This webinar with Convirza, Fluid, and Direct Marketing News discusses some specific surprises from the change from LogMyCalls to Convirza. Recently, Log My Calls underwent a rebranding to a new name, Convirza. With this comes many changes, including call tracking, deep call analytics, and call marketing automation. The previous name, Log My Calls, did not accurately represent the scope of services offered. 1. Internal Compliance and Engagement 2. The Small Things 3. Choosing a New Name 4. How Easy it Was to Get Our New Logo 5. Defining Our Message 6. Old v. New: Site Architecture and Functionality 7. Introducing The New Website 8. Digital Marketing: How to Maintain and Grow Brand Value 9. Leveraging Motion Graphics To Tell Your New Brand Story. 10. How To Measure The Impact of a Rebrand Over Time From the experience the Convirza rebrand from Log My Calls to a more comprehensive analytical call tracking, call conversion, and call analysis site, here are a few tips. 1. Recognize Identify the reasons behind the rebrand. Why are you choosing to do this, and what are you hoping to accomplish? What is your current position in the mind of consumers, and how do you want it to change. 2. Define When rebranding, you have a rare opportunity to place yourself in the minds of consumers and peers where you want to be. Take this time to strictly define your value proposition, and how you can convey this best to others. 3. Create This is the final stage where all your planning comes to fruition. Everything from the website to a new logo will be represented here based off your research findings. Involve others in this process and make sure it defines your company.

1. 10 Surprises from our
Rebrand and Product
Launch

2. • Formerly LogMyCalls
– Re-named in May 2015
– Announced $20M funding round last week
• Call Marketing Optimization
– Call tracking
– Deep Call Analytics
– Call Marketing Automation
Who is Convirza?

3. Clients

4. Our name didn’t adequately describe our services
and was not a good match for our new product.
A rebrand was necessary and now was the time.

5. Timeline
• December 2014
– Decision to re-brand finalized
• January 2015
– Agency vetting and agency chosen
• February 2015
– Name and Logo chosen
• May 2015
– Site Launched
– Acquired competitor (CallSource)
– Re-name announcement

6. 1. Internal Compliance and Engagement

7. Even in the last week
leading up to the
rebrand, we discovered
stragglers that had
missed the bandwagon.

8. 2. The Small Things

9. No matter how hard we tried, no matter how
many meetings we had, we knew we wouldn’t
be able to think of everything.
There would be some process, some system,
some piece of content that wasn’t rebranded.

10. 3. Choosing a New Name

11. Our CEO laid out some clear parameters:
• He liked Latin or Latin-Sounding Names. He also
wanted the name to mean something in either
English or Latin.
• We had to steer clear of names that sounded like
existing products or companies (obviously.)
No one liked anything. Every Name was awful.
After several weeks of brainstorming
we still didn’t have name.

12. The Process
• Management Team - Favorites
• Company – Poll
• Executive Team Conclave

14. 4. How Easy It Was to Get Our New Logo

15. Once we had our name down we needed a logo.
The process was much simpler.
• First we chose a color palette.
• Then we had a logo meeting with our marketing
agency.
• They presented several logos that varied in type
and style.
With a few minor edits, we had our logo.

16. 5. Defining Our Message

17. Our old name, LogMyCalls, did not fully encompass
the power of the analytics that we offer.
The task of defining our new brand message was ESSENTIAL.

19. 6. Old vs. New: Site
Architecture & Functionality
• Adopting and paving
the way for new
technologies
• Leverage the most
efficient and effective
design to create the
best user experience

20. Old Website View

21. Old Website View

22. Old Website View

23. New Website

24. New Website

25. New Website

26. • Creating a website that stands out
• Cutting out the extra and reducing it to the best form
it could be
6. Old vs. New: Site
Architecture & Functionality

27. Sites feel more vital and alive vs.
static. Because of animation it has
more dynamism and is fresh

28. 7. Introducing the Website to Both Old and New
Audiences

29. 7. Introducing the Website to Both Old
and New Audiences
• Beaver vs. New Brand

30. • Don’t lose the essence of the former brand while
balancing a more sophisticated approach
• Bring the old audience along with you
7. Introducing the Website to Both Old
and New Audiences

31. Interstitial - introducing the old clients to new site/brand

32. 8. Digital
Marketing:
How to
Maintain and
Grow Brand
Value

33. 8. Digital Marketing: How to Maintain
and Grow Brand Value
• Logmycalls.com vs. Convirza.com
• Benchmark
• Notify Google
• Migrate Content
• 301 Redirects

36. • Current Link Portfolio
• Competitive Analysis
• New Content – Create and Promote
8. Digital Marketing: How to
Maintain and Grow Brand Value

37. 9. Leveraging Motion Graphics to Tell
Your New Brand Story
• New Brand in new channels/medians
• Give the user a more immersive experience with
the new brand

39. 10. How to Measure the Impact of a
Rebrand Over Time

40. 10. How to Measure the Impact of a
Rebrand Over Time
• Web and Marketing Analytics
– (28% vs. 70% Bounce Rate)
• Quality Conversions/Lead Flow
• Revenue growth
• Brand Engagements
• Market Penetration, Value of the Brand to the
Industries Served, Awareness and consideration

41. Thank you!
• Phil Case
phil@getfluid.com
• McKay Allen
mallen@convirza.com