EXECUTIVE SUMMARY

CHALLENGE: Increase credit card utilization by HSBC's MasterCard and VISA cardholders during the holiday shopping season.

MY ROLE: Developed an incentive matrix (line increase, reduced APR, double reward points, etc. along with a control group) based on the cardholder's purchase history and current account standing. Produced a highly interactive mail piece that encouraged engagement.

IMPACT: Generated $3.5 million in incremental revenue, achieved a 57% participation rate and exceeded program goals by 25%.  

CHALLENGE: A growing international manufacturing company needed viable leads for a niche product.

MY ROLE: Partnered with a leading industry publisher, a professional association and a trade show producer to compile a strategically targeted prospect list.  Invited the best prospects to a webinar via email, print ad and a postcard mailing. Wrote and produced webinar on an industry-wide critical safety issue.

IMPACT: Achieved a registrant to attendee conversion rate 27% higher than the average. Delivered 200+ qualified leads to the sales team and positioned the company as a subject matter leader.

CHALLENGE:  Achieve 33% pre-opening occupancy rate for an all-inclusive luxury senior living community during the 12 months between groundbreaking and opening day. Future tenants were required to sign a lease and make a deposit for an apartment they could neither see nor move into for at least a year.

MY ROLE:  Using architectural renderings, we developed 3-dimensional, at-scale floors plans with a web-based planner that allowed prospective tenants to walk through and place furniture in an apartment they were considering. 

To give a realistic view of the completed community, we produced a 360-degree virtual tour that could be viewed on the Montabaur Heights website. 

IMPACT: Six months prior to opening 55% of the units had been leased. Three months prior to opening all 110 units were leased. By opening day, Montabaur Heights had a waiting list of 40+ interested tenants. The client was able to scale back marketing efforts - saving money and leaving some of the marketing budget unused.

CHALLENGE: A one-branch credit union with a small footprint and limited budget was looking to increase income from auto loans at a time when competitors had better rates (0% vs. 3.99%APR). No incentive was being offered by the credit union to open a new loan or become a new credit union member.

MY ROLE:  With a budget of $28,000, I developed and executed an eye-catching multi-media campaign that included social media, static and digital billboards, TV commercials, EDDM mailing, internal and external branch signage, and print ads. I wrote copy, handled media buys, managed production for the mailing and branch signage and provided creative direction to a graphic designer.

IMPACT: The 3-month campaign generated $2.4 million in  new auto loans (new, used and refis ). During the same 3 months of the prior year, all loan products (auto, home equity, recreational vehicles and personal) generated only $1.05 million in loan volume. The three months prior to the campaign, total loan volume was $530,000. With the effective use of a limited budget, a ubiquitous campaign and attention-grabbing creative we more than doubled the loan volume of all loan products during the same timeframe of the previous year and generated 4 times more total loan volume than in the 3 months immediately preceding the campaign.