PROFILE:
The client is one of the largest U.S. banks having over 1,800 branches in 14
states. It is also one of the largest issuers of credit cards, offering over 1,200
different cards.
MARKETING OBJECTIVE:
To encourage employees to generate additional online bill payment
enrollments and activations.
Provide a vehicle to track and reward online bill payment activations for
a 6-12 month period, with frequent opportunity to earn rewards.
MARKETING INITIATIVE:
Communifax® launched the campaign kick-off by creating introductory kits to
be given to employees.These kits contained information about the promotion,
the online bill payment service and the Instant Win Game.
Employees were driven to a promotional Web site to play a game using a game piece to see if they won any of the prizes. Additionally, employees
could revisit the site to enter for weekly prizes and acquire bonus points.
RESULTS:
A response rate of nearly 40% was achieved in registering employees
on the site to educate them on the program and benefits.
Due to the high program registration rate, employees were excited to
promote this service and referred customers to the online bill payment
services as advertised on our site, resulting in a referral rate four times
their typical rate.
