Success Stories

Case Study: Citi Simplicity®

The Situation

Lead product had become stagnant and undifferentiated in market. Revenue growth was driven by financial engineering, not customer loyalty. The company needed a strategy to transform its position in market and reestablish growth trajectory.

The Solution

• Used psychographic interviews to understand how consumers interacted with company and products, what issues they had, and whether there were latent opportunities
• Identified an opportunity space around positioning of consumer advocacy:
  • Treating the customer right
  • Communications transparency...plain, simple English
• Designed a product line and service offer to make the positioning tangible, and executed a major technology and operations infrastructure build to support rollout
• Aligned the executive team to execute $150MM national rollout with TV/print advertising, direct response and online campaigns
• Launched the Citi Simplicity product line with patented Late Fee Waiver and Just Press “0” customer service features common across price oriented, points, and cash-back products

Samples of Our Work

Case Study: Harley-Davidson Financial Services

The Situation

HDFS generates revenue through debt and risk products (i.e., loans & insurance). To support growth, the product line had to become an integral part of the HD brand experience oriented around freedom, independence, and taking risk.

The Solution

Defined an identity with content and tone appropriate to meet both needs. Integrated marketing messages and internal communications across the product set to ensure a unified voice.

Samples of Our Work

Case Study: MyDreamLocale.com

The Situation

A startup web site that would provide easy-to-use automated relocation advice, but had limited capital to invest in marketing and promotion. The site content included extensive housing, demographic, community, and education data to make it search engine friendly.

The Solution

Use a search engine optimization strategy to deliver high organic search rankings. The site now generates almost 100,000 visits per month without any marketing expenditure.

Samples of Our Work