Colonial First State’s marketing transformation

This discovery work was aimed at delivering a new marketing strategy solution powered by Adobe Marketing Cloud. The final proposition would then be implemented as a pilot and run for 1 year to evaluate the results.

A number of one-on-one interviews and workshops were carried out in order to understand the problem, to gather all the requirements and to discuss potential courses of action. The following outputs were generated or further enhanced (if already available):

1. Personas
2. Customer journey maps
3. Marketing strategy framework
4. Templates
5. Recommendations

A range of marketing templates were generated to address the particular needs of the most representative customer segments along with their most relevant use cases:

1. SMS notifications
2. Email-based campaigns
3. Landing pages
4. Standardised visual components (e.g., infographics)
5. Educational content

The client’s feedback was very positive, with the solution being handed off to Adobe to implement and run it.

Work done at HCL Technologies, a consulting firm.

• Client - Colonial First State, an Australian wealth management company
• Date - 2019