Looked at competitive websites and literature to creative a working list of names—most included “HR” Towers Watson: “HR Consulting – Risk Management Insurance – Compensation Benefits” (browser tag) Services are presented as “Benefits, Risk and Financial Services, Talent and Rewards” Towers Watson (NYSE, NASDAQ: TW) is a leading global professional services company that helps organizations improve performance through effective people, risk and financial management. The company offers solutions in the areas of employee benefits, talent management, rewards, and risk and capital management. Towers Watson has 14,000 associates around the world and is located on the web at www.towerswatson.com . Note: The way TW presents its services is inconsistent. Hewitt: “Human Resources Consulting and Outsourcing” (browser tag) Hewitt is one of the world's leading HR consulting and outsourcing companies. Our mission is both simple and ambitious—making the world a better place to work. Hewitt Associates (NYSE: HEW) provides leading organizations around the world with expert human resources consulting and outsourcing solutions to help them anticipate and solve their most complex benefits, talent, and related financial challenges. Hewitt works with companies to design, implement, communicate, and administer a wide range of human resources, retirement, investment management, health care, compensation, and talent management strategies. With a history of exceptional client service since 1940, Hewitt has offices in more than 30 countries and employs approximately 23,000 associates who are helping make the world a better place to work. For more information, please visit www.hewitt.com . Mercer “Consulting. Outsourcing. Investments” (browser tag) Mercer is the global leader for trusted HR and related financial advice, products and services. In our work with clients, we make a positive impact on the world every day. We do this by enhancing the financial and retirement security, health, productivity and employment relationships of the global workforce. About Mercer: Mercer is a leading global provider of consulting, outsourcing and investment services. Mercer works with clients to solve their most complex benefit and human capital issues, designing and helping manage health, retirement and other benefits. It is a leader in benefit outsourcing. Mercer’s investment services include investment consulting and multi-manager investment management. Mercer’s 18,000 employees are based in more than 40 countries. The company is a wholly owned subsidiary of Marsh & McLennan Companies, Inc., which lists its stock (ticker symbol: MMC) on the New York, Chicago and London stock exchanges. Note: All main competitors mention HR somewhere. Karen Courtright and/or Jennifer Daniels spoke with Cindy Keaveny, Reinier Hinse, Mark Arian, Cecil Hemingway, Piyush Chaudhari, Ken Haderer The 5 “Buckets of Names” are Talent and Rewards names (e.g., Aon Talent & Rewards Solutions) HR names (e.g., Aon HR Consulting) People-oriented names (e.g., Aon People Solutions; Aon Human Capital Consulting) Benefits names (e.g., Aon Benefits Solutions) Employer-type names (e.g., Aon Employer Solutions, Aon Workforce/Workplace Solutions)
Beyond helping us to understand what colleague think about our brand, this exercise was a great way to engage employees. Survey results will be distributed through various channels—in the US in Connections and GCN. A list of names was generated and our employees weren’t shy—some 39 said they wanted us to leave the name as it is. Which is a good reminder that “Aon Consulting” is not off the table.
Reading the cloud. It’s a bit like reading tea leaves, but what you can do is pull out the prominent words to create a sentence. This one could be read as: Above all, employees think that Aon Consulting provides clients with SOLUTIONS. We offer consulting, service(s), advice and create value around benefits and human capital. This could indicate that “solutions” rather than “consulting” would make a better ending for our name.
This one says: Our colleagues believe that what sets Aon Consulting apart from our competitors is our focus on CLIENTS. Our service, innovative solutions and global resources developed by our talented people create value for our clients.
As a firm, we value INTEGRITY. This means doing the right thing for our clients. Our clients can trust us to be honest, transparent, professional and to provide quality solutions.
We aspire to be a LEADER in the markets we serve. We're focused on being the best at what we do and a trusted partner to our clients.
Q2 US Marketing
Agenda Dinner at Parke Grille 5:15 Break 4:00 Client Ready Call 3:00 Regina/Nikki Regina/Nikki Marketing Ops overview 2:30 Beth Monahan Beth Pub & Thought Leadership Overview 2:00 Jenny Miklosi Jenny Comm. Overview 1:30 Stewart Cottman Stewart Creative Overview 1:00 Mo Manchanda Lunch (Mo explains Expense reporting) [Soperfina] 12:00 Joe & Sara Joe & Sara PR/ Advertising, Analyst Relations 11:15 Sara Carlson Sara HC/SALG Overview 10:45 Break 10:30 Joe Miccuci Joe H&B/Fed Overview 10:00 Laura Moran Laura CT/RET Overview 9:30 Jennifer Daniels Q2 Overview 9:00 Nikki Breakfast & Set up 8:30 Presenter Activity Time
Email survey distributed to Aon Consulting employees
Sent to over 6,000 colleagues
Received 538 responses
Survey was open February 9 – February 18
Word clouds were created from the results
Visual depictions of the survey results
Word size is correlated to answer frequency
Results will inform qualitative research and shape future brand messaging
What is Aon Consulting? Combines the following questions: What words would you use to describe the work that Aon does for its clients? How do you describe our service offerings? Please fill in the blank in this statement: Aon consulting provides clients with ______ solutions.
Aon Consulting Differentiation What words would you use to describe how Aon Consulting is differentiated from our competitors?
Aon Consulting Values What words would you use describe the values that we, as Aon Consulting, convey to our customers and the marketplace?
Aspirations of Aon Consulting What words would you use describe who we aspire to become as Aon Consulting?
What is Aon United? Aon United: our internal campaign to excite and unite our global team about the firm’s monumental growth opportunity Key Objectives Definition Key Messages
We are uniting to build a great firm
We have a once-in-a-lifetime opportunity to increase our brand awareness on a global scale and demonstrate to the world the value we can bring to clients
We are optimizing our structure and how we work together as a global team
Our global capability is our advantage in the marketplace
Unite the Firm around growth and build our reputation for top talent
Establish Aon as a globally powerful leadership brand and launch Aon master brand strategy
Global Webex video live Q&A with Greg Case and all Aon
April 22 June 1 July 15 Aug 15 (TBD) Corporate Responsibilities
Aon and Man Utd Broadcast of shirt unveiling (internal)
Press conference, press release (external)
Partner with Man Utd to conduct a community event in Manchester, UK (with Aon volunteers)
Press conference in Chicago to unveil shirt
Large community event in Chicago
Possible game broadcast coordination
Maximize office participation on Webex
Local leadership Q&A session
Local Office Responsibilities
Get RedY Day (local colleagues donate to local charity to earn right to wear Man Utd gear or red shirts and jeans to office)
Local town halls
Local community service events with same charity partner from June 1
Client receptions (optional)
Possible game viewing parties
“ United to Build a Great Firm” Aon Anniversary / State of the Firm Address (Greg Case speech) “ Get RedY” Day (sponsorship begins) “ Aon United Global Day” (shirt unveiled) “ Aon Old Trafford” Day (first Man Utd home game)
Media Relations – Q1 2010 February, 2010 Profile on Aon Consulting; interviews with Andrew, Kathryn & Bal “ Despite all of the profitability pressures facing HR firms, Aon Consulting is on pace to come out of 2009 with its best margins of the decade.” – Consulting Magazine More than 60 placements including:
Media Relations – Q1 2010 Business Insurance, March 1 Kathryn Hayley byline on employee engagement
HR Executive, Jan issue
Seymour Adler featured in cover story on employee engagement & rapid alignment
Michael McInerney’s white paper on rapid alignment
How familiar are you with each of the following companies?
Extremely Familiar/Familiar At 60% brand awareness, Aon Consulting is fifth among major competitors (combining TP and WW), showing an opportunity to improve and a need for the type of advertising/sponsorship campaign in progress with HRE * Combined average score of Towers Perrin, 87%; Watson Wyatt, 81%
Awareness of Employee Benefits Services & Solutions
What are the companies that come to mind when you think of companies that deliver employee benefits services and solutions?
With 51% of our target audience aware of Aon Consulting’s benefits services and solutions, we currently place fourth among our major competitors * Combined average score of Towers Perrin, 57%; Watson Wyatt, 57% *
Awareness of Talent/Workforce Management Services & Solutions
What are the companies that come to mind when you think of companies that deliver talent/workforce management services and solutions?
Aon Consulting is less known for talent/workforce services and solutions, but this is a more fragmented market, compared to benefits * Combined average score of Towers Perrin, 52%; Watson Wyatt, 52%
Awareness of Aon Consulting Employee Benefit Services & Solutions
How familiar are you with the employee benefit services and solutions offered by Aon Consulting?
Beyond awareness, this gauges familiarity with specific benefit services and solutions, and shows room to grow
Awareness of Aon Consulting Talent/Workforce Management Services & Solutions
How familiar are you with the talent/workforce management services and solutions offered by Aon Consulting?
Familiarity with talent/workforce management services and solutions shows opportunity for increased awareness
How would you describe Aon Consulting as a company?
Our advertising/sponsorship campaign allows us to predispose this targeted group on our key attributes and minimize many of the “Other” Responses:
"Not familiar enough" (50% of other responses)
"Think of them more for other insurance related services"
"Boutique, small company specific"
"Not impressed with Aon"
"Insurance products provider other than benefits"
“ Temporary help"
Top Talent Consultant Focused on Business Results Comprehensive HR Offerings Experienced Other Exceptional Service Knowledgeable Thought Leaders Top Benefits Consultant Distinctive Value Top Benefits Outsourcing Unmatched Teams Innovative Partner
How likely would you be to consider asking for a quote or proposal from Aon Consulting for the following?
Health Care Retirement Talent/Workforce MGMT Recruitment Process Outsourcing Employee Benefits Outsourcing M&A Activities Global Benefits As previous charts indicated, we’re best known for our benefits services and solutions
Practice Marketing Plan 2010 Q1 & Q2 State & Local Government
2010 SALG Calendar *Included in marketing budget in 2010. HR Executive magazine * Advertising TBD TBD TBD TBD Testimonials Human Capital – performance-based pay Human Capital – Total rewards Retirement – DC plans Medicare Part B White papers/KIT Total Rewards Medicare Part B Newsletters Human Capital – Total rewards H&B - Medicare Part B Webinars Talent Survey* Linked In – recruiting survey Benefits Survey* Surveys NASRA – Aug. 5-11 – Seattle NAGDCA – Sept. 11-15 – Philadelphia (??) SALGBA – April 18-21 - Indianapolis Conferences Q4 Q3 Q2 Q1 Activity
Summary – Through HRE partnership held webinar Jan. 19; Worked with RA team to develop presentation to introduce Aon clients/prospects and HRE subscribers to Rapid Alignment issue; Managed coordination with HRE
Results – 1,000 registrants; 500 attendees!
Branding – All HRE subscribers entered in SFDC; Follow up ongoing (via Matt Shadrick)
G.A.T.E. - Global Assessment and Talent Engine™ is a modern assessment system, allowing candidates to take assessments from anywhere in the world, from any internet-accessible computer or SMART device, and in many supported languages
Goal – Create LinkedIn Survey on communications targeting the PEO industry; “Untapped” industry for Benefacts subpractice. Want to build brand through survey for this niche industry.
Status – 50% complete
Worked with Benefacts team to develop and edit survey questions, and develop marketing plan to include:
Internal communications when survey launches - COMPLETE
Survey report – Q2
Press release and media placements – Q2
KIT – Q2
Goal – Secure McDonalds as a case study for GATE and assessments
Status – Wrote proposal for Lisa Bordinat to ask McDonalds; Declined, per Lisa.
2010 Calendar – At a Glance *Included in National Marketing budget in 2010. Activity Q1 Q2 Conferences HRE Hospitality* SIOP*; Retail Roundtable*; HR Week* (Fed HR); WAW Multi-city tours Social Media Great Places to Work tour Surveys Linked In LinkedIn Webinars Rapid Alignment Mid-Market White papers Social Media Applicant tracking Product Launch Workplace Safety G.A.T.E. Advertising /Awards HRO Today advertising HRO Today’s Baker's Dozen (June-August) Campaigns Safety Rapid Align G.A.T.E. Mid-Market Testimonials McDonald’s Kellogg?
Manage and execute all national and local market events
Conference / event support, including but not limited to exhibit resource support, logistical support, creative/design work, SFDC, Starcite compliance, enter in Marketing calendar, increasing speaking opportunities to position Aon Consulting as thought leaders
Create, execute email communications to drive attendance, revenue growth