CAMPAIGN OBJECTIVE
Use a major new Leading Edge Forum (LEF) report, "Connected Consumer and the Future of Financial Services," to:

• Stimulate conversation between CSC, the media, analysts and clients about how technology is transforming relationships with consumers and the way financial products are sold and serviced.
  
• Guide financial services firms as they determine how to better engage with consumers by taking advantage of disruptive technologies including mobile devices, the Internet and social media, microfinance and advanced data mining.
  
• Strengthen CSC’s reputation for innovative thinking and position as a leader in providing technology solutions to the financial services industry.
  
• Increase demand for CSC’s technology products, consulting and outsourcing services.

STRATEGY
Announced report at CSC’s Technology and Business Solutions Conference (TBSC) with a panel discussion, news release, infographic, landing page (http://www.csc.com/connectedconsumer), town hall event, social media coverage (described below), media and analyst outreach, and internal communications. Promoted report topics to more than 1,000 insurance clients and industry influencers during annual CSC conferences. Social media plan:

• Tweets from CSC and report author upon report release
  
• Snippets of Connected Consumer TBSC panel discussion posted on YouTube (http://www.youtube.com/watch?v=RIuDA0leeUc)
  
• Portions of panel discussion tweeted live
  
• Facebook and LinkedIn posts on CSC Insurance and Banking pages
  
• Blog posts on CSC "Connected Consumer" blog (http://www.csc.com/connected_consumer_blog) and "Ingenious Minds" blog (http://www.csc.com/ingenious_minds)
  
• Posts on "Banking Futures" blog (www.csc.com/banking_futures)
  
• "CSC Engage" blog post for CIO audience (https://community.csc.com/community/tbsc-2012/blog/2012/06/12/new-lef-report-connected-consumer-and-the-future-of-financial-services)
  
• Discussions on WikonnecT, CSC’s B2B client collaboration site
  
• Town hall event July 25, 2012, with more than 100 registrants (http://www.csc.com/townhall/insights/91618-connected_consumer_and_the_future_of_financial_services_audio_town_hall). Internal CSC media plan:
  
• All-employee email June 12
  
• Senior leaders briefing
  
• Coordinated messages from Financial Services directors
  
• Discussions on corporate intranet
  
• Sales tools including cue card and talking points
  
• Numerous feature stories in "CSC World" magazine (http://www.csc.com/cscworld/publications/84646-csc_world_summer_2012)
  
• Application of all internal media content to social media campaign.

RESULTS
Coverage in at least four major financial services media outlets plus numerous pickups and mentions (ongoing):

• Bank Systems & Technology (http://www.banktech.com/channels/emerging-trends-in-technology-fuel-new-o/240002057)
  
• Insurance Networking News (http://www.insurancenetworking.com/news/csc-emerging-technologies-mobile-30531-1.html)
• Technology Marketing Corporation (http://technews.tmcnet.com/news/2012/06/12/6364120.htm)
  
• Timizzer (https://www.timizzer.com/tag/csc/).
  

Enthusiastic feedback from analysts confirming successful communication. Lead generation campaigns to 183 CSC clients in banking and insurance, urging them to download the report and contribute to the discussion via town hall event, blogs and videos. CSC’s sales team has also shared the report with targeted clients as a nurturing tool for potential future sales opportunities. More than 830 downloads of the report from csc.com/connectedconsumer between its June 12 release and August 31. More than 41,000 Twitter impressions in the first 9 days.