Introduction to curve interactive i pad version

Creative
Media
Media Production
Marketing
Account
Management
Digital
Research
SEO/PPC
Strategy/
Consultancy
PR
(Online/Offline)
Branding &
Positioning
ClearCast
approval
& Station delivery
TV, Video
& Radio
Graphic Design/
BrochurewareEmail marketing
Digital
Banners
Websites /
Social Media
SEO website
optimisation
Keyword research
/Copywriting
Planning / Buying
across all
media channels
Mobile
websites/apps
UK Focus Groups
Surveys
International
Agency Principals
TV/Posters/
Press/Direct Mail
Cloud-based
Project
Management
Campaign
planning
Creative
Media
Media Production
Marketing
Account
Management
Digital
Research
SEO/PPC
Curve Integrated marketing

The people behind Curve
• Graham Stevens – Director
– Formerly Director of Creative services and Business Development Director at leading
digital marketing agency Harvest Digital, before which he was Business Development
Director at top online design agency – Victoria Real.
Early in 2007 Graham left Harvest Digital to set up Curve Interactive.
– Graham has a wealth of experience overseeing successful online marketing
campaigns, and of building client relationships of mutual advantage.
Over the last few years he has developed accounts with clients such as Tesco, Marks &
Spencer, Norwich Union, Auto Trader, Thomas Cook, 3M, BSkyB, RSPB, Shelter, Breast
Cancer care, Pizza hut, and many more.
• The team
Comprises: A/c Managers, Copywriters, Information
Architects, Designers, Developers, Usability experts

Harder working websites
• Website services
– Online identity
– Copywriting (tone of voice, key messaging, business values)
– Usability, Accessibility, information architecture
– Design and development
– Search engine optimisation
– Social Networking
– iPhone/iPad apps
– QA testing
– Maintenance
– Hosting
– Tracking

Testimonials
“I have worked with the founder of Curve interactive over a long period of
time.
I have always found Curve’s work to be of high standard, well project
managed, delivered on time and on budget!
Curve interactive will always go the extra mile, whether it is to deliver
more than was expected, or work all hours to get your project out on time.
To sum up in one sentence. Curve interactive always delivers.”
Matt Pritchard
Head of Online
PruHealth

Defaqto - Example of wire-framing

Defaqto mortgage
centre design

AXA PPP Healthcare – Build your own poster

PruProtect and PruHealth Vitality calculators
Reward Partner Savings calculator

Cashback Savings calculator

Cashback Savings PDF
Dynamically generated using user entered
content

Vitality status calculator

PruProtect and PruHealth iPad apps
iPad app for PruProtect Account Managers and Brokers
PruProtect
Vitality Savings
iPad Icon

Youth Hostel Schools Landing page

YHA – Facebook and YouTube channels

Acorn Care and Education
Online and offline
marketing

PruProtect competition website

Emails – launch and
auto-response

„Chance to ride‟ competition banners

3M testimonial
“Curve are a very dependable agile agency that consistently
produces excellent work in often very short timescales.
Graham and his team go the extra mile to understand the
requirements and deliver work on time and to a high
standard. I am happy to recommend them to any Company
that is looking for an agile but safe pair of hands to help them
with their marketing and website needs.”
James Simpson, eBusiness Leader

3M Car Care website
"best site in 3M anywhere" 3M client

3M Water filtration landing page

3M Ultrathon insect repellent - mobile website

3M landing page for mobile devices

Stoneleigh wines - mobile website

Tana Water website – T6 water dispenser
‘Please pass on my
thanks to your team. You
delivered ahead of
schedule. Some kind of
record in my book! –
which is fantastic!
You are becoming known
as an outfit that can
deliver on time regardless.
The work is strong too.
Something very rare these
days.’
Serge Millbank, CEO – Stream20

JD Travel Insurance Consultants

3M factory illustrations for online tutorial

Email that delivers
• Email marketing
– Strategy, including contact plans, segmentation, split tests on subject lines
and „from‟ lines, frequency and creative testing in general
– Newsletters, sales emails and transactional/process emails
– Brand, Tone of Voice, Copywriting
– Design, based on best practice guidelines, addressing deliverability issues
– Production of HTML and plain text variants, tracking tags etc.
– Broadcast (including testing on multiple platforms)
– Reporting (open rates, click through rates, conversion rates)

Mobile usage increases
Source: Litmus based on 1 billion email opens

Source: stylecampaign.com
Guide to successful mobile email

RAC -
Member welcome email
A single email was
designed and built
to work across
mobile, using html5
and CSS3, and also
desktop.

RAC e-newsletter
A single email was
designed and built
to work across
mobile, using html5
and CSS3, and also
desktop.

RAC e-newsletter – March „12
“Curve Interactive have been
extremely professional with
the work they undertook for
RAC. They have been able to
come up with some ground-
breaking techniques and
designs that enabled RAC’s
emails stand out not only
visually, but also marking an
impressive improvement in
end user usability and overall
campaign performance.
Alec Saiko, RAC email
manager

RAC fuel consumption
email to members
This email was turned
around in double-quick
time to hit RAC‟s
deadlines.
“Thank you for all your hard
work on this, and quick
turnaround times”
Email marketing manager, RAC

RAC Spring rewards
campaign
“It's great to see an
agency on the front
foot with this.
Many thanks for all
your hard work”
RAC Membership
Proposition Development
Manager

PruProtect emails
A single email was
designed and built
to work across
mobile, using html5
and CSS3, and also
desktop.

PruProtect emails
• We design and build and
in fact broadcast
PruProtect‟s monthly
newsletter and sales
emails.

Broadband choices
email templates

BSkyB email communications
„Overall, this email has
outperformed any
expectations. Well done!‟
Email marketing manager, BSkyB

Sky Protect product - email
“We are seeing a
brilliant % clicking
through and converting
to a sale”
Sky Protect (21/07/2009)

Sky Protect product – landing page

Sky Protect landing page
(unique url from remote control stickers)

Sky Protect - Non-converter email
People that have
dropped out of the
sign-up process

RSPB – email communications
• For the RSPB we
segmented their database
to separate those that
were members and those
that were not.
• We then targeted the non-
members with a sales
email, however we tested
2 separate emails on 10%
of the database. To 5%
we sent a „direct ask‟
email and to the other 5%
a more newsy email
which showed them
where the money was
being spent.
• The second email far
outperformed the direct
sales one in term of
membership sign-
ups, and as a result we
then sent this email out to
the remaining database.

The Specials referral landing page

Wonga – email for the affiliates to use

Acorn Care and
Education email

Film and Video
• Sales Promotion films
• Product launch films
• Video blogging films
• Testimonial films
• Recruitment films
• E-learning films
• Corporate PR films
• Internal communications films
• “Facebook” and “LinkedIn” films
• “About Us” films
• Crisis communication films
• “Powerpoint” films
• SEO website ranking films
• Portrait films
• Experiential events and films
• Conference films
• TV and cinema films
• Advertising films
• Animations
• Radio ads
• Voiceovers
• Even funny films……

Offline collateral driven by online
• Offline creative
– Direct mail
– Press ads
– Envelope creative
– Letterheads/ business cards

Heath Farm Foster care collateral

Full page press ad for Heath Farm

PDQit direct mail and envelope creative

Marketing collateral
JD Travel Consultants
Leaflet for placement in
hospitals and charity receptions

Reed Business Information Inventory tip sheet pdf

New Scientist Acquisition campaign
Email Letter = DM piece (Post-It note desk organiser)

Reed Business Information rebrand –
magazine cover-wrap

Campaigns that drive business
• Marketing creative
– Concepting, identifying key audience touch points and creating single
minded proposition
– Online advertising (banners, overlays, interactive executions etc.)
– Campaign micro sites and landing pages
– Social networking
– Promotions, games, competitions
– Viral marketing

Pollutec video testimonials
(expandable video banners)

XpertHR video testimonials
(expandable video banners)

Search engine optimisation (SEO)
On-page SEO
• Title tag
• Heading tags
• Internal anchor text
• Minimal external links
• Alt text for images
• URL structure
• Keyword density
• Creation of remarkable content
• Easily shared content
• Create videos
Off-page SEO
According to SEOmoz 70% of ranking
metrics relate to links
Inbound Links:
• Link building strategy, get links from
highly authorative sites from the ISP
industry.
• Guest blogging
• Acquire same links your competitors
have
• Submit articles to content aggregators
• Create a useful widget/tutorial that is
link-worthy
• Create a „how to guide‟ on industry
knowledge
• Participate in conversations online in
relevant blog posts and forums

Blogging
Having a blog that is “remarkable” and “linkworthy” will increase the
number of inbound links to your site.
• You need to enable comment functionality and „sharing‟ buttons on your blog so it
becomes more „linkable‟.
• Adding fresh content helps with SEO as Google crawls your website every time new
content is added.
• Allowing users to subscribe via email to your blog gives you permission to market to
their inbox directly in the future.

SEO: Video
The very latest industry research predicts that by 2013 that over 90% of
all web traffic with be made through video.
• At the top of almost every search you make now you will see a link to a Youtube
video. As you‟re reading this article, take a moment to go over to Google and search
on a keyword for your industry. If you don‟t see videos at the top, then you have the
opportunity to own that space.
• We are currently developing a series of videos for a number of clients so that they
can „own‟ the space.

Paid search
• Paid Search
– Keyword and keyphrase strategy
– Adword descriptions
– Continued bid optimisation
– Integrated with offline campaigns that may be running

Thank you
Contact:
Graham Stevens graham@curve-interactive.com M. 07973 750076
www.curve-interactive.com

The Process
• Kick-off meeting to discuss requirements
• Focus groups/expert review (if appropriate)
• Information architecture/ Customer journeys
• Copywriting (establish Tone of Voice and key brand messages)
• Design
• Integration with back-end
• Evaluation

Information Architecture – our approach
• Our starting point is to ask - who are the users of the site?
• What do they want to do?
• And – what are your stakeholder goals for the site?
• A good information architecture will ensure that each different user group
can find the content they need easily and clearly, in a way that makes sense
to them – and meets your goals.
• Right data at right time
• Content & terminology appropriate to users
• Take account of User‟s mental model
• Reflected in the Identity design of the site
• brand, personality
• features that appeal to users
• tone of language
• trust

The IA - working with you
• The IA mission for the site is to redesign the structure of the information to
get the connections and relevancies right for the users.
• After some preparation, we would hold an initial workshop with you/your
stakeholders to agree content areas and identify various links and
connections
• Develop annotated wireframes for guidance to designers
• Refine and agree these with you/ your stakeholders
• Provide annotated wireframes for designers to use
• Be available to verify designs within the design process

Audit of existing website (example)
Hasting Direct Content Audit
Pri Sec Tert (including intra-content links) Relevance Page type
Motorbike Insurance Hub Note differences between this and the stand-alone HBT site, linked to from the homepage, which includes an additional Policy Wording PDF
Motorbike Insurance ^
Yamaha ??? Content Note comparison table element
Suzuki ??? Content Note comparison table element
BMW ??? Content Note comparison table element
Kawasaki ??? Content Note comparison table element
Honda Bike ??? Content Note comparison table element
Get a Quote Utility Launches popup
Motorbike Insurance FAQs Content Includes anchor questions at top
Hints and Tips Content, List Page of teasers, note all text is a link (no-no) and inconsistencies in copy/capitalisation
Safe Biking Content
Safe biking tips Content
Bike Safety, Maintenance, & Rider Schools Content
The New Traffic Wardens ??? Content
Sat Navs for your motorbike Content
Scooter Insurance Content
Touring Bike Insurance Content
Contact Us Hygiene
Home Insurance Hub
Home Insurance ^
Home Insurance FAQs Content Includes anchor questions at top
Falling House Prices ??? Content
Cutting Cost of Home Insurance Content
Barbecue Safety Tips ??? Food safety Content
Buildings and Contents Insurance Content
Keeping children safe at parties ??? Content
DIY disasters ??? Content
Electrical accidents ??? Certificate needed Content
Buildings Insurance Content
insure.co.uk Off-site link
Contents insurance Content
Contact Us Hygiene
Business Insurance Hub
Business Insurance no other types of business? ^
Get a Quote Utility Launches iprism business insurance site (should we integrate?)
Contact Us Hygiene
Travel Insurance Hub
Travel Insurance ^
UK Travel Insurance ??? Same as travel insurance Content
Columbus Direct Launches Columbus Direct insurance site (should we integrate?)
European Travel Insurance ??? Same as travel insurance Content
Columbus Direct Launches Columbus Direct insurance site (should we integrate?)
Contact Us Hygiene
Van Insurance Hub
Van Insurance ^
Vance Insurance FAQs Content Includes anchor questions at top
Van Insurance Cover Content
The Electric Van ??? Content
Van insurance UK ??? Same as van insurance Content
Gladiator Link to Gladiator insurance site
Commercial Van Insurance ??? Same as van insurance Content
Gladiator Link to Gladiator insurance site
Contact Us Hygiene
Classic Car Insurance Hub
Classic Car Insurance ^
Get a Quote Utility Launches iprism business insurance site (should we integrate?)
Contact Us Hygiene
Retrieve a Quote Utility Launches popup
About Us Content Includes YouTube nested videos (Hastings commercials)
Terms & Conditions Content Includes anchor questions at top
Privacy Policy Content Includes anchor questions at top
Affiliate Programme Content
Recruitment Content
Site Map Hub TBD
Hasting Direct Content Audit
Pri Sec Tert (including intra-content links) Relevance Page type
Home Home
Car Insurance Hub
Car Insurance ^
See terms and conditions Hygiene Launches popup
Audi ??? Content
BMW ??? Content
Vauxhall ??? Content
Ford ??? Content
Fiat ??? Content
Nissan ??? Content
Peugot ??? Content
Honda ??? Content
Volvo ??? Content
Car insurance FAQs Content
Hints and Tips Content, List Page of teasers, note all text is a link
Car Safety for Pets Content
Driving in Ice Content
Driving in Winter Conditions Content
General Car Maintenance Content
In Car Entertainment Content
Insurance Companies Profit 2009 ??? Content
Insurance Over Easter ??? Content
Keeping Insurance Low Content
Using mobile phones while driving Content
MOT Content
New Cars Content
Safety Seat Check up Content
Driving in Fog Content
Congestion Charges Content
David James goes Green ??? Content
New or Used Cars from Dealers ??? Content
Over 50's Insurance Content
Safe Driving can help you get cheap car insurance Content
Cutting Cost of running a Car Content
Driving Abroad Content
AA Safety tips and Security Content
Car Insurance ??? Content
Environmentally Friendly Vehicles ??? Mixed Content
Women's car insurance Content
Car insurance UK ??? Same as car insurance Content
Contact Us Hygiene

Sitemap as a diagram (Example)

The design process
• In parallel with the IA stream, we‟ll present
• 2-3 distinct, clearly defined, visual routes
• We‟ll progress the chosen route through careful iteration, with regular
feedback, IA and stakeholder input
• We‟ll incorporate usability, Search engine optimisation and best practice
copywriting (link - headline model)

Tone of voice
• Markets are conversations.
• Markets consist of human beings, not demographic sectors.
• Conversations among human beings sound human. They are conducted in a human
voice.
• Whether delivering information, opinions, perspectives, dissenting arguments or
humorous asides, the human voice is typically open, natural, uncontrived.

This is how we do it….
The Graphic Equaliser for Language
Your corporate values

Content Creation
• Our aim in creating content is always to be:
• Clear
• Concise
• Consistent
• Convenient
• Customer-focused
• Compelling

Search engine optimisation
• Identifying keywords
– Pages in scope
– Google Keyword Tool
– Keyword Spy
• Placing keywords
• In the metadata
• In the links
• In the page content
• Internal & external links add weight to your ranking
– Links must contain your search terms:
» Get started with your Family Tree >

Project Management
• Remotely managed through our secure online project management
tool, Basecamp, with individual threads as required, timelines and
responsibilities assigned.
• Regular update meetings between key members of Curve and Ancestry
• Availability with key personnel at all times
• Version control, disaster recovery, risk management all built in

Tone: Language: Sentences: Paragraphs: Educational
level of
audience:
Familiarity
with
Brand /
subject:
Informal
Formal
Non-technical
Technical
Short, punchy
Long, complex
Block copy
Bullet point
Postgraduate
Kindergarten
Familiar
Unfamiliar
The Curve Graphic Equaliser for Language

Content Creation – the Six „C‟s
• Our aim in creating content is always to be:
• Clear
• Concise
• Consistent
• Convenient
• Customer-focused
• Compelling

Project Management
• Remotely managed through our secure online project management
tool, Basecamp, with individual threads as required, timelines and
responsibilities assigned.
• Regular update meetings between key members of Curve and Easynet
• Availability with key personnel at all times
• Version control, disaster recovery, risk management all built in

Information Architecture – our approach
• Our starting point is to ask - who are the users of the site?
• What do they want to do?
• And – what are your stakeholder goals for the site?
• A good information architecture will ensure that each different user group can find the
content they need easily and clearly, in a way that makes sense to them – and meets
your goals.
• Right data at right time
• Content & terminology appropriate to users
• Take account of User‟s mental model
• Reflected in the Identity design of the site
• brand, personality
• features that appeal to users
• tone of language
• trust

Introduction to curve interactive i pad version

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