Meet Julie
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Transcript of Meet Julie
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
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?