An opportunity to strengthen the Schwab brand

The Challenge Convention is a series of thought-leadership conversations that I think will strengthen the Schwab brand.  I made a presentation with some recommendations and suggestions.  Please take a look and tell me what you think.

A little background

The Schwab Challenge Convention is a semi-annual event located at the Schwab corporate campus in San Francisco.

Guest speakers are invited to present on important topics such as climate change, workplace equality, environmental sustainability, and volunteerism (among others.)

Embrace the opportunities

The Challenge Convention presents several crucial opportunities for Schwab to capitalize on, including increasing employee engagement, establishing Schwab as a thought-leader for “business solutions to social problems”, outreach to leaders of bold movements, and to leaders of local business and civic organizations.

First, rename the idea

My first recommendation is to rename the Challenge Convention into something that plays off of the Schwab name.  Maybe you could call it SchwabX, it’s still Schwab but it connotes something a little extra and mysterious.  Also, people could make the subconscious connection to TedX (a similar platform for scintillating topics.)

Or, you could call it SchwabTV…?

What I like about the phrase “Challenge Convention” is that it’s a statement of action actively seeking to question the dominant paradigm.  However, I don’t think it is a good title because it doesn’t relate to the Schwab brand.  I’d keep it and make it the tagline for the event.  “SchwabX: Challenge Convention.“

Small investment in “production value” yields major dividends

Record the event, build the library

I think by adding a little polish you could dramatically increase the events’ “production value.”  Consider shooting the event live-to-tape using multiple-cameras (three cameras: one on the wide shot, another on a tight shot, and another for audience reactions and Q&A.)

Add lower-third graphics to remind the audience who were listening to and why.  It could also be used to promote the speaker’s cause (or book or website.)

Recording the events using professional best practices will…

1. Create a lasting legacy of quality thought-provoking content, and…
2. Increase the ability of the overflow room and streaming attendees to enjoy the event.

Enhance the atmosphere

I would consider adding a curtain to cover the walkway at the back of the theater (at the Schwab corporate campus) in order to create an atmosphere of exclusivity.  Also, this will protect the stage presenters and attendees from being distracted by late-comers.

The current seating arrangement of the Schwab campus theater has a number of good seats, but also a number of seats on the wings that have an oblique angle to the stage and to the projection screens behind the presenters.  I would add video monitors at the wings of the house for those seats that cannot see the projection screen.

These recommendations will…

1. Increase attendance to the event.  The exclusive atmosphere creates the desire to attend.
2. While there are technically no “bad” seats in the theater, having the monitors at the wings will make enable attendees in those seats to enjoy the presenters’ slides.
3. People will want to come to the next SchwabX event and will make sure to arrive early to get a “good” seat.

Engaged employees are happy employees

This event has the opportunity to increase employee engagement, so I would survey the employees to discover the types of topics that interest them.

As stated earlier, I would make the in-house theater experience more compelling than the remote workstation or overflow room experience.

In addition, perhaps that tail end of the event could include a networking portion that might allow Account Executives to mingle with the local business and civic attendees.  The networking portion is important because business and civic leaders are always looking for opportunities to make connections.

Crucially, Schwab needs to capitalize on this opportunity to connect with the community.

Leverage the strength of local powerhouses

I encourage reaching out to local businesses by inviting members of the local Bay Area Chambers of Commerce.  Additionally, I would invite representatives of local civic organizations and municipalities.

It is important to respond to attendees’ RSVPs with an email confirmation.  (Personally, I RSVPed twice. The first time I didn’t receive a confirmation email, so I didn’t know whether or not it went through.   Also, I didn’t receive a confirmation to my second RSVP.  That’s how I know there is a missed opportunity to connect with potential attendees.)  This is important, connecting with attendees is a great chance to gather additional marketing information.

In the email confirmation, make sure to include a map and directions to the event.  In my case, I accidentally went to the wrong venue for lack of complete information.  Unfortunately, I arrived at the appropriate venue approximately 20 minutes late.

After the event, I encourage an email to follow-up with the attendee thanking them for their interest.  This same email will engage with attendees by including a short survey asking them…

1. What they liked about the SchwabX event?
2. Do they have suggestions for what Schwab can do better for upcoming events?
3. Are there particular topics would they like to see presented in the future?

A couple of email marketing campaigns to send the invites, confirm the RSVPs and to follow-up afterward will really connect with the invitees and increase attendance at SchwabX events.

Separate from the pack

These events can really enhance the Schwab brand reputation into a platform for thought-provoking conversations.

It’s necessarily important to seek out speakers on the “thought-provoking conversation” circuit and invite them to SchwabX.

In recording these events, Schwab has a opportunity to build a quality library of content.  The obvious opportunity is to incorporate that video library into the Marketing strategy.

Yes, I said Marketing!  From a brand perspective, a “challenger brand” needs to try the ambitious activities that the market leaders aren’t willing to try.  The truth of the matter is, no company does these activities just to do them.  Companies do them because it increases their brand offering.  Increasing their brand increases the company’s value,  Then companies can communicate that increased value to their consumers via Marketing.

Who is this amazing Brand Manager?

My name is Kyiakhalid Ruiz.  I have 15 years of Marketing, Communications and Brand Management experience and a recent MBA (focusing on Social Entrepreneurship.)

Currently, I am pursuing a career position helping an established brand.  If you’re currently hiring in Marketing, Communications and/or Brand Management or you know someone who is, please reach out to me.

Thanks!  I look forward to meeting you!

Appendix 1: Samples

In this appendix I have a sample email confirmation to interested event attendees.  Included, links to adding the event to the attendee’s calendar and links to a map and directions.  Also, here are examples of color-coded event badges so that, at a glance, you know exactly are you talking to: whether to business or civic leaders (or their constituents) or to Schwab employees.

Download the entire PDF/PPT here.  SchwabX: Challenge Convention

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