Approaching a year of success: Committee of the Millennials Meeting 10

Posted by: in Inside WCG, Thought Leadership, twist, W2O Group on October 15, 2014

Last week, the New York Millennials got together to discuss Corporate Strategy and NextWorks!

A word from our associate presenter Meriel McCaffery – Corporate Strategy can and does touch a wide range of client work and projects. At the September COM meeting I wanted to focus specifically on some of the opportunities we have had to really immerse ourselves in a client’s world in order to provide valuable strategic counsel.

Although I’m a fairly new addition to the team, over the last few weeks I’ve had the opportunity to spend time onsite with two Fortune 100 companies and their key communications leaders. I walked the group through our process and approach for developing a company narrative and shared learnings from a full afternoon Narrative Workshop. It was a truly exciting chance to sit down with executives and gather the components of a compelling and powerful brand story. I also discussed in-depth Functional Optimization research and counsel that we recently executed. I was tasked with personally shadowing an internal communications team and analyzing both qualitative and quantitative research, ultimately shaping functional recommendations. Both projects really resonated with me as examples of how this agency leverages strategic thinking, analytics and human terms to do great work. They also highlighted the level of involvement and client exposure that’s a reality here at W2O Group, regardless of your position or title.

Guest speaker: This month we heard from David Henry, who took us through the value and functionality of NextWorks as a separate company within W2O Group and its offerings.

  • A better way to distribute content:  NextWorks is our in-house production company which creates content capsules, the digital platform which is intended to deliver a microsite experience across many different channels. David explained that the content capsule functions much better than the video news release from the “old days.” Content capsules are meant to engage the viewer longer and keep them immersed in the content.
  • Engagement Strategy: David discussed the three stages of engaging an audience: Awareness, Consideration and Conversation. Awareness is the stage in which your audience is, well, made aware of your offering. Easy enough. Consideration is where most companies struggle, which is where content capsules come into play. Consideration is the point in which a consumer learns all the information they can about an offering so to ultimately move to the next phase – conversion. The content capsule simplifies the consideration stage by housing all relevant content in one easy to manage site so conversion rate is higher and your audience is kept engaged from start to finish.


David shared some great client examples of different accounts that utilize content capsules and the major success they have seen as a result. One great example was this seasons Flu + You campaign which has all of their data, information and PSA on a content capsule which lives on Check it out if you haven’t already!

We learned a lot about a great product offering from David, and are so happy that he stopped by. Thanks David!

Agenda has yet to be set for COM meeting number 11 – so if you have something you would like to teach us about, let us know!

As always, thanks for helping us Go.Ahead!

Lauren Barbiero & Meredith Crowder


By: Lauren Barbiero

Lauren is a media associate on the earned media team at W2O Group. You can reach her at

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