This high-end campaign was designed to showcase the exceptional travel, dining and experiential components of Chase Sapphire Preferred..

Each year, Chase aligns on an overall messaging platform for their Southwest Rapid Rewards Card. Since the Rapid Rewards program had recently changed from ‘credits’ to ‘points’ in 2011, the theme for 2012 was all about points: how to use them, and how to get more of them.

For this exercise, we developed three distinct concepts to set the stage for 2012. Each one put a new twist on points, while establishing a strong base design that could work across all 2012 cardmember communications.

To prepare for the rollout of new benefits in Q1 2014, Chase and Hyatt tasked us with establishing a unique look and positioning to use for existing credit cardmember communications. Building off established Hyatt brand loyalty, we developed mood boards for three concepts: 'Here to stay,' 'Stay Elite,' and 'Hyatt Happiness.' Each theme was designed to uniquely position the product as the ultimate extension of the Hyatt experience.

'Hyatt Happiness' was selected, and rolled out into mail/email communications. This theme will be leveraged throughout 2014 portfolio campaigns.

The goal of this multi-channel campaign was to shift perception and increase use of Visa Debit by focusing on small ticket, everyday purchases that historically have been paid for with cash.

In the summer of 2013, we developed a multi-channel acquisition campaign for the Hyatt Credit Card that included direct mail, email, and landing page creative.

Each piece builds on a compelling sign-up offer: 2 Free Nights at any Hyatt worldwide. This ‘single selfish benefit’ is reinforced heavily throughout, as it’s proven to be the primary driver of new accounts.

Secondary benefits piggyback off the sign-up offer, from a bonus night each year to automatic Elite status privileges.

For the email campaign, we sent trigger-based emails to customers, following both paid (regular) stays and free (reward) stays. Leveraging recent stays proved to be a great hook for our teaser copy, as well as a natural transition to our ‘2 free nights’ offer.

For our landing page, we took the value proposition a step farther by quantifying the number of free nights cardmembers could enjoy every year ... by simply making the Hyatt Credit Card their primary payment vehicle.

In spring of 2010, we partnered with M&T to help them capitalize on a unique situation in the Buffalo market. At the time, two competitors in the area were merging. To take advantage of the inevitable disruption that some customers would experience during this transition, we implemented a 3-month, multi-channel, multi-touch campaign using direct mail and geo-targeted display ads. Targeted households near competitive branches received three direct mail packages between April And June. We supported these mailings with geo-overlay ads for the second half of the campaign.

The results were tremendous: over 200% ROI and 6.5 million impressions. We also found that geo-targeting lifted the campaign’s performance by over 50% compared to direct mail alone.*

* Comparing response rates from first half of campaign, with DM only, to second half, with DM and display ads.

In 2012, Chase Southwest came to us with a very exciting task: reinventing chase.com/southwest. The current site is fairly limited, lacking much of the relevant information Cardmembers are looking for…as well as the dynamism and energy of Southwest Airlines. 

The new site, slated to go live this fall, is vibrant, colorful, and undeniably ‘Southwest.’ It’s also highly functional, providing deep dive education to help Cardmembers maximize their points and their rewards.

By including loyalty drivers like bonus point opportunities and exclusive events, we designed this site as a place Cardmembers will return to for the latest, greatest cardmember information.

In 2014 we developed a comprehensive trigger-based email program for Universal Orlando. Triggers include welcome (email opt-in), abandoned cart, pre-stay and others, and were populated with dynamic content based on users' interests and purchase history.

In early 2015, we helped Personify launch its personal loan direct mail acquisition program. These two DM kits, and accompanying Facebook ads, targeted low to moderate income individuals and focused on benefits like same-day approval and 24-hour funding. Both DMs outperformed expectations by a wide margin.

Bank of America ran a pilot program for employees that allowed them to link their credit card to their smart phone, and ‘tap and pay’ all around New York City.

For this program, we created multiple concepts, as well as support materials including an ‘NYC Tap Map,’ directing employees to participating merchants across Manhattan.

No Foreign Transaction Fees has become a differentiating benefit in the credit card space, particularly among higher-end travel products. It’s a new ‘table stakes’ that cardmembers look for and expect. In 2012, Chase rolled out this exclusive benefit to its Premier cardmembers. To announce it, we developed a mailer to make sure this new enhancement got noticed.

This ‘double gate’ format folds in half twice, using matching die cuts to showcase international imagery … and give prime time space to the lead message inside. To help cardmembers visualize the benefit, we also captioned each image with a savings message relating to each destination.  

In 2010, Barclays acquired the NFL Extra Points credit card portfolio. To help establish the overall positioning for the new card launch, we developed distinct 2 distinct positioning statements – 'Exclusivity' and 'NFL rewards' – and tested each in focus groups with messaging, display ads and email creative. ‘Exclusivity’ won out, and remains the overall card positioning.

Starting in 2011, Chase has embarked on a massive upgrade initiative for its Southwest Airlines Rapid Rewards Card portfolio.

To support this, we created an exclusive ‘velvet ropes’ campaign with a huge range of creative including: responsive email, Chase.com and Southwest.com display ads, and DM, as well as Chase.com fulfillment pages.

The campaign is still in market today, and the first wave in 2011 produced over 50,000 upgrades...proving that when done correctly, promotional/branded creative can generate tremendous response - provided the offer is clear, concise and compelling. The extremely engaged Rapid Rewards portfolio audience also gave us sound rationale to take this approach.

Bank of America launched BankAmericard Travel Rewards in 2011. The unique structure of the rewards program is designed to let cardmembers use points to ‘pay themselves back’ for virtually any travel reward.

To help Bank of America convey the versatility of these rewards, we concepted this microsite for both cardmembers and prospects.

The site positions the card as an experience ... a way to enrich and enhance your travels, on your own terms.

In addition to providing baseline education about the card’s benefits, we came up with sample vacations to showcase the versatility of the rewards (e.g., redeeming points for RV rental, park fees and tolls on an RV trip to the Grand Canyon).

In 2009, Citizens Bank transitioned all their debit cards from MasterCard to Visa. To support this effort for Visa, we created launch materials to help prepare branch employees, as well as a tagline to tie the campaign together and generate excitement. 

In 2011, we helped Chase Southwest launch Rapid Rewards Access Events. These Cardmember-only events range from celebrity chef dinners to exclusive vacation packages. It’s all about creating an experience for these loyal customers.

We started by developing a template that would have a long shelf life, yet be nimble enough to convey the unique experiences - and necessary branding - of each event. What we came out with is a consistent online experience that translates into virtually any digital space.

From responsive email to online banking display ads on Chase.com, each component is part of the same family, yet is carefully constructed to maximize response in its own way. Other channels include landing pages, Southwest.com display ads,  and online auction pages.

Since its inception, nearly every event has sold out. The annual Pebble Beach Visa Signature event is especially popular, with Cardmembers doling out hundreds of thousands of points for the opportunity to tee off at this historic course. Like many of the other events, this one featured both an auction and a “buy it now” option.

Credit card acquisition is all about testing. Certain formats and tactics work for some audiences, and bomb for others. In our constant quest for results, we’ve developed dozens of DM packages – including multiple champions.

These two were developed in the spring of 2013, and are designed to be polar opposites. The first takes an upscale approach, using prose to give a comprehensive explanation of card benefits and rewards. The second employs an official, almost machine-generated look, using minimal copy and focusing heavily almost exclusively on the offer.

Both are slated for in-market tests in the fall of 2013.

The healthcare marketing landscape is constantly changing – maybe faster than any other industry. As is the case with financial marketing, keeping up on regulations and legislation is half the battle. Add to that a multitude of plans, programs and options for vastly different audiences, and your messages strategy become very complex.

These two communications show some of the nuances of speaking to different segments, and promoting different products.

The first package is designed for prospects who have inquired about Humana’s individual health insurance. The lead message centers around affordability, with supporting points touting flexibility and peace of mind.

The second package is a lead generation package for prospects who are on the verge of turning 65, and thus becoming eligible for Medicare. It positions the HumanaChoice PPO as a comprehensive solution that includes Medicare, and takes a more educational tone.

Rather than jumping straight to sign-up, it asks prospects to call for a free quote – and promises to take the hassle and confusion out of the Medicare process.