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| 1. Understand every segment | ||
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| 2. Outline key objectives for each segment | ||
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| 3. Align communications with the decision making process | ||
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| 4. Create communications that connect on every level | ||
Identifying insights is always the starting point. It is important to really understand what is driving the customer to make decisions.
In this instance, the creative idea that resonated the strongest positioned the target audience segments in a dramatic, memorable and highly applicable role.
This campaign was titled “Financial Superheroes,” because it demonstrated that each target already had impressive financial powers at their fingertips. In essence, this is hands-on access to remarkable financial abilities. Above all, these superpowers were grounded in reality, because they reflected the day-to-day needs of financial institutions.
Now for the bottom line. Did following the rules of the road truly pay off? The answer is a resounding “yes.”
This multichannel campaign proved to be extremely successful at increasing penetration of FedACH Information Services.
Penetration was tripled amongst one of the audiences. This target had accepted the technology but had not experienced the benefits of information services from the Federal Reserve Banks.
Target Audience 3 also saw dramatic increases in penetration, with a doubling of penetration. This target included those customers that had another FRB information service.
Additionally, the online seminar was a successful tool at moving customers through the lead funnel, and was viewed by approximately 5% of the institutions.