We have collaborated at Backbase for years. The company had growth at its marketing core and had a fast and reliable approach to marketing and branding.
Around Q2 2016 it was time for “the talk.” The brand was getting more and more expansive, adding different types of illustrations, new photography concept and created more than 26 support colours to choose from. From brand point of view the cohesive brand was diluting fast. Moreover, there were no clear brand guidelines for the marketing, product design, us and support teams.
thought leader
The company’s desire to be a thought leader for the industry did not show up in neither content, website or design. Competitors were not doing better – it was clear that the industry had fuzzy concepts and not clearly differentiated brands.
In the iterations phase we use the “though leadership” concept and properly build it – we have developed in house content, published them online, creating a new inbound flow and physically at events to generate a first interactions.
Strict guidelines to regain control of the brand
A lot of decisions were made during the design work and campaigns building. Once the overall concept became visible it was documented together with the overall guidelines. Then we have created kits for each team to use freely in their marketing and design work.
Accomplishments
• Website redesign as the main inbound funnel (3 times more inbound leads in year 1)
• Online marketing strategy redefined – 1/2 cost per lead (quality ratio the same)
• Content strategy that positioned Backbase as global leader in the market segment
• Cohesive brand
Launch employee branding
We have worked on establishing Backbase’s employer brand, complementary to the corporate brand (we made sure the internal communication has a different approach and design). By linking research, company mission and core values to a content strategy and (affordable) quality merchandise. It increased Backbase’s retention rate and recruitment success.
Resulted in a new website together with the employer ‘swag’.
Bloomreach Connect Amsterdam brings together digital experience innovators – from technology solution experts to marketers to digital merchandisers for its 6th year running.
More than 700 registrants were present on October 29 at Muziekgebouw aan ‘t IJ in Amsterdam to be part of a conference filled with visionary keynotes, hands-on sessions, and industry expert-led discussions on customer experience, CMS, site search, SEO, merchandising, microservices and personalization.
Speakers from Grandvision, Inter Milan, Weleda and Met Office discuss how to initiate digital transformation and continue driving it forward.
Multiple agenda tracks, user groups, partner events paired with smooth production, exquisite catering and an original location made this event a winner.
• Production management of all aspects of the event, from brief to execution.
• Collaborating with event producers, stylists and other event partners
• Event day management including production of the event run sheet, stage management, show calling and coordinating the bump in /out
• Liaising with suppliers and venues and logistics management
• Design, supply, management and operation of all technical elements including audio visual, lighting, staging, rigging and more.
• Styling, theming, design and multimedia services to enhance your event.
• Meeting all executive requirements.
Accomplishments
• 150% online inbound leads
• Halfed cost per lead, while maintaining led quality ratio
• Thought leadership thrippeled seen by Gartner
• Cohesive brand
Backbase Connect is an annual conference to bring together more than 600 customers, partners and industry thought leaders to discuss how Backbase is enabling them to meet their digital transformation goals.
A broad mix of attendees joined at Backbase Connect 2018, including CIO’s, Enterprise Architects, and Heads of Business, Innovation or Digital Channels. An impressive 70% will be VP and C level executives. The three days event offered a series of sessions from innovators at some of the world’s leading financial institutions. An extra day was dedicated to workshops, as attendees get hands on with the technologies that are driving digital transformations in the industry.
“Last year’s Backbase Connect was so successful we’ve decided to up the ante for 2018. This year we host more people than ever, as the event grows in scope and scale.”
Jouk Pleiter, CEO of Backbase
Main responsibilities
• Production management of all aspects of the event, from brief to execution.
• Collaborating with event producers, stylists and other event partners
Event day management including production of the event run sheet, stage management, show calling and coordinating the bump in /out
• Liaising with suppliers and venues and logistics management
Design, supply, management and operation of all technical elements including audio visual, lighting, staging, rigging and more.
• Styling, theming, design and multimedia services to enhance your event.
• Meeting all executive requirements.