Challenge:
For the second annual OTX conference in 2006, IE wanted to reposition the conference from Advisor Tech Expo to increase enterprise-level participation. Our challenge was to modify the brand and attract a wider enterprise level audience, while maintaining the existing Advisor and Assistant base.

Solution:
Strategy - Kaleidoscope renamed and rebranded the conference – Office of Tomorrow Expo (OTX). A logo, new tagline “Get Wired and Connected” and ad campaign were developed. Three target audiences were identified, each with specific needs and motivations for attending the conference. All were interested in technology innovation and how they could incorporate technology to make their business more efficient and profitable.

Three target groups were identified as follows:

Solution:
Strategy - We determined that our target market could be broken down into separate segment groups that have different investment needs. The Globe and Mail reader profile reflected that it could deliver this audience. It was an easy decision to participate in a special 6-page Globe and Mail insert. Our strategic goal was to provide pertinent investment information that informed and generated a sense of confidence within the marketplace. We wanted to let our customers know we understood individual life stages and their paralleled challenges. We strategically developed a series of life stage scenarios which included key challenges that could cause possible hurdles in investment planning. Our professionals offered common sense suggestions that could be applied to real life circumstances. We’d predicted that this series would provide a forum that would be easy to review and understand. We also wanted to create a “peace of mind” comfort level to initiate a meeting with Scotiabank’s customer service providers.

Tactical - We developed an information-based insert that reflected the customers’ needs and supported the Scotiabank brand. The importance of including spot red colour for the Scotiabank red, along with the tagline “Life. Money. Balance both.” was part of the Scotiabank brand recognition mandate. In addition, we added illustrations and visuals so that the reader could quickly identify the section that was most relevant to them.

Results:
This unique insert was well received by customers and staff members. We placed several inserts in branches as an information source and sales tool which everyone found useful.

Note: Yvette Gauthier developed the strategy and spearheaded its creation while under contract at Scotiabank, retail marketing.

Challenge:
Basis100 developed Automated Valuation Model (AVM) technology in the U.S. This is the ability to determine the probable selling price of a home, based on recent comparable sales data in the same area. We were launching an updated variation of their automated valuation technology – Quantum Technology™, to complement the existing technology – Solimar Technology™. We had just purchased another firm, MortgageRisk, which also provided automated valuations. However, the revenue streams were still separate and compensation was based on this revenue. As a result, we needed a way to launch the new product and differentiate between all three without cannibalizing market share from one technology to the other.


Solution:
Strategy - We developed a brand that encompassed the technologies called BasisValues™. The BasisValues suite of solutions offered three separate valuation engines at different price points. Each was focused on a different part of the market.

Tactical - We developed a set of three brochures that focused on each technology but highlighted all three. A comparison chart was created to indicate features and benefits of all three valuation technologies and matched them with the appropriate type of mortgage. For example, a high risk mortgage would require the use of the AVM powered by Quantum Technology while a portfolio of mortgage backed securities would use the AVM powered by the MortgageRisk Technology. We launched the new technology at the premier mortgage banking conference and held a press dinner.

Results:
In the short term, there was some cannibalization until customers became better acquainted with the differences and when it was most appropriate to use each technology. In a short period of time, Basis100 was the leader in its field, capturing over 50% of the U.S. AVM market.

Note: Kate Taylor created this program while in the employ Basis100 Inc.

Challenge:
Basis100 is a technology firm that automates banking and trading for Canadian and U.S. financial institutions. The company has 3 distinct lines of business: in Canada, automating the mortgage and capital markets process and in the U.S., providing automated property valuations to the mortgage market. Communicating the value proposition and investment opportunity to the retail investor was an
on-going challenge that needed to be addressed. In addition, the more sophisticated market of institutional investors needed to understand the organizations’ solutions and growth plans.

Solution:
Strategy - We converted the complex concepts into diagrams, charts and graphs. This allowed us to easily communicate to both markets. In addition, the creative approach was very friendly, professional and open. Using images of staff members at Basis100 showed the personal involvement and commitment as well as the cultural diversity of the organization. This was important in representing a Toronto-based organization.

Tactical - The annual report required quite extensive project management, liaising with the CFO, CEO, product and sales to ensure that all communication requirements were met. Individual pages were reproduced separately and used as marketing pieces.

Results:
The report was extremely well received by both institutional and retail shareholders due to the clear communication of the company’s technology solutions.

Award:
The 2001 Basis100 Annual Report won the "League of American Communications Professionals" (LACP) Platinum Award for design and clarity of business communication.

Note: Kate Taylor (Co-President, Kaleidoscope) was the creative director of two annual reports while at Basis. Kate created this program and the supporting investor relations materials while in the employ of Basis100.