Lead Generation Strategy & Content

CSC and the Faction team created an email campaign complete with microsite and content assets in the spring of 2015. CSC had focused significant efforts the past few years to enhance their corporate responsibility as it affected their clients, employees, corporate governance, the communities they operate in, and the environment as a whole.

We created a concept called "Less Self" that took CSC's work and centered it around an ideal that we're better when we work together toward a common good, even as the world becomes more digital every day. From there, we made an infographic with statistics from CSC's 2014 report and built a promotional email campaign around that theme. Recipients would go to a customized landing page within the CSC.com structure to download the infographic, read the report and more extensive case studies, and watch a video crafted for the campaign.

The infographic in particular was realized from my initial concept. CSC had five areas of focus they wanted to call attention to, and had statistics to support efforts in each. Instead of a purely vertical layout with sections of statistics, I wanted to call attention to the way the statistics in each of the areas of focus worked together to tell the story.

For example, CSC had helped the U.S. EPA remove the equivalent of 11,000 cars from the road through their full-life-cycle green IT program. Not only did that impact a client relationship, it made a huge impact on the environment. We designated each of the stats the same way, grouping them "CLIENTS + GOVERNANCE" and "EMPLOYEES + COMMUNITY" to highlight how the "Less Self. More Together" concept played out in creative execution.

Client: CSC

Agency: Faction

Lead Writer: Annemarie Miller

Art Director: Ben Mercuri

Lead Designer: Ben Marshall

Year: 2015

Photo by Geran de Klerk on Unsplash