Foresters Friendly Society

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Foresters Friendly Society is over 185 years old. But the way they do things hasn’t aged a day. Foresters treat all their members like individuals, and deliver financial products that are useful, competitive and straightforward. Being a Friendly Society, means that all their profits are distributed to their members through policyholder bonuses. As well as providing a range of worthwhile member benefits from educational awards and financial support for children to practical and emotional support through Foresters Care and Help at Home.

Through the creation of a new website Foresters Friendly Society wanted to re-position themselves as a modern, forward-thinking mutual, building a strong consistent brand, improving their customer’s online experience and attracting and converting more leads. Core to the development of the website would be a comprehensive review of customer personas and target markets. This would inform the brand tone of voice, copywriting and development of the user journeys.

By conducting a programme of interviews we were able to identify the specific motivations that attracted individuals to Foresters and their range of products. The findings resulted in a series of three broad customer personas, each further segmented into younger and older variants. These were then used to inform the way in which we interacted with potential customers by targeting the resulting persona types. Specifically these were used to help structure and develop the new Foresters website - developing a new tone of voice and visual concept, building targeted customer journeys that engages and drives new business through the website.

The site went through a comprehensive process of wireframing and visualisation before moving onto the build, copywriting, content creation and testing prior to launch. Technical consideration on the site included comprehensive Hubspot integration using forms and trackable buttons as well as affiliate tracking and easy creation of campaign pages to support Foresters online marketing activity.
Throughout the entire seven month process from customer research until launch we were in constant communication with the Foresters team and kept the project on schedule and on budget.

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