|Client:||SunGard Financial Systems is one of the world’s leading software and technology services companies and serves approximately 25,000 customers in more than 70 countries|
|Brief:||Campaign management: develop a digital marketing strategy for SunGard’s global Capitalize on Change campaign – a one day road show event that was hosted in fifteen cities around the world for industry leaders, local industry peers and SunGard product experts to speak on the topic of capitalizing on change within the financial markets|
|Goals:||Increase brand awareness and event registration|
|KPIs:||Thought leadership consumption, event registration and social media engagement|
|Process:||Set up of a dedicated microsite
Implementation of content distribution network
Usage of all web, advertising and social media channels as outlined below
|Results:||Yearly unique visitors: 61% increase from the previous year
Thought leadership consumption: 123,041 interactions
Event registration: exceeded global target by 43%.
Blog engagement: 45,102 visits.
|Awards:||Winner: B2B Marketing Awards for Best International Campaign
Finalist: The Marketing Society Awards for Business to Business Marketing
Capitalize on Change Home Page and Localised Event Page
The Process in Detail
Research: a dedicated microsite was needed to house the Capitalize on Change thought leadership content, event information and registration so identifying the challenges was my first step in developing the digital strategy. After completing a “challenge matrix” it was clear that this global microsite would need to be multilingual, fast (low latency for video streaming and asset download), scalable and integrate with the company’s CRM.
Capitalize on Change Challenge Matrix (Click to Enlarge)
Technology: to deliver thought leadership in real-time I implemented a content distribution network (CDN) which allowed the master site to update copies at key locations in Europe, America and Asia-Pacific. Instead of users pulling assets from the master server they would be directed to a local “node” where they could access assets without download issues thus improving the user experience. Thought leadership consumption and user engagement was monitored via Omniture with the data influencing changes to the site to improve relevance.
Registration/lead capture: Sitecore Forms
Personalisation: Online Marketing Suite
Analytic software: Omniture and Tweetreach
Hosting: Rackspace Dedicated Server
|Email broadcasts: Exact Target Newsletters (quarterly internal/external) Banner adverts Print||Blog: Word
Press Twitter: #tenfs
All the web components, advertising and social media channels are shown in the table above.
Capitalize on Change Banking Personalisation Page
Design: working closely with creative and product specialist teams I ensured that the Capitalize on Change microsite offered personalised areas for different users types which held more specialised content and visualised their work environment/pain points via a animated graphic that was developed in conjunction with Xplane, a visual communications company, for each of the seven business units. Web analytics showed that these business specific sections were engaging to the user as more thought leadership content was download from these areas than anywhere else on the site.