OpenBook
OpenBook
A glossy marketing handbook incorporating all brand, sales and business services resources for Knight Frank
A glossy marketing handbook incorporating all brand, sales and business services resources for Knight Frank
Challenge
As part of the brand refresh project, I was responsible for ensuring all European marketing contacts were aware of, and using, the most up-to-date brand, sales and marketing materials. The end goal was to ensure a consistent and cohesive brand at a time when the company wanted to bring two distinctly different divisions together. The roll out of the new brand was done in a phased approach, which meant there was no hard deadline for when only new brand assets were allowed to be used.
As part of the brand refresh project, I was responsible for ensuring all European marketing contacts were aware of, and using, the most up-to-date brand, sales and marketing materials. The end goal was to ensure a consistent and cohesive brand at a time when the company wanted to bring two distinctly different divisions together. The roll out of the new brand was done in a phased approach, which meant there was no hard deadline for when only new brand assets were allowed to be used.
Solution
I undertook a detailed audit to understand the status of marketing activity and the level of expertise of each marketing contact. This entailed making contact with all European marketing contacts, collecting digital assets, gathering physical samples and joining forces with the wider sales, marketing and business services teams to get a complete picture of the current marketing landscape and what success would look like.
Wrote and worked with the designer to produce a marketing handbook called "OpenBook", which clearly listed all assets with a succinct explanation of what each asset is, how to access it and who to contact for further information.
Created new page templates for the brand extranet and assigned responsibility to the relevant teams to update their brand assets and tools.
How it was launched:
- Hardcopies of the book were sent to European marketing contacts.
- Where possible, held face-to-face "run through" sessions with European marketing contacts, otherwise via telephone call.
- Annual review & feedback with European marketing contacts to tweak the next edition.
Logins to the brand extranet doubled and 60% of new brand assets were in market by the end of the first year.
I undertook a detailed audit to understand the status of marketing activity and the level of expertise of each marketing contact. This entailed making contact with all European marketing contacts, collecting digital assets, gathering physical samples and joining forces with the wider sales, marketing and business services teams to get a complete picture of the current marketing landscape and what success would look like.
Wrote and worked with the designer to produce a marketing handbook called "OpenBook", which clearly listed all assets with a succinct explanation of what each asset is, how to access it and who to contact for further information.
Created new page templates for the brand extranet and assigned responsibility to the relevant teams to update their brand assets and tools.
How it was launched:
- Hardcopies of the book were sent to European marketing contacts.
- Where possible, held face-to-face "run through" sessions with European marketing contacts, otherwise via telephone call.
- Annual review & feedback with European marketing contacts to tweak the next edition.
Logins to the brand extranet doubled and 60% of new brand assets were in market by the end of the first year.
Learnings
Talking to people, understanding their current knowledge and future expectations, was essential to coming up with a workable solution.
Talking to people, understanding their current knowledge and future expectations, was essential to coming up with a workable solution.
Services
_ Editorial and content plans
_ Copywriting and editing
_ Proof reading
_ Writing creative briefs for designers
_ Intranet information architecture
_ Intranet page template design
_ How-to guides
Services
_ Editorial and content plans
_ Copywriting and editing
_ Proof reading
_ Writing creative briefs
_ Intranet information architecture
_ Intranet page template design
_ How-to guides
