Client

Capify

Sector

B2B

Process

Full integrated marketing campaigns

Key Result

Increased leads and sales

Marketing campaigns with real results

Overview

Capify is an established provider of business finance to small and medium sized businesses. Operating in the UK and overseas, they help thousands of owners to get the funding they need in order for their business to flourish.

We support Capify with full integrated campaigns to existing and potential customers.

Cash is king campaign

Sector specific communications

The campaign needed to explain Capify’s primary product – Merchant Cash Advance. This process to pay back loans is relatively unknown so we needed to inform and educate the market of the benefits of this funding option.

The campaign to sectors such as MOT garages, retail shops, bars and restaurants comprised of direct mailer, emailers, letters, remarketing ads and campaign specific landing page designs.

Personalised communications

The direct mailer, letter and emailer were personalised with the sector specific imagery along with featuring the company name as part of the messaging. The recipient was directed to a personalised landing page (Purl) where the main image changed depending on the Purl used.

The mailing elements were A/B tested to see which yielded the best results; either the direct mail piece or the letter, so these findings could be taken forward and implemented on future campaigns.

Landing page

A campaign specific landing page was developed to drive traffic to. To avoid distraction and enable the user to focus on one single call to action, all top navigation was removed. A/B testing showed a version with navigation.

Graphic icons and text were used to show the process from application to repayment, and highlight how easy it is.

Using the Trust Pilot graphic and testimonials on the page help to remove fear and provide reassurance to the user.

fully integrated
campaigns with real results.

Make your business grow, and grow, and grow...

Sector specific personalised communications

The ‘Ready Steady Grow’ campaign went live in the months leading up to the festive period to inform existing and potential customers that they could raise funds to help them make the most of the potential trade.

The funds may be needed in order to purchase stock and equipment, or market their business in order to get a share of the busy Christmas trade.

The campaign built on the territory from the previous work, both in the headline approach and visually, communicating Capify’s USP of one-to-one advice resulting in a better funding solution for the recipient’s business.

Each image visually communicated growth and were tailored for personalisation purposes. Animation was added to suitable media such as web banners and social media.

Website homepage design

Clean website design

The design of the main homepage was refreshed with the new styling, explaining Capify’s offering and highlighting key facts about their products.

Clear call to actions throughout the page offer the user various ways to get in touch for more information; telephone number, quick quote calculator, apply now, call back, online chat, contact form.

Online videos open in a pop out window and explain the products clearly and succinctly, giving the user another way to obtain the information they’re looking for.

Scrollable content for the target audience sectors is available allowing the user to click through and read more about what support Capify offer for their particular business.

As you would expect, the website scales on mobile and tablet devices to access on the go.

PPC Landing Pages and Blog Pages

A set of PPC landing pages and blog pages were created to drive traffic to. The content on the blog pages provides useful information for the user whilst increasing the SEO presence for Capify.

An index page houses all of the blog posts making it easy to navigate to the article the user is interested in, or via the search function at the top of the page.

Branding

Fresh and modern branding

United Merchant Services is a sister company of Capify, who offer card terminals to make it fast, convenient and accessible for everyone to pay. Millions of people rely on them every day to make both big and small purchases.

The logo needed simplifying and a more modern and fresher look as the previous version was fussy, with too many elements.

The shape of the merchant terminal itself makes up the U and M letters, and where the two colours overlap a further accent colour is created. ‘Services’ was used in uppercase so as not to get lost alongside the chunky lettering.

Roll out

The new branding was rolled out on to various collateral including a corporate folder, emailer templates, homepage web design and PPC landing & blog pages, and provides a visual link between the two companies.

Lesniak Swann has been working with the team at United Kapital Ltd. to drive consistency across our two brands Capify and United Merchant Services, from campaign creation to help improve our digital presence. Their strategic input has enabled us to provide customers with better information where they need it. With great results so far, we look forward to continuing our partnership with Lesniak Swann, and creating more campaigns in the near future!

Jo Balsamo | Marketing Director | Capify

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