new messaging framework

1. AllianceBernstein Messaging Framework
Solutions & Outcomes
Process & Approach
July 8, 2008
Jim Velgot
Brand Strategist

2. AllianceBernstein1
Objectives
< Review, define and succinctly articulate a core set of messages about the
firm to answer the key questions:
<Firm-wide positioning: Research Excellence. Why does this matter?
<Why Should Clients do Business with us? (solutions-directed overall
value proposition)
< Inform navigation and the “About Us” content on the new corporate
website
< Create messaging that is relevant, has impact and clarity, and creates
consistency in how we present the Firm.

3. AllianceBernstein2
Approach and Deliverable
< Leverage existing SBU marketing initiatives and ensure alignment
< Engage a cross-section of SBU stakeholders for input and development
< Outcome: Create a macro message framework (and guide) to aid SBU
message development and sales force training

4. AllianceBernstein3
Leverage SBU Project Synergies
130/30
Alternative
Investments
LDI
AADV
ABI
Messaging
WMG
approach
Corporate
Web
Redesign
DC
Why does
Research Matter?
Solutions &
Outcomes
What are the common messages about the Firm and about Solutions that all
these initiatives should draw on?

5. AllianceBernstein4
Illustrative Message Framework
Firm-wide
Key
Messages
and Proof
points
Firm-wide Value Proposition:
Why should Research matter to clients? Solutions & Outcomes directed message
Message 1 Message 2 Message 3
• Proof point 1
(overall)
• Proof point 2 (SBU-
specific)
Business
Segment
Value
Propositions
Institutional -- Private Client – Investments – Defined Contribution
What we do and how we do it. Messaging that is relevant to individual SBU audiences.
The answer to why clients should do business with the SBU
Firm-wide Positioning: Research Excellence
Knowing More. Using Knowledge Better
• Proof point 1
(overall)
• Proof point 2 (SBU-
specific)
• Proof point 1
(overall)
• Proof point 2 (SBU-
specific)

6. AllianceBernstein5
Process and Approach
Opportunity
Assessment
Message
Development
Message
Application
• SBU Stakeholder
interviews (individuals,
groups)
• Review marketing
messaging and materials
• Review relevant SBU
campaigns
• Competitive Landscape
Messaging review
• Synthesis of common/ core
messages as well as SBU
specific overlays
• Share framework with SBU
stakeholders
• Integrate message
framework into SBU
specific campaigns
• Finalize Framework and all
aspects of messaging
• Develop complete Message
Guide and distribute to key
internal stakeholder groups
• Draft Message framework
(with proof points)
• Review Framework with
core work group (Cross-
channel)
• Message Refinements
• Review Framework with
key Executive groups
• Discrete market research
testing?
Timing: 2 – 3 weeks
Status: In process
Timing: 3 - 4 weeks
Status: To start
Timing: 3 - 4 weeks
Status: To start

7. AllianceBernstein6
Stakeholders to Interview
Lead: Ivan Rudolph-Shabinsky
Individuals:
√ 130/30: Susan Kenneally
√ LDI: Gabriella Barschdorff
√ Alternative Investments: Jason
Psome./ Noreen Johnston
√ AADV: Frank Speno
√ Solutions: Patrick Rudden
√ DC: Craig Welch, Seth Masters, Dick
Davies
√ John Akkerman
International:
q David Hutchins
q June Wong
q Claude Chene
INSTITUTIONAL
Lead: David Levi/Emily Chien
Individuals:
q Ranji Nagaswami
q Bob Keith
q Chris Alpaugh
q Brian Gallary
q John Curry
q Chris Wilson
q Rick Brink
q Dan Ennis
q Mary Kaczmarek
International:
q Tony Ialeggio
q Seiichiro Yamamoto
q Ajai Kaul
q Oscar Isoba
q Andreas Pfunder
Financial Advisors
RETAIL
Lead: Caroline Simko
Individuals:
q Avi Sharon
q Alan Eisenman
q Ray Wareham
q Richard Abramson
q Diane Lob
Groups:
• Managing Directors (select)
PRIVATE CLIENT
SBU Writers
Kasina
John Meyers
Mark Atkinson, John Smalley
David Steyn?
OTHER
DRAFT

8. AllianceBernstein7
Next Steps
< Institutional Campaigns:
= Present Campaign Framework and Positioning/Marketing Review
(Ideation and Media Channel recommendations)
= Week of 7/14
< Solutions & Outcomes:
= Synthesis of competitive landscape language review
= Synthesis of client issues/ “jobs” clients want AB to help them do
= Synthesis of challenges and opportunities in SBU marketing initiatives
= Summary of words, phrases and short messages emerging from
interviews
8Synthesis of the above to be presented to SBU marketing leads and
at Cross-Chanel Marketing Committee

9. AllianceBernstein8
Sample: Campaign Framework
Campaign Title: 130/30 Target Audience:
Campaign Challenge/ Primary Objective:
Core Story/ Message:
Idea Generation: Communication Channels: