Download PDF
Ellevest's Community-Driven Content Strategy: Empowering Women through AI
Applicable Industries
- Finance & Insurance
- Transportation
Use Cases
- Public Transportation Management
- Speech Recognition
Services
- Training
The Challenge
Ellevest, a financial services company, was facing a significant challenge in maintaining its unique brand voice and inclusive style guide across all its content. The company's content strategy was built by women for women, aiming to address the gender gap in the financial services industry. However, the company was struggling with inefficiencies and bottlenecks in the content creation process. Much of the company's brand voice and style guide knowledge was held by a few individuals who had been with the company for years. This situation created a bottleneck, as only these individuals could effectively edit content to ensure it aligned with the company's voice and style guide. The challenge was to find a way to train more people on the style guide more quickly, release these bottlenecks, and empower more team members to create content that accurately represented the brand.
About The Customer
Ellevest is a financial services company founded by Wall Street titan, Sallie Krawcheck. The company was born out of the realization that the financial services industry was built by men for men, leaving women behind. Ellevest's mission is to get more money in the hands of women and others left behind because of their gender identities. The company's content strategy is community-driven, built by women for women. Ellevest has an all-women brand marketing team, including Senior Editor and Content Strategist Deedi Brown and Senior Brand Copywriter and Strategist Kate Gustafson. The company is committed to maintaining an intentionally-designed, inclusive, intersectional style guide that is empathetic, relatable, and fact-based.
The Solution
Ellevest turned to Writer, an enterprise-grade generative AI platform, to address these challenges. Writer was used to train writers on Ellevest's evolving voice and inclusive style guide, ensuring that all content, even those not going through a formal editing process, still met Ellevest's brand guidelines. The AI platform was also used to collaborate on new content across teams and for compliance purposes. Writer's training happens securely on a company's own provided data, including their best-performing blog posts, landing pages, PPC ads, email, and social media content. This approach ensured that the generated content was consistent and on-brand, whether the initial text came from humans or from AI. The use of Writer also allowed Ellevest to incorporate feedback from their community into their content strategy, ensuring that their content resonated with their audience and made them feel connected to the Ellevest brand.
Operational Impact
Quantitative Benefit
Related Case Studies.
Case Study
Airport SCADA Systems Improve Service Levels
Modern airports are one of the busiest environments on Earth and rely on process automation equipment to ensure service operators achieve their KPIs. Increasingly airport SCADA systems are being used to control all aspects of the operation and associated facilities. This is because unplanned system downtime can cost dearly, both in terms of reduced revenues and the associated loss of customer satisfaction due to inevitable travel inconvenience and disruption.
Case Study
IoT-based Fleet Intelligence Innovation
Speed to market is precious for DRVR, a rapidly growing start-up company. With a business model dependent on reliable mobile data, managers were spending their lives trying to negotiate data roaming deals with mobile network operators in different countries. And, even then, service quality was a constant concern.
Case Study
Digitize Railway with Deutsche Bahn
To reduce maintenance costs and delay-causing failures for Deutsche Bahn. They need manual measurements by a position measurement system based on custom-made MEMS sensor clusters, which allow autonomous and continuous monitoring with wireless data transmission and long battery. They were looking for data pre-processing solution in the sensor and machine learning algorithms in the cloud so as to detect critical wear.
Case Study
Cold Chain Transportation and Refrigerated Fleet Management System
1) Create a digital connected transportation solution to retrofit cold chain trailers with real-time tracking and controls. 2) Prevent multi-million dollar losses due to theft or spoilage. 3) Deliver a digital chain-of-custody solution for door to door load monitoring and security. 4) Provide a trusted multi-fleet solution in a single application with granular data and access controls.
Case Study
Vehicle Fleet Analytics
Organizations frequently implement a maintenance strategy for their fleets of vehicles using a combination of time and usage based maintenance schedules. While effective as a whole, time and usage based schedules do not take into account driving patterns, environmental factors, and sensors currently deployed within the vehicle measuring crank voltage, ignition voltage, and acceleration, all of which have a significant influence on the overall health of the vehicle.In a typical fleet, a large percentage of road calls are related to electrical failure, with battery failure being a common cause. Battery failures result in unmet service agreement levels and costly re-adjustment of scheduled to provide replacement vehicles. To reduce the impact of unplanned maintenance, the transportation logistics company was interested in a trial of C3 Vehicle Fleet Analytics.
Case Study
3M Gains Real-Time Insight with Cloud Solution
The company has a long track record of innovative technology solutions. For example, 3M helps its customers optimize parking operations by automating fee collection and other processes. To improve support for this rapidly expanding segment, 3M needed to automate its own data collection and reporting. The company had recently purchased the assets of parking, tolling, and automatic license plate reader businesses, and required better insight into these acquisitions. Chad Reed, Global Business Manager for 3M Parking Systems, says, “With thousands of installations across the world, we couldn’t keep track of our software and hardware deployments, which made it difficult to understand our market penetration.” 3M wanted a tracking application that sales staff could use to get real-time information about the type and location of 3M products in parking lots and garages. So that it could be used on-site with potential customers, the solution would have to provide access to data anytime, anywhere, and from an array of mobile devices. Jason Fox, Mobile Application Architect at 3M, upped the ante by volunteering to deliver the new app in one weekend. For Fox and his team, these requirements meant turning to the cloud instead of an on-premises datacenter. “My first thought was to go directly to the cloud because we needed to provide access not only to our salespeople, but to resellers who didn’t have access to our internal network,” says Fox. “The cloud just seemed like a logical choice.”
