from promise to proof Branding & Communications 2011 | Dada R. Veloso-Beltran

imperatives deliverables initiatives

BRAND Living brand that gets its identity from meaning

a living brand

channels

sales

brand

years value

brand imperative

towards brand equity

in a world predisposed to sameness…

disrupt predispositions: explicit and implicit messages

product

Meaning in people’s minds. Choice is a

personal expression.

there is a reason why its called life insurance

life trajectories and AXA involvement

branding is not a stylistic veneer

it is the user-facing expression of business strategy

imperatives deliverables initiatives

the shift

INTERRUPTION Zone where paradigms shift and old scripts are shredded. Internet was the force that ruptured brand control and communication

INTRUSION Where we are now. A zone of exploration. The gestative stage where clients and companies create brand futures together.

ENGAGEMENT Acceptance of new brand realities. The primacy of sustained conversations between markets and providers.

a mandate of innovation

B&C investigate,

involve, inspire

Design

Communicate

Deliver Amplify

Improve

branding as a cycle

to be ingrained in the DNA of AXA

Set a vision -redefining insurance

Communicate the vision –

cross the line

Deliver the vision – from promise to

proof

Strengthen the vision - innovation

brand awareness

resonance and breadth

culture of innovation

•Ensure consistent AXA visual identity at all touch points

•Ensure consistent message across campaigns

•Design for resonance of messages • Improve audience experience

through engagement and authenticity

•Drive reforms through communication

• improve bottlenecks in processes • Introduce a system where everyone

can improve on anything

bespoke tasks

bite the apple

imagination

individualism

innovation

bigger than our products – value set that clients can relate to

we have crossed the line, now it’s time to move from promise to proof

- Rien Hermans (message for Noble Purpose, Oct. 18, 2010)

“ ”

use what we have

scaleable, modular and digestible

Presenter

Presentation Notes

plans

imperatives deliverables initiatives

capsule communication – the AXA wall

twitter/facebook-like updates about AXA

notes on the AXA wall

the toyota way

Positive updates in the form of social media – 140 character (twitter) or FB wall.

Frequency – once or twice a month as needed – lack of pattern creates anticipation. Dependency – sales support, mancom alter egos

Might evolve into an intranet app where officers can “tag” each other for help – open board for communication and generation of ideas as well as monitoring of participation.

project mime: meaning in the medium

consistent branding with opportunity to differentiate

from promise to proof

message in the signage

mime notes

Engage Agency - standardization of current branches

and construction of new ones

Initial costing: 50k per signage Resources: Agency, B&C

Benefits: Differentiate and maximize investment in signages by using it as a medium to express AXA’s vision

project moo: mini OOHs

wrap 6 service vehicles

moo notes

Initial estimates – 30 to 50 k/vehicle depending on size and design of vehicle and wrap

Resources – Primarly B&C

Benefit: Passive branding whose value accumulates over time. Minimal resource requirements.

policy concierge card

facilitate payment, enhance AXA perception and experience

reference number, policy name, premium dues, maturity

thematic product naming

Use a convention to brand our products

Sample – Filipino Heroes for OFW Products “Roles” or “Jobs” of the products

Benefit: Subliminal association which extends to AXA. Minimal resources required, if any.

visuals on touchpoints

new materials for metrobank

branding events

AXA Web 2011

release the life force

digital imprimatur

web marketing is therefore a key component of our overall brand marketing strategy. - Gaëlle Olivier, AXA Group Communication And Corporate

Manager (Interbrand, 2010 100 Top Brands)

“ ”

untangling the web in sections

Our digital presence should initially cut through segments and needs Use one element that resonates with all – FAMILY

Segment positioning will follow after phase 1 of digital strategy

the building blocks COMMAND CENTER

Revamp home site to reduce brochure info and streamline user experience. Avoid content creep. A clean and focused website with a strong message and cohesive storyline. Using proofs, define who AXA truly is and how it can help people achieve a better life.

SEARCH Place in the first page of SERP’s through keyword mapping as well as onsite and offsite optimization.

MICROSITE CAMPAIGNS Engaging the market with a campaign that has emotional resonance, and create backdoor and buzz branding Where segmentation of market will come in after.

DIGITAL MARKETING & PR Leverage viral nature of social media to create contests that encourages participation and drive people to microsites and home site. Saturate credible online PR sites with blurbs about AXA and our campaigns. Engage bloggers with authority to talk about our campaigns and encourage involvement.

rules of thumbs up A web-page should be obvious and self-explanatory. Task is to get rid of the question marks. Lessen the cognitive load and make navigation intuitive – not necessarily linear. Don’t squander users’ patience – keep user requirements at a minimal.

Content is king. Communicate with visible language.

Test early, test often. Navigational and design errors can only be revealed after the fact.

No death by committee. Otherwise the project ends up as a compromise.

AXA Web 2011

exploratory executions

“stories: happy endings”

Concept Our lives are stories that all hope for happy endings - our decisions and actions in the present are directed towards this singular goal. Happy endings are not dreamed about – they are pursued with passion and commitment. AXA comes in as a partner in the pursuit and fulfilment of these happy endings.

Message AXA’s products resonate with the force of life and thus help create “happy endings” for you and your family. “We have what it takes to create our happy endings.”

Goal Get audience to design their happy endings by beginning with the end in mind. Engage and crowd source by curating happy endings – possible testimonials from clients.

mock-up

mock-up with drop down

happy endings microsite

interactive

call to action

teaser site

facebook fan page

venue for promos and offers

viral tactics Photo Tagging

Tag people in a picture, write an interesting comment on the picture and get a chance to win a prize. Tagged people must like the FB page and the picture.

Photo Composition

Ask fans to interpret their personal happy ending through photograph compositions. Upload and tag friends. Most number of likes win

Slogan/Haiku Writing contest

Fans write their own slogan/haiku for the happy endings Facebook wall. The piece with the highest number of “likes” will become finalists. Winner will be deliberated by a team of judges. Other contests – short happy ending stories in headline format. "For sale: baby shoes, never worn."

free ipad/iphone app

“control: 4 x 4”

be roadworthy

Concept Life, they say, is a series of uncontrollable events. In spite of life’s twists and turns, we are still in control of it. Life is NOT about what happens to us as it is about the series of choices we make in the present.

Message AXA’s life insurance allows an individual to take “control” of his/her journey.

Handle Life is a journey. Be driven.

What keeps you driven?

Be roadworthy

mock-up

facebook game/quiz

SEO - onsite

Keyword Mapping Applying targeted keywords in Meta description, title tag, Meta description and h1 tags.

SEO Diagnostics & Recommendations

Site-wide optimization. File names, duplicate contents, redirects, and other URL issues.

Content Optimization & Internal Linking

Recommendation of changes to the main content areas of the web pages for SEO purposes.

Information Architecture Optimization

Code order, image-based navigation, navigation links, CSS tips and other tasks that will improve keyword focusing.

Algorithmic Optimization (as needed)

Optimize all other pages within the site that are not optimized by hand. Intended to be an automated process programmed within the site’s current CMS. In this deliverable, we lay out the algorithmic rules.

SEO - offsite SEO Article Creation

Article Syndication

Digital PR

Directory Submissions

Link Wheels

Social Networking and Bookmarks

Reputation Management: monitor digital conversations, flag the negative contents & mine the positive ones

suggested keywords

Keyword Global Monthly Searches

retirement plans philippines 210

philippines insurance company 1600

educational plans philippines 720

life insurance in philippines 2900

standard insurance philippines 320

health insurance companies philippines 260

axa life insurance philippines 80 philippines insurance 22200 educational plan philippines 590 axa insurance philippines 140

this way forward

Generate builds on concepts

Get approval for budget and development

Engage resource team for product info & FNA

budget Item Schedule Rate

AXA Web Design & Development

March 1, 2011 – Project Kick off

May 15, 2011 – Target Launch Date

195,000.00

6 months SEO for 10 keywords

April 1, 2011 – On Page SEO Implementation

May 15, 2011 – Off Page Kick off

120,000.00

6 months website maintenance

June 16, 2011 – Start Date December 16, 2011 – End Date

65,000.00

Social media planning & roll-out

April 1, 2011 – Start Date – before launching the My Happy Endings

112,200.00

Ipad, Iphone & Android App

April 15, 2011 – Project kick-off

1. Financial Calculator & Happy endings – May 20, 2011

2. 4 x 4 App - June 10, 2011

250,000.00

2 Microsites May 30, 2011 230,243.52

Facebook Game/Quiz April 30, 2011 – Project Kickoff

June 15, 2011 120,000.00

In-house training & upgrade of tools

200,000.000

TOTAL 1,300,000.00

in mind

• Our website is not a bastard of brochures. It is a key element in building brand equity.

• There is clear ownership - avoids turf war and enables long-term strategic thinking and sustained innovation.

• Allows for periodic realignment – no loss of investment because initial developments are reused and enhanced.

looking ahead

dedicated web team

brand vital signs site hits – increase by 50% at least: 100 facebook fans 50 contest participants 20 app downloads SERPs – google page 1 improved online reputation increase brand awareness

where the old…

meets the new

let the proof begin