The Terrapinn story

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Case study around brand content template development for Terrapinn emails and websites

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  • Success and process driven organisation: operations, marketing, sales, production, finance etc400+ events worldwideProven system of touch points through annual life cycleInteractive platforms central to current and future activityHighly energetic and inventive environment: individuals encouraged to develop their creative potential
  • lack of ‘eye content’linear information format limited exploration of real estatepromotional in tonebroadcast to many approachregistration hinders associative actions
  • The Terrapinn story

    1. 1. The Terrapinn story<br />Clare O’Brien, CDA<br />Tuesday 11th March 2008<br />
    2. 2. Show business for business people<br />Experimental<br />Global<br />Inventive<br />Customer-centric<br />Influential<br />Energetic<br />Dynamic<br />Exciting<br />Communicators<br />Creative<br />Innovative<br />Challenging<br />
    3. 3. When the mechanics get in the way…<br />Millions emails<br />List fatigue<br />Brand confusion<br />Cross-selling issues<br />Resource-draining: html, design, content<br />
    4. 4. When the process gets in the way…<br />Recipient / target is simply a number<br />The message is pure push<br />All about distribution – NOT access<br />User experience?<br />Conversation?<br />Branding?<br />
    5. 5. Solution<br />Segmentation<br />Content takes centre-stage<br />Space devoted to ‘the big idea’<br />Delivery and tone invites participation<br />Functions drive to site and booking processes<br />Resource focused on content not programming<br />Design principles avoid html crashes<br />Discipline protects brand<br />
    6. 6.
    7. 7.
    8. 8. Workshops<br />All about content<br />Creative development<br />Develop sense of ownership <br />Inspire / engage<br />Global teams<br />
    9. 9. Personalised, timely, useful email<br />
    10. 10. Engaging, informative and current websites<br />
    11. 11. The results?<br />Valuable planning and team efficiencies<br />Brand consistency and stabalisation<br />Reduction in emails sent<br />Improving metrics:<br />Deliverability, ORs, CTRs, reduction in emails sent<br />Increased online response and bookings<br />Rising audience retention<br />A branded stage for growth<br />

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