Leading the creation of the Spend Culture brand identity, and the many supporting assets that were involved in its marketing, such as a lead generating quiz, events within North America, and the top 20 management podcast on iTunes.
Partnering with the Head of Communications for this project was crucial in developing a brand that was aligned to the vision of the upcoming events and podcast channels. Collaborating with other members within the marketing and sales team for asset launches such as the Content team, Partnerships team, and Marketing Operations.
Procurify wanted to create a movement within the spend management space that was centred around teams understanding their culture around spending, which is influenced by the companies values and beliefs. This movement was Spend Culture.
Within the Spend Culture branding, we launched our community channels such as Spend Culture Stories (a female-hosted podcast focused on CFOs and finance leaders) and Spend Culture Chats (in-person and virtual events designed to create conversation and interaction).
One of the first lead generation magnets for Spend Culture was the quiz, which helped companies understand their spend culture type and what process or tools to put in place to support this.
This quiz was found at www.spendculture.com which was hosted on our server. I worked with an external developer to build the pages for this site and then deployed them onto our server.
These were the initial wireframes for the Spend Culture quiz, as we worked through establishing the overall vision and visuals of Spend Culture.
Understanding not only the user journey of the quiz, but also the wider channels for Spend Culture was important in developing the brand identity.
From here we decided that we needed to move further away from the Procurify brand, and explore into a new look, using the secondary colour palette of Procurify, rather than the Procurify's Aurora green as the primary colour.
Spend Culture Quiz v1. Including: homepage, approach page, culture types, quiz, led generation form, and results page.
This was during the process of establishing the detached Spend Culture brand. Focused on including modern design trends, such as bright colour palettes, use of gradient patterns, and clean flat illustration.
Overall, I felt that the colour palette of the supporting elements such as the gradient background drew too much attention away from the main areas of the site.
Spend Culture Quiz v2. Including: homepage, culture types, quiz designs.
This was the end result of the Spend Culture quiz design and was then built into the functioning quiz (with a Marketo API). This ultimately laid down the foundation for the Spend Culture brand and the channels within it.
Because spend culture was a new term, we knew we needed to educate users before they took the quiz. We used the background gradient blobs and gradient swirl lines to draw the user down the page. We kept the bright flat style illustrations to create attention on the four culture types, which we would then also utilize in other marketing materials.
Spend Culture Quiz v3. Including: homepage, approach page, culture types, quiz, led generation form, and results page.
On the left: This is the original Spend Culture Chats webpage, which was used to promote the in-person events, such as roundtables and panel presentations, of which had a 55% attendance rate.
We successfully hosted eight in-person events within both U.S & Canada before the COVID pandemic.
On the right: During the pandemic, we pivoted our event strategy to a digital presence, hosting online webinars, which were then repurposed into on-demand events. Because of this pivot, we made the decision to migrate the events page over to our main marketing website www.procurify.com to align it more strongly to our Procurify brand. With so many webinars within many industries and aligned with several roles, I utilized Jetboost to create a filtering functionality to improve the search experience for our users. With that I then transitioned some of the visuals over to align more closely with our overall Procurify branding.
There were many different materials and collateral used throughout the Spend Culture project. Here is a snapshot of some of the different collateral involved.
Within Spend Culture, there are four different culture types. I worked with a freelance illustrator to create the visual elements that represented each culture type which was then used in multiple areas from quiz results, stickers handed out at events, cards etc.
Because we were looking to expand into North America and host events in many different locations in the U.S. specifically. We also worked on icons to visually support this growth in location for our marketing materials.
Democratic banner
Administrative banner
Unrestrictive banner
Agile banner
Location icons
Spend Culture stickers
We needed to create email templates that were branded to Spend Culture that could be used for events emails, podcast updates, and quiz results.
This included a general template that the team could mix and match sections to build out their custom emails, and a results email specific for quiz results.
After collaborating with the marketing team on the sections that they required for the emails, I then designs the templates, and worked with a Marekto developer to build the emails within our Marketo account.
Spend Culture Quiz results email. Feedback I provided the Marketo dev during development on the right.
Spend Culture general email template. These are the different section options included within the template.
The marketing team created a 30+ page eBook to educate forward-thinking businesses on why a strong Spend Culture is critical to spend management, including actionable tips to make more informed decisions.
This eBook was rolled out through a marketing campaign which involved email marketing, webinar follow-ups, organic social, and paid distribution strategies.
Ad graphic used in organic and paid social
Ad graphic used in organic and paid social
I lead the vision for the Spend Culture Stories trailer, working with both the Head of Communication and an external Motion Designer (who I later hired on my team) to execute on the vision.
Working with the Motion Designer to create the storyboard for the video, overall visual direction and deliver to the agreed deadline. This video was used in multiple marketing channels, including organic and paid social.
The Spend Culture term was adopted by others within the spend management space and beyond
