Cogeco Business
Marketing Campaign
User Experience
Visual design
Conten Strategy
Cogeco Business
For three years, I had the privilege of being the lead designer for Cogeoc Business at Brainrider Inc. My role's responsibility was to refresh their brand and expand their digital footprint across email, digital ads, and web platforms, working alongside both the client and our creative team. Additionally, I played a role in helping Cogeco Business's brand awareness through various B2B campaigns in collaboration with our marketing team, contributing to the growth and success of their business.
Email & Web Libraries
/ Goal
Our objective was to establish agile systems aimed at creating brand consistency across Cogeco Business' digital platforms, while streamlining project deliveries for greater efficiency. Additionally, we sought to enhance collaboration among clients, designers, and developers.
/ My role
As the lead designer, I engaged in extensive discussions with the Cogeco team to gain insights into the usage patterns of their web and email platforms, as well as to identify their target audience. Working closely with the developer, I ensured a collaborative approach in determining optimal user experience elements while considering technical feasibility. This collaborative effort aimed to develop a cohesive system that not only aligned with our shared understanding but also effectively addressed the client's requirements.
BSEP Campaign
/ Marketing Goal
To raise awareness of Cogeco’s presence in new regions, while also driving net-new leads. The nurture phase of the campaign provides prospects that have shown interest in Cogeco with helpful content designed to drive them to conversion. This involves social ads (LinkedIn, Google Search, and Facebook), impactful landing pages, and engaging digital assets like worksheets and ebooks to showcase Cogeco's offerings.
/ My role
In this campaign, my responsibility involved not only designing and executing but also art directing my team. Collaborating closely with marketing leads, content writers, and the client, I played a pivotal role in shaping a visual concept that seamlessly complemented the messaging. The key idea was to feature Cogeco's sales representatives as the main hero visuals, using portraits to humanize the ads and main assets. This deliberate choice aimed to forge a stronger connection between the audience and the new telecommunications brand. Once the look and feel were established, I, alongside two designers, meticulously crafted all the necessary assets for every stage of the funnel.
Research Learnings
/ Past Challanges
- Previous messaging did not communicate value props
- Mixed messaging
- landing page conversion rates were low
- ads did not convert into leads
/ RTBs
- Unhappy with main competitor Bell
Not dealing with dedicated business service nor face-to-face business rep
Offering value added solutions (HPBX, Managed Wi-Fi)
High Level Objectives
Improve market penetration in new markets (15-17% to 40%)
Build a sustainable buyer journey model
Capture more emails in CRM and contracts
Buyers Journey
/ Phase 1
Generating net-new leads with social and programmatic ads. These ads will lead to gated landing pages (A/B Testing), where visitors can fill out a form.
/ Phase two
Through strategic A/B testing, visitors would land on an awareness landing page offering with a calls-to-action for break-free calculator, or directly to a the break-free-calculator landing page. This approach ensured that prospective leads were efficiently directed towards understanding the advantages of transitioning to Cogeco.
/ Phase three
After prospects have opted into the database, they will be entered into a nurturing phase to continue engagement now that they have shown initial interest in learning more from Cogeco. This includes follow up emails and information related engagement that meet their needs.
