Think Like a Marketer

Pro Tips for Effectively Marketing Your E&C Program Initiatives

CCOs and CMOs

Let’s address the obvious, not many see the connection between Chief Compliance Officers and Chief Marketing Officers. We could generalize CMOs as the creative types, right-brained, and emotionally driven; while we think of CCOs as realists, left-brained, and logically driven. Those generalizations paint a picture of two very different people. However, they face many of the same challenges:

  • Lead multi-disciplinary teams
  • Touch all departments
  • Conduct campaigns
  • Executive-level accountability
  • Drive continuous improvement

Though the challenges are similar the toolkits and goals can be vastly different. Today we want to focus on the challenge of conducting campaigns and the simple toolkit used for planning those campaigns.

The Campaign Brief 

A Campaign Brief acts as a guide to help you organize and identify your audience. When questions and uncertainty arise, it keeps the focus and alignment of the campaign. The brief is made up of 5 questions and usually only require a few points. Below is an example of a campaign brief addressing an organization being unclear about its GT&E policy 

Anatomy of a Compliance Campaign Brief


Who is the target audience?
  • Primary: North American Sales Dept.
  • Secondary: Global Sales Teams
What are they doing now?
  • Unclear on global T&E Policy
  • Instances of GT&E policy abuse
What do we want them to do?
  • Take GT&E Training
  • Attest to GT&E Policy
How do we get them to do that?
  • Email campaign to Sales teams directing them to course and policy
  • Include a message from CRO on importance of policy
  • Communicate completion deadlines
What are the success criteria?
  • 100% policy attestations by Oct 31
  • 100% training completions by Dec 31

Grab a sample campaign brief here! 


Plan to Action

The Convercent platform is well suited to execute on the roadmap created from this and similar campaign briefs. Using the Convercent Policy Manager you can; 

  • Upload new policies, retire old policies and manage the revision history of policy changes—and receive alerts about unread policies or policies due for review 
  • Improve communication and program effectiveness through an easy to use interface and notification process 
  • Micro-target user populations by any campaign attribute, geographic location or function 
  • Capture encrypted, time- and date-stamped electronic signatures within the policy 
  • View real-time policy status for any employee, department or region 

For a deeper dive check out our webcast, Effectively marketing your E&C program, with Compliance week led by Convercent VP of Marketing, Stewart Maurer. Stewart walks through a campaign brief focused on increase engagement with your helpline.