Creating the ultimate partner club
BT Group
BT/EE Partner Engagement
Client Objective
Relaunch the indirect channel
Our Approach
Drive engagement through The Club, to transform channel awareness
Results
Elevated partner engagement
Client Objective
Our challenge
BTEE have several portals that partners access for information from sales data to marketing assets. However engagement levels with the marketing portal were low, with many partner having little awareness of the assets available to them on the portal. Blueprint needed to find a way to re-engage partners with the portal and encourage usage.
Our Approach
How we drove engagement
After auditing the current portal and marketing needs, we simplified its structure for easier navigation and asset retrieval. We introduced a unique theme, 'The Club,' to distinguish it from the sales portal. To keep users engaged, we rolled out a Club News communications plan featuring regular updates and tailored content. We're also developing an incentive program aligned with the club theme. This theme extended to events, enhancing the Champions Day experience with curated details like furniture, baristas, and quality merchandise, all aimed at creating a members club atmosphere.
Results
How we transformed behaviour
Partners have been actively enquiring about marketing support, completed feedback questionnaire have shown that Partners believe the portal to be easier to use and are favourable towards the theming. It's early days but engagement levels are increasing.
We created
A new brand proposition
We launched
Through a partner event at the BT offices
And delivered
Increased engagement levels
Transformative Programmes
