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Brand Strategy

Onyx CenterSource: Closing The Loop

“I selected Idea Grove to create a new website for our expanding organization based in large part on the work they had done for other clients. Their holistic, thoughtful approach to site design as well as focus on tying website performance to lead generation and other business objectives sets them apart. In addition, they won high marks for the development of buyer personas ad part of their process, prioritizing customer feedback to inform a highly effective design.” MIKE TOUHEY, ONYX CENTERSOURCE
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The Challenge: Creating A Perception Fitting For A Market Leader

For Onyx CenterSource, success brought opportunity, but those opportunities brought obstacles. After a pair of strategic acquisitions, Onyx found itself as the hotel payments and commission processing industry’s biggest player and the only one that worked with both hotels and travel agents. It had made itself the 800-pound gorilla, but it didn’t look like it.

More than a year after the initial acquisitions, Onyx and the two competitors it purchased were still looking and acting very much like separate businesses. So much so that customers were starting to ask where the value in these transactions was for them. Onyx needed to change that perception and do it quickly. They engaged with us to help.

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The Solution: Let Onyx's Story Take the Lead

We began our work with Onyx by conducting extensive industry and buyer research. What we found was fascinating, and it shaped all of our recommendations. After analyzing our research, we realized that Onyx didn’t have a single buyer that fit neatly into a single profile. Onyx actually had two buyers, one more sophisticated than the other but both open to the same message — one of gaining control over business processes that took too many resources to manage.

That was the story that Onyx needed to tell — that it could “close the loop” and help both hotels and travel agents serve customers better. That story is reflected in everything from the copy and visual direction on the website to the new logo and branding.

It’s one thing, though, for Onyx to tell that story. It’s another if customers do it. That’s why testimonials and case studies were a critical part of the site design and messaging. But case studies and other thought leadership content has little value if it’s not being read. To guide the user to this content and to generate leads for Onyx, the site was designed to highlight those customer stories and to encourage their downloads.

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The Results: Continued Optimization & Capitalization

That’s the stage that we are in now with Onyx. We are helping them optimize their new site by utilizing heat mapping to further refine content for their visitors. We are assisting them with email nurturing campaigns to help them convert the leads their new site is generating into paying customers. We are, in a sense, helping them close the loop.

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“Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”
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