Teachers Assurance

Website, email & brand campaign

www.teachersassurance.co.uk

Requirements

This was a great opportunity for us to work in a very specific part of the financial sector. Teachers Assurance, the fifth largest friendly society in the UK, provides financial services for teachers and education providers. It needed to improve its web presence, increase conversions and achieve page one results in Google.

Analyse

We took a close look at Teachers Assurance's existing site and analysed its navigation, usability and design. We also reviewed the typical route taken by users to find mortgages or investments on the site. On top of that, we performed demographics research of teachers and education providers.

Plan

At this stage, we focused on brand building and search engine optimisation. We integrated key phrases into an SEO map. This ensured that the content of each page targeted relevant phrases. And an IA diagram identified the five main product categories.

Create

We created a standards-compliant HTML site optimised for search engines. This also provided us with a solid foundation on which to build an online marketing strategy. Website conversions have since increased by 196%.

Promote

Our goal was to establish the site among teachers as an authority on financial services. Monthly e-newsletters really helped to build the brand online. For instance, the newsletter distributed on 29 October 2008 demonstrated a 17% conversion rate increase.

Optimise

After two months, we revisited the online strategy. We created a brand awareness campaign using the Google Content Network to help the site reach its target audience. We also created an AdWords campaign to drive traffic to the site while it gained a foothold in organic rankings.