NASDAQ: UPDATING A FINANCIAL SERVICES BRAND

THE GATE

THE CHALLENGE

To develop a strategic idea and marketing communications program that revitalize the

Nasdaq brand. 2

6 MARCH 2017 NASDAQ

THE GATE

THE SOLUTION

1.  Unite four disparate business units and 50+ separate products/services under a single, global brand benefit.

2.  Build awareness of Nasdaq as being much more than just an equities exchange.

3.  Create a simple and clean content-driven campaign that allows an easy understanding of Nasdaq’s offering and consumption of industry-related news and product information as they become available.

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THE TRUTH

THE GATE

NASDAQ’S TRUTH

Nasdaq is more than just an equities exchange.

The problem: no one knows it. In fact, only 50% of clients consider themselves knowledgeable

about Nasdaq offerings.

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THE GATE

GIVING PROSPECTS REASONS TO CHOOSE NASDAQ

Four possible approaches:

•  What you do.

•  Who you do it for.

•  How well you do it.

•  Why you do it.

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THE GATE

POSSIBLE APPROACHES

1.  What you do. (Very rational and not differentiating.) •  International equities exchange.

•  Add value.

•  IPO in a box.

2.  How well you do it. (Not the right time for this.) •  40 years of firsts.

3.  Why you do it. (Self-serving. And who cares?) •  We believe in competition.

4.  Who you do it for. (Can be very attractive.) •  The equities exchange for ________.

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THE GATE

BEST APPROACH

Who you do it for.

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THE LOGIC BEHIND WHO YOU DO IT FOR

THE GATE

SO WHAT ATTRIBUTES DO ALL SUCCESSFUL COMPANIES HAVE?

They were started/run by visionaries. Innovators. Disruptors. Idealists. Game changers. Dreamers.

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THE GATE

WHAT SUCCESSFUL COMPANIES/ INDIVIDUALS HAVE

“Do you want to sell sugar water for the rest of your life? Or do you want to come with me and change the world?”

- Steve Jobs to John Sculley, 1983

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THE GATE

IN FACT, WHAT DO ALL OF NASDAQ’S CONSTITUENTS HAVE?

CLIENTS  

PROSPECTS  

INVESTMENT  COMMUNITY  

EMPLOYEES     12

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THE GATE

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TO SUCCEED, YOU NEED

Ambition

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THE GATE

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NASDAQ – AMBITION

What all visionaries, innovators, dreamers, game changers, builders, leaders and their companies have in common is ambition.

Ambition is the timber that fuels success, powers companies and individuals through inevitable obstacles to long-term growth.

Ambition is what fuels capitalism.

Ambition is what prompted Steve Jobs to see possibilities that others didn’t and led Apple to invent personal computing.

Ambition is what energizes Amgen to persevere through failed trials and develop drugs that improve the human condition.

Ambition drives the perpetually dissatisfied. They see “potential” as merely a brief respite to reaching their higher ambitions. Ambition is contagious. When you’re ambitious, you want to be surrounded by the like-minded.

6 MARCH 2017 NASDAQ

THE GATE

THE STRATEGIC IDEA

Nasdaq: Home of the ambitious.

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THE GATE

NASDAQ CAN BACK IT UP

•  Nasdaq has always been ambitious: •  A history of ambitious and courageous firsts.

•  More recently, bought companies and expanded available resources beyond their exchange heritage to better serve clients.

•  Nasdaq has the resources to help companies reach their ambitions: •  Market Services

•  Global Information Services

•  Global Technology Solutions •  Global Listing Services

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WELCOME TO THE NEW NASDAQ

THE GATE

SOLUTION

We developed a digitally led, fully integrated international campaign.

Targeted TV and a marketing microsite established the brand while digital (tablet, web and mobile), radio, email, native, social, SEM, OOH, and events (web and live) were used to support Nasdaq’s 50+ individual products.

And all work was unified under the Ambition platform.

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THE GATE

“AMBITIOUS PEOPLE” TV NASDAQ

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THE GATE

NASDAQ MARKETING MICROSITE

NASDAQ

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3/6 /17  6 MARCH 2017

THE GATE

NASDAQ BUSINESS LANDING PAGE

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THE GATE

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NASDAQ: ENGAGING THE ‘CXO’ ON THEIR TIME

NASDAQ

Objective: Nasdaq sought to engage executive decision makers [US, UK, GER, NORDICS, APAC] in order to broaden their understanding that Nasdaq was “more than an exchange’.”

Insight: Executives are most focused on news immediately upon waking up – spending at least 30 min. on news media each day, predominantly in the early morning on their mobile device(s). 1

1 Quartz Global Executive Study - 2014

Strategy: The media strategy for Nasdaq focused on (1) identifying key media partners with both strong job title and target industry readership, (2) a 70% mobile device campaign impression target, (3) regional dayparting of impressions [50%+] within the local 5 – 9 a.m. time period and (4) a content-first approach in communicating Nasdaq’s story.

Results: §  42.0MM+ targeted impressions

delivered at a sub-$30.00 media CPM.

§  55.0K+ asset clickthroughs to Nasdaq marketing site.

§  17.0K+ post-asset site engagements at a rate of 31%.

§  17% increase in target’s familiarity of Nasdaq’s business and product offerings .

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(CLICK)  

THE GATE

MANAGING THE CUSTOMER JOURNEY

IDENTIFY    PERFECT    CUSTOMERS  

COMMUNICATION  OBJECTIVES  

PRIMARY    TOOLS  

Suspect   Prospect   Qualified    Lead  

Customer  Buyer  

Awareness  Build  Name,    Brand,  Product    and  Category  

Informa>on    Search  Educate  

Inves>gate    Op>ons  Capture    Leads  

Purchase  Close  Sale  

Reaffirm  Purchase  Up/Cross  Sell  

Targeted    Mass  Media  

Website,    High-­‐Value  Content,    Video,  TacJcal    and  Issues-­‐Directed    Efforts  

SEO/SEM,  Events,  Webinars,    Product  Support,    AnalyJcs    

Sales  Collateral,    Apps  

Customer  Reps,    Social  Media,    Brand  Experience  

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THE GATE

RESULTS

1) Marketing department now a profit center. •  Generates $35.0MM a year in revenue.

2)  48% increase in IPOs. •  74% market share up from 50%.

3)  A $6 billion increase in market cap.

4)  A $500.00MM increase in revenue.

5)  30% increase in website page views.

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NASDAQ: UPDATING A FINANCIAL SERVICES BRAND