Caso de éxito

Definition and development of a new relational model for "La Caixa" Foundation.

Type of project

CRM y Analytics 

Sector:

Third Sector, Private Foundations

Years:

2015-2021 

Profiles involved:

Project Management 

Customer Strategy 

Marketing Automation 

Data & Analytics 

MPO

Customer Experience 

Visual Design 

Content  

+20%

User traffic

in DB in 2020 vs. 2019

+58%

in opening rate

since 2017

+92%

In CTR

since 2017

Since its origins, more than 110 years ago, “La Caixa” Banking Foundation has been characterized by a strong commitment to the general interest. It is currently one of the most important Foundations in the world.

 

In this ambitious and challenging context, one of the focuses of the project was to define and develop a model of relationship with all the actors with whom the Foundation interacts, both in the professional and general fields.

 

The technological platform chosen to articulate this model is SalesForce.

For this purpose, BeRepublic is looking for the collaboration of BeRepublic as CRM Technical Office, taking care of the end-to-end execution of the project, from the definition and strategic support to the operational execution.

Type of project

CRM y Analytics 

Sector:

Third Sector, Private Foundations

Years:

2015-2021 

Profiles involved:

 

Project Management 

Customer Strategy 

Marketing Automation 

Data & Analytics 

MPO 

Customer Experience 

Visual Design 

Content  

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Ponemos el foco en la experiencia del usuario, tratando de aportar valor y cohesión en cada una de sus interacciones con la marca.

Starting point:

In 2017, after three years collaborating with CaixaForum and CosmoCaixa in the execution of the Email Marketing and Social Media channel, “La Caixa” Foundation relies on BeRepublic for one of its most ambitious projects: create and develop a relational model for all of the Foundation’s verticals with a 360º vision.

Project objectives:

Improve the relationship with users transversally in all verticals, with a 360º vision and integrating all the channels that the Foundation uses to communicate with its audience.

Strategic services:

  • Definition of the relational model

Definition of a relational model for each of the verticals throughout the entire user life cycle.

  • Performance metrics

Definition of metrics, dashboarding model building, results analysis and use of all insights.

  • IT Marketing Automation SalesForce

Multichannel journeys building, environment and channel integration and platform maintenance.

  • Campaigns operations and forms

Coordination and execution of all email marketing actions, dynamic template building, A/B testing and form building.

  • UX, Design and Content

Support in optimizing the user experience, generating content and appropriate designs for user communications.

d-caso-exito-caixa-4@1x-p2nvzodsrivpzgr119h0y4d2o8fcxgdr6l6ngz9q40

La Caixa" Foundation communications share a cohesive tone and style, as well as the same desire to spread art and culture among its subscribers.

Results

Today, the alliance with this partner continues to develop and implement the CRM strategy with a user-centric approach. The high level of immersion of the BeRepublic team in the Foundation is one of the keys to the success of such an ambitious project.

In the three years we have been collaborating in the project, we have achieved a remarkable increase and above the industry average in all metrics that measure engagement with the database.

 “The service, assistance and strategic support that BeRepublic has been providing us for the last 3 years has helped us to learn and evolve in order to consolidate the foundations of the experience and the relationship with the diversity of audiences that the “La Caixa” Foundation has.”

ESTEFANÍA CORTÉS GRAU

“LA CAIXA” FOUNDATION CRM MANAGER

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