You need to understand your audience. Even if you're a top 10 US bank and a leader in credit cards. So we did client personas for corporate cards and treasury management clients. We researched and created documents for sales people and marketers.
B2B corporate messaging from one top 10 US commercial bank to many possible new clients, including program placement at the National Association of Commercial Card and Payment Professionals conference:
Click to enlarge.
Under government conservatorship, the brand did little to no advertising for roughly 8 years. So they needed to come out of marketing retirement with a bang at The Mortgage Broker's Association Annual Conference and Expo. We concepted the largest conference presence in the center, as well as two offsite events and two off-floor rooms — all the while explaining some pretty complex products and solutions. The effort was met with resounding success, including an affiliate Tweet that claimed our client had dominated the conference.
Retirement can be daunting. Or, it can be an adventure. So we created a split-page create-your-own-adventure sales tool for financial managers to help people realize the possibilities. And with the nation on your side, your retirement could take you anywhere.
Breaking retirement life down into charts and graphs:
Click to enlarge.
The brand's small business arm is looking to stand out. So why not create messages that stand out in the category as well? Welcome to small business that's big business.
Click to enlarge.
Financials can be hard. But what if they were simple? Or even Real Simple? Every month we created a little tip to help people out, that ran in the magazine of the same name. (It was always front/back on a heavier stock with a perf-out keepsake.) The partnership kept going longer than contracted due to great success.
Click to enlarge.
What if planning for retirement was more like dreaming? What if you were able to visualize all the possibilities? Then maybe you'd bank with Wachovia (now Wells Fargo) — where retirement is exactly what you make of it. We were able to make a website "quiz" that helped consumers come to a decision.
Click to enlarge.