The Financial Services Forum is a membership-community of professionals — they endeavour to have an understanding of the consumer, marketplace and business marketing performance. The Forum continues to provide that very focus, and the critical insight, which allows their Members to concentrate on improving performance by putting marketing effectiveness first. What makes The Forum’s agenda both relevant and beneficial is the fact that it is totally independent and sector-specific. It involves the right people, addressing the right topics – both current wisdom and future trends – through a mix of events, publications, communities and online resources.
We partnered with the FSF to create an upgraded online digital offering, using a phased delivery mechanism: Phase 1 concentrated on getting a comprehensive CMS and improved site architecture (IA) to allow for expansion into international communities — along with the capacity for visitors to engage in online discussion. Phase 2 looked at ways to increase membership, including promoting the first three months for free (to sell-in the advantages of increased article availability and event tickets). Phase 3 focused on revenue generation and reducing administration, with a Stripe payment gateway for events and subscription-based membership.
Successive phases will look at additional features and closer integration of the CRM facility for improved lead generation.
This was a year-long partnership, and on this project I was responsible for:
- Existing Functional Review/Evaluation
- Functional Specification
- Content Migration Plan
- User Experience
- User Interface
- User Journeys, Email Newsletters and Autoresponders
- Information Architecture
- Artworking Markup and Development Support Material
- Feature Development
- CMS Training Manual
- Quality Assurance
- Service Level Agreement and Disaster Recovery Plan
- Assisting with extensive Client Collaboration