Rocketseed

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For 10+ yrs. Southland’s 2,000 employees had inconsistent email signatures. 

The lack of consistency and professionalism sounded like a surface issue, however, the larger impact reared itself with the misrouted technical functions for marketing efforts including website and social links along banner advertisements throwing off vital tracking metrics. 

No matter how much urging the company or the marketing department did, it was never fully compliant. We needed a system to drive consistency for the brand and accurate tracking for benchmarking and to assess performance improvements. 

This presented bigger headaches for Finance, Human Resources, & IT,  in addition to Marketing.

After identifying these pain points, a process for change, including a road map (for how and when the system would be updated, adapted going forward once the hygiene phase was finished) 

was rolled out to (7) offices systematically over a 

3-year period. 

All of Southland’s 2,000 employees were contacted to correctly identify their information, which also included multiple conversations with manager and HR personnel to correct titles. Additionally, hundreds of shared accounts were also evaluated and revised accordingly. 

Efficiency For Engagement

Databases never revert to the state of disarray. 

Equally important, the business impact provided an average of +23% engagement to the website and social feeds, becoming the 3rd highest in terms of traffic from Google Analytics (behind direct and Google searches), with banner ads increasing engagement as high as +54% for brand awareness. 

With the rollouts complete with cleaned data, and databases auto synced, any incorrect signature only requires a simple ticket submission and the change goes into the system, and immediately syncs correctly.