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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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