The Business Objective
Our customer is the multi–award-winning IT team of a leading Indian FMCG company known for its innovative use of technology to drive business objectives.
Over the years, the IT team had built a well-designed technology ecosystem that was resilient, adaptive, and expandable. This technology environment was a key factor in the company’s rapid growth. As the company readied for a new era of growth, the CIO wanted technology to be a vital cog of business strategy.
The company’s businesses had already benefitted from the strategic competitive advantage afforded by technology as well as its multiplier effect. However, business teams often approached the IT team for solutions after formulating a business strategy. As a result, they missed opportunities to formulate innovative business strategies that leveraged technology as a strategic component.
To remedy this situation, the CIO wanted business to make technology as an integral part of business strategy discussions.
The Solution: An Infographic-Rich Coffee Table Book
While the CIO could get higher management to issue a fiat, he chose internal marketing to persuade business units. And here is the innovative solution our technical writing team designed and developed to help the IT team market itself.
The IT team narrated many success stories of how IT solutions transformed various company businesses. Our technical writing team chose the successes to showcase the strategic advantage gained from technology solutions. Next, our technical writers focused on how to communicate the message to business teams such that it resonated with them.
After all, as Ann Hadley said, “Good content isn’t about good storytelling. It’s about telling a true story well.“
And here is the innovative solution that was the result.
Our technical writers created a compendium of transformative IT solutions developed by the IT team as an attractive coffee table book.
To provide information‑at‑a‑glance, our technical writers used infographics as the dominant media with text used for concise descriptions of:
- Business problem
- Solution
- Realized business benefits (with a focus on the delivered strategic business advantage and the multiplier effect)
- Road ahead for the solution
The CIO personally delivered a copy of the coffee table book to every business head and to business teams. In addition, the IT team placed a copy in common areas such as the reception. (People did pick it up because of its glossy look and then became engrossed in its content! 😊). And of course, there was a PDF on the Intranet as well.
No presentation could ever match the impact made by this coffee table book of IT solutions.
The Result
Before the IT team publicized, the business teams viewed and interacted with the IT team as a support function. However, now the the IT team is an integral part of strategy discussions and operations. In addition, other functions within the company, such as HR and Admin, also started to use IT as the mainstay of their operations. The resulting synergy is a key factor in the FMCG company becoming an innovator and market leader in many segments, and a challenger in most others.
Want help with developing engaging marketing content that resonates with the target audience?
Talk to us on +91 9820054581 or drop us a mail at info@ibruk.in.