OWL ESG, Inc. Raising the Standards of ESG Data
Description: OWL ESG, Inc. Raising the Standards of ESG Data Prepared By: Rob Yates Director of Communications October 2022 Communications Strategy and Implementation Plan 2 This document and all of the information contained in it, including without
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slide1. OWL ESG, Inc. Raising the Standards of ESG Data Prepared By:
Rob Yates
Director of Communications
October 2022 Communications Strategy and Implementation Plan<br>
slide2. 2 This document and all of the information contained in it, including without limitation all text, data, graphs, and charts (collectively, the "Information") is the property of OWL ESG Inc. (OWL).
The Information has not been submitted to, nor received approval from, the United States Securities and Exchange Commission or any other regulatory body. None of the Information constitutes an offer to sell (or a solicitation of an offer to buy), or a promotion or recommendation of, any security, financial product or other investment vehicle or any trading strategy, and OWL does not endorse, approve, or otherwise express any opinion regarding any issuer, securities, financial products or instruments or trading strategies.
The user of the Information assumes the entire risk of any use it may make or permit to be made of the Information. OWL MAKES NO EXPRESS OR IMPLIED WARRANTIES OR REPRESENTATIONS WITH RESPECT TO THE INFORMATION AND EXPRESSLY DISCLAIMS ALL IMPLIED WARRANTIES (INCLUDING, WITHOUT LIMITATION, ANY IMPLIED WARRANTIES OF ORIGINALITY, ACCURACY, TIMELINESS, NON-INFRINGEMENT, COMPLETENESS, MERCHANTABILITY, AND FITNESS for A PARTICULAR PURPOSE) WITH RESPECT TO ANY OF THE INFORMATION.
Without limiting any of the foregoing and to the maximum extent permitted by law, in no event shall OWL have any liability regarding any of the Information for any direct, indirect, special, punitive, consequential (including lost profits), or any other damages even if notified of the possibility of such damages. The foregoing shall not exclude or limit any liability that may not by applicable law be excluded or limited. Raising the Standard of ESG Data Communication Strategy and Implementation Plan
Overview…………………………………………………………………………………………..3
Structure and Process……………………………………………………………………….5
Five Pillars…………………………………………………………………………………………7
Messaging and Content……………………………………………………………………………10-13
Communications Hub………………………………………………………………………………14-16
Brand Recognition ………………………………………………………………………………….17-18
Public Relations……………………………………………………………………………………… 19-20
Feedback………………………………………………………………………………………………….21-22
Timeline…………………………………………………………………………………………….23
Brand Guidelines……………………………………………………………………………...25
Product Branding …………………………………………………………………..........26
Appendix …………………………………………………………………………………………..27<br>
slide3. 3<br>
slide4. 4 Communication Plan Overview and Goals Strategic Alignment: This plan will align with and serve to forward the strategic goals of OWL ESG.
Comprehensive Strategy: This plan will cover all aspects of internal and external communications. It will provide easily accessible and understandable answers to all questions regarding communications, marketing, and related strategy, and will have a responsive mechanism to adjust when new questions arise. This will include clear messaging guidelines and process maps for tailoring messaging for specific audiences.
Incorporated Accountability: This plan will contain specific and measurable metrics and KPIs, determined with the CEO, and covering various timelines, which will serve for the plan to hold itself accountable.
Resource Efficiency: This plan will use all resources necessary for effective implementation, but no more. All resource utilization will be confirmed with the CEO, the Director of Communications, and any other Company members as applicable, and metrics will be determined to assess the effectiveness of the resource usage. All resources utilized and any content or ideological advancement generated as a result of resource utilization will be re-purposed to the furthest degree useful to maximize efficiency and ROI.
Clarity: This plan will detail all roles, guidelines, rules, tactics, and expectations in a clear and succinct manner. This applies to both implementation of the plan, and the expectations of OWL ESG employees under the plan. Everyone will be able to reference this and quickly find unambiguous answers to any questions regarding communications strategy or tactics.<br>
slide5. 5<br>
slide6. 146 6 Communications Structure / Process 1) SQuAD: 100,000+ Questions for Machine Comprehension of Text Computer Science Department Stanford University 2018 Analytics Feedback Loop Rob, Unthinkable, Sales, Others, report to Ben, adjust through discussion Rob owns content / updates. Others contribute as relevant Rob owns Ben owns, Rob updates and gets approved Rob develops contacts and identifies events, using third parties as necessary. Ben or others potentially to represent OWL Rob owns Rob owns and contributes, others contribute as needed<br>
slide7. 7<br>
slide8. 8 Five Pillars of Communications Strategy<br>
slide9. 149 9 Communications Strategy Foundation Communications Strategy Messaging Comms Hub Street Cred Press Learn To stick with the pillars analogy, each time we learn from the feedback, we want to add a layer of brick to the other pillars, growing the impact of the plan and boosting the Company.<br>
slide10. 10 Pillar 1 - Messaging<br>
slide11. Action Items Intended Outcome Gap or Need How to Define Success Pillar 1 – Messaging and Content Develop consistent messaging and establish guidelines for all external messaging. Establish Owl as ESG Thought Leader through content creation and web platform. Have robust distribution channels for original content. Tailor messaging proactively for specific audiences. Solution or Tactic 11<br>
slide12. 12 Distribution Channel / Content Type – Tactic and Intent<br>
slide13. Social Media Development Examples 13 The Coca-Cola Company: Overview | LinkedIn
AppleOne Employment Services: Overview | LinkedIn
The Nature Conservancy: Overview | LinkedIn
Post | LinkedIn – 100 best esg companies
The Best ESG Funds Of November 2022 – Forbes Advisor
K
LinkedIn – 7 big question for esg for 2022
LinkedIn – What are the 'big 4' doing on 'ESG'? 30 Best YouTube Blogs You Must Follow in 2022 (feedspot.com)
H
H
Post | LinkedIn – 100 best esg companies
The Best ESG Funds Of November 2022 – Forbes Advisor
K
LinkedIn – 7 big question for esg for 2022
LinkedIn – What are the 'big 4' doing on 'ESG'? Social Media Development Goals: To broaden the content universe, increase OWL’s footprint, and drive people back to the website.<br>
slide14. 14 Pillar 2 – Central Repository<br>
slide15. Action Items Intended Outcome Gap or Need How to Define Success Pillar 2 – Central Repository / Communications Hub Create central location for all communications materials, split into internal and external components. Internal stores brand standards and communications tools. External is content library. Hub is easily understood by all Owl teammates. Solution or Tactic 15<br>
slide16. Pillar 2 – Central Repository / Communications Hub Central Repository Content Library Gateway Internal External Company Comms Hub:
Brand standards
Client personas*
Strategic alliances*
Competitor research
Touchpoints and target*
Internal Presentations
Templates
Other internal Comms tools
*would ideally eventually be tied in with CRM where appropriate Content Library:
White papers
Blog postings
Articles
Videos*
Webcasts
Interviews
Newsletter
*would be posted on social, youtube, or other channels, as appropriate Internet Content Library UI on website LinkedIn
Youtube
Twitter
Other strategic platforms Content Library “Hallway” Owl ESG dot com OWL ESG Internal Comms UI 16<br>
slide17. 17 Pillar 3 – Brand Recognition<br>
slide18. Action Items Intended Outcome Pillar 3 – Brand Recognition (“Street Cred“) Using predetermined marketing campaigns, outreach strategies, and targeted exposures, achieve perpetually greater organic market penetration, eventually becoming dominant name in ESG data and analytics services. Gap or Need How to Define Success Solution or Tactic 18<br>
slide19. 19 Pillar 4 – Press and Public Relations<br>
slide20. Action Items Intended Outcome Pillar 4 – Press and Public Relations Fully developed suite of press contacts (and press-related) who serve as additional distribution channel for OWL content, and who also rely on OWL to provide data and insight. Gap or Need How to Define Success Solution or Tactic 20<br>
slide21. 21 Pillar 5 – Feedback Loop and Adjustments<br>
slide22. Action Items Intended Outcome Pillar 5 - Feedback Loop and Adjustments To use feedback (metrics, sales team, etc.) to continue to hone the comms plan for increased effectiveness, based on tracking metrics and KPIs. Gap or Need How to Define Success Solution or Tactic 22<br>
slide23. 23<br>
slide24. Communications Plan Implementation Timeline Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar 2. https://www.sustainability.com/globalassets/sustainability.com/thinking/pdfs/sustainability-ratetheraters2020-report.pdf 2022 2023 2024 2022
Finish and share approved comms plan.
Create, finalize, and share brand guidelines and templates.
Create one brief white paper and distribute for feedback.
Start bi-weekly comms meetings
Plan for 2023 / team strategy meeting January
First monthly newsletter,
new data rollout marketing implementation,
In-person team strategy session
Social channels created and branded, social strategy finished
First podcast
First short white paper
Annual event and publications calendar March
Identify and target academic paper opportunities
Begin large white paper and webcast planning and development
podcast February
Content library / comms hub in place and functional
podcast May
Create marketing strategy for large white paper and webcast
Third short white paper
podcast July
2Q review
Host Webcast
Fourth short white paper
podcast September
Fifth short white paper
podcast November
Release long white paper
podcast
In-person event? April
Finalize 1H23 academic paper opportunity
1Q review and adjust
Second short white paper
podcast June
Release long white paper 1
Market paper and webcast
podcast August
podcast
Plan long white paper 2 October
podcast December
Sixth short white paper
podcast 24<br>
slide25. 25<br>
slide26. 26<br>
slide27. 27<br>
slide28. Raising the Standards of ESG Data through Two Core Solutions Applied data-science to normalize thousands of disparate ESG data points (2015) OWL ESG 28<br>
slide29. 29<br>
Rob Yates
Director of Communications
October 2022 Communications Strategy and Implementation Plan<br>
slide2. 2 This document and all of the information contained in it, including without limitation all text, data, graphs, and charts (collectively, the "Information") is the property of OWL ESG Inc. (OWL).
The Information has not been submitted to, nor received approval from, the United States Securities and Exchange Commission or any other regulatory body. None of the Information constitutes an offer to sell (or a solicitation of an offer to buy), or a promotion or recommendation of, any security, financial product or other investment vehicle or any trading strategy, and OWL does not endorse, approve, or otherwise express any opinion regarding any issuer, securities, financial products or instruments or trading strategies.
The user of the Information assumes the entire risk of any use it may make or permit to be made of the Information. OWL MAKES NO EXPRESS OR IMPLIED WARRANTIES OR REPRESENTATIONS WITH RESPECT TO THE INFORMATION AND EXPRESSLY DISCLAIMS ALL IMPLIED WARRANTIES (INCLUDING, WITHOUT LIMITATION, ANY IMPLIED WARRANTIES OF ORIGINALITY, ACCURACY, TIMELINESS, NON-INFRINGEMENT, COMPLETENESS, MERCHANTABILITY, AND FITNESS for A PARTICULAR PURPOSE) WITH RESPECT TO ANY OF THE INFORMATION.
Without limiting any of the foregoing and to the maximum extent permitted by law, in no event shall OWL have any liability regarding any of the Information for any direct, indirect, special, punitive, consequential (including lost profits), or any other damages even if notified of the possibility of such damages. The foregoing shall not exclude or limit any liability that may not by applicable law be excluded or limited. Raising the Standard of ESG Data Communication Strategy and Implementation Plan
Overview…………………………………………………………………………………………..3
Structure and Process……………………………………………………………………….5
Five Pillars…………………………………………………………………………………………7
Messaging and Content……………………………………………………………………………10-13
Communications Hub………………………………………………………………………………14-16
Brand Recognition ………………………………………………………………………………….17-18
Public Relations……………………………………………………………………………………… 19-20
Feedback………………………………………………………………………………………………….21-22
Timeline…………………………………………………………………………………………….23
Brand Guidelines……………………………………………………………………………...25
Product Branding …………………………………………………………………..........26
Appendix …………………………………………………………………………………………..27<br>
slide3. 3<br>
slide4. 4 Communication Plan Overview and Goals Strategic Alignment: This plan will align with and serve to forward the strategic goals of OWL ESG.
Comprehensive Strategy: This plan will cover all aspects of internal and external communications. It will provide easily accessible and understandable answers to all questions regarding communications, marketing, and related strategy, and will have a responsive mechanism to adjust when new questions arise. This will include clear messaging guidelines and process maps for tailoring messaging for specific audiences.
Incorporated Accountability: This plan will contain specific and measurable metrics and KPIs, determined with the CEO, and covering various timelines, which will serve for the plan to hold itself accountable.
Resource Efficiency: This plan will use all resources necessary for effective implementation, but no more. All resource utilization will be confirmed with the CEO, the Director of Communications, and any other Company members as applicable, and metrics will be determined to assess the effectiveness of the resource usage. All resources utilized and any content or ideological advancement generated as a result of resource utilization will be re-purposed to the furthest degree useful to maximize efficiency and ROI.
Clarity: This plan will detail all roles, guidelines, rules, tactics, and expectations in a clear and succinct manner. This applies to both implementation of the plan, and the expectations of OWL ESG employees under the plan. Everyone will be able to reference this and quickly find unambiguous answers to any questions regarding communications strategy or tactics.<br>
slide5. 5<br>
slide6. 146 6 Communications Structure / Process 1) SQuAD: 100,000+ Questions for Machine Comprehension of Text Computer Science Department Stanford University 2018 Analytics Feedback Loop Rob, Unthinkable, Sales, Others, report to Ben, adjust through discussion Rob owns content / updates. Others contribute as relevant Rob owns Ben owns, Rob updates and gets approved Rob develops contacts and identifies events, using third parties as necessary. Ben or others potentially to represent OWL Rob owns Rob owns and contributes, others contribute as needed<br>
slide7. 7<br>
slide8. 8 Five Pillars of Communications Strategy<br>
slide9. 149 9 Communications Strategy Foundation Communications Strategy Messaging Comms Hub Street Cred Press Learn To stick with the pillars analogy, each time we learn from the feedback, we want to add a layer of brick to the other pillars, growing the impact of the plan and boosting the Company.<br>
slide10. 10 Pillar 1 - Messaging<br>
slide11. Action Items Intended Outcome Gap or Need How to Define Success Pillar 1 – Messaging and Content Develop consistent messaging and establish guidelines for all external messaging. Establish Owl as ESG Thought Leader through content creation and web platform. Have robust distribution channels for original content. Tailor messaging proactively for specific audiences. Solution or Tactic 11<br>
slide12. 12 Distribution Channel / Content Type – Tactic and Intent<br>
slide13. Social Media Development Examples 13 The Coca-Cola Company: Overview | LinkedIn
AppleOne Employment Services: Overview | LinkedIn
The Nature Conservancy: Overview | LinkedIn
Post | LinkedIn – 100 best esg companies
The Best ESG Funds Of November 2022 – Forbes Advisor
K
LinkedIn – 7 big question for esg for 2022
LinkedIn – What are the 'big 4' doing on 'ESG'? 30 Best YouTube Blogs You Must Follow in 2022 (feedspot.com)
H
H
Post | LinkedIn – 100 best esg companies
The Best ESG Funds Of November 2022 – Forbes Advisor
K
LinkedIn – 7 big question for esg for 2022
LinkedIn – What are the 'big 4' doing on 'ESG'? Social Media Development Goals: To broaden the content universe, increase OWL’s footprint, and drive people back to the website.<br>
slide14. 14 Pillar 2 – Central Repository<br>
slide15. Action Items Intended Outcome Gap or Need How to Define Success Pillar 2 – Central Repository / Communications Hub Create central location for all communications materials, split into internal and external components. Internal stores brand standards and communications tools. External is content library. Hub is easily understood by all Owl teammates. Solution or Tactic 15<br>
slide16. Pillar 2 – Central Repository / Communications Hub Central Repository Content Library Gateway Internal External Company Comms Hub:
Brand standards
Client personas*
Strategic alliances*
Competitor research
Touchpoints and target*
Internal Presentations
Templates
Other internal Comms tools
*would ideally eventually be tied in with CRM where appropriate Content Library:
White papers
Blog postings
Articles
Videos*
Webcasts
Interviews
Newsletter
*would be posted on social, youtube, or other channels, as appropriate Internet Content Library UI on website LinkedIn
Youtube
Other strategic platforms Content Library “Hallway” Owl ESG dot com OWL ESG Internal Comms UI 16<br>
slide17. 17 Pillar 3 – Brand Recognition<br>
slide18. Action Items Intended Outcome Pillar 3 – Brand Recognition (“Street Cred“) Using predetermined marketing campaigns, outreach strategies, and targeted exposures, achieve perpetually greater organic market penetration, eventually becoming dominant name in ESG data and analytics services. Gap or Need How to Define Success Solution or Tactic 18<br>
slide19. 19 Pillar 4 – Press and Public Relations<br>
slide20. Action Items Intended Outcome Pillar 4 – Press and Public Relations Fully developed suite of press contacts (and press-related) who serve as additional distribution channel for OWL content, and who also rely on OWL to provide data and insight. Gap or Need How to Define Success Solution or Tactic 20<br>
slide21. 21 Pillar 5 – Feedback Loop and Adjustments<br>
slide22. Action Items Intended Outcome Pillar 5 - Feedback Loop and Adjustments To use feedback (metrics, sales team, etc.) to continue to hone the comms plan for increased effectiveness, based on tracking metrics and KPIs. Gap or Need How to Define Success Solution or Tactic 22<br>
slide23. 23<br>
slide24. Communications Plan Implementation Timeline Oct Nov Dec Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Jan Feb Mar 2. https://www.sustainability.com/globalassets/sustainability.com/thinking/pdfs/sustainability-ratetheraters2020-report.pdf 2022 2023 2024 2022
Finish and share approved comms plan.
Create, finalize, and share brand guidelines and templates.
Create one brief white paper and distribute for feedback.
Start bi-weekly comms meetings
Plan for 2023 / team strategy meeting January
First monthly newsletter,
new data rollout marketing implementation,
In-person team strategy session
Social channels created and branded, social strategy finished
First podcast
First short white paper
Annual event and publications calendar March
Identify and target academic paper opportunities
Begin large white paper and webcast planning and development
podcast February
Content library / comms hub in place and functional
podcast May
Create marketing strategy for large white paper and webcast
Third short white paper
podcast July
2Q review
Host Webcast
Fourth short white paper
podcast September
Fifth short white paper
podcast November
Release long white paper
podcast
In-person event? April
Finalize 1H23 academic paper opportunity
1Q review and adjust
Second short white paper
podcast June
Release long white paper 1
Market paper and webcast
podcast August
podcast
Plan long white paper 2 October
podcast December
Sixth short white paper
podcast 24<br>
slide25. 25<br>
slide26. 26<br>
slide27. 27<br>
slide28. Raising the Standards of ESG Data through Two Core Solutions Applied data-science to normalize thousands of disparate ESG data points (2015) OWL ESG 28<br>
slide29. 29<br>