Overview 🔎
With increasing costs of direct mail, a credit card company needed new acquisition channels. I was onboarded to help them test and rollout digital media (search, social, display). I was also tasked with ensuring that their existing external agency had the capabilities to make this project a success.
Process
The project was broken down into 3 stages, starting with a local market test.
• Month 1-3: Prove to management that digital media works as an effective acquisition channel.
• Month 4-12: Develop national rollout strategy and optimize results to achieve better efficiency. Evaluate existing agency performance and manage search for new partner, if necessary.
• Year 2: Onboard new agency with better capabilities and mentor junior marketing team on how to manage an external agency.
Results 🎁
In year 1, digital media was acquiring new customers more efficiently than direct mail. In year 2, digital media performance was running 20% above goal with a more capable agency.
