Building The Modern Leader at CFCU
CLIENT: Connect First Credit Union
ROLE: Creative Lead
OUTCOME: COO Personal Brand Strategy & Workshops
As Wellington Holbrook joined Connect First Credit Union, we were tasked with helping to define his brand positioning as a leader.
As a new COO, we wanted to increase Wellington’s visibility and influence within the company and industry, in order to position themselves as a thought leader and potentially secure a CEO role in the future.
We worked with CFCU team to develop a comprehensive personal brand strategy that would help Holbrook achieve his goals. The strategy included the following elements:
Authority through thought-leadership
Approachability by humanizing the “exec”
Ownership of the “what’s next” narrative
Important Outcomes
One conclusion to this process recommended the use of digital and physical platforms (such as social media or speaking engagements) as a vehicle to progress his narrative and position Wellington and the brand as a thought leader, a builder and a connector within the space.
Original content - Podcasting and blogs - were created based on the three areas of excellence - being tech-savvy, culturally aware, and having a legacy of interest. These pillars were used to build the personal narrative. Podcasting helped us reach a one-to-many audience through a content thread around transforming and innovating Alberta.
WnAB Podcast Pitch
Working directly with Wellington and his team, I helped craft overall key messaging and themes of the podcast strategy - helping to direct his conversations to a place that fulfilled the overall personal brand strategy that was put in place. On the brand strategy and tactical outcomes, I was responsible for the following:
Working with Strategy Director to develop the overall strategy and personal brand approach
Communicating directly with the client and incorporating their thoughts into the work in a meaningful way
Pitching all work and creative to Wellington and his team
Leading the production of the podcast and blogging efforts. Including developing the podcast structure and brand, leadup research and briefing for Wellington, researching guests that complimented his personal brand narrative, in-studio direction/producer, as well as post-production oversight
CREDIT:
Agency - Park Digital
Audio Production - EarCandy
