The Terrapinn story

The Terrapinn story

Clare O’Brien, CDATuesday 11th March 2008

Show business for business people

Global

Creative

Inventive

Challenging

Energetic

Experimental

Dynamic

Influential

Communicators

Customer-centric

InnovativeExciting

When the mechanics get in the way…

Millions emails List fatigue Brand confusion Cross-selling issues Resource-draining:

html, design, content

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?

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

Workshops

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

Personalised, timely, useful email

Engaging, informative and current websites

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