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Meet Julie

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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Meet Julie

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  1. Meet Julie How we brought our brand to life online

  2. Presented by Wendy Lachance Manager, e-Business Development Brad Scott Product Manager, Customer Acquisition

  3. The challenge

  4. How can we help you? • Our new brand • Helpful, friendly, open, inviting • aperio branches

  5. Brand vs. Web • Warm and funny vs. cold and sterile • Generic web platform • Say “Welcome” online

  6. Getting aperio online • Greeter – welcomes, answers questions, directs traffic • A visit is an experience • Innovative but functional

  7. The solution

  8. Meet Julie • Online greeter • Reflects brand • Brings branch experience online

  9. Let’s take a look.

  10. Getting to Julie

  11. Getting to the idea • Clear goals • Cross-functional team • Never settle • Innovate

  12. OK, now do it • Julie is just one element • Don’t get in the customers’ way • Part of a complete overhaul of the site

  13. Getting the word out

  14. Staff first • Introduced Julie to her co-workers • Tell a friend

  15. Staff first • Introduced Julie to co-workers • Tell your customers and friends

  16. Meet the press • Innovative press release

  17. The results

  18. First, the stats • Overall website page views up 29% • Time spent on site up 25%

  19. 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

  20. The press • Vancouver Sun • Marketing Magazine • Credit Union Management and other CU publications • Open Source CU and other blogs

  21. The press • Total media value: $23,000

  22. Warm and fuzzy stuff • Brand-building • Goodwill • Trendsetting

  23. Warm and fuzzy stuff • Brand-building • Goodwill • Trendsetting

  24. Lessons learned

  25. Lessons learned • Your biggest branch is your website • Know your brand and show it off • Function over form • Good is the enemy of great

  26. How can we help you?

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