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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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Meet Julie How we brought our brand to life online
Presented by Wendy Lachance Manager, e-Business Development Brad Scott Product Manager, Customer Acquisition
How can we help you? • Our new brand • Helpful, friendly, open, inviting • aperio branches
Brand vs. Web • Warm and funny vs. cold and sterile • Generic web platform • Say “Welcome” online
Getting aperio online • Greeter – welcomes, answers questions, directs traffic • A visit is an experience • Innovative but functional
Meet Julie • Online greeter • Reflects brand • Brings branch experience online
Getting to the idea • Clear goals • Cross-functional team • Never settle • Innovate
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 • Introduced Julie to her co-workers • Tell a friend
Staff first • Introduced Julie to co-workers • Tell your customers and friends
Meet the press • Innovative press release
First, the stats • Overall website page views up 29% • Time spent on site up 25%
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 • Vancouver Sun • Marketing Magazine • Credit Union Management and other CU publications • Open Source CU and other blogs
The press • Total media value: $23,000
Warm and fuzzy stuff • Brand-building • Goodwill • Trendsetting
Warm and fuzzy stuff • Brand-building • Goodwill • Trendsetting
Lessons learned • Your biggest branch is your website • Know your brand and show it off • Function over form • Good is the enemy of great