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Case study around brand content template development for Terrapinn emails and websites
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The Terrapinn story
Clare O’Brien, CDATuesday 11th March 2008
Show business for business people
Global
Creative
Inventive
Challenging
Energetic
Experimental
Dynamic
Influential
Communicators
Customer-centric
InnovativeExciting
When the mechanics get in the way…
Millions emails List fatigue Brand confusion Cross-selling issues Resource-draining:
html, design, content
When the process gets in the way…
Recipient / target is simply a number
The message is pure push
All about distribution – NOT access
User experience? Conversation? Branding?
Solution
Segmentation Content takes centre-stage Space devoted to ‘the big idea’ Delivery and tone invites participation Functions drive to site and booking
processes Resource focused on content not
programming Design principles avoid html crashes Discipline protects brand
Workshops
All about content Creative development Develop sense of ownership Inspire / engage Global teams
Personalised, timely, useful email
Engaging, informative and current websites
The results?
Valuable planning and team efficiencies Brand consistency and stabalisation Reduction in emails sent Improving metrics:
• Deliverability, ORs, CTRs, reduction in emails sent Increased online response and bookings Rising audience retention
A branded stage for growth