Website and Lead Gen Campaign

Summary

Briza needed a website and campaign creative that positioned them as a category leader in API technology for commercial insurance, and they needed it quickly in time for their upcoming tradeshow season. They came to Overdrive for a refreshed look and feel that moved away from their old site design, which reflected an old D2C type SaaS product and customer set they no longer served.

Web Design/Development

UI/UX Strategy Implementation
Responsive Web Design
Web Development
MarTech Integration
Content Development

Lead Generation

Media Planning and Management
Paid Search Management
Paid Social Management
Ad Creative Development
Landing Page Development
Nurture Email Development
Campaign Tracking and Analytics

Website Redesign

Web Guidelines

Web Guidelines were updated to reflect the refreshed brand and website design. These guidelines incorporated rules for typography, including different heights, weights, and leading rules for headers and paragraph styles to help create consistency in future collateral.

Homepage Concepts

Overdrive created three concepts for the homepage design. For each design, elements from the brand were used in different ways to accent strong imagery that reflected the ideal audience pool.

Website Design

The selected website design focused on large, relatable imagery using a mono-tone color scheme that allowed those images to stand out even more. The design incorporated an informational funnel approach, starting with high-level company content, to audience and benefits, to product, and lastly, the trust-building carriers’ section uses logos in full color to stand out, placed above a final actionable CTA.

CMS and Martech Development

Overdrive’s development process ensured smooth integrations for the client’s MarTech stack (marketing technologies).

Organic Search Engine Optimization (SEO)

Overdrive assessed Briza’s online natural search presence for all major search engines, using our findings to improve search rankings, natural site traffic, and lead flow.

Content Development
Meta Tag Development
Overall Site Health Assessments
Code Compliance
XML Sitemap

Successful Launch

Lead Generation Campaign

After the site launched, Overdrive quickly set up a lead generation campaign to raise brand awareness, drive traffic and leads, and ultimately, sales.

Asset Creation

A whitepaper asset was created to drive top-of-the-funnel interest, and capture leads to nurture with additional asset and contact offers.

Display Ad Creative

Vibrant and intriguing banners were developed to capture attention and drive action. These banners were deployed across high-value online properties that the target audience occupied.

End-to-End Media Management

Overdrive developed a comprehensive media plan that identified high-value site direct media properties as well as a programmatic approach. This ensured Briza’s presence around key content as well as based on user intent.

Paid Search Management (SEM)

Overdrive utilized paid search campaigns to drive targeted traffic to high-engagement landing pages optimized for conversion.

Social Ad Creative

Reach was extended through the creation of highly-engaging LinkedIn ads. Ads were then promoted to their target accounts, market personas, and lookalike audiences.

Email Campaign Creative

Emails were developed to market to Briza’s existing email list and entice the audience to take the next step in the campaign.

Landing Page Creation

With the new website now in place, action-oriented landing pages were developed to support paid search and digital lead gen campaigns.

Dashboard and Analysis

Overdrive created custom dashboards to ensure accurate tracking and segmentation of data in order to facilitate maximum insight into the integrated campaign.

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