The Best Foundation is the UK’s newest, forward-thinking, self-regulated, non-profit Foundation for Estate Planning and Will Writing professionals. It aims to grow a community of Estate Planning professionals. In addition, it seeks to promote, improve the reputation of, and attract the younger generation to the estate planning sector whilst educating the general public about why they need a Will and other significant estate planning documents. Whilst the aims were strong, and the experts in the field backed the Foundation, they needed branding, web design and marketing, and that it is where Formation Media stepped in.
What started as just a statement became a whole package ready for the Estate Planning industry. We developed an effective yet simplistic logo alongside branding, a modern and efficient website was made, and we formulated a marketing and social media strategy. In addition to all of this, a dedicated account manager was then assigned to the Best Foundation Account, managing any queries or problems they encountered.
The main aim of the logo was supposed to be simple yet effective. Therefore, the concept of a full stop was used – the most powerful punctuation mark. A simple dot that can end a whole stream of words. We believed the full stop signified what the Best Foundation stands for. As a Foundation, it is not complicated. It wants to stop bad practice, stop the industry from being unknown and stop many estate planning professionals from feeling isolated by creating a community.
We then incorporated the circle of the full stop into the general design; however, just a black and white theme would be too simplistic. Therefore, the bright blues, pinks and oranges were used sparingly to make it vibrant and modern but not gaudy. We then applied the theme to all their collateral designs, such as email correspondence, website design, email signatures and social media graphics.
A modern and slick website was built, incorporating a fully digitised membership element that used an e-commerce function. In addition to this was the inclusion of search functionality. The search function allows the general public to find an estate planner or will writer; however, we created an algorithm that allowed the user to use a map element of the search function. The map allows the public to see how physically close each practice is to their location.
Alongside creating a sophisticated new website, we incorporated a lot of UX testing, ensuring the user found the site easy to navigate. UX testing also meant that any issues found could be fixed before the website’s official launch. The website also features a microsite where members can create their profiles. Additionally, there is a member’s dashboard which allows members to view statistics of how well their microsite is performing.
Creation of a sleek and easy to navigate website with an advanced search function. Frequent social content created by our graphics and copywriting team. Modern and up to date branding to keep ahead of the industry. Dedicated account management that prevents problems before they happen. A continuous marketing strategy to grow their community and promote the sector.
Marketing was an essential aspect of the Best Foundation from the very beginning. We created a launch campaign which acted as a teaser for what was to come. Also included was an ongoing marketing strategy planned months in advance that contained quality content creation, using Formations best graphic designers and copywriters. Content created for the Best Foundation so far has included news articles, board member activity posts and videos to champion the Foundation’s causes.
“Formation Media has created everything that the Best Foundation has envisioned. From the big details, like the website, to the smaller elements, like email signatures. They have truly thought of everything, and we couldn’t recommend anyone better. Our mission was moulded into snappy, memorable straplines which proved perfect for our marketing campaign.” Katy Kirkland, Company Secretary