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Work · Professional development · Singapore

FranklinCovey

Social as a driver of thought leadership for a global training brand.

Case · Singapore

Challenge

FranklinCovey is a global provider of leadership and organisational effectiveness training. The brief was to use social media as a channel for thought leadership and brand authority in a region where the audience is senior, time-poor and discerning.

Approach

We built a social programme that treated thought leadership as a craft, with editorial standards, a consistent point of view and content shaped for decision-makers rather than for general feeds.

Execution

  • 01Editorial-led social content programme
  • 02Thought leadership formats tuned for senior audiences
  • 03Brand voice and visual system applied consistently
  • 04Always-on cadence aligned to the regional calendar
  • 05Reporting on audience quality and brand authority

Outcome

A social presence that built brand authority for FranklinCovey with senior, regional audiences, with content that holds its standard over time.

Thought leadership earns its name when the work is held to an editorial standard, not a social one.
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