The Terrapinn story
Upcoming SlideShare
Loading in...5
×
 

The Terrapinn story

on

  • 611 views

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

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

Statistics

Views

Total Views
611
Views on SlideShare
609
Embed Views
2

Actions

Likes
0
Downloads
3
Comments
0

2 Embeds 2

http://www.linkedin.com 1
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 The Terrapinn story Presentation Transcript

  • The Terrapinn story
    Clare O’Brien, CDA
    Tuesday 11th March 2008
  • Show business for business people
    Experimental
    Global
    Inventive
    Customer-centric
    Influential
    Energetic
    Dynamic
    Exciting
    Communicators
    Creative
    Innovative
    Challenging
  • 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