situation
For the last 12 years, Maritz has worked with a specialized credit card company on a points-based loyalty program they run for their 30,000 members. We manage their web-based rewards site and marketing communications.
Spend and redemption continues to increase, in spite of program ownership changes. The communications strategies provided by Maritz drive member engagement, continue to encourage redemption and enhance overall program activity.
The program’s loyal and longstanding membership was accustomed to receiving periodic reward communications featuring merchandise and travel rewards. To make their program even more effective, Maritz suggested improvements.
solution
We recommended refreshing their marketing communications, and taking a strategic approach to deployment and design. Individual mailers the company sent to their members lacked a consistent look, theme and messaging, and missed an opportunity to build our client’s brand. Not only were the mailers costly to produce, but it was difficult to measure their value.
Maritz created a new seasonal catalogue design that allows key merchandise features and focuses on the experiential rewards that reinforce the aspirational aspects of the program. We transformed some of the generic mailers into newsletters and designed a multi-year campaign that requires minimal refreshes to keep it feeling new. This new approach provides creative relevance to the affluent member base, enhances the brand’s positioning, and more deeply engages members to spend and redeem with the program.
results
- Greater engagement and increased redemption
- Continued program and creative evolution to support future strategic planning
- Consistency in meeting and exceeding client’s expectations
