CHANGE CARD
BoldCo, LLC, a wholly owned subsidiary of Aviont, was preparing to launch a brand new financial product.
CHANGE® Card is a pay card designed to help staffing agencies address some of their biggest challenges with employee retention and incentivize the good behaviors that may benefit their bottom lines.
Problems Faced
Competitive Market
The client was operating in a very competitive market with a new product.
Marketing Regulations
Anytime you're marketing for businesses in the medical or financial fields, there are a lot of compliance regulations.
Launching Deadline
The timeframe for the launch of CHANGE Card was aggressive and required tight alignment with internal and external stakeholders.
Solutions Implemented
Marketing Alignment
Developed core messaging for B2B and B2C audiences — used throughout marketing collateral, and internal training documentation
Teamwork
Worked closely with Director of Compliance to ensure all messaging and collateral met UDAAP-Compliant Standards.
Market Data Research
Went through phases of deep data gathering to design sales funnels targeted at organic growth.
Presentation Flow
Devised messaging/presentation flow, and designed graphics for sales pitch decks.
Mass Marketing Campaigns
Utilized advertisement campaigns through FB, IG, Apple and Google play store to drive new customer acquisition and lead generation.
Ad Analytic Revisions
We took our ad campaigns through 3 rounds of revisions based on the data we collected to increase conversions.
Our Approach
1. Meeting Compliance Regulations
First we took the time to understand all of the regulations that are present when advertising financial products. From there we made sure our teams were in alignment and understanding of what could and could not be done.
These regulations were unknown by Change (BoldCo LLC) prior to our work, so we had to source this information ourselves and hire a consultant for marketing compliance checks.
2. Full Mobile Adaptation
Due to the fantastic prices for advertisers on mobile app stores at the time of this campaign, we decided to market heavily on these app stores.
Wrote mobile app descriptions for Apple and Google Play stores to optimize store search results and app recommendations.
A/B Testing: Apple App and Google Play stores: Evaluating changes to app screenshots, descriptions, and keyword targeting to improve organic ranking and user acquisition.
3. Lead Nurturing
Built HubSpot lead generation forms and marketing automation workflows that were integrated with their website. These workflows were designed to nurture relationships with leads and increase their understanding of the product and why they need it.
4. Content Design
Designed tools and separate B2B and B2C for both consumers and businesses, including both physical and digital marketing content.
Heavy emphasis on content geared towards staffing agencies.
5. Launched Large Scale Marketing Campaigns
We started with 10 unique advertisements to test which ad sets performed the best. Out of the 10 we took the 3 that performed the best in the first 30 days.
This same testing process led to different results on different platforms thus leading to us running highly unique ad campaigns for each individual platform.
6. Conversion Rate Optimization
Iterated and evolved messaging to optimize the cost of generating leads through the various advertising platforms. Every time we run ad campaigns we operate with ROAS in mind to make sure your ads are generating profit for your business.
This refinement process is based on the data we gather through individual ad campaigns.
7. Dashboard and Reporting
Built an executive dashboard showing leads and opportunities by exact marketing sources and campaigns illustrating marketing ROI to leadership as well as areas for improvement.