Wealth systems experts
Touchstone is the provider of choice for global wealth management administration systems and consultancy services, specialising in Microsoft’s Dynamics NAV technology. With offices in Jersey, the Channel Islands, and Sydney, Australia, they are the wealth management division and a wholly owned subsidiary of the Touchstone Group, one of the largest suppliers of business software and consultancy services to mid-sized UK organisations.
NavOne is a world-leading wealth management system, delivered by Touchstone and powered by the latest version of Microsoft’s leading business software platform – Dynamics NAV 2013. Used by small to large trust and fund administration companies, family offices and specialist practice management firms across 20 global jurisdictions, NavOne increases operational efficiencies and reduces administration costs.
Oi was appointed as the retained global marketing agency for Touchstone, and was tasked with creating a new marketing plan, brand identity and positioning for the company, as well as re-branding and launching its new look NavOne system around the world.
How we listened and learned
Touchstone’s management team realised that its corporate identity and product branding was looking a little tired and that its messaging wasn’t clear enough. Having spent over a year working hard to prepare for the launch of NavOne’s new look, the management team needed external marketing expertise to manage the project.
A marketing audit carried out by Oi identified a lack of consistency across the company’s marketing to date and a weak correlation with its product range. Also, as a leading Microsoft Dynamics NAV Partner, the company’s marketing didn’t connect to the global Microsoft brand, which Oi felt was a missed opportunity considering the billions of pounds spent a year on marketing by Microsoft.
Further research of Touchstone’s competitors and insights in to how Microsoft’s new ‘Metro style’ brand uniform gave Oi a clearer understanding of how to position Touchstone and its product going forward.
How we collaborated and created
The dedicated team at Oi helped Touchstone define its vision, mission, brand values, personality, tone of voice and key marketing messages. We then got to work in creating a new corporate identity with a simple, descriptive corporate positioning statement, ‘Wealth system experts’.
Retaining its signature blue colour was important but the identity was also purposely made to look part of the Microsoft family, which was completely relevant considering their decades of expertise are based around knowledge of Microsoft Dynamics NAV products and their status as a NAV Partner.
The new identity was rolled out across all stationery, branded merchandise, and offices in Jersey and Australia. Touchstone’s website needed a complete redesign and build. Before starting the project Oi placed a special heat mapping code on Touchstone’s existing website to quantify user journeys and gain insights into how visitors were using their website and levels of importance for specific information.
Oi designed and built a ‘Metro style’ responsive website suitable for viewing on any device from mobiles to desktops. As part of this process we identified that the old URL wasn’t right and recommended changing it to www.touchstoneone.com in tandem with the brand strategy for its new look product.
In parallel to working on the new corporate branding we developed a new name for its product that had been marketed as TrustDynamics and FundDynamics to the different sectors. As a world-leading wealth management system powered by the latest version of Microsoft’s leading business software platform – Dynamics NAV 2013 - and delivered by Touchstone, the product name needed to connect with Microsoft, so we worked with the client to create NavOne as the new product’s name.
Visually the new product branding strategy was logical – incorporate the four Microsoft NAV colours of green, blue, yellow and red, and connect it to the new Touchstone branding. As the primary benefit of the administration system is that users can do most things with it, the agency proposed a new positioning statement, ‘One complete system’, that also linked to Touchstone’s new positioning.
Historically the product didn’t have a strong online presence, a factor that is essential to access Touchstone’s global target audience. A dedicated landing page – with campaign URL - and a NavOne section was created on Touchstone’s new website. The showcase of this landing page was a specially animated 3 minute video, created by Oi, introducing the benefits and features of NavOne in a clear and concise manner.
The re-branding project involved Oi producing new marketing material for the product, including branded merchandise, event displays, sales presentations, video in a box direct marketing packs, a new format responsive quarterly emailer called One2One and staging a major launch event organised and managed by Oi.
Held at the Grand Hotel in Jersey, the event included a special guest appearance from the head of Microsoft Dynamics NAV UK. Over 150 clients and prospects attended the NavOne launch, enjoying branded NavOne alcoholic and non-alcoholic cocktails and nibbles.
Media coverage launched in tandem with the event, locally and internationally overseen by the team at Oi, who had also created an advertising campaign to coincide with the NavOne launch.
Teaser adverts appeared in Jersey Airport with a mobile near field Wi-Fi hot spot advertising system connected to the back for the first time in the Channel Islands. This displayed messages to every mobile phone carried past the advert in the airport arrivals area.
A sustained print and online advertising campaign for NavOne was launched both locally and internationally, featuring headlines tailored to the different media audiences, supported by email marketing and social media.
How we evaluated and evolved
Touchstone had a 100% increase in new client acquisitions in the first six months of launching its NavOne system branding and marketing campaign, compared to the same period.
Comprehensive analytics and campaign tracking installed by Oi meant the agency team was able to evaluate all of Touchstone’s marketing activity and report to the client on a monthly and quarterly basis with trends, insights and recommendations to optimise ongoing activity, which the agency continues to do.