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

1. The Terrapinn story Clare O’Brien, CDA Tuesday 11th March 2008

2. Show business for business people Experimental Global Inventive Customer-centric Influential Energetic Dynamic Exciting Communicators Creative Innovative Challenging

3. When the mechanics get in the way… Millions emails List fatigue Brand confusion Cross-selling issues Resource-draining: html, design, content

4. 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?

5. 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

8. Workshops All about content Creative development Develop sense of ownership Inspire / engage Global teams

9. Personalised, timely, useful email

10. Engaging, informative and current websites

11. 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