Elizabeth Palmer
Marketing Director
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Financial Company
Rebranding Strategy
Our task was to conduct full rebranding including visual identity, logo, a tone of voice, brand design, and business assets.
Clients:
Polaris Flux
Service:
Content strategy, rebranding, social media marketing, online advertising
Results:
3,800% referral increase from LinkedIn.
Facebook subscribers increased by 273%.
Click-through rate improvement from 3,000 to 7,500.
Brief
Polaris Flux has been providing commercial and investment banking services for almost 50 years. Being a part of a credit union, the organization demonstrated constant expansion, stable growth, and sustainable development, positioning to undergo rebranding and adopt a new name.
Solution
After a thorough analysis of Polaris Flux TA and market, we defined two additional goals to facilitate our mission. They included the increase of brand awareness and the fostering of client retention. Given the fact that the company changed the name and logo, we decided to conduct a reintroduction strategy supported by social media, SEO, and online advertising.
Online Advertising
To ensure the satisfying awareness rate of rebranding, we launched a year-long strategy aimed to increase the engagement rate and clients’ loyalty. The strategy included seasonal promotions and special offers for new clients and regular customers.
Social Media
We selected three channels for rebranding: LinkedIn, Facebook, and YouTube. Preliminary research of the target audience demonstrated that 62% use Facebook while remaining 38% give preference to LinkedIn, YouTube or other media. We run online advertising campaigns to increase audience engagement. All existing brand channels were renamed.
SEO
To transit all value from the company website, we incorporated paid search ads and SEO tools. Additionally, we enhanced company SEO strategy to improve ranking and increase traffic.
Results
With a sustainable click-through rate improvement (from 3,000 to 7,500) and 3,800% referral increase from LinkedIn advertising, the rebranding campaign resulted in an effective strategy for attracting new clients and increase customer engagement. After launching a campaign, the number of Facebook subscribers increased by 273%. Additionally, the website started ranking higher on search engines. Currently, the company continues to work on Hegemon Financial brand awareness, promoting better performance of services and flexibility to match the needs of modern business.
Project awards:
AVA Digital Awards 2018
Content Marketing Awards (CMI) 2017
Corporate Social Media Awards 2015
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