Meet Julie

How we brought our brand to life online

Presented by

Wendy LachanceManager, e-Business Development

Brad ScottProduct Manager, Customer Acquisition

The challenge

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

The solution

Meet Julie

• Online greeter

• Reflects brand

• Brings branch experience online

Let’s take a look.

Getting to Julie

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

Getting the word out

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

The results

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

Lessons learned

• Your biggest branch is your website

• Know your brand and show it off

• Function over form

• Good is the enemy of great

How can we help you?