworks developed and refined through numerous client engagements focused on content strategy
and customer experience transformation. Leveraging these assets as well as relevant intellectual property that Deloitte is
continuously investing in, will enable us to deliver value within the defined timeframe and meet your objectives.

We have a strong record delivering successful projects for Client X and other large banks
We have a deep understanding of Client Xs business and culture. This stems from frequent substantive interactions with your
leadership and the strong working relationships forged over many years on consulting projects for Client X. These experiences have
given us valuable knowledge of the organization and its focus on delivery the leading customer experiences across all LOBs.


4
We are uniquely positioned to assist Client X on this initiative, bringing the right combination of Digital Strategy, Banking, Customer
Experience, and Content Strategy and Management skills to the table along with extensive history of successfully partnering with Client
X. Our proposal provides examples of and lessons learned from our past work helping global organizations introduce similar content
management systems and digital strategies. In 2013, Kennedy recognized Deloitte as a global leader in Digital Strategy Consulting
based on capabilities*. Please see Appendix C for additional accolades.

*Source: Kennedy Consulting Research & Advisory; Digital Strategy Consulting; Kennedy Consulting Research & Advisory estimate 2013 Kennedy Information, LLC.
Deloitte Digital Client X Content Strategy
Our Understanding


Client X is on the journey of <Client specific goal cleansed> to provide a unified, simple and valuable experience to customers. The
need for engaging editorial combined with informational content is key to improve overall customer experiences, and to differentiate
Client X from competitors.







Inconsistent and inefficient content strategy:
due to opportunistic growth in support lines of
business (LOBs) efforts
Content focused on Client X rather than the
customer: lack of strategy in guiding customer
needs identification, creation/distribution, and
anticipated outcomes
Inconsistencies in content creation and
fragmented branding: numerous Client X LOBs
and functional areas inconsistently develop and
distribute content in different channels without
any overarching guidelines
Disparate management: of accelerated content
creation volumes due to types/number of
channels
Volume of content creation has accelerated:
lack an enterprise strategy to guide content
identification, creation, and distribution
Challenges

Customer Needs, Value Drivers, and Consistent Branding:
understand the desired customer experience and to create a
customer needs-based approach to content; shift focus from
about Client X to customer-focused, and create consistent
branding across channels to achieve <Client specific goal
cleansed>
Enterprise-wide Content Vision and Strategy: articulate what
and how content can drive value for Client X as an enterprise
and to create consistency across LOBs, and how to create and
manage content based on identified customer needs
Information Architecture: consistently manage content across
Client X; identify, define, and categorize content (Taxonomy) to
provide the valuable customer experience
Governance and Executive Alignment strategy: establish
governance model and build knowledge, awareness, and
adoption of the future state content strategy
Compliance: consider regulatory requirements
Roadmap: a high level roadmap to implement the agreed upon
vision and strategy

Needs / Objectives
5
Deloitte Digital Client X Content Strategy
Customers Process Governance Content Technology Compliance
Identify the
customers and
their goals, across
all geographies
Identify customer
scenarios
Define how
customers will
interact with
content and
supporting systems
(e.g. search,
access, self-
service)
Define many
potential content
processes required
to support the
sales process
Determine how you
will manage
version control and
make sure in-
progress assets
are not pushed into
the marketplace
Determine how you
will obtain
feedback for
continuous
improvement

Define breadth and
rules of content
management
Determine
governance and
restrictions
Identify and define
corporate policies
Define roles and
responsibilities
clearly


Understand the
intended uses and
distribution
methods moving
forward
Determine the
types, the formats,
and the value of
the content that will
be managed
Define content-
related standards
(e.g. metadata,
categorization,
naming
conventions)

Identify the
channels for
content access/
distribution
Define the
enablers for
collaborative
content creation
Define the security
requirements for
enabling systems
Define how users
will access the
system
Identify other
systems which will
require integration
(e.g. Web Content
Management
System, Campaign
Management)
Identify risk and
compliance issues
Identify and comply
with many banking
and brokerage
laws, domestically
and internationally
Content
compliance based
on geographic
location of online
user interaction
Tractability
legislative
requirements
Content origination
location
compliance
Strategy Considerations
We strongly recommend your global content strategy assessment and articulation incorporate all dimensions to be holistic and
ultimately achievable. From Deloittes experience, many clients focus on the technology dimension (or only a few of the
dimensions) below leading to possible suboptimal outcomes or project failures.
6
Deloitte Digital Client X Content Strategy
1. Current State
Assessment
Competitor Benchmark
Content Audit
(irrelevant, duplicate)
Voice of Stakeholders
Interviews (Geos &
LOBs)
Current State
Assessment
4. Opportunities /
Gap Identification
Governance Model
Identify Gaps &
Opportunities
Decision Process /
Governance
K
e
y

A
c
t
i
v
i
t
i
e
s

K
e
y

O
u
t
p
u
t
s
*

Project Management, Communications, Governance & Compliance
2. Customer Needs
Definition
Digital Landscape
Assessment

(see next page for our approach)
Persona & Needs
User Journey and
Stories
3. Content
Requirements
Identification
Strategy: In-house,3
rd

Party; Local &
Enterprise
Content Supply Chain
Process
Content Strategy
5. Strategy &
Roadmap
Content Strategy &
High Level Roadmap
Develop Roadmap /
Implementation Plan
Our Approach
Adopting a customer-focused approach to develop an enterprise wide strategy

7
N/A
*See Deliverables on page 9
Deloitte Digital Client X Content Strategy
Listen on Digital Channels
Set up tools with relevant
keywords to capture
conversation in social
Segment the Audience
Analyze the data to identify who
the main audiences are that talk
about the brand online.
Audiences can be segmented
by gender, age, geography,
education, profession, etc.
Identify advocates and
ambassadors for the brand,
based on online activity and
influencer status
Digital Landscape Assessment: Art and Science
Delivering actionable customer insights that drive high impact content

Analyze Digital Signal
Analyze the online data to
understand the context
surrounding the conversations
Quantify the data
Identify media mix, which
provides information on where
the majority of conversations are
happening online
Map conversations to identify
where they occur geographically
speaking
Gather data on key platforms,
such as; Twitter, Facebook,
YouTube, Forums, Blogs, News
Key Outputs
Customer Needs
Personas
Identify potential themes,
sentiment, and perception of
brand or issue
Understanding your customer is the foundation of our approach. At Deloitte Digital we start by analyzing the what, why and where
of what your customers are saying by exploring all conversations happening online. Very quickly this enables us to deliver
quantitative and qualitative customer insights that will inform the critical decisions we make as we build your content strategy.

8
Deloitte Digital Client X Content Strategy
Project Timeline
12 weeks across 5 work phases
Phase Key Deliverables Activities Estimated Duration (12 weeks)
1. Current State
Assessment
Current State Assessment
Voice of Stakeholders
Interviews Content Audit
(irrelevant, duplicate)
Competitor Benchmark
N/A
Strategy: In-house,3rd Party;
Local & Enterprise
Content Supply Chain Process
4. Opportunities /
Gap Identification
N/A
Identify Gaps & Opportunities
Decision Process / Governance
0. Project Kickoff
N/A
Conduct Kick-off Meeting
Identify Interview / Workshop
Participants & Schedule
3. Content
Requirements
Identification
2. Customer
Needs Definition
Digital Landscape Assessment
User Journey & Stories
Digital Landscape
Personas
Needs
5. Strategy &
Roadmap
Content Strategy
Develop Roadmap /
Implementation Plan
Final Deliverable
Content Strategy
High Level Roadmap
Governance Model
1 2 3 4 5 6 7 8 9 10 11 12
Deliverable
Deloitte Digital Client X Content Strategy
Client X Banking and Financial Services
We have a track record of successfully working with Client X,
built in part upon an appreciation of the Client X culture, and also
the knowledge of and effective working relationships with an
array of key stakeholders. We understand what is required to
foster active engagement and to achieve change.

We have successfully worked with Client X in:
Wholesale Banking
Community Banking
Wealth, Brokerage & Retirement Services
Consumer Lending
Corporate Finance
Credit, Compliance & Risk Management
Technology & Operations
We have worked with other large financial institutions in successfully
executing enterprise programs to define and delivering similar
engagements. We bring together world class depth in the
complementary areas of customer experience and content strategy.
Clients Project
Top 10 US Bank
Web Content Management & Web Analytics Tool
Strategy
Top 10 US Bank Digital Channel Strategy & Roadmap
Top 10 US Bank Customer Centricity Transformation
Top 50 Global Bank
Marketing Analytics and Customer
Segmentation
Top 50 Global Bank Customer Insights and Next Best Offer
Leading Commercial Bank
Data Management - Metadata Repository &
Processes
Leading Global Financial
Company
Customer Digital Experience & CMS
Leading Insurance Company Customer Experience Transformation
Top Bank Holding Company Customer Experience Strategy
Leading Insurance Company Customer Centricity Transformation
Financial Transactions
Processor
Online Customer Experience Assessment
10
Our Experience
We know Client X, and we know Banking

Deloitte Digital Client X Content Strategy
Client Project Description of Engagement
1
Principal Financial
Group
Customer Digital
Experience &
Content
Management
System
The Principal Group partnered with Deloitte Digital to transform its digital customer
experiences to a significantly higher level, and to develop a dashboard and planning tool.
Deloitte designed and tested new user experiences to create a robust, customer-centric
digital strategy. In addition, Deloitte integrated a new Content Management System that
enabled publishing, personalization, data analytics, social, and other capabilities.
2
Financial Services
Company
Web Content
Management & Web
Analytics Tool
Strategy
Deloitte was engaged by the client to develop an enterprise-wide Web Content
Management and Web Analytics implementation strategy (SDL Tridion). In addition, Deloitte
was engaged to identify a content migration strategy and provide an implementation
roadmap. As part of the end result, Deloitte developed an immediate action strategy to
realize value early.
3
Financial Services
Company
Digital Channel
Strategy &
Roadmap
The client re-assessed their existing channel strategy in light of evolving market and
consumer trends and engaged Deloitte to determine the future role of its digital channels to
engage with customers. Deloitte developed an enterprise-wide digital channel strategy and
customer experience framework that addressed the clients need to engage with banking
customers in a relationship-noteworthy way.
4 Intel Corporation
Content Strategy &
Implementation
Intel sought to reinvent their marketing web experience and optimize their web content
management technology platform and operations. Deloitte assisted Intel in; defining the
strategy, planning the solution to deliver a new consolidated web content management
platform and a new unified user experience, implementing the solution, deploying
worldwide, and operating the new digital marketing platform.
5
Global Technology
Company
Social Content
Strategy &
Implementation
Deloitte was engaged to create and deploy a multi-channel social content strategy, as a
method to connect with a specific target audience. Deloitte provided a content-relevant,
targetspecific content management system that resulted in increased organic fan growth of
more than 400%. Deloitte distributed content to global field employees, where they localized
it to fit their specific markets.
The table below provides a summary of the previous Deloitte engagements that serve as representative qualifications for Client X.
Client Successes
Summary of relevant qualifications


11
Deloitte Digital Client X Content Strategy


Principal Financial Group is a venerable fixture in the financial services world, offering investment management, retirement and insurance
products and services to small-medium businesses and individuals. In 2013, they partnered with Deloitte Digital to; transform its digital customer
experiences to a significantly higher level, develop a streamlined retirement plan enrollment experience, an advanced user account dashboard,
and a state-of-the-art planning simulator tool. The Principal plans to launch these new digital tools in 2014, in concert with a completely
redesigned public website, interactive tools, content and marketing technology platforms to make their client experience uniform, complimentary
and engaging.

Creating a Customer-driven experience through an innovative, interactive digital experience
Building a best-in-class technology architecture scalable for products, personalization & performance
Acquiring and utilizing customer data intelligently to create highly-personalized user experiences
Addressing a difficult customer mindset that resists making sacrifices to achieve financial wellness
Brought deep customer experience and financial services subject matter expertise to the planning phase
Developed a category-disrupting user experience strategy & design based on leading non-financial industries
Utilized Deloittes Strategy & Operations capability to develop a robust Digital Strategy, integrated across multiple
threads of a broader digital marketing effort
Engaged world-class design expertise from Deloitte Digitals Denver Studio
Integrated a new Content Management System technology platform that enables a wealth of publishing,
personalization, data analytics, social and other capabilities
Deloitte Services
Background
1. Principal Financial Group Case Study
Customer Digital Experience & CMS

12
Delivered a diverse set of new digital experiences in 4 months and on budget
Designed and tested a user experience superior to anything in the industry
Extended a new brand design system onto customer-facing dashboards and interactive tools
Built a responsive web design foundation on which several planned interactive tools can be built, measured &
evolved for desktop, tablet and mobile devices
Challenges
Approach
Value
Delivered
Deloitte Digital Client X Content Strategy


The online channel of a client (one of the ten largest banks in the US), had undergone vast organizational change and the client invested in a
Web Content Management (WCM) tool (SDL Tridion). They wanted to deliver a consistent and comfortable experience improve the customer
retention, improve revenue via channel acquisition and improve operational efficiency. The client required an implementation strategy and
advisory for content migration. They also required a web analytics tool requirements definition and vendor selection.
Lack of analytic capabilities to effectively understand web content impact
No clearly defined process for web content management
No future vision and growth strategy for content management
Challenges
Approach
Value
Delivered
Established a WCM Strategy and Roadmap to build WCM capabilities across the enterprise
Consolidated web analytics tools and functions across the enterprise to enable better information to drive sales and
marketing activities online
Identified a content migration strategy for existing web content
Created a migration process and procedure to repurpose existing content within the new content management
process
Provided an implementation roadmap for the three year development process with cost and effort estimates as well
as timelines and milestone points
Developed an immediate action strategy to realize value early while establishing the foundation for the future state to
come
Deloitte Services
Background
2. Financial Services Company Case Study
Web Content Management & Web Analytics Tool Strategy
13
Deloitte Digital Client X Content Strategy


Our client is a large Canadian bank with presence across the country. They decided to re-assess their existing channel strategy in light of
evolving market and consumer trends and engaged Deloitte to determine the future role of its digital channels to engage with customers.
The client had recently committed to achieving a superior digital customer experience in order to deepen relationships with existing customers
and acquire new customers. Thus, the bank required a bold, future-looking and integrated digital channel strategy in order to create a
competitive differentiation in the marketplace and to better align the ways in which it serves its customers.
No digital strategy that was responsive to the new consumer banking market ecosystem they found themselves
operating in.
Understanding of how to leverage new digital channel technologies to create an immersive consumer experience that
differentiated them from their competitors in this highly competitive market
Challenges
Approach
Value
Delivered
Developed an enterprise-wide digital channel strategy and customer experience framework that addressed their need
to engage with banking customers in a relationship-noteworthy way
Conducted market research and interviews to reveal keys trends and global leading practices, identifying winning
characteristics of best-in-class digital organizations
Defined the future state vision for the banks digital channel, focused primarily on the end user experience
Developed a strategic roadmap identifying key initiatives to develop required capabilities
Developed a custom digital customer experience framework (using personas, journey maps and segmentation) to
provide clear focus and identify opportunities in the research, design and evaluation of customer-centric initiatives
Uncovered customer experience archetypes that articulated the benefits and tradeoffs of chosen strategy
Established current state assessment of digital capabilities relative to competitors
Formulated an optimized future strategy, roadmap and supporting execution tactics
Delivered a fit-for-purpose customer experience framework as a utility for the digital team to help deliver initiatives
that produce consistently higher quality customer experiences
Deloitte Services
Background
3. Financial Services Company Case Study
Digital Channel Strategy & Roadmap
14
Deloitte Digital Client X Content Strategy


Intel is a major Fortune 100 semiconductor manufacturer based in Silicon Valley. They sought to reinvent their marketing web experience and
optimize their web content management technology platform and operations. Deloitte Consulting assisted Intel in defining the strategy, planning
of the solution to deliver a new, consolidated web content management platform and a new unified user experience, implementing the solution,
deploying worldwide, and operating the new digital marketing platform.
Ineffective and outdated user experience caused by disjointed technology platforms and web properties
Cumbersome content authoring process causing content changes and campaigns to take weeks or months to launch
Outdated and incomplete social media capabilities with Inconsistent governance and processes across agencies
Challenges
Approach
Value
Delivered
Defined the user experience enablement strategy
Selected the web content management platform vendor
Designed the technology implementation and roll-out
Established the process and governance definition as well as change management procedures
Performed content and web property migration and onboarding
Delivered technology enhancement, operations, and support
Impactful, modern, award-winning online user experience with richer, more relevant, dynamic content delivered to
visitors
Improved customer engagement and conversion
Reduced content update and campaign launch times, while improving search relevance, accuracy, and targeting
Enabled deep insight into web site usage via robust analytics for their single, global, scalable global digital marketing
platform
Background
4. Intel Corporation Case Study
Content Strategy & Implementation

15
Deloitte Services
Deloitte Digital Client X Content Strategy


This hardware and software company, with products and operations in all primary technology/web industries today, have a built in legacy base
of users, partners, developers, resellers and promoters that has been earned over many years. Their reputation as one of the founders of the
modern technology revolution is wellsupported from the depth of reach and impact they have had on consumers, businesses, governments
and the development of the webs creation itself. They rely on Deloitte for multiple services including strategic guidance with respect to content
management due to their many divisions which must provide one cohesive customer experience for very technical products and services.

Effectively reaching and retaining interest with a very distinctive target audience of application developers
Losing mindshare and application developer time from their platform especially those who developed for other
popular platforms (iOS, Android, other)
Fragmented brand identity and inconsistent messaging
Analyzed research that indicated application developers were unlikely to engage with this brand and engagement was
declining
Created an application developer-centric social content strategy that addressed research-discovered needs of reach,
profit and personal fulfillment
Optimized content for lifestyle and culture interests discovered in the landscape analysis with product awareness
messaging
Participated in the same industry events and trending conversations without selling to the target audience, who are
notoriously resistant to direct marketing
Increased engagement in dozens of markets using centrally managed content distribution
Deloitte Services
Background
5. Global Technology Company Case Study
Social Content Strategy & Implementation

16
Challenges
Approach
Value
Delivered
Delivered a diverse set of new digital experiences in ahead of schedule
Designed and tested a user experience superior to anything in the industry
Extended a new brand design system onto customer-facing dashboards and interactive tools
Built a responsive web design foundation on which several planned interactive tools can be built, measured &
evolved for desktop, tablet and mobile devices
Deloitte Digital Client X Content Strategy
Proposed Team Structure
Client X Sponsor
Content Strategy and Taxonomy:
Andrew Wager (Content Strategy)
Colleen DaRos (Content Strategy Lead)
Todd Young (Information Architect)
Additional team members (tbc)
Client X Sponsor
Project Team
Advisory/Board
Christopher Ellis (Project Manager)
Omar McGann (Digital Project
Manager)
Deloitte Project Leadership
Doug Palmer will lead the team as the Project
Partner. As such, he assumes ultimate responsibility
for the services provided as a part of this proposal.
Christopher Ellis is the proposed Project Manager
for this project. He will serve as your daily point of
contact, collaborating regularly with Doug as they
have done in the past to make sure to maintain a
continual dialogue across the project.
To assist the core team in developing the content
strategy, we propose an Advisory Board with
Deloitte Subject Matter Advisors. This board
involves specialists who collectively have deep
knowledge in, Content Management, Customer and
User Experience, Finance and Banking, and the
business processes of Client X. Armed with this
knowledge, this team will help guild and inform the
content management strategy.
Doug Palmer (Project Partner)
Deloitte Executive
Content Management &
Governance
Customer/User Experience
Finance and Banking
17
Digital Landscape:
Brian Geoghagan (Digital Landscape Lead)
Nicole Caven (Digital Landscape Producer)
Amy Meyer (User Experience)
Additional team members (tbc)
Deloitte Digital Client X Content Strategy
Doug Palmer (Project Partner)
Within Deloitte Consulting, Dr. Douglas Palmer is a principal in our Deloitte Digital service line. He advises clients in the areas
of digital strategy, digital content, social media, enterprise collaboration, and the adoption of emerging technologies. Doug has
led major digital strategy projects for a top healthcare company, a major government agency, a leading non-profit, and
numerous other consumer facing clients. He brings a unique blend of strategy and implementation experience having helped
clients earn external recognition and awards for innovation in collaboration and content sharing initiatives. Doug works closely
with Deloittes Alliance partners, technology start-ups, and leading researchers to bring the most relevant digital technologies
and business processes to bear on client problems. His research and thinking on the topics of social business and
gamification have been cited in leading publications such as The Wall Street Journal, The Financial Times, MIT Sloan
Management Review, Time Magazine and USA Today.
Christopher Ellis (Project Manager)
Chris Ellis is a senior manager in Deloitte Digital Content Management practice. He has 16+ years of strategy and
implementation experience including several digital platform transformations engagements at Tier 1 US banks. Chris has led
projects that range from strategic assessment, merger integration, and large scale implementations around banking and
treasury platform. His subject matter expertise focuses on optimizing the management of digital content' while drawing value
through improved governance, information management, business process optimization (BPM), social analytics, and web
content management.
Omar McGann (Digital Project Manager)
Omar McGann is a Manager in Deloittes Digital Strategy practice, advising clients in the Financial Services industry. He has
worked with investment banks, asset managers, and diversified financial institutions as well as developed customer journeys
and associated digital strategies for credit unions and insurance companies. Critical aspects of these efforts included the
identification of key capabilities (e.g. user experience design, digital governance, content management) to support effective
execution of digital initiatives. In addition to his Financial Services experience, Omar has worked across industries to help
clients consider the benefits of web, mobile, and social capabilities to realize their internal and external digital aspirations.
Based on the project timing described in the RFP, we have proposed the right leadership and project team to deliver the strategy
and approach to meet your needs. Should specific individuals become unavailable at the time of our selection or project initiation,
we will inform Client X and provide you with the opportunity to meet equivalent replacements.
Proposed Project Leadership Team
18
Deloitte Digital Client X Content Strategy
Colleen DaRos (Content Strategy Lead)
Colleen is a Manager in Deloitte Digital, with a focus in
Functional Design, User Experience and Web Content
Management. She has 8 years of experience in online
design, content management, and product information
management and brings in-depth knowledge of
information architecture, taxonomy development and
content governance.
Andrew Wager (Content Strategy)
Andrew has over 14 years of experience working
throughout the technology marketplace in the areas of
digital strategy, experience design, custom enterprise
software and mobile strategy. He has worked with
Fortune 100 companies, leading teams to identify,
establish, value, and implement user and customer
focused products, software, and services.
Todd Young (Information Architect)
Todd Young is a specialist in user-centered, web and
enterprise information architecture, content
management, and taxonomy design with an emphasis
in ecommerce and omni-channel environments and
content strategy execution. He has guided
multidisciplinary teams in the successful design and
implementation of web-based taxonomy designs and
governance processes for clients in diverse industries
that include financial services. Todd has performed a
number of content and information technology strategy
assessments for a range of clients.
Nicole Caven (Digital Landscape Producer)
Nicole works in Deloitte Digitals social studio in
Seattle. She is a producer in Deloittes social team,
providing clients with social analytics and monitoring
capabilities to provide deep customer insights. Her
experience in social involves: social strategy;
analytics; positioning and content tailored to customer
audience segments.
Amy Meyer (User Experience)
Amy Meyer sits within the Deloitte Digital team and is
a Digital Strategy Consultant. She is focused on
designing customer-centric experiences and strategies
for clients across multiple industry sectors. Amy has
experience working with large banking clients to create
user-centric strategies and processes.
Brian Geoghagan (Digital Landscape Lead)
As a lead strategist for Deloitte Digitals social practice,
Brian brings experience managing global content
distribution for Fortune 500 brands with proven results.
He has authored playbooks and strategies for many
social channels across multiple verticals. He also
serves as the resident Sprinklr expert with experience
setting up, deploying and training others in the tool.
With a strong focus on connecting data and insights to
content strategy.
Proposed Project Team
19
Deloitte Digital Client X Content Strategy
Carole Millberg (Finance Industry)
Carole joined Deloitte in 2010 after spending 17
years with Company A(company acquired by
client x) in various senior executive roles. She
brings over 30 years of banking industry
experience.
Barbara Venneman (Digital Content)
As the National Digital Content Leader within
Deloitte Digital, Barbara leads a team of talented
practitioners that help clients establish digital
strategies, operational models, processes and
emerging technologies to deliver business results.
Robert Bernini (Finance Industry)
Robert Michael Berini is the Banking and
Securities Sector Lead for Deloitte Digital. In
addition to his experience serving Client X,
Robert has 17 years of financial services
consulting and solutions experience.
Dennis Startsev (Digital Content)
Dennis Startsev leads Digital Marketing
enablement solutions for clients in Financial
Services and other industries. He has over 20
years of consulting and technology experience.
His areas of specialization include Web Content
and Experience Management.
Nelson Kunkel (Design)
Nelson leads Deloittes Global Experience Design
Practice, responsible for leading a talented group
of creative and design thinkers across the US and
India. He has spent over 18 years in digital brand
strategy and experience design consulting across
multiple industries including finance.


Sean Butterworth (Content Governance)
Sean Butterworth recently joined Deloitte after 9
years at Microsoft where he drove Digital, Content
and Social Marketing for Xbox, PC Hardware and
their Developer Audience. He has deep
experience building global-scale content supply
chain strategy and infrastructures.
To assist the core team in developing the content strategy, we propose an Advisory Board with Deloitte Subject Matter Advisors.
Proposed Advisory Board
20
Deloitte Digital Client X Content Strategy

We help clients with a broad range of Content Strategy needs. We have well-tested tools and frameworks developed and refined through
numerous client engagements focused on content management strategy and customer experience. Leveraging these assets as well as
relevant intellectual property that Deloitte is continuously investing in will enable us to deliver value within the defined timeframe.

Customer Experience Methodology

Our customer experience (CE) methods
and accelerators have demonstrated
proven results. Our framework and
methodologies takes a comprehensive
view of CE by addressing it from the
company perspective (inside out) as well
as the customer perspective (outside in).
Content Management Methodology

We have deep content management
experience supported by market-tested
methodologies and tools. We have created
several proprietary tools that help
accelerate the implementation of
actionable enterprise content management
solutions for our clients. Deloittes Content
Management approach is designed based
on the best practices in industry.

Our Tools and Accelerators
Value Print
Business Case
Methodology
Marketing Maturity
Model
Marketing
Center of Excellence
Digital Marketing
Capability Map
Digital Marketing
Architecture
Web Content
Management Playbook
Other Tools & Accelerators
21
Deloitte Digital Client X Content Strategy
Deloitte and Client X have a Master Services Agreement
(MSA) in place; professional fee hourly rates are based on the
MSA and Operational, Risk and Technology Advisory rate card
for Client X effective November 2013
Reflecting our strong commitment to the Client X relationship,
we are providing a X% discount the MSA defines for a project
of this size
Travel expenses, not to exceed XX% of professional fees, will
be billed in addition to the fees noted

MSA Level Rate Hours Fees
Level 7 $XXX 36 $XX,XXX
Level 6 $XXX 12 $X,XXX
Level 5 $XXX 398
$XXX,XX
X
Level 4 $XXX 766
$XXX,XX
X
Level 3 $XXX 1,238
$XXX,XX
X
Level 2 $XXX 1,362
$XXX,XX
X
Sub-Total Project Fees
$XXX,XX
X
Less x% Discount per MSA
($XX,XXX
)
Total Projected Hours and Fees 3,812
$XXX,XX
X
22
Information, including data will be readily available and of a sufficiently reasonable quality to enable timely analysis
Client X project team members will be available and dedicated to support the project per the proposed team organization structure
Client X will provide timely access to required personnel on an as-needed basis throughout the engagement via face-to-face discussions or
telephone conversations
Client X project sponsors will support the completion of the work detailed in this proposal and will provide timely resolution of project issues
that affect the project plan and schedule
Client X project team will review and provide appropriate feedback to submitted work products and deliverables in a timely fashion
Pricing and Fees
We have proposed a competitive fee structure to help Client X achieve its objectives.
Project Fees Fees Breakdown by Role
Assumptions
Deloitte Digital Client X Content Strategy
Thank you.
Appendix A
Deloitte Digitals Capabilities
Deloitte Digital Client X Content Strategy
Offering Description Capability
Digital
content

New challenges arise when emerging opportunitiessocial, mobile, and
web content; digital content distribution; real-time optimization; and
personalized UXcollide with traditional assets. We can help your
information authors and publishers thrive in the digital age.
Web content management
Digital asset management
Document & asset management
Content analytics & optimization
Strategy Whether B2B, B2C, or B2E, we start and finish with your business goals.
Our digital teams work with you to bring a high-quality digital strategy to
life, helping you meet the realities of today and tomorrow. This isnt a
thought exerciseits a business imperative.
Mobile strategy
Visioning workshops & roadmaps
Web & eCommerce strategy
DCM strategy
Concepts & prototypes
Design

Intuitive, on-brand design is at the core of every experience that we
deliver. Our design-focused expertise, which spans creative, UX, and
front-end design, allows us to provide clients with pixel-perfect solutions
that speak the brand and speak to users.
Interface design
User experience
Content strategy
Copywriting
Web

Our approach to web combines strategic thinking, existing infrastructure,
and business drivers. From strategy to implementation, we can help you
build a powerful online presencefor any platform. Today, web done right
is more relevant than ever.
eCommerce
Enterprise portals
Web marketing
Mobile

Its not all bright and shiny appsalthough we do geek out over inventive
interfaces and exquisite UX. From extending the reach of legacy apps to
cashing in on eCommerce, we deliver mobile solutions that engage users
and please decision makers.
Consumer mobile & eCommerce
Enterprise mobile
B2B mobile
Public sector mobile
Mobile readiness
Social

We can help you understand how to use social across your company to
reach users, cultivate interactions, and meet strategic objectives. Its time
to embrace the power of relationships and the impact of social networks
on decision-making, info sharing, and business as usual.
Social apps
Listening posts
Enterprise social collaboration
Digital ERP

Want to maximize your ERP investment or extend your ERP solution to
operate anytime, anywhere, by anyone in your organization? Well help
you build rich, user-driven front-end apps for even the most complex ERP
configurations. Extend your core apps across channels to wow your
audience and mobilize pre-existing ERP systems.
SAP SUP
Oracle
Adobe Air on ERP
Deloitte Digitals Capabilities

With Deloitte Digital, the full circle of creative business technology for the enterprise is complete. Our offerings start and end with your
business goals. Whether you need a strategy, mobile, social, web, digital content, or digital ERP solution, or any combination of those,
we can work together to create a winning digital portfolio.
25
Appendix B
Our User Experience Methodology
Deloitte Digital Client X Content Strategy
Our User Experience Methodology
Core to our approach is User Experience and Design. We start out with a
conversation to identify the clients business requirements in terms of the goals
of the business. We follow it up with a user-centric design process in which we
identify what the needs and most common tasks are centered around the
business requirements. Finally we identify the technical requirements that can
impact the project. Where the three components meet (business requirements,
technical requirements and user requirements) is where we aim for.

We focus on usability in every aspect of our process, including the development
of user-story driven workflows, intense scrutiny on what information is
presented to the user, performance optimization of user-interface components,
and thorough testing of the system in real-world situations. Deloittes depth of
expertise in this area is considerable and is the culmination of hundreds of
projects worth of experience. Understanding the user-centric design process
and having professionals steeped in this discipline is critical to the deployment
of successful initiatives.

Our UI design wheel summarizes the process and perspective we bring to all
digital experiences. We start from a persona-centric perspective (to better
understand the users), conduct user research to validate our assumptions and
identify additional priorities and define roles to better understand users jobs.
From that point, we can develop the use cases and wireframes required for the
application, and design for an optimal user experience. Lastly; we ensure that
the appropriate metrics and analytics are collected within our applications such
that they can be continuously improved over time.


27
Deloitte Digital Client X Content Strategy
Core activities of our User Experience best of the breed practices are
summarized as:

User Research: requirements gathering, observations and interviews of
end-users in their natural habitat the workplace

Personas & Roles: representation of each user role (persona) who will
interact with the application, and the development of user stories for each of
their tasks

Use Cases & Storyboards: in-depth analysis of each task a user needs to
perform, including all permutations of workflows

Information Architecture: categorization of information into a coherent
structure that the intended audience can understand quickly

Wireframing: iterative representations that help shape the overall direction
of the solution and represent how each screen and layout of information will
look in the user interface

Visual Design & Prototyping: high resolution visual designs and a demo
application that represents the proposed end solution to be used for user
testing and baseline design iterations

Usability Metrics: mapping specific baseline usability statistics to
demonstrate application efficiency and success
Our User Experience Methodology
28
Deloitte Digital Client X Content Strategy
Persona Driven Approach
Deloitte user experience approach has a 360 degree focus on
Personas. Traditionally, user experience has been based on
transactions. With the paradigm shift in user experiences across
multiple consumer and business applications, Deloitte
approaches user experience from a persona standpoint. It
surfaces the different needs and motivators for various types of
users ranging from super users to a user who logs rarely to the
web or mobile app.
Key Benefits of a Persona Driven approach include:

Captures holistic user needs to be more efficient
Involves end users early and often, leading to better adoption
Improves design decisions resulting in a better quality product
Builds a customer-centric organization

29
Appendix C
Thought Leadership & Accolades
Deloitte Digital Client X Content Strategy
From digital
marketing to
digital
engagement
The digital
workplace:
Think,
share, do
Making sense
of social data
The digital
back office:
Are you
ready for a
digital
future?
Enhancing the
customer
experience to
[] drive
profitable growth
Gold Rush: The
scramble to claim
and protect value
in the digital world
How to improve
performance with
mobile and
digital
innovations
Customer-focused
growth: A field guide
to implementing
customer strategy
Deloitte is a leader in helping Finance clients optimize investment and operations while delivering a compelling customer
experience across all channels. Below are a few examples of Deloittes recent thought leadership.
Thought Leadership
31
Social
business:
Beyond
the buzz
Accelerating And
Improving Your Digital
Content Delivery
Successful
Enterprise
Content
Management
Implementations
The Future of
Content Creation
- Creativity in the
digital fast lane
Deloitte Digital Client X Content Strategy
Marketplace Recognition
Deloitte ranked #1 globally in Consulting based on revenue and market share by Kennedy
Source: Kennedy Consulting Research & Advisory; Global Consulting Index 2012; Kennedy Consulting Research & Advisory estimates 2012 Kennedy Information, LLC.
Deloitte named a global leader in Digital Strategy Consulting based on capabilities by Kennedy
Source: Kennedy Consulting Research & Advisory; Digital Strategy Consulting; Kennedy Consulting Research & Advisory estimate 2013 Kennedy Information, LLC.
Deloitte ranked #1 globally in Strategy Consulting based on revenue by Kennedy
Source: Kennedy Consulting Research & Advisory; Global S&O Consulting Index 2012; Kennedy Consulting Research & Advisory estimates 2012 Kennedy Information, LLC.
Deloitte ranked #1 globally in Financial Services Consulting based on revenue by Kennedy
Source: Kennedy Consulting Research & Advisory; Consulting to the Global Financial Services Industry, 2013; 2012 Kennedy Information, LLC.

*Source: Kennedy; Customer Strategy and Interaction Consulting Marketplace 2009-2012 BNA Subsidiaries, LLC.
Deloittes Market Position in Customer Experience*
Our services and approaches have been recognized as groundbreaking not only by our clients, but also by the leading analysts:
32
Deloitte Digital Client X Content Strategy
Deloitte Digital Accolades
33
Digital Advertising Campaign
ADDY Awards, 2014