2013 Year in Review

Problem: Traditionally our year at MSCI would end with a long letter from our CEO thanking members for a strong year and recounting all that the MSCI staff  had accomplished. Open rates were low, and click through rates were dismal. (Shocker!)

Solution: I convinced our CEO to try a new approach: content marketing. We would identify five trends affecting the industry and group our accomplishments accordingly. Essentially, we would first seek to educate our members telling a story they care about, then secondarily alert them to member benefits they could leverage.

Outcome: We tested the letter against the slideshow; the slideshow received 7 times more click-throughs than the letter and now has nearly 5,000 views on SlideShare.

Target: MSCI members

Message: MSCI has been working hard for members in 2013, staying ahead of industry trends.