Bloomberg Media created the Roadmap to Diversity content series for Synchrony, a leading consumer financial services company, to help small businesses increase diversity across their workforce, operations and supply chain. With the Atlanta area as the focus, the campaign produced an immersive landing page and an interactive tool, 10 articles, three videos, a podcast, a research study, an infographic, a photo essay and a virtual event, all featuring ATL-based small-business owners and local experts to advise them.
With limited resources, small businesses are challenged to foster diversity. The goal of this campaign was to provide actionable diversity content, insights and guidance specifically designed for small businesses of different sizes, from firms with just a few employees to those with a workforce of 100–500.
The campaign focused on the many aspects of diversity, how diversity is good for business and how it can be achieved by small businesses. Interviews and case studies across the campaign’s multiple channels made this information widely accessible to users on their preferred media platforms.
We created the Roadmap to Diversity, a content series designed to help small-business owners devise and execute growth strategies across various diversity dimensions, e.g., diversity of thought (education), people (talent), culture (team building) and holistic business management (supply chain). Through a series of articles and videos, we empowered SMB owners and leaders with actionable insight and guidance. As a starting point to the experience, we created an interactive tool that allowed small-business owners to determine where they are on their diversity journey, and then served up content tailored to their responses.
Regarding Media strategy, content was promoted similarly to Bloomberg’s native editorial content to maximize user discovery and engagement, primarily via home page touts and social media. In addition, the videos and interactive tool received paid promotion via high-impact display units to maximize views of these core campaign elements. All content was linked to the program landing page to aid further discovery of other content in the series.
Providing small businesses with guidance on how to embrace D&I as part of their business strategy involved 20 distinct content assets unique to the various sizes of small businesses, from those with fewer than 20 employees to those with 100–500. Using the Atlanta community as our backdrop, we produced 10 articles, three videos, a research study, an infographic, a photo essay and a virtual event, all featuring ATL-based small-business owners and local experts to advise them. We also co-produced a podcast with the Atlanta Business RadioX media outlet discussing the project and its impact on the community. All assets were housed on an immersive landing page with a quiz-like feature that helped users find the content best suited for their needs.
The campaign delivered nearly 2.4M video views and 30,000 page views, and interactive quiz and landing pages delivered over 10,000 views. Spotlight ad units performed very well as a driver to the interactive tool (50% higher CTR than benchmark).
