Bill Pay Marketing Program Campaign Guide
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1 Bill Pay Marketing Program Campaign Guide This guide provides details on each of the creative components in this campaign, including the target audience, timing, placement, and sample images. SEASONAL BILL PAY MARKETING CAMPAIGN: FALL 2013 CAMPAIGN NAME: DISCOVER NEW WAYS TO PAY PROMOTION RUNS: SEPTEMBER 1 - NOVEMBER 30,
2 Fall 2013 Bill Pay Campaign September 1 - November 30, 2013 Drive consistent engagement of one of your most profitable solutions with seasonal marketing campaigns that promote Bill Pay. Discover New Ways To Pay Featured Sweepstakes Campaign Materials We Launch For You: Login Prompts Online Banking Banners Home Page Banners Campaign Microsite s with cross-sell messaging (optional) Testing Materials Ready for you to Customize/Launch: Self-Service Print & Digital Materials
3 Login Prompts Audience Your existing Online Banking customers who are: Not enrolled in Bill Pay after more than 60 days online Inactive & Non-Activated bill payers: not logged into Bill Pay in the past 60 days Active Bill Pay (all active bill payers who have paid at least one bill in the past 60 days) Call-to-action path starts here Internet Banking Login Example of flow Timing Launch: September 3, 2013* Displays to the customer a maximum of two (2) times. Reset & Refresh: October 1 and November 1** Displays the new creative image to the customer again at login up to two (2) times. Reset means that the list of customers receiving the prompt is updated. Refresh means that the prompt contains new creative. Continue Campaign Login Prompt ***** Campaign Microsite X X Placement Displays immediately after the user successfully logs into Online Banking. If at any time, the user clicks No Thanks within the Prompt or if the user takes action such that they no longer fit the audience criteria (i.e. if they enroll in Bill Pay), the prompt will not display again. Call to Action If a user clicks Enter To Win, they will be sent to the Discover New Ways To Pay Campaign Microsite to view the Daily Tip and register for their chance to win the daily prize drawing. If a user clicks No or Remind me later, they will be sent to the Online Banking Home Page. *This creative component will deploy on 9/3/13. **These creative components will deploy on October 1 and November 1 respectively. Headline Bill Pay Registration FI LOGO Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco Example of layout (if registered) Bill Pay Home Page PROMPT IMAGE 3
4 Login Prompts (New Platform) Online Banking Customers Not Enrolled in Bill Pay (after more than 60 days online) Launch: September 3 Launch: October 1 4
5 Login Prompts (New Platform) Online Banking Customers Not Enrolled in Bill Pay (after more than 60 days online) Launch: November 1 5
6 Login Prompts (New Platform) Inactive and Non-Activated Bill Pay Users (Not logged into Bill Pay in the past 60 days) Launch: September 3 Launch: October 1 6
7 Login Prompts (New Platform) Inactive and Non-Activated Bill Pay Users (Not logged into Bill Pay in the past 60 days) Launch: November 1 7
8 Login Prompts (New Platform) - Active Bill Pay Users (Paid at least 1 bill in less than 60 days) - Automatic Payments/Reminders Messaging ) Launch: September 3 Launch: October 1 8
9 Login Prompts (New Platform) - Active Bill Pay Users (Paid at least 1 bill in less than 60 days) - Automatic Payments/Reminders Messaging ) Launch: November 1 9
10 Online Banking Banners Audience All Online Banking customers Timing Example of flow Launch: September 3, October 1, November 1, 2013 A new banner displays on the first of each month. Campaign Banner within Internet Banking TOP BANNER Example of placement Campaign Microsite Placement Page Sep October November New Consumer Home Page Top Right (graphic) Top Right (graphic) Top Right (graphic) New History Page Top Left (text) Top Left (text) Top Left (text) BOTTOM BANNER Call to Action All banners link to the Campaign Microsite. This creative component will deploy on 9/3/13. TEXT BANNER Example of placement New Consumer Home Page 10
11 Online Banking Banners Launch: September 3 Discover new ways to pay bills with ease. Get today s tip and chance to win. 1 Launch: October 1 Get daily time-saving tips for paying bills, plus daily chances to win. 1 Launch: November 1 Simplify your bills with daily tips and daily chances to win. Enter now. 11
12 Home Page Banners (Optional) Audience All Campaign Continue Campaign Login Prompt Internet Banking Login Call-to-action path starts here Timing Launch: September 3, 2013* X Placement If Digital Insight hosts your website We will post the Fall 2013 Bill Pay Campaign banner on your home page.* Example of flow Home Page Banner posted on your Web site X If Digital Insight DOES NOT host your website X Campaign Landing Pa (Inside Internet Bankin You can download the campaign banner and campaign microsite and post them on your home page to help promote your Fall 2013 Bill Pay campaign. Link your home page banner to the campaign microsite you ve posted or to your campaign URL: TBA Campaign Landing Page Call to Action The Fall 2013 Bill Pay Campaign Banner links to the Bill Pay Campaign Microsite. Example of placement on your home page varies depending on your layout *This creative component will deploy on 9/3/13. 12
13 Home Page Banners (Optional) Launch: September 3 Launch: October 1 Launch: November 1 13
14 Campaign Microsite Audience Customers who have clicked Possible entry on points the for Online your customer Banking banner or link are taken to the Primary campaign call-to-action path microsite. Secondary call-to-action path to learn more Call-to-action path starts here Timing Launch: September 3, Placement Opens in a new browser window Campaign Digital Insight will automatically load this microsite within Online Banking for all financial institutions enrolled in this campaign. It will load as a full screen version if your customers are coming from a desktop or laptop, or a mobile friendly version if the X customer visits the page via a mobile device. Example of flow Home Page Banner posted on your Web site X Campaign Landing Page Call to Action Learn key benefits of paying bills online with your financial institution. Internet Banking Login - x Get answers to frequently asked questions about Bill Pay. Links to the Online Banking login page to sign up for Bill Pay. MICROSITE IN NEW BROWSER WINDOW INSIDE IB *This creative component will deploy on 9/3/13. Example of placement 14
15 Campaign Microsite 15
16 s (Optional) Audience Your existing Online Banking customers who are: Not enrolled in bill pay: after more than 90 days online Inactive and Non-activated bill payers: not paid a bill in > 60 days in BP Active bill payers: paid at least one bill in the past 60 days and is >90 days from enrollment Timing* Not enrolled in bill pay, inactive & Non-activated audiences: September 3 & 4 and September 17 & 18, 2013 October 1 & 2 and October 15 & 16, 2013 November 1 & 4 and November 19 & 20, 2013 Note: While every attempt will be made to launch s on scheduled launch dates, there will be times when volume or traffic may delay the launch as much as Campaign Call-to-action path starts here Placement If you choose to launch s with this campaign, your financial institution will review and approve all s prior to launch. Proofs will be sent to the person who registers for the campaign approximately 4 weeks prior to campaign launch. Online Banking Login Call to Action Targeted messages are sent to existing Online Banking customers based on their use of Bill Pay. Learn More: Links to the Campaign Microsite. Get Started: Links to the Online Banking Login page. 16
17 s Not enrolled in Bill Pay (greater than 60 days in online banking without bill pay) September Touch 1 (September 3 & 4) September Touch 2 (September 17 & 18) 17
18 s Not enrolled in Bill Pay (greater than 60 days in online banking without bill pay) October Touch 1 (October 1 & 2) October Touch 2 (October 15 & 16) 18
19 s Not enrolled in Bill Pay (greater than 60 days in online banking without bill pay) November Touch 1 (November 1 & 4) November Touch 2 (November 19 & 20) 19
20 s Inactive and Non-activated bill payers (not paid a bill in > 60 days in BP) (not paid a bill in > 60 days in BP) September Touch 1 (September 3 & 4) September Touch 2 (September 17 & 18) 20
21 s Inactive and Non-activated bill payers (not paid a bill in > 60 days in BP) (not paid a bill in > 60 days in BP) October Touch 1 (October 1 & 2) October Touch 2 (October 15 & 16) 21
22 s Inactive and Non-activated bill payers (not paid a bill in > 60 days in BP) (not paid a bill in > 60 days in BP) November Touch 1 (November 1 & 4) November Touch 2 (November 19 & 20) 22
23 s Active bill payers (paid at least 1 bill in the past 60 days and is greater than 90 days from BP enrollment) September Touch 1 (September 3 & 4) October Touch 1 (October 1 & 2) 23
24 s Active bill payers (paid at least 1 bill in the past 60 days and is greater than 90 days from BP enrollment) November Touch 1 (November 1 & 4) 24
25 s (optional) - Cross-sell strategy If you offer Popmoney, then (P2P) cross-sell offer If you do not offer Popmoney then show Expedited Payments (EP) cross-sell offer If you do not offer Popmoney or EP & then show ebills offer If you are mobile GRS enabled, then show mobile badge below x-sell offer 25
26 Testing Digital Insight tests a variety of messaging and graphic treatments to quickly identify the creative and content that is engaging, relevant and compelling to the audience. Within a short time frame, we test, validate results and roll out the best performing creative to increase marketing effectiveness. The Fall Bill Pay testing plan is located in your Admin Platfrom account. Check for updates on what is being tested and results of past tests. Do this by logging into your Admin Platform account then clicking on Marketing > Bill Pay > and then select the campaign you are interested in. We will make every effort to update our plan 15 business days prior to any new testing launch. Our methodology: 1. Build test 2. Check results 3. Rollout the champion 4. Identify new hypothesis to challenge the champion How it may impact you: You may notice during the Discover New Ways To Pay campaign that there is some variation from the s, prompts and banners presented in this guide. In those instances, we are testing to maximize your bill pay results. 26
27 Self-Service Print and Digital Materials Digital Materials Social Media Post Signature Banner Print Materials Handout News Ad Postcard Poster Stuffer Please log into Admin Platform and click on the Marketing > Bill Pay > Discover New Ways to Pay to find these materials. 27
28 Contact Growth & Retention Services prompt 3 -or- IFSMarketing@intuit.com Please log into your Admin Platform account and click on the Marketing > Bill Pay > Discover New Ways to Pay to find these materials. 28
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