The Utility Warehouse uses the image of a piggy bank in its logo – which is very direct. But everything looked very, well, utilitarian. It lacked warmth. Online sign-ups weren’t great and the reputation needed managing. The distributor’s needed more support – the brand was strong but was missing some easy wins (and some less easy but important ones too). It needed solid foundations and a strong creative direction for the future
The first job was to do more with the brand, get that right, and everything else will fall into place. We conducted workshops to hone messaging and customer promises and to develop the visual language. We created a 3D character, friendlier, more engaging and able to do more than the pig in the logo could ever do. We created a number of images from our 3D model and a series of animation sequences where the pig winks, smiles and shakes his bottom as coins drop into his slot. This was used online, in film and social media. He was to be used across the website and in customer email campaigns under the concept banner of ‘The Pig Difference’.
The main customer website
The old website was confused, unclear and broken in large areas. Journeys were difficult and required a sales person (distributor) to guide a customer through it. But few distributors used the site. The online application process was confusing (only 12% of sign ups came online) and abandoned cart levels and mistakes on the application form were high. We also knew that only a third of customers were taking 4 services or more. Brands people buy into (especially if you are committing hundreds of pounds a month to AND in a market full of switch messaging) need to look credible. Money saving messages are better served with some warmth to ensure an emotional connection too. They weren’t.
Our new high performing website delivered stronger more direct messaging. We gave it much clearer signposting, more logical journeys and supported the decision making process with content and tools. Also we simplified processes and introduced the Savings/Simplicity/Service promise. Our design delivered dedicated product areas and progress charts. And a simplified, self-correcting and data verifying application form. The website was a huge success, it performed so well that the CEO called it ‘Game changing’. Our work moved 12% online signups to 75% (self correcting, easily navigable session based application form) and customers taking 4 services or more from 33% to 65% thanks to clearer messaging, stronger creative propositions, signposting and engagement – which comes down in no small part to a warmer, friendlier brand.
We delivered a detailed and granular content strategy for the main customer website and training for their internal teams to develop content themselves. This was for the main website we delivered and for social media. Part of this involved scripting 18 short webfilms covering customers, distributors and interviews and quotes from customers deliver on the SEO strategy we led in order to deliver a high performing website.
Development and direction of newsletter email templates and campaigns. The one featured is for mobile phone cross sell
We developed an App so that customers could submit meter readings and upgrade their cover and introduce a friend, and be rewarded for it.
Website connecting the Network Director with 42,000 distributors
The Network Director (he’s called Wayne) needed to connect with them to make sure they were accessing training, hitting targets and making the most of resources available to them.
Wayne travels the country on his motorbike and needs to maximize his time by meeting more distributors in each location and we need to make it easier for them to book onto events and training. So we placed a geo-location app on him and linked it to the home page of his website. This was another high performing website. Distributors can follow him around the country as he travels to meet and motivate them. They can also access his diary of events and invite him to meet them. Wayne can set up conferences and group meetings through the website and they can comment and share insights and pictures with the network. We designed, planned, wireframed and wrote the website and working with a specialist WordPress development partner company we delivered this this simple WordPress website in under 2 weeks.
The business customer website
The Utility Warehouse customers aren’t just private households. The same offering is made to businesses. But distributers don’t tend to push the business product.
We needed to state the business case simply and support it with testimonials. If distributors use the website as a sales tool – in keeping with the main website which they have already started using, then they will know signing up businesses is going to be easy.
The business website needed to be managed by a different team at the clients end and was going to be a lot simpler than the main site as it wasn’t fully transactional.