Providing Banktech with the space to reassess their marketing strategy.
Banktech are a leading ATM and cash management product and service provider in Australia, with operations in Singapore, India and Hong Kong.
Project Goals
Banktech were most well known in Australia for their CashConnect ATM Network, a brand they had been marketing in isolation for many years. With the addition of new products to their line, sales teams found it increasingly difficult to cross- or up-sell due to customer confusion over how the new lines fit into their product offering. Inconsistent state and territory gaming regulations also created an interesting challenge.
Our Approach
Our initial workshop with internal stakeholders revealed some disagreement about the strategic approach to marketing Banktech's range. Freckle created a new brand identity for Banktech, under which their product range could be promoted independently or as a range. Delivering More became their USP.
In keeping with Banktech's marketing budget, a simple style guide was produced to guide branding decisions from day one, encompassing production items, brand and tone of voice guidelines. A range of marketing collateral was developed to help the small regional sales team sell and cross-sell more effectively.
Freckle also redesigned the product range identities, creating a family resemblance and a consistent look and feel across the range.
Campaign Elements:
- Brand Strategy
- Creative Direction
- Art Direction
- Print and Project Management
The Result
Sales teams felt the immediate benefit of consistent, easy to understand range brochures, supported by distinctive colour ways to represent each product under the Banktech brand. Awareness of the Banktech brand increased significantly, with customers no longer confusing the parent company with their flagship product.
Banktech was impressed with Freckle's ability to understand their business and facilitate a shift in marketing focus from product-centric to brand-centric. Taking responsibility for pulling together content and initiating photography where required, meant they could get back to what they were best at.