LV= Asset Management
LV= Asset Management (LVAM) is the investment management arm of Liverpool Victoria, managing billions of pound of assets for private and institutional investors.
In 2010, LVAM asked us to rebuild their website, giving it an updated design and adopting a new content management system so they could update it themselves on a daily basis and in tandem with the product and news-rich nature of their business.
Our designer, working with LVAM's brand guidelines, created a completely new site structure with the appropriate look and feel (screenshot of the new website below). An important element of the new site design is its ability to serve a wide range of audiences (from retail consumers to financial intermediaries), making sure each can easily find the information needed:
The new site was built using Umbraco, an open source content management system that we have been working with for a number of years. We are also a certified Umbraco developer. In many circumstances, the Umbraco content management system can be the perfect solution: it is highly flexible, user friendly and built upon the same Microsoft technologies used by most businesses to power their information systems. These factors made it an obvious choice for LVAM.
The LVAM marketing team are now able to manage all aspects of the content on the site to suit their own needs, including uploading new videos and PDFs, as well as creating new pages and news stories.
We developed the first series of rugby games for LVAM to celebrate their sponsorship of the Harlequins Rugby Club in 2009. The game was embedded in a micro-site and used as the basis of a competition for Independent Financial Advisors. The game proved to be a successful marketing vehicle and we have subsequently developed several other versions of the game for LVAM's parent company, LV=.
We have been providing LVAM with a fully managed email marketing service since 2009.
We initially designed a versatile email newsletter template which was tested against all the major email clients (web and desktop) as well as spam filters. Each month, the newsletter template is populated with the latest news from LVAM and sent to their mailing lists.
Our service allows LVAM to login into the email platform themselves and monitor the reactions of email recipients to the content (who opened the email, when it was opened, etc). This enables LV= to monitor the performance and effectiveness of their marketing campaigns very closely and gives a measure of the return on investment.
By also capturing detail about the links clicked within the email, LVAM can monitor and assess which messages have the most effective 'Call to Action', and which can be improved upon.
This level of information is very valuable to any company, as it enables them to adjust marketing messages very quickly, in direct response to customer reactions, and at very low cost.
"We needed to get our name out into the market without committing to a costly above-the-line advertising campaign. The email marketing solution from Governor enables us to do not only this, but to track in minute detail the responses of our target audience, such that we are able to continually refine our messages and targeting. We have found Governor willing to really understand what we are trying to achieve, and help us to get there with the minimum fuss."
Shaun Hammond, Head of Marketing