FEATURED WORK

GLOBAL BRAND TRANSFORMATION

Optimizing the customer experience to increase global subscriptions

OVERVIEW

Institutional Investor is the world’s foremost multi-platform convener of global institutional investors. Worked directly with C-suite and division leaders in the USA, Europe and Asia to help drive brand transformation & customer experience across global markets.

WEBSITE

Implemented new UX/UI design systems across the digital customer journey to increase subscriptions.Partnered with channel owners across departments to reimagine disparate business offerings into a unified subscription product that was architected around user needs and behaviors.

DEMAND GENERATION

Implemented a new demand generation program and design systems to include email, digital ads, social media, and landing pages via A/B testing and marketing automation.

EMAIL MARKETING

Implemented modern user experience practices and continual optimization of segmented messages to email marketing programs that would engage users along a customer journey and convert prospects into subscribers.

BRANDING

Worked alongside internal and external stakeholders to reposition and rebrand the company and its multiple businesses and divisions into one unified brand message, value proposition and visual identity. Led design thinking for an enterprise application that would convene allocators, asset managers and II’s relevant content, research and forums into a unified experience.

RELATED WORK

Intuit

FEATURED WORK

INCREASING VALUE, FOR A POPULAR PLATFORM.

Transforming Intuit’s small business email platform to be more effective

OVERVIEW

When Intuit created Demandforce, their ad-tech platform for small businesses, they still needed compelling and strategic creative that would increase appointments and keep customers engaged year-round. Because small businesses aren’t marketing experts, they approached us to create a year-long calendar of agency-quality content (both design and copy) to feed their platform. After an intensive research phase, we created turn-key marketing solutions–including unique content, strategy, and creative–for over a dozen verticals all the way from automotive to nail salons.

CUSTOMER INTELLIGENCE

Not only did we study up on industry white papers and trade publications, but we also hit the pavement to talk to individual business owners in each vertical, learning about their specific industries, their most popular promotions, and high and low seasons.This helped us create a strategic calendar of promotions and other value-added content to deploy over the course of a year.

EMAIL VERTICALS

- AUTOMOTIVE
- CHIROPRACTIC
- DENTAL
- LIFESTYLE
- NEW YEARS
- OBGYN

- OPTOMETRY
- ORTHODONTICS
- PODIATRY
- PRIMARY CARE
- SPA & SALON
- VETERINARY

APPLYING BEST PRACTICES FOR EMAIL, PER INDUSTRY

We then devised a calendar of email interactions that would keep them relevant to their customers, but never an irritant.

CONTENT STRATEGY

With a clear understanding of Intuit’s small business audience, we developed a multi-layered content strategy to help them engage their customers with scheduled content that educated, entertained or provided value to their customers. Industry research revealed unique insights into seasonal, service-based purchasing tendencies for customers in every vertical. We leveraged those insights to create compelling pieces of content that helped consumers stay smart, and induced them to pay a visit to their providers even in the off-season.

ANATOMY OF AN OFFER

Our UX for promotional emails was designed to induce readers to action, providing an immediate understanding of the offer and the value it provided. These templates were also flexible, allowing clients to customize their offers and their copy according to the needs of their own business needs.

MODULAR TEMPLATES

Small business owners know their business better than anyone, so we made sure that the templates we created were flexible enough to accommodate the local considerations of their operations. That meant a fluid back-to-front end integration that empowered them to plug promotions of their own devising into the agency-quality creative we provided, making Demandforce a fully automated marketing machine that could help any small business, anywhere.

RELATED WORK

Rafael Soberal

Rafael is a hands-on creative leader with over 20 years of building award-winning initiatives at public holding companies and startups. An expert at conceiving and directing comprehensive brand initiatives, digital products, and data-driven marketing programs, Rafael creates transformative brands that connect business value with consumer behavior. Rafael started his career at Ogilvy & Mather building global creative campaigns for IBM's Small Business Agenda, e-business, Thinkpad, Netfinity servers and Intellistation. Rafael left the comforts of Ogilvy for the excitement and challenges of creative startups. The first was The Concept Farm, which he helped to become one of AdAge’s fastest growing small agencies. He then partnered with the farmers to co-found La Finca Creative, a Hispanic creative agency that soon won national acclaim and AdAge gold awards. Rafael continues building high-performance creative technology agencies that accelerate business growth and spearheading various purpose-driven initiatives.

Adrian C. Tennant

Co-founder of Blue Kite, Adrian Tennant is an Internet pioneer with a track record of establishing and growing digital businesses internationally. Adrian was a TV producer working for Discovery on Shark Week in the early 1990s when he first encountered the Internet. After returning to London, Adrian established Alchemy Digital in 1996, which differentiated itself with a user-centered design philosophy. Adrian led consulting and e-commerce engagements for clients including Dell, Ericsson, GE Capital, ITV, McVitie’s, Philips, Sony, Twinings Tea, and Wyeth. Based in the United States since 2006, Adrian has been involved in startups and managed technology, digital strategy and production for two advertising agencies. As Chief Experience Officer at Blue Kite, Adrian leverages his entrepreneurial experience, developing strategic research processes, facilitating tests sessions and formulating data-driven insights. Adrian is a member of the Neuromarketing Science & Business Association and User Experience Professionals Association.

Terri Cordova-Hewitt

Terri Cordova-Hewitt is a marketing and communications professional working in integrated marketing planning, brand strategy, public relations and social media. Terri has 20 years of both client and agency experience with organizations including USF, Westfield Corporation, Moffitt Cancer Center and Empath Health (formerly Suncoast Hospice). An entrepreneur too, Terri established an e-commerce boutique, leveraging social media channels to grow her audience. Terri’s role as RICG’s Chief Strategy Officer encompasses group account management, strategic planning, bilingual test moderation and developing breakthrough consumer insights.

Christopher DeSantis

Christopher DeSantis is the founder and CEO of RICG where he has partnered in developing data-driven strategies for companies such as Disney, Prudential Financial, Genworth Financial, Nickelodeon Suites Resort, OppenheimerFunds, SunAmerica, and Mohegan Sun. The communication programs and workflow processes Christopher put into place have played integral roles in helping clients market themselves more effectively and efficiently, while simultaneously delivering unprecedented returns on investment. A serial entrepreneur, Christopher has served as mentor and coach to innovative digital and social media businesses in New York and New Jersey.

Terms & Conditions

1. Terms

By accessing this Blue Kite Insight, LLC (Blue Kite) web site, you are agreeing to be bound by these web site Terms and Conditions of Use, all applicable laws and regulations, and agree that you are responsible for compliance with any applicable local laws. If you do not agree with any of these terms, you are prohibited from using or accessing this site. The materials contained in this website are protected by applicable copyright and trademark law.

2. Use License

Permission is granted to temporarily download one copy of the materials (information or software) on Blue Kite’s web site for personal, non-commercial transitory viewing only. This is the grant of a license, not a transfer of title, and under this license, you may not:
1. modify or copy the materials;
2. use the materials for any commercial purpose, or for any public display (commercial or non-commercial);
3. attempt to decompile or reverse engineer any software contained on Blue Kite’s web site;
4. remove any copyright or other proprietary notations from the materials; or
5. transfer the materials to another person or “mirror” the materials on any other server.
This license shall automatically terminate if you violate any of these restrictions and may be terminated by Blue Kite at any time. Upon terminating your viewing of these materials or upon the termination of this license, you must destroy any downloaded materials in your possession whether in electronic or printed format.

3. Disclaimer

The materials on Blue Kite’s web site are provided “as is”. Blue Kite makes no warranties, expressed or implied, and hereby disclaims and negates all other warranties, including without limitation, implied warranties or conditions of merchantability, fitness for a particular purpose, or non-infringement of intellectual property or other violation of rights. Further, Blue Kite does not warrant or make any representations concerning the accuracy, likely results, or reliability of the use of the materials on its Internet web site or otherwise relating to such materials or on any sites linked to this site.

4. Limitations

In no event shall Blue Kite or its suppliers be liable for any damages (including, without limitation, damages for loss of data or profit, or due to business interruption,) arising out of the use or inability to use the materials on Blue Kite’s Internet site, even if Blue Kite or a Blue Kite authorized representative has been notified orally or in writing of the possibility of such damage. Because some jurisdictions do not allow limitations on implied warranties, or limitations of liability for consequential or incidental damages, these limitations may not apply to you.

5. Revisions and Errata

The materials appearing on Blue Kite’s web site could include technical, typographical, or photographic errors. Blue Kite does not warrant that any of the materials on its web site are accurate, complete, or current. Blue Kite may make changes to the materials contained on its web site at any time without notice. Blue Kite does not, however, make any commitment to update the materials.

6. Links

Blue Kite has not reviewed all of the sites linked to its Internet web site and is not responsible for the contents of any such linked site. The inclusion of any link does not imply endorsement by Blue Kite of the site. Use of any such linked web site is at the user’s own risk.

7. Site Terms of Use Modifications

Blue Kite may revise these terms of use for its web site at any time without notice. By using this website you are agreeing to be bound by the then current version of these Terms and Conditions of Use.

8. Governing Law

Any claim relating to Blue Kite’s web site shall be governed by the laws of the state of New York, United States of America without regard to its conflict of law provisions.