Speaking effectively through targeted engagement
An identity verification provider faced a halt in business operations after privacy concerns surfaced among customers and governing bodies.
Insight
Privacy and data security may not always be top of mind for average consumers, but the institutions that represent them adhere to strict privacy standards. In a crisis, an organization must speak to multiple audiences, both technical and general, addressing concerns with empathy while educating with clarity.
Approach
ChangeMakers developed and executed a communications campaign targeting decision-makers, technical experts, and the general public – rolled out simultaneously. We engaged each partner independently, allowing the specific concerns of each audience to guide our messaging. This ensured our client communicated effectively to multiple stakeholders, without confusing the non-technical segment of our audience. We also created clear and specific timelines to allow customers to understand the processes our client was undertaking to revamp their verification solutions.
Results
As each audience had their concerns addressed, and the overall impact was contained to a small segment of customers. Within weeks, trust was rebuilt with partners, and new verification solutions were approved. The incident had no long-term negative impact on reputation and in fact strengthened our trust with several key decision makers and partners.