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Institutional Investor

Institutional Investor

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

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