DIGITAL FOCUS FOR EXPERIENCE-DRIVEN TIC
The Midlands-based Telford International Centre (TIC), has just launched a new website and brand video as well as having breathed life into other digital platforms, as it continues to focus on user experience and customer satisfaction of venue finders and clients.
Following a tough pitch process, Telford International Centre handed the creative brief to redevelop its website to Born Communication, a specialist brand development agency. Both organisations spent a lot of time talking to staff, customers and other stakeholders to understand the venue finding process and to make sure the new website hit the following three key objectives:
- It needed to be industry-leading in terms of navigation, design and ease of use
- It needed to reflect the venue’s focus on technology, innovation and customer satisfaction, and,
- It needed to get across to venue finders, all of the information they look for quickly and intuitively
“This was not just a creative exercise, or a case of simply making our website look better,” comments Mathew James, TIC’s Marketing Communications Manager. “We wanted the site to be a useful tool, something that started the customer experience with us in the right way. The team at Born Communication understood this from the off, and provided insight, innovation and huge amounts of skill to help us deliver.”
The website (www.theinternationalcentretelford.com) makes use of stunning new videography and photography, as well as clean, simple informative pages that provide anyone visiting the site with information that they need, quickly.
It is also the first marketing platform that shows off the new ‘Some/We’ campaign being used by the national events and exhibition centre. The branding campaign distinguishes the venue from its competitors through the use of a series of memorable, engaging and clever brand proposition statements.
The launch of the website was trailed by a series of social media video posts on Twitter, LinkedIn and Instagram which alluded to something ‘coming soon’ and made use of the new brand video style for the venue; over 6,000 unique social media interactions with the videos were clocked up in just under two weeks.
The video, which sits on the homepage of the new website shows the benefits and unique offer of TIC, shot in a truly engaging way.
“It’s a new digital phase for TIC,” continues Mathew James. “The venue itself is sleek, modern and exceptionally well-presented. We were determined that the new marketing approach would be much closer aligned to the product characteristics, and the new website does this effortlessly.
“I’m incredibly pleased with the start of this new digital journey and hope that the next stage, which will be closely matched to other marketing activities, is equally as successful.”