GENESIS DIRECT CASE STUDY: PSCU

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The Client   
PSCU Financial Services is a leading provider of financial services to 600 credit unions. Those services include credit, debit/ATM and prepaid card services to more than 14 million cardholders nationwide.

The Direct Marketing Challenge
Promote debit card activation and drive increases in card usage, balance transfers and credit line extensions. Manage a campaign launch of a loyalty program anchored by big-name online and retail businesses and corporations. And with the countdown to the campaign kickoff down to just days, PSCU finding out they’d been left in a bind...the creative wouldn’t be delivered.

So, how did we help PSCU launch a brand-new direct marketing campaign on time and on budget, plus keep 79 sponsors happy?

The Solution
High-end creative. Fast. Our in-house creative team got to work with brainstorms, concepts, copywriting and graphic design. Our client services team got to work managing data, scheduling production, handling logistics, maintaining deadlines. This was no small campaign. Variable-print self-mailers and #10 letter packages, point-of-sale materials, a series of promotional lapel buttons for the staff, posters, flyers, online advertising. Two weeks? You got it.

The Result
For Genesis Direct, it was one more happy client. For PSCU, it was a full-scale direct marketing campaign, professionally presented and launched on time. For the sponsors, it was a promise fulfilled. And then there’s the business-economics. Economy of scale is achieved with large full-color production runs versus cost-prohibitive small individual projects. Reduced postage expense is achieved with improved postal sortation.

The campaign was launched to coincide with the 2011 holiday shopping season and will carry into 2012. Activation and card usage results to come.

Genesis Direct also assists PSCU's direct marketing efforts with direct mail strategy and planning, ongoing cross-sell and upsell campaigns, response tracking, and no-worries customer service.



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