PetPartners
Brand and Online Marketing Project
The challenge is to increase the number of conversions from the 6 weeks free insurance offer to being a full paying policy holder.
The high cost of the Kennel Club Healthcare Plan is a barrier to entry for the product. The key to making this project a success is to get across the quality and the benefits above all the others in the market.
The concept was to hold the hand of the policy holder during their six weeks free period to enforce the impression of quality, professionalism and exclusivity that being a member of the Kennel Club Healthcare Plan holds.
Three websites, nine emails and nine letters were produced, each to be used at different key points during the six weeks free period. Each designed in a slightly different way to entice the user to proceed with the policy once the six weeks free period had elapsed.
Activation and registration areas were placed prominently on every page and the whole Buy process was streamlined allowing a simple and easily accessible route through to the confirmation screen.
The sites and emails were launched with great effect. The figures for activations were maintained at the current level, however the number of conversions increased by 11% after the first 6 week period. The project is still ongoing constantly refining the process to increase the number of full policy conversions.
Pride of Britain
Website Design and Development
To provide an easy to use, clear and intuitive website for the awards that allows the user to view the previous award ceremonies and enter details of prospective nominees.
Since it started in 1999, the Mirror's Pride of Britain Awards has become one of the highest rated awards shows on national TV. In 2006, the show peaked at almost seven million viewers on the ITV1 network - higher than the Brits, Baftas and Oscars, therefore the need for a clear and easy to use website is paramount.
The average user would mainly want to view previous winners and celebrities that have attended the awards ceremony. An element of involvement and community would also be valuable to increase the awards profile and improve the number of entries to the competition.
The website went live in conjunction with a major marketing campaign for the Awards in 1,000 Tesco outlets and on GMTV, ITV and in the Mirror.
The site was launched successfully on time and to budget. The website will be updated to include this years award imagery. The site will also be developed to try and involve the public more in the build up to the award ceremony.
HSBC
Web Application Development
The challenge is to provide a quote and buy system to allow users to purchase pet insurance directly from the main HSBC website.
Any barriers that get in the way of the user easily gaining a quote and purchasing insurance online will reduce the actual number of policies sold. The main purpose of this project is to design an easy to use website with minimal stages between the quote and confirmation page.
The user needs an easy to use website that is intuitive and easy to use to remove any barriers to actually clicking the conform button and purchasing the policy.
The look of the website has been developed match the current HSBC brand guidelines. The page flow is designed to be as efficient and easy to use as possible with the minimum number of pages from quote to conformation.
The site was launched successfully on time and to budget. The project is still ongoing with constant work to refine the process and increase the number of purchases.
Donaldsons
Website and Digital Branding Project
The challenge is to provide and implement a consistent, high impact and clear digital brand to be rolled out across all digital media such as the website, intranet and email marketing.
The Commercial property industry encompasses a myriad of different areas. A visually appealing brand and corporate image is very important to show the professionalism of Donaldsons to all potential clients and potential business partners.
Commercial property agents historically have a stuffy, old boy's network feel to them. The suggestion by CogWorks for Donaldsons to break the mould and modernise their brand was a brave one.
The brand was designed in line with their offline material providing a clean modern look and feel. The website was designed to be as functionally rich as possible allowing the user a greater level of access to information throughout the site.
The site was launched successfully on time and to budget.
CIPR
Website Design Concepts
The challenge is to create a design that allows the large quantity of information available to be found as intuitively as possible by the user.
The CIPR website is about providing information for the PR industry. The user base is not visiting the site to be wowed by flashy movies, but to quickly gather information regarding the multitude of changes in their industry.
Most users require quick access to information therefore an easy to use, clear and visually appealing website is paramount.
A clear design was produced which utilises the homepage to great effect. The navigation is clearly displayed allowing quick access to the user who has come to find something specific, but also information such as events and news is provided allowing new users to gain a quick understanding of industry information.
The concepts were presented to the CIPR board and we are awaiting a decision.
Tuckerman
Website Design and Development
The challenge is to increase the number of registrations and therefore sales leads generated via the website.
The careful design of the website and the use of a well put together property search is a way of advertising the types of property available through Tuckerman which then acts as a first contact with the aim of getting the user to register their interest.
Most users prefer human contact, as opposed to doing everything online when it comes to commercial property. They do not have time to trawl through endless lists. It is easier to allow an agent to suggest alternatives and understand their needs face to face. Once the user has shown interest in a type of property, they best way is for Tuckerman to contact the customer direct via the telephone.
An easy to use, visually appealing property search was created. The main aim of the site is to drive users to register their details, so at every opportunity a registration box is available and the design of the site drives the user to the registration screen. If a search does not discover a result it is suggested that the user registers their interest to allow Tuckerman to contact the user direct and carry out a specific search on their behalf.
The site was launched successfully on time and to budget. The website is constantly being updated to increase the number of registrations. The site generally gets between 80 and 100 unique users per day, of which 27% register. This conversion ratio is constantly improving with ongoing development of the site.
Fairbairn Private Bank
Website Design Concepts
The challenge is to create a design that allows the user to view the range of products available as quickly as possible.
Banking website allow users to gather information about the services offered by that bank. They should then entice and direct the user to to apply or at least make an informed decision about their choice of bank and the accounts offered.
A clear design has been produced that utilises the homepage to great effect. A number of main panels has been given allowing Fairbairn to market specific products to users with higher impact, yet allowing them to view all the other relevant information on the site easily and clearly.
The concepts were presented to the Fairbairn marketing team.