Business Challenge
Baycorp Advantage (BCA) is positioned as Australasia’s most trusted and relied upon information and analytics provider. Since the merger of Baycorp and Data Advantage in 2002, the company had spent considerable internal and external resources producing a customer newsletter, Vantage.
Vantage was clearly positioned as a vehicle for thought leadership. Gone was the hard sell normally associated with customer newsletter with Baycorp Advantage spending considerable time ensuring customers valued the content. However, as the core group marketing team changed over time, so came several attempts to re-freshen the look and feel of each issue. As a result there was an inconsistent approach to layout which meant customers had to re-navigate through each issue.
Given the investment Baycorp Advantage was committing to this newsletter, once published the content was difficult to syndicate or access other than through previous issues. As a printed newsletter it was difficult to track the level of customer engagement and therefore, measure the ROI or customer interaction.
What we did
Marker worked Baycorp Advantage to identify the following key objectives for the project and put together a series of measurable programs that could be rolled out.
- Provide measurable interaction with customers
- Provide integration between the printed and online channels with the opportunity to develop this further with a series of Vantage seminars
- Internalise updates of the site
Marker worked with Baycorp Advantage to ensure that content, once developed, could easily be accessed easily. While newsletter articles expired, demonstrating the thoughts of the organisation and of senior leadership team member was an essential business objective. On site search was essential along with the ability to easily enhance natural search engines listings.
The printed newsletter was a core medium in the re-positioning of the organisation post the merger and as such needed to position articles as informative and thought provoking while retaining the seriousness that comes with issues such as identity fraud.
Outcomes
Provide measurable value to their customers
The new design prompted an immediate positive response, engaging customers who had started to ignore Vantage. With permission based marketing, email reports were generated providing measurable customer interaction.
Provide integration between the printed and online channels with the opportunity to develop this further with a series of Vantage seminars.
Marker re-launched the Vantage brand and applied this new identity to a new Vantage micro site, email newsletter template and print edition of the publication. This identity was subsequently rolled out to the Vantage Seminars including banners, PowerPoint templates and all seminar collateral.
Internalise updates of the site
Marker’s Content Management Engine was deployed to allow Baycorp Advantage to easily build a Vantage sub site with a searchable archive of articles. With the content now on-line previously published articles were indexed through search engine bringing prospective customers to the site.