ZERO TO 5IVE
CashEdge – Creating a Brand Experience
Zer0 to 5ive makes marketing count and does so by creatively implementing solutions that simultaneously address a number of marketing and communications challenges. CashEdge, a provider of innovative, online financial applications for banks, credit unions and wealth management firms, is a longtime Zer0 to 5ive client. Since its founding in 1999, CashEdge has steadily and decidedly emerged as an industry leader in the online financial applications space and in 2006 the Company was recognized by Inc. magazine as the 10th fastest growing financial services company in the U.S.
Zer0 to 5ive provided the following services
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CashEdge had arrived at a place in its corporate evolution where it had a story to tell. Its products were industry leading, the Company had amassed an impressive client roster and the trade and mainstream media were taking notice – a CashEdge community had emerged and the Company needed to take advantage of this momentum and this critical moment in its history.
CashEdge approached Zer0 to 5ive to design, develop and implement the Company’s very first client conference – a marketing initiative that would need to meet several critical objectives.
Problem
With the decision made to host its first client conference , CashEdge was challenged to create an event that cut through the clutter of “traditional” user/client conferences and strategically combined CashEdge’s business and marketing objectives with the goal of creating a cohesive client community. To be successful, the event had to provide a uniquely CashEdge experience, while meeting the following objectives:
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Showcase fully the portfolio of CashEdge products and services, including new products and initiatives
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Educate current clients and prospects on how to drive profitability from their online channel
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Obtain feedback from clients on needs and opportunities for new products
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Elevate the perception of CashEdge among audiences from that of a vendor/service provider to a valued partner
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Continue to position CashEdge as industry expert and thought leader
Solution
Drawing from its extensive experience in developing strategic special events, Zer0 to 5ive created Innovation 2006, a three-day client conference that would showcase CashEdge’s position as a permanent and central player in the financial services technology space as well as illustrate its innovative and pioneering approach to technology. The event was designed to attract and engage current customers, prospective customers and members of the media.
The first step was to create a name and visually compelling graphic identity for the event. Zer0 to 5ive’s creative team wanted the name to reflect CashEdge’s position in the industry and a logo that played off the corporate band while being independent enough to stand on its own.
Innovation 2006 was held on CashEdge’s home turf, New York City, at the Flatotel. The Flatotel hotel and conference center was chosen for its convenient midtown location and its contemporary, intimate and cosmopolitan feel. The atmosphere was a critical component, as it dictated the cohesive, hip and engaging tone for the conference. This feel was carried through the development and implementation of all event marketing initiatives including email and direct mail pieces, event giveaways and venue selections.
With the name, graphic identity and location set, the planning turned to conference content, agenda and activities. Five content themes, based on CashEdge’s position in the market, shaped the agenda: account acquisition, risk management, small business, wealth management and money movement. The agenda was designed so that CashEdge would first have the opportunity to share its vision and strategy on the theme, and then attendees were provided with broader perspective on the topic from a leading industry thought leader and/or a panel of clients with successful initiatives in those spaces. This approach proved highly successful, as attendees were able to hear CashEdge’s distinct point of view, and then see how that strategically fit into the larger industry trends. Conference speakers included CashEdge executives, high-level executives from the country’s largest banks, industry analysts from McKinsey and Aite Group and even an NYPD identity theft detective – a not-so-surprising crowd favorite!
A product pavilion was created to showcase the Company’s full line of products. The product pavilion was open throughout the conference, providing product demos, collecting customer feedback and serving as a location for the several high profile sales meetings that took place at the conference.
To ensure that guests enjoyed their time in New York and felt like they were part of a community, several unique evening activities were included in the agenda. These events provided attendees with the opportunity to socialize and network. The main social function was private tour and dinner at New York’s famed International Center for Photography. The ICP dinner attracted nearly all attendees and created buzz throughout the conference.
Lastly, the team knew it was critical that some piece of significant news come out of the conference, to simultaneously attract media attention as well as create the perception that Innovation 2006 was a news-generating industry happening and not simply another user’s conference. Zer0 to 5ive recommended a two-fold strategy: a consumer survey and a new product announcement.
The consumer survey was developed and implemented and the results were released at the conference. This survey supported many of CashEdge’s positions and strategies for the future. The project was highly successful and generated buzz that started at the event and continued months later, as the survey results remained a top stop for visitors to the corporate website.
As the second part of news creation, CashEdge unveiled its newest product offering, a call center account opening application, at the Conference. The introduction of the call center product was well received, and paved the way for future marketing initiatives around the product.
Results
With nearly 120 registered attendees, nearly double pre-event goals, the event surpassed all initial expectations. The event and accompanying marketing and PR initiatives were an outstanding success and resulted in the following media placements:
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Dow Jones
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Electronic Payments International
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ABA Bankers News
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Electronic Payments International
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ComputerWeekly.com
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Finextra.com
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Tennessee Bankers Association News
The event favorably heightened CashEdge’s visibility and position within the industry and within its client community. A post-event attendee survey revealed that 100 percent of respondents found the conference to be a worthwhile experience and 95 percent would attend another conference by CashEdge.
