TIAA-CREF

Authored the entire script, call to actions, messages in the video. 

Quotes used in this video were selected from client stakeholder interviews. 

Because this is an experiential video, please contact me for the password. 

TIAA (internal) Video Calling Card

Internal “calling card” video defining the benefits of customer-focused marketing; tracing the trajectory and results of TIAA journey mapping. The premise I scripted to introduce this video (now in use) has become the mission statement for the team that will drive this transitional project:

Premise: Ask any TIAA employee, from management to the call center, and they’ll tell you the same thing: TIAA doesn’t have a product problem, a performance problem, a culture problem, or an integrity problem. It’s an awareness problem, full stop, and it goes both ways: TIAA serves its customers without engaging them sufficiently to know their habits and predict their needs; while TIAA customers benefit from TIAA without ever knowing what it is or how much it can do for them. The irony is that TIAA and its customers are a perfect match, with the same core values and sense of mission, but TIAA’s non-profit legacy and proven success get drowned out by the louder, more aggressive stories of competitors. How can TIAA reinvent its relationships with current and future customers so that compatibility is established at the beginning and reinforced consistently over time?