Project Description
Customer Experience, also referred to as CX, is the specialty of Avtex. As a technology consulting company, they provide their expertise in creating ways to ensure the customer has an integrated customer experience. Customers interact with brands at many different points, through various channels. They are in various stages of the sales cycle. Making sure the experience is optimized for every customer, at every point, is key to successful customer relationships.
The “relaunch” was intended to update the look of materials, freshen up content, and provide more valuable content to help customers. Materials needed for the relaunch were flyers to distribute, a meaningful giveaway piece, retractable banner, and “sell sheet” type collateral for sales team.
The company logo was existing and the company’s tagline is “the point of interaction”, which speaks to their mission of helping customers provide a great customer experience (CX) to their customers. The logo was the only pre-designed part of the campaign. The design elements used throughout the campaign needed to be created with the idea in mind that they accurately reflect the company branding.
The Challenge
The team wanted something visually unique and “new” that engaged prospects at tradeshows or on customer visits. Management was on board with doing something completely custom and gave a generous timeframe to execute something that served as an informational and good visual “foot in the door” to get the conversation going.
- Unique to what was done before, but have the same recognizable branding that customers recognize.
- Pieces need to be unified and work as a group but also separate pieces.
- Memorable leave behind piece that isn’t the typical tradeshow pen or coffee mug.
- Work with different vendors and make sure pieces were ready in time for key events. Reordering schedule established and regularly
Project Goals
Execute a unified campaign that is both informative and recognizable. Materials have key customer experience information and statistics that state the importance of providing a great experience at every point of customer interaction.
In the beginning of the project, these were identified as the goals (or questions that determined goals) for the project:
- Is the information informative, does it give the customer enough but yet want to learn more and talk to a sales executive?
- Content organized in a logical manner, on large and small pieces
- A leave behind piece that customers want and will lead to a good conversation
- Flexibility with graphics but ensure that fonts and graphics consistent with branding. Look that is on brand (if piece is on table at tradeshow, or a customer views the sales deck, did they recognize it as “being Avtex”?)
- Branding colors integrated into the marketing collateral
All materials coordinated and work as a set. The information shown on materials and and the fun chocolate leave behind piece, made a great first impression at tradeshows and during customer meetings (I think I’ve finally lost the 5 pounds I gained testing and retesting the samples, which was an important job).
Role in Project
Lead design and content effort to create this multi-piece campaign. The concept I came up with really emphasizing that Avtex is a strategic CX partner for their clients. Chess is a very strategic game and this was the foundation for the idea. The “Customer experience: what’s your next move” really gets clients thinking about what their next move will be to impress their customers and provide the best experience possible. This question made an impact throughout the campaign.
Supporting pieces to the printed collateral helped set the stage for customer experience conversations. The actual chess board in the tradeshow booth was a great conversation piece and the fact that chocolate chess pieces were available made a very positive impression.
In addition to design, I researched various customer experience statistics and created content for the campaign. Also, it was important to make sure that there was enough inventory by coordinating the printing and creating of the marketing pieces between the different vendors.
- Banner: designed and sent to print. Retractable banner for easy transport made with durable vinyl for longevity.
- Brochure: folded layout was designed to fit the customer experience professional profile cards. Brochures had customer experience statistics along with Avtex offerings to help customers meet CX goals.
- Customer experience professional profile cards: designed to showcase expertise with clear contact information. This was more unique and descriptive than a business card.
- Sell sheets: easy to distribute with helpful information about Avtex customer experience offerings.
- Poster: printed on foam core so that it could sit on an easel. It was an easy to read infographic style sign.
- Presentation: used as a sales tool for client meetings with the campaign branding incorporated into the slides.
- Leave behind piece: a chocolate chess piece was a unique and memorable giveaway. By offering both white and dark chocolate, it was easy to see that they matched the tradition of light and dark sides in the actual game.
The Approach
Highlighting how Avtex can help with customer experience strategy in an information and attractive campaign
Unless the customer knows exactly what they need to do, most need a partner to share their expertise to create a CX plan for their company. Every piece of collateral in the campaign carries the same message. The information provided is a great starting point and informs and outline next steps for working with the customer experience experts to get the process started.
Information is very easy to interpret, no matter which campaign piece is being featured. Helpful statistics were provided to give a visual way to interpret the information. The Avtex method was outlined and by having key information included, it was clear to see why they are a leader in the CX space.
