Messaging + digital content
I worked with cross-functional senior leaders to distill key messages for Securian Financial’s first public-facing corporate social responsibility (CSR) web presence. This was a new initiative for the company with a high level of interest among leaders, and the stakes were high to get it right.
Photo by Amanda Jones on Unsplash
Key messaging
I began by meeting with multiple stakeholders — mostly senior leaders — to learn and understand the company’s CSR position. Sometimes, views, inputs and opinions differed. It was up to me to find the source of truth in a 5,000-strong corporation. I used relationship-building skills to establish trust, open communication and project expectations. Then, key message development began.
Website content strategy + development
With the keys to the company’s CSR messaging in hand, I worked with UX and front-end web developers to map out the information architecture and content for the new CSR section on the website. I wrote all of the content.
Corporate social responsibility report
To give interested audiences a more detailed view of Securian’s approach to corporate responsibility, I synthesized the company’s CSR results into a comprehensive report, two years in a row. I wrote all of the content, managed the review process (including with the legal team), and collaborated with an internal design team on the layout, imagery and content hierarchy.