Omnichannel Marketing / CGS
BACKGROUND | I appreciated my agency-side Creative Director background and agility skills in my role as Marketing Communications Manager at CGS. Like a bustling agency, CGS serves multiple internal "clients" (business units) with varied target audiences, and branding & marcomm requirements. Daily, I might seamlessly shift from crafting a business unit's identity work to creating detailed slide presentations for another unit and audience, and then to developing an event social post campaign for yet another unit and audience.
The international CGS business units I worked with include CGS/BlueCherry (ERP/PLM/eCommerce software), CGS/BPO (business processes outsourcing), CGS/Immersive (enterprise eLearning using AR/VR/XR technologies), CGS/ITS (IT services, security & LMS platform).
CGS/BlueCherry
BlueCherry has earned a prominent and positive brand position in the apparel/footwear/home goods manufacturing industries through the years as an effective and critical ERP/PLM solution for many globally recognized companies. My hands-on work for this division included brand refresh, event campaigns themes & graphics, solution briefs/datasheets/brochures, slide deck presentations, landing pages, email campaigns and online ads.
CGS/BPO
The Business Process Outsourcing division of CGS employs thousands of call center agents in facilities around the globe and has a Fortune 500 client base. My revenue-generating work with this business unit included hands-on design as well as collaborative strategy development and execution for messaging, lead generation and mid-funnel content creation. Several of these campaigns generated exceptional engagement rates and new partnerships resulting in effective revenue growth.
Preliminary Brand Guide | Thought Leadership Sheet | Solution Overview Sheet
CGS/Immersive
The Immersive business unit at CGS uses augmented reality (AR), virtual reality (VR) and AI to deliver enterprise learning/skill building solutions for clients. I worked on brand development and blog & social media campaigns for this division.
CGS Corporate
The most noteworthy project I worked on for CGS corporate was the redesign of the company website. This is a particularly complex project since each of the four business units (CGS/BlueCherry — ERP/PLM/eCommerce software, CGS/BPO — business processes outsourcing, CGS/Immersive — enterprise eLearning using AR/VR/XR technologies, CGS/ITS IT services, have their own ideal prospect personas, vertical client industries, and marketing/solution objectives.
The challenge was to develop a site that is useful, engaging and compelling to the different business units but also reflected an overall CGS brand look & feel. My design strategy was to use a common color palette of cool grays, common fonts, and common layout/shapes/proportions. The unique differentiators would be image and icon content and of course text/messaging.
Layouts below show content flow, information/design modules, and conversion strategies that would be common to all business units. >> Layout on the right can be clicked/enlarged to read strategy/usage notes.<<
Click image to enlarge to read notes.
Layouts below: Some proposed strategy/design pages for CGS business units. >> Click to enlarge <<
CGS home page strategy needed to function as a sort of “kiosk” — help users get to the business division they were interested in as quickly as possible yet convey the CGS culture values that permeated all business units.
>> Click to enlarge <<
RESULTS | My contributions/collaborations with the marketing team resulted in the ratio of increase of new marketing-generated revenue to marketing dollar spend from 11:1 to 28:1. Leads YoY increase of 10+% while reducing marketing costs 20%. Increased deal size ~10% across all business units. Increased email open & engagement rates 20%, reduced bounce rate 10%.