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“The Allotment: Agency Smart, Agency Effective and Agency Efficient. The clever interpretation and development of Optal’s brand as a leading payments provider, respectfully acknowledges our core brand principles whilst positioning a compelling and ever-evolving proposition for growth into new markets with clear, consistent and robust messaging across the full marketing mix. A complex project with winning results of which we are extremely proud.”
BRADLEY ECCLESHARE, CMO – OPTAL
Optal are a world leader in optimising B2B payments. In tandem with a committed strategy to continue supporting its already successful travel industry payments business, Optal were seeking to broaden its market focus into other verticals such as the Insurance and e-payments sector. To support this strategy The Allotment were approached to provide brand support.
Our role, through a programme of brand and proposition development was to;
– To help Optal to generate quality leads by adopting a ‘thought-leadership’ approach to content that clearly illustrates the simplicity and value of Optal in the B2B payments sector.
– To optimise the website via SEO to ensure it amplifies this thought leadership and creates long-term value for Optal.
– To deliver a clear brand message which empathises with CFO’s and finance stakeholders challenges whilst positioning Optal as a ‘problem solver’ through an intelligent and consultative offer.
The key opportunity working with Optal was to help them move their focus on products to client focused solutions. We did this by cleverly linking a series of mathematical symbols that represented the benefit of Optal’s solutions to clear client challenges such as unleashing working capital or streamlining reconciliation. As well as this we recommended an approach that added Optal’s ‘human intelligence’ back into the brand by using real experts to explain Optal’s offer. This created a new brand platform that worked with the original brand created by Push in Australia.
Based on this thought we developed a new SEO optimised website, thought leadership documents, lead-generation initiatives and a set of brand guidelines that have helped support Optal’s dramatic growth over the last 3 years.
Growing Optal Payment Solutions
Over several years and many projects we’ve helped position Optal as ‘THE brilliant optimiser’. Our role has been to capture Optal’s scale, expertise and added value. We’ve helped Optal refresh their master brand, created a new online experience, developed lead generation initiatives, direct mail, digital campaigns and advertising. We’ve also designed many of their thought leadership materials and created a suite of images and assets that Optal can use in their marketing and their offices around the world.