MY NET WORTH SOFTWARE RELEASE (CASE STUDY)

A omni-channel internal communication campaign


QUICK FACTS

  • Record email engagement: The release saw a 65% open rate and 43% clickthrough rate.
  • Muti-medium content: We created 4 videos, a website and 7 print pieces.
  • Record number of WebEX teaching sign-ups, breaking the previous record
    by 24%.
  • High exposure: We cross promoted our content on all internal TVs, our Intranet,
    and our Learning Management System.

 

MY ROLE

I developed all high-level aspects of the internal release, oversaw timeline and budget, delegated responsibilities and led the entire communication roll-out. My team consisted of developers, marketers, copywriters, strategists and designers.


CONTEXT

This was a very important software release for the company, as it is one of the main tools directly tied to company profit. The executive committee requested a comprehensive plan and needed someone to step-up and manage the project. I took control, developed a strategy, and helped release each deliverable to ensure success.

THE FINE DETAILS

The opportunity:
The company had never had a structured, successful software rollout. The update allowed users to aggrigate their financial accounts into one place. This was a critical, high-profile project.

I saw this as an opportunity to lead a group of talented people that traditionally worked in silos, to deliver tangible results.

Understanding the user:
We created persona scenarios to keep users top of mind and enlighten non-designers on our process. We were able to leverage pre-existing analytics to anticipate questions about the release, and the optimal way to teach this information.

Research:
The first thing we did was to evaluate prior campaign effectiveness, document pitfalls and areas of opportunity as a roadmap. We concluded that we could improve the campaign by focusing on the users needs.

Designing the look and feel:
Our primary objective was to create a learning campaign that was consistent, engaging, and easy to understand. Through the use of icons, videos, a dedicated website and print material we were able to communicate the complexity of the tool in a simplified way.

Analyzing and sharing metrics:

So many of the analytics we documented post-release were new milestones. Here are a few:

  • Number of WebEX teaching signups up 24%.
  • Number of print documents downloaded up 14%.
  • Number of hours of training videos viewed up 34%
  • Email engagement CTRs up by 18% and ORs up by 23%.