Challenges:
Multiple APIs within Twitter caused confusion in identifying which APIs were used for various use cases which created friction when client teams were in need of support
Program name was shared with a different business unit intended to bridge different business models; however lacked specificity to our partners driving value for advertisers
Vague team name made it difficult to identify the value & impact driven by our business unit
Solution:
Team Identity: Platform Solutions (legacy) —> Marketing Technology & Partnerships (rebrand)
Program Identity: Twitter Official Partners (legacy) —> Twitter Marketing Partners (rebrand)
Deliverables included:
Identity: Messaging guidelines (available by request) & logos reflecting corporate Twitter rebrand (below)
Website: Decoupled Twitter Marketing Partners from legacy Twitter Official Partner program and domain, shifting to business.twitter.com to better align with the Twitter Advertiser customer journey. Created clear paths for advertisers: to search & discover partner capabilities via partner directory and case studies, and partners: to submit interest in becoming a Twitter Marketing Partner
Twitter Handle: @TwitterMarTech
Internal Sales Enablement: internal website (HighSpot Spot) designed to foster search/discovery of a broad range of solutions provided by our 50+ Twitter Marketing Partners
Program messaging to inform how the Twitter Marketing Partner program supported our unique audience needs and values.
Visual identity transformed and laddered up to the updated corporate Twitter brand identity.
Simple and accessible Sales Enablement was critical to support sellers and account teams. (Implemented via HighSpot)