BILL PAY MARKETING RESOURCE GUIDE FOR BILLERS

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1 BILL PAY MARKETING RESOURCE GUIDE FOR BILLERS LOWER COSTS. INCREASED LOYALTY. ENHANCED CUSTOMER SATISFACTION. Visa Bill Pay can help provide tangible benefits for your business and your customers. By implementing a marketing campaign to educate your customers about the conveniences of Visa Bill Pay, your business could benefit from lower expenses and greater customer satisfaction. This guide will show you how to get started. You ll find: Research and market insights Best practices Free, customizable marketing materials* Market-tested messaging for multiple channels 2012 Visa. All Rights Reserved. * It s free to download these materials. Merchants are responsible for production costs, which may vary depending on the level of customization and other factors. Note: Survey results, research, and best-practice recommendations are provided for informational purposes only and should not be relied upon for marketing, legal, regulatory, or other advice. Best-practice recommendations should be independently evaluated in light of your specific business needs and any applicable laws and regulations. Visa is not responsible for your use of the survey results, research, best-practice recommendations, or other information, including errors of any kind, or any assumptions or conclusions you might draw from their use.

2 Visa Bill Pay Opportunity Biller Benefits Customer Benefits GETTING STARTED With this guide, you have a valuable resource designed to help you promote Visa Bill Pay to your customers which in turn could benefit your business by lowering costs, raising profits, and increasing customer loyalty. The solutions it provides are market-tested and employ industry best practices for marketing bill payment to your customers. To get started, just click a link: Visa Bill Pay Opportunity Biller Benefits Customer Benefits BILL PAY WITH CARDS IS MORE POPULAR THAN EVER. Sixty-five percent of credit card users are committed to using a credit card for bill payment, and 67 percent of debit card users are committed to debit for bill payment Visa Bill Payment Usage & Commitment Study, Visa Global Insights Research & Analytics, November 2011.

3 Visa Bill Pay Opportunity Biller Benefits Customer Benefits VISA BILL PAY OPPORTUNITY It s the Right Time to Promote Visa for Payment. It s an ideal time to increase customer adoption of Visa Bill Pay, for several reasons: Slower snail mail. With the recent and impending closings of thousands of post offices, the U.S. mail service could become even slower. Customers who use Visa to pay their bill don t have to worry about late checks and neither do you. Increasing market share. Over the past decade, bill payments with cards have gained market share. And that trend will likely continue. For Generation Y (ages 16-34), technology is expected and automatic payments and subscription models are popular. 2 A mobile solution. With the ever-increasing adoption of tablets and smartphones, customers are looking for a bill pay option that works on their devices. Here s more evidence that the opportunity is expanding: 66M Number of U.S. Households who paid bills online in % Monthly Gen Y spending done on cards in For 24- to 30-year-olds, 63 percent of monthly spending is on a card. 3 More than 66 million U.S. households paid their bills online in Many customers now expect the option of paying bills by card twice as many consumers pay their most common bills by card as by check Y It s Different: Understanding Gen Y Consumers, Ways Brands Can Reach Them, and How Visa Can Help, Self-reported. Cards include debit and credit cards. Source: Visa Consumer Payment Panel Study, Forrester Research. Online Bill Payment Forecast Javelin Strategy and Research, March 2011

4 Visa Bill Pay Opportunity Biller Benefits Customer Benefits BILLER BENEFITS Keep Your Business Thriving. Thousands of billers around the world are reducing costs and increasing customer satisfaction with the help of Visa Bill Pay. Your business could benefit from: Lower Costs. With guaranteed payments, you eliminate delinquencies and cut collection costs. You can also reduce charge-offs, since delinquency risk is shifted to the financial institution once card transactions are authorized. Faster Payments. As more post office locations close, mail delays could grow. But when your customers pay with Visa, mail delays aren t an issue. Plus, Visa payments post faster than checks, so your cash flow improves. A Better Bottom Line. Online processing reduces customer service calls, which helps keep costs down. And with no check-handling fees, your overall processing costs are lower, too. Enhanced Customer Satisfaction. Many customers now expect the option of paying bills by card twice as many consumers pay their most common bills by card as by check. 6 Increased Customer Loyalty. When customers are enrolled in a rewards program, they re even more motivated to use their cards to pay their bill. As a result, you benefit from customers associating your business with rewards points being earned each month. Updated Information. Visa Account Updater notifies you when cardholder information changes, so you avoid missed payments. And you don t have to worry about customers becoming dissatisfied when payments are missed because they ve moved or their account information has changed. GIVE YOUR CUSTOMERS THE MOST CONVENIENT WAY TO PAY. Research confirms that the percentage of bill payments made through the mail will decline to 31% by TODAY 31% Javelin Strategy and Research, March Aite Group, October 2010.

5 Visa Bill Pay Opportunity Biller Benefits Customer Benefits CUSTOMER BENEFITS Satisfy Your Customers. Benefit Your Business. Your customers will appreciate the ease and convenience of paying bills with Visa and that will increase their loyalty to your business. Here are some key benefits to keep in mind: Convenience. There s no need to write checks, hunt for stamps, or travel to a mailbox. Plus, customers can set up automatic recurring payments to hit at the same time every month or pay a single bill online immediately. Speed. Most payments post instantly. So customers can be sure their payments get made on time, even at the last minute. They never have to worry about mail delays or post office closures. Rewards. Customers enrolled in a rewards program will earn miles or points when they pay bills with their Visa card. Security. Customers are never held responsible for unauthorized purchases. All payments are protected with Visa s Zero Liability* policy. NON-CASH PAYMENTS FOR BILLS IN % Electronic Payments 25% Check Payments 5 * Visa s Zero Liability policy covers U.S.-issued cards only and does not apply to ATM transactions, PIN transactions not processed by Visa, or certain commercial card transactions. Cardholder must notify card issuer promptly of any unauthorized use Federal Reserve Payments Study, 2010

6 Marketing Online Payment Process BEST PRACTICES To help guide your marketing efforts and ensure your success, we offer insights from our research of customers attitudes and behaviors related to bill payment. We also evaluated the online payment process to offer you practical best practices for promoting Visa Bill Pay to your customers. Marketing Online Payment Process GUIDELINES FOR A SUCCESSFUL CAMPAIGN These guidelines can educate and motivate your customers to use Visa Bill Pay and improve your operational efficiency. 6

7 Marketing Online Payment Process MARKETING Best Practices for a Successful Marketing Campaign These guidelines will help you make the most of your bill pay marketing campaign, by reaching customers with the right messages at the right times. Messages That Work Highlight the benefits. Paying bills with Visa is fast, easy, convenient, and secure. Include a clear call to action. Invite your customers to make a phone call, visit a website, or a particular address to get started. Explain the options. Offer both one-time and automatic payments, and be sure to explain the differences, so customers understand their options. Strategies That Work Maximize touchpoints. Try to reach your customers in more than one way, with a strategy that uses a range of customized marketing materials and recommended messaging. Connect at key times. Communicate with your customers near the time that payment is due, after missed payments, and during high-travel/vacation times (holidays, summer, etc.). Provide incentives for employees. To help you motivate your employees to sign up customers for Visa Bill Pay, Visa provides a toolkit that includes downloadable materials to kick-start an incentive program. Check out the toolkit here. Evaluate and adjust. After you launch your campaign, evaluate its success and adjust to address any issues or weaknesses. MORE CHANNELS MEAN MORE SUCCESS. You can maximize results by using more than one channel, including statement inserts, , newsletters, website landing pages, and more. Your first communication with customers should be as close to the payment due date as possible. 7

8 Marketing Online Payment Process ONLINE PAYMENT PROCESS Making the Online Payment Process Easy When you give your customers a fast, hassle-free online payment process, they re more likely to pay online and to keep paying online. 9 On the other hand, cardholders who don t complete the online payment process report a much less positive experience and are less likely to try online bill pay in the future. Online Payment Strategies That Work Make the payment process easy. Limit the amount of information requested, especially personal information. Pre-populate information whenever possible. If there are fees for paying with cards, let your customers know. Offer options. Offer customers manual and automatic payment options, with an equal emphasis on both. Showcase security. Prominently display security logos, locks, etc. Promote Visa Bill Pay on your website. You can download free banners click here. Then, select Visa Bill Pay from the Material Categories List. Follow up. After both one-time and automatic payments, follow up with a confirmation . CUSTOMERS RESPOND TO A FAST, CONVENIENT, EASY PROCESS. The customer experience during the bill payment process directly impacts their adoption and use of this option TWI White Paper, February 2012

9 Web Banner/Button Statement Inserts Direct Mail Benefits Overview MARKETING MATERIALS With the materials in this guide, you have a rich set of resources to launch your marketing campaign and to educate your customers on the conveniences of Visa Bill Pay. Marketing templates are ready to be customized with your company s branding and include messaging tested in the marketplace. You ll also find a Recommended Messaging section, containing copy and language to use in your marketing materials. Materials have been developed for both one-time and automatic bill pay. To download materials for customization, click here and select Visa Bill Pay from the Materials Category List.* Note: Before using or distributing these marketing templates, you should consult with your local legal counsel to determine the appropriate legal disclosures for your country, since additional or different legal disclosures may be required under applicable federal, state, provincial, and local laws and regulations. Click the link below to view each piece: Web Banner/Button Statement Inserts Direct Mail Benefits Overview START YOUR VISA BILL PAY CAMPAIGN TODAY. All the materials and messaging contained in this guide are free and ready to download for both online and print. 9 *All materials must be approved by a Visa representative before production. For more information, call Visa Fulfillment at

10 Web Banner/Button Statement Inserts Direct Mail Benefits Overview WEB BANNER/BUTTON These customizable Web banners/buttons let customers know that Visa Bill Pay is a fast, easy, convenient way to pay. You can customize your banner with your company name and logo. Banner (Size: 468 x 60 pixels) USAGE TIP: When you post banner ads on your website, you have an always on message about Visa Bill Pay. And customers who are coming to your website usually expect to pay with a card so it s an ideal time to reach them. Consider pairing your Web banner/button with Statement Inserts as another low-cost channel to maximize your results. Button (Size: 125 x 125 pixels) To download materials, click here and select Visa Bill Pay from the Material Categories List. All materials must be approved by a Visa representative before production. For more information, call Visa Fulfillment at

11 Web Banner/Button Statement Inserts Direct Mail Benefits Overview STATEMENT INSERTS Statement inserts educate your customers when paying bills is top-of-mind. You can customize your Visa Bill Pay insert with your company name, logo, and contact information. MAXIMIZING RESULTS Include these inserts with statements to communicate at the time of payment. You can also distribute them from your office. In addition, consider promoting Visa Bill Pay online with a Web banner to maximize low-cost channels. Featured option: Automatic Also available: General To download materials, click here and select Visa Bill Pay from the Material Categories List. All materials must be approved by a Visa representative before production. For more information, call Visa Fulfillment at

12 Web Banner/Button Statement Inserts Direct Mail Benefits Overview With , you can communicate directly with your customers about the benefits of Visa Bill Pay. Simply download this free template and customize it with your logo. (Be sure to code and send it using your own resources.) To make part of a successful integrated campaign, consult the Marketing Planning Calendar to learn about the best times to send. ANSWER QUESTIONS BEFORE THEY RE ASKED. This helps your customers understand the benefits of paying with Visa. Featured option: Automatic Also available: General To download materials, click here and select Visa Bill Pay from the Material Categories List. All materials must be approved by a Visa representative before production. For more information, call Visa Fulfillment at

13 Web Banner/Button Statement Inserts Direct Mail Benefits Overview DIRECT MAIL With this direct mail piece, you can communicate personally with your customers about the benefits of paying with Visa. For best results, send the direct mail at optimal times. For example, send a direct mail piece before the holidays, when automatic bill pay would be a convenient option for people who travel. And when you acquire new customers, send them a direct mail piece to get them started with Visa Bill Pay right away. A RELIABLE MARKETING CHANNEL With this customizable direct mail piece, you can personally remind your customers of the secure options they have when using Visa Bill Pay. Featured option: Automatic Also available: General To download materials, click here and select Visa Bill Pay from the Material Categories List. All materials must be approved by a Visa representative before production. For more information, call Visa Fulfillment at

14 Web Banner/Button Statement Inserts Direct Mail Benefits Overview BENEFITS OVERVIEW You can help your service representatives educate customers about Visa Bill Pay by providing them with this overview of bill pay benefits. It covers all the major benefits for both your business and your customers. REDUCE CUSTOMER SERVICE CALLS. With this overview of bill pay benefits, your service representatives can answer questions about Visa Bill Pay on the spot. Benefits Overview To download materials, click here and select Visa Bill Pay from the Material Categories List. All marketing materials must be approved by a Visa representative before production. For more information, call Visa Fulfillment at

15 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging RECOMMENDED MESSAGING In addition to the market-ready templates, we offer the following messaging to insert into your own marketing materials. This copy can be customized to suit your brand and your needs. Each section contains both general bill pay and automatic bill pay message options, in various lengths. Note: Before using or distributing these marketing templates, you should consult with your local legal counsel to determine the appropriate legal disclosures for your country, since additional or different legal disclosures may be required under applicable federal, state, provincial and local laws and regulations. Choose from the following: /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging PROMOTE VISA BILL PAY AS A TIME-SAVING AND CONVENIENT PAYMENT OPTION. These market-ready messages will help you communicate the benefits of Visa Bill Pay, as well as the specific instructions your customers need to get started. 15

16 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging /NEWSLETTER is a great way to reach your customers one-on-one. And because it s paperless, it s an environmentally friendly option. The following messages can help you promote Visa Bill Pay in your newsletters and . General Bill Pay Option 1 (Estimated character count: 377) A faster way to pay your bill. You can pay your bill quickly and securely with your Visa card. There s no need to write checks, buy stamps, or worry about mail delays. And with the recent and impending closing of thousands of post offices, that gives you peace of mind. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to make secure payments with your Visa card. TWO LENGTH OPTIONS FOR With options for both general and automatic bill pay, you can choose the message that fits your communications best. Option 2 (Estimated character count: 228) Save time and avoid late fees. You can pay your <Merchant Name> bill quickly, easily, and securely with your Visa card. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to make secure payments with Visa. Automatic Bill Pay Option 1 (Estimated character count: 466) Take bill paying off your to-do list. When you schedule automatic payments with your Visa card, you won t have to spend time paying your bills again. It s an easy, secure way to make sure your payments are made on time each month, without the hassle of writing checks or buying stamps. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to set up automatic payments. Option 2 (Estimated character count: 195) Make your life a little easier. You can schedule easy, secure automatic payments with your Visa card. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to set up automatic payments. 16

17 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging WEB LANDING PAGES With the following messaging, you can promote Visa Bill Pay online, as a Web page or landing page. General Bill Pay WEB PAGE MESSAGING Automatic Bill Pay CONSUMERS PREFER ELECTRONIC PAYMENTS Twice as many consumers pay their most common bills by card through some form of online payment as by check Javelin Strategy and Research, March 2011

18 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging WEB LANDING PAGES: GENERAL BILL PAY Make your life a little easier. Simply <link> pay your bill now with your Visa card. Choose from two ways: 1. Pay one at a time. It s the easy way to pay on time and avoid late fees. Simply visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX>, even at the last minute. You initiate the payment with your Visa card, and you control how much you pay and when. 2. Schedule automatic payments. You never have to worry about your bill being paid late again. With this option, we ll automatically charge your Visa card each month. So your bill always is paid on time, even when you re out of town. PROMOTING VISA BILL PAY ON YOUR WEBSITE When promoting Visa Bill Pay online, it s important to communicate the key benefits quickly and clearly. Also, we ve provided placement for links to give your customers an easy way to respond immediately. Visa takes the hassle out of paying your bills: It s fast. Unlike checks, payments by Visa are never held up or lost in the mail. So even with the impending closings of thousands of post offices, you can rest assured that your bill will be paid on time. It s secure. You ll never be liable for unauthorized transactions if your Visa card is ever lost or stolen. Guaranteed.* It s reliable. You can be sure your bills are paid on time, so you never need to worry about late fees. It s convenient. You can view all your payments in one place on your monthly card statement. * Visa s Zero Liability policy covers U.S.-issued cards only and does not apply to ATM transactions, PIN transactions not processed by Visa, or certain commercial card transactions. Cardholder must notify card issuer promptly of any unauthorized use. <link> Pay your bill with Visa. Caption for Web Landing Page image: Visa Bill Pay helps make your life easier. Web Landing Pages: Automatic Bill Pay > 18

19 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging WEB LANDING PAGES: AUTOMATIC BILL PAY Take bill paying off your to-do list. <link> Schedule automatic bill payments with your Visa card today. So you can spend your time on more important things. It s easy to sign up. Simply visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to set up automatic payments. And you never have to hassle with paying your bill again. It s fast. Unlike checks, Visa payments are never held up or lost in the mail. So even with the recent and impending closings of thousands of post offices, you can rest assured that your bill will be paid on time. It s secure. You ll never be liable for unauthorized transactions if your Visa card is ever lost or stolen. Guaranteed.* It s reliable. Month after month, your bill is always paid on time, so you never need to worry about late fees even when you re out of town. It s convenient. You never have to worry about writing a check, finding a stamp, or getting to the post office. And you can view your payment every month on your monthly card statement. PROMOTING VISA BILL PAY ON YOUR WEBSITE When promoting Visa Bill Pay online, it s important to communicate the key benefits quickly and clearly. Also, we ve provided placement for links to give your customers an easy way to respond immediately. * Visa s Zero Liability policy covers U.S.-issued cards only and does not apply to ATM transactions, PIN transactions not processed by Visa, or certain commercial card transactions. Cardholder must notify card issuer promptly of any unauthorized use. <link> Schedule automatic bill payments with Visa. Caption for Web Landing Page image: It takes just a minute to set up automatic payments with your Visa card. < Web Landing Pages: General Bill Pay 19

20 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging OUTER ENVELOPE A Visa Bill Pay message is ideal for statement envelopes. When customers open a bill, they re already thinking about payment and they re more likely to take action. General Bill Pay Fast. Convenient. Secure. And easier than checks. Just use your Visa card to pay your bill. Automatic Bill Pay Save time and hassles with the reliable way to pay. Schedule automatic payments with your Visa card. ENVELOPE MESSAGES Research shows that straightforward, benefit-driven messages about paying bills with Visa outperform more-promotional offers. 20

21 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging RETURN/REMITTANCE ENVELOPE Use these messages to remind customers about the convenience of Visa Bill Pay as they mail their checks. General Bill Pay There s a faster way to pay your bill. Just use your Visa card. Automatic Bill Pay Make your life a little easier forever. Schedule automatic payments with your Visa card. ENVELOPE MESSAGES Research shows that straightforward, benefit-driven messages about paying bills with Visa outperform more-promotional offers. 21

22 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging STATEMENT MESSAGING Use these messages to promote Visa Bill Pay in your statements and other customer communications. General Bill Pay Option 1 (Estimated character count: 187) There s a faster way to pay your bill. Pay quickly, easily, and securely each month with your Visa card. To get started now, just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX>. STATEMENT MESSAGING MAKING THE MOST OF YOUR STATEMENTS Monthly statements and other official communications can be very effective marketing channels, since customers are likely to read them more closely. Option 2 (Estimated character count: 121) Pay your bill, hassle-free. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to pay with your Visa card. Automatic Bill Pay Option 1 (Estimated character count: 292) Take bill paying off your to-do list. Schedule convenient, secure automatic bill payments with your Visa card. Your bill automatically is paid on time each month and you don t have to worry about checks or postage. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX>. Option 2 (Estimated character count: 155) Make it easy every month. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to schedule secure automatic bill payments with your Visa card. 22

23 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging ON-HOLD PHONE MESSAGING When customers are waiting to speak with a representative, you can educate them about Visa Bill Pay. ON-HOLD MESSAGING General Bill Pay Option 1 (Estimated character count: 489) Did you know you can pay your <Merchant Name> bill quickly, easily, and securely with your Visa card? There s no need to write checks, buy stamps, or worry about mail delays. And with the recent and impending closing of thousands of post offices, you won t have to worry about late payments. Plus, every transaction appears on your monthly statement, so it s easy to track expenses. Just visit <www.merchantwebsite.com> or tell your representative you d like to pay with your Visa card. USING THE PHONE CHANNEL A large percentage of customer calls relate to bill payments, so it s a good time to reinforce the benefits of paying with Visa. Option 2 (Estimated character count: 338) Next time your <Merchant Name> bill is due, just pay with your Visa card. It s fast, easy, and you don t have to hassle with stamps or checks. Just visit <www.merchantwebsite.com> or let your representative know you d like to pay with your Visa card. You ll be sure your payment is made on time even if it s at the last minute. Automatic Bill Pay Option 1 (Estimated character count: 523) Did you know you can schedule automatic payments with your Visa card? It s a fast, easy, secure way to make sure your <Merchant Name> bill is paid on time each month without writing checks or buying stamps. And with the recent and impending closing of thousands of post offices, you won t have to worry about late payments. Just visit <www.merchantwebsite.com> or tell your representative you d like to set up automatic payments using your Visa card. Option 2 (Estimated character count: 351) Next time your bill is due, schedule automatic payments with your Visa card. It s a fast, easy way to make sure your bill is paid on time each month. Just visit <www.merchantwebsite.com> or let your representative know you d like to set up automatic payments using your Visa card. 23

24 /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging SOCIAL MEDIA MESSAGING Use the following messages to remind customers about Visa Bill Pay via Facebook and Twitter. Facebook General Bill Pay (Estimated character count: 180 characters) You can pay your <Merchant Name> bill quickly, easily, and securely with Visa even at the last minute. Avoid the hassle of writing checks. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX>. SOCIAL MEDIA MESSAGING THE SOCIAL CHANNEL Social media usage has exploded, and it is a viable channel for reaching customers and prospects. Automatic Bill Pay (Estimated character count: 274 characters) You can stop writing checks to pay your bill. Just schedule automatic payments with Visa. It s a fast, convenient, secure way to make sure your payments are made on time each month. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to set up automatic payments. Twitter General Bill Pay (Estimated character count: 132 characters) Pay your <Merchant Name> bill quickly, easily, and securely with Visa. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX>. Automatic Bill Pay (Estimated character count: 137 characters) Save time schedule automatic payments with your Visa card. Just visit <www.merchantwebsite.com> or call <1-8XX-XXX-XXXX> to set it up. 24

25 MARKETING PLANNING CALENDAR Sample Visa Bill Pay Marketing Communication Plan START DAY 30 DAY 60 DAY 90 DAY 120 DAY 150 DAY 180 DM PACKAGE FOLLOW-UP RESULTS ANALYSIS* RESULTS ANALYSIS* FOLLOW-UP ONLINE BANNER 1 ONGOING ONLINE BANNER 2 ONGOING WEB PAGE MESSAGING ONGOING SOCIAL MEDIA MESSAGING ONGOING STATEMENT MESSAGING ONGOING ON-HOLD MESSAGING ONGOING STATEMENT INSERT STATEMENT INSERT STATEMENT INSERT Developing Marketing Materials You can customize the templates or develop your own marketing materials with approved creative assets. To order the marketing materials in this guide, click here and select Visa Bill Pay from the Material Categories List. 25 * Follow-up messaging is most effective when sent while the original offer is still fresh in the consumer s mind. Plan for a 60-day period between your communications for results analysis and updating of files to maximize your enrollment. Quick tip: The available creative templates are designed to be flexible and allow highlighting of certain benefits. Repetitive communications (statement inserts and follow-up communications) should feature different headlines and/or imagery to maintain freshness of the program.

26 FREQUENTLY ASKED QUESTIONS Q: Where can I go to learn more about Visa Bill Pay? A: This resource guide is designed to help you promote Visa Bill Pay to your customers. To learn how Visa Bill Pay can benefit your business, see the Getting Started section. For more information, click here and select Visa Bill Pay from the Material Categories List. Q: What software will I need to view the marketing materials? A: You can preview the marketing materials as a.pdf file in Acrobat Reader. Q: What is the cost for using these materials? A: It s free to download these materials. Merchants are responsible for production costs, which may vary depending on the level of customization and other factors. Q: Am I limited to the number of materials I can select from this guide? A: No. In fact, we recommend using multiple communications in an integrated campaign to achieve best results. Please see the Marketing Planning Calendar for ideas on creating a holistic campaign. Q: In addition to the downloaded materials, what do I need to supply to my agency or production team? A: If you wish to customize materials, please include your logo and corporate colors. Also, be sure to notify them of specific copy changes. For more information on Visa Bill Pay, please visit visa.com/merchantbillpay To order the marketing materials in this guide, click here and select Visa Bill Pay from the Material Categories List. Q: Where can I have my marketing materials printed once I customize them? A: Billers can work with Visa Fulfillment to print materials by calling Or they can choose any other print vendor. Q: What software is needed to customize and print these files? A: Your agency or production team will need InDesign and Photoshop version CS5 or later to personalize and print your materials. 26

27 CONTACT US If you would like more information about Visa Bill Pay, visit visa.com/merchantbillpay. To order marketing materials: Click here and select Visa Bill Pay from the Material Categories List. 27

28 CONTENT MAP Home Getting Started Visa Bill Pay Opportunity Biller Benefits Customer Benefits Best Practices Marketing Online Payment Process Marketing Materials Web Banner/Button Statement Inserts Recommended Messaging /Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging Marketing Planning Calendar Frequently Asked Questions Contact Us Direct Mail Benefits Overview 28 V

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