YOUR BRAND
YOUR BRAND
AlphaSights
Throughout my time on AlphaSights’ Brand & Communications team, I had the privilege of playing a central role in our corporate storytelling initiatives, which included the production of 20+ videos across two years. These videos served a multitude of purposes – from telling the story of our company’s mission to promoting our talent value prop.
I’ve included a selection of some of these videos. You can find more on AlphaSights’ YouTube channel: https://www.youtube.com/@AlphaSightsGlobal
Storytelling
Challenge: AlphaSights’ business model is unique and the target audience is cognitively diverse and the main cohorts – clients vs. experts vs. talent – require very different value props. How can we tell the story of the brand in a way that is easy to understand and is consumable by multiple segments of the market we play in?
My responsibilities included: Scripting the language, storyboarding, interviewee coaching, project management, organizing schedules across our nine global offices, budgeting, vision-setting with the creative agency, partnering with film crew during pre-production and production, managing post-production feedback, PR roll-out, and social media promotion strategy.
Candidate marketing
Challenge: Candidates in the talent funnel were misunderstanding the expectations of AlphaSights’ Associate role and expressed interest in to getting more visibility into what the day-to-day looked like at the firm.
My responsibilities included: Scripting the voiceover, storyboarding, actor selection, project management, organizing schedules, budgeting, partnering with film crew during pre-production and production, managing feedback and post-production vision-setting, and social media roll-out.
Expert branding
Challenge: AlphaSights’ business model is based around identifying and engaging industry professionals who can speak to clients about specific knowledge gaps. Because AlphaSights’ Associates often reach out to industry professionals out-of-the-blue when relevant projects come up, individuals are hesitant to take the call or accept the invite without first understanding the legitimacy of the brand. There was a critical educational piece missing, namely around the expert experience that AlphaSights provided and what individuals could expect from the partnership.
My responsibilities included: Scripting interview questions, specific messaging strategy (and factoring in cultural and regional norms for our Tokyo and Seoul videos), outreach comms, storyboarding, interviewee selection, project management, interviewing, post-production editing, managing translations, and social media amplification.