A leading supplier of prepaid and reloadable debit cards wanted to generate additional corporate interest in their solutions, while defining and educating a target audience on their prepaid award card programs.
We worked closely with the client to explore their potential audiences. Utilizing existing and researched data we were able to specify the target market as well as the benefits of our client’s products to this segment. From that process, we developed Ideal Buyer Profiles to be used for list selection criteria. We evaluated several different list providers before selecting one that provided the most accurate information for our campaign.
To achieve the greatest exposure and reach, we employed a multi-channel, multi-touch approach. We utilized direct mail and email to ensure we reached the audience in an efficient, cost-effective manner. We also created landing pages and content to engage the buyer wherever they were in the sales cycle. We tracked all aspects of the campaign so that we could monitor results and tweak creative, lists, and tactics as needed.
We created a messaging platform and design system to position our client as the knowledgable business resource in the awards card category. We developed and used rotating messaging appeals to assist a buyer with their information seeking. Knowing content was going to be a key driver for engagement, we assessed what assets were available and then identified opportunities to reuse, repurpose or replace. WIth an updated content library, we were better able to align our message and assets with the buyer’s journey.
We managed all phases of the year-long campaign from list development and procurement to trending and analyzing the results. We made updates as needed and edits to the messaging and campaign components to ensure optimal results.
In the four quarters the program ran, the client experienced a 109% increase in ROMI. Collected efforts yielded the addition of 172 new customers to the client’s book of business.
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