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Meet Julie. How we brought our brand to life online. Presented by. Wendy Lachance Manager, e-Business Development Brad Scott Product Manager, Customer Acquisition. The challenge. How can we help you?. Our new brand Helpful, friendly, open, inviting aperio branches. Brand vs. Web.

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Presentation Transcript
Meet julie

Meet Julie

How we brought our brand to life online


Presented by

Presented by

Wendy Lachance

Manager, e-Business Development

Brad Scott

Product Manager, Customer Acquisition



How can we help you
How can we help you?

  • Our new brand

  • Helpful, friendly, open, inviting

  • aperio branches


Brand vs web
Brand vs. Web

  • Warm and funny vs. cold and sterile

  • Generic web platform

  • Say “Welcome” online


Getting aperio online
Getting aperio online

  • Greeter – welcomes, answers questions, directs traffic

  • A visit is an experience

  • Innovative but functional



Meet julie1
Meet Julie

  • Online greeter

  • Reflects brand

  • Brings branch experience online




Getting to the idea
Getting to the idea

  • Clear goals

  • Cross-functional team

  • Never settle

  • Innovate


Ok now do it
OK, now do it

  • Julie is just one element

  • Don’t get in the customers’ way

  • Part of a complete overhaul of the site



Staff first
Staff first

  • Introduced Julie to her co-workers

  • Tell a friend


Staff first1
Staff first

  • Introduced Julie to co-workers

  • Tell your customers and friends


Meet the press
Meet the press

  • Innovative press release



First the stats
First, the stats

  • Overall website page views up 29%

  • Time spent on site up 25%


First the stats1
First, the stats

  • 10% of visitors interact with Julie

  • 2.9% of visitors click through, four times the industry average

  • 30% click the “More” button


The press
The press

  • Vancouver Sun

  • Marketing Magazine

  • Credit Union Management and other CU publications

  • Open Source CU and other blogs


The press1
The press

  • Total media value: $23,000


Warm and fuzzy stuff
Warm and fuzzy stuff

  • Brand-building

  • Goodwill

  • Trendsetting


Warm and fuzzy stuff1
Warm and fuzzy stuff

  • Brand-building

  • Goodwill

  • Trendsetting



Lessons learned1
Lessons learned

  • Your biggest branch is your website

  • Know your brand and show it off

  • Function over form

  • Good is the enemy of great



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