Marketing strategist for Oil & Gas company
Some background on this digital transformation project for an Oil & Gas client - UK based Oil & Gas company was looking for marketing strategy expertise to drive adoption of a new digital platform and increase knowledge of successes within the business for the purpose of transparency. I was hired as a marketing strategist to lead this project.
One of the key drivers for this new digital showcase was the lack of a centralized platform where these types of case studies were shared - my first point of action was to delve deeper into exploring not only the need for this type of digital showcase but also the expectations around it. This was done through qualitative research by speaking to various stakeholders within the organisation and collating / highlighting key findings and insights (some of which I’ve shared below).
For marketers or project managers working at large, complex, Oil & Gas companies (or other industries), some of these insights from the initial brand immersion process, might be helpful in that they might resonate in terms of similar challenges faced and the opportunities these challenges create:
Teams were working in silos and this was perceived to be problematic. Horizontal knowledge sharing was seen as a threat - which was counterproductive and one of the key reasons for the digital showcase project.
Teams desired to be connected on an operational level with the need for a showcase to bring to life how each team within different departments was delivering upon the company’s overall ambition.
Key gaps in lack of equality in terms of showcasing the value of each department’s contribution to the organisation. The need to highlight the value each department brings - modularity, automation, CX, & data analytics, and so much more.
The desire from different departments to bring all team members on a journey with them so all of the workforce could feel excited by their mission and accomplishment. End goal of the showcase to motivate team members.
For digital transformation to drive transparency - for people internally to understand digital, then that would take the organisation on the journey of digitalization.
Showing milestones that can be achieved - how quickly it is possible to go from data to action. Sharing success stories critical for driving transparency.
