Case Study:

First National Bank

Innoviate Delivers Personalized, Multi-Channel Campaigns with Raidar

Raidarstudio.com (877) 560-3473

About Innoviate
Innoviate is a customer-centric relationship management
agency located in South Africa with a global presence of
offices and partners.
With 22 years of experience in marketing, communications,
CRM, and loyalty, Innoviate has delivered multi-channel,
award-winning campaigns for high profile organizations,
utilising the Raidar platform.
From CRM management to campaign data analysis,
Innoviate delivers a 360-degree customer lifecycle program.
They use the data they collect from their CRM specialist
services to create personalized and relevant campaigns for
their clients.
eTRANDPROMO
Innoviate has been recognized for:
● Best Digital Media Integrated Campaign 2009 - FNB
Credit Card
● Best Digital Media Email Campaign 2009 -
DiscoveryCard Spend & Win Campaign
● Best Digital Media Campaign Website & Microsite
2011 - MINI-O-POLY (MINI) Retention Campaign
● Best Digital Media: Multiple Integrated Media
Campaign 2010 - BMW XI Campaign
To learn more, visit http://www.innoviate.net/

ONE 2 ONE GROUP CRMM

STUDIO
 Teaming Up

First National Bank

&
Innoviate
Client Acquisition
In 2008, Innoviate began their efforts to gain First
National Bank (FNB) as a new client.
Innoviate cold called FNB, one of the 4 largest banks in
South Africa, and followed up with an email highlighting
their agency’s services and capabilities. FNB arranged for
Innoviate to present their ideas to FNB’s marketing
department.
Innoviate demonstrated their ability to create dynamic,
personalized campaigns by utilizing their presentation as
an opportunity to showcase their marketing campaigns
in action.
The Innoviate team created a demo campaign to invite
FNB’s marketing department to Innoviate’s presentation.
Each member of FNB’s marketing team received a direct
mail and email that led them to their Personalized URL
(PURL).
Once at their PURL, FNB invitees gave their RSVP for
Innoviate’s presentation, received logistic information
about the meeting, and answered a brief survey
regarding lifestyle preferences.
On the day of the presentation, Innoviate arrived with
unique direct mail packages for every member of FNB’s
marketing department. The direct mail packages were
personalized for each FNB marketing executive,
reflecting the lifestyle information they provided in
their RSVP.
Rather than presenting previously successful campaigns
they ran with other clients or creating a hypothetical
campaign for FNB that hadn’t yet proven to be
successful, Innoviate did something different.
By directly engaging the marketing executives of FNB
through a demo campaign that illustrated their
capabilities, Innoviate was successful in winning FNB as a
client.
 FNB & Innoviate Timeline
2008 2010 *2012-2014
Innoviate deploys successful Innoviate launches Swipe & FNB asks Innoviate to manage their
demo campaigns for FNB Win Campaign and official credit card renewal loyalty program.
including finance, retail, and Welcome Emails for new This eBook overviews this campaign.
insurance campaigns FNB customers

2008 2009 2010 2011 2012 2013 2014 2015 2016

2009 2011 2014-2016
Innoviate launches their first official
Innoviate creates retail campaigns After the success of the initial FNB
campaign for FNB. This Debt Relief
including Super Savers and Loyalty credit card renewal campaign,
Campaign targeted 37,000 customers
& Rewards Programs. These Innoviate extended its renewal
via direct mail, email, and PURL. At
programs offered customers campaigns to additional FNB
their PURL, customers were shown
benefits for shopping online with divisions, including Private
personal stories from people who
their FNB credit cards Wealth, Business Banking,
successfully overcame debt and were
and Private Banking.
able to choose from 4 financial debt
relief plans.
Results:
● 44% response
● 34% ROI/uptake
● Direct Marketing Association
awarded Innoviate with the
Assegai Award for Best Digital
Campaign
FNB Credit Card Renewal Loyalty Campaign
Creative Strategy
During the progression of this agency-client relationship, Innoviate The two key takeaways that made this campaign successful
transformed FNB’s communication with their customers from are:
traditional and mass-produced to modern and customer-centered.
1. Creating a multi-channel, customer-centered campaign
Modern and customer-centered companies acknowledge that
customers are interacting with advertising messages differently 2. Cross-selling additional FNB benefits and services
today than they ever have before. Therefore, the channels that are throughout the credit card renewal process
used and messages that are sent need to accommodate for the
change in consumers’ expectations.

By utilizing multiple channels and personalized communication, DIRECT MAIL PERSONALIZED PERSONALIZED
customers are able to interact with FNB in a way that is more MARKETING URLs PDFs
relevant and convenient to them.

For this credit card renewal loyalty program, FNB wanted to create a
personalized, secure, and convenient user experience for
customers. To accomplish this, Innoviate segmented the campaign
according to credit card level and leveraged direct mail, email, SMS
text messaging, and PURLs to ensure they were able to engage
with customers through multiple touch points. TARGETED EMAIL MOBILE TEXT
MARKETING MESSAGING
While FNB wanted to accommodate the renewal process to meet
customer’s preferences and expectations, they also wanted to
respond to customer’s additional financial needs. To do so, FNB
familiarized customers with their additional services throughout
the credit card renewal process.
Objectives
FNB and Innoviate worked together to plan and execute a credit card renewal loyalty program with these objectives:

1. Achieve a 15-20% credit card renewal and loyalty rate

2. Segment the campaign across varying credit card levels including Platinum, Gold, Classic, & Petro Cards
3. Generate leads for additional services including Petro Cards, eBucks Rewards, traveling accommodations, email
newsletter, online banking, insurance packages, and annual credit limit increases

4. Reduce cost of calls into the contact center by fulfilling renewals through their website
5. Utilize digital and direct channels to increase efficiency within the card renewal process
6. Improve customer retention & loyalty and reduce atttrition
Multi-Channel
Campaign
1. Direct Mail

First touch of communication.

Leads cardholder to PURL.

2. SMS
4. Microsite
5. Email

Sent to cardholders before 1. Renew credit card

emails were sent out to 2. Order additional FNB Confirmation email
alert customers of an email services automatically sent
coming soon to their inbox. with each customer’s
personalized order.

3. Email SMS & PDF

Sent 2 months after direct
mail piece. Leads cardholder
to PURL.
3a
Sent to cardholders who have not
engaged with direct mail or email
to be on the look out for another
email.
1. Direct Mail Piece
Two months prior to the launch of the digital credit card
renewal campaign, FNB sent each cardholder a
personalized direct mail piece.

The direct mail piece included new credit card design

options and a link for each cardholder’s PURL.

This first touch of communication increased customers'

awareness of their credit card’s expiration date and
prepared them to see FNB again in their email inbox.
2. Personalized Email
Two months after the initial direct mail piece, FNB
migrated their campaign to a fully digital platform.
Cardholders received one of two personalized emails from
FNB:

1. General email: Sent to Platinum level customers to

renew at their current card level.
2. Swap email: Sent to Gold and Classic level
customers to renew their cards by “swapping,” or
upgrading, to a Platinum level card. Although this
email emphasized upgrading, customers could still
choose to renew at their current level.

If cardholders did not engage with the email, they were

sent an SMS text message as a reminder that their credit
card was due for renewal.

A personalized confirmation email was also sent to

customers after they completed the renewal process. This
email provided a detailed summary of the services,
benefits, and rewards they chose.
Swap Email
3. Personalized Microsite
Although FNB was confident that customers felt assured of By launching this campaign via direct mail, email, SMS text,
the online transaction's security based on feedback they and web, Innoviate was able to communicate with their target
received from the debt relief campaign, FNB reinforced their audience through the multiple channels that FNB customers
high security standards with messaging on the PURLs. By interact with on a daily basis.
providing a safe digital interaction between FNB and their
customers, Innoviate allowed cardholders to conveniently
renew their credit card online.

Once at their PURL, customers chose their new card design and
updated their contact information.

This easy to use microsite allowed for:

1. Cardholders to feel engaged by choosing a personalized
credit card design
2. Cardholders to conveniently update their contact
information without spending their time or FNB’s
resources using the FNB call center
3. FNB to automatically update their client database in
real-time
Customers found the digital platform easy to navigate, quick
to use, and very secure. With their previous information and
card level provided, renewing their credit card simply took a
few clicks to complete.
Mobile Responsiveness
Along with delivering the campaign on multiple channels, Innoviate ensured their digital campaign was mobile friendly.
Smartphones and tablets are now being used to conduct online transactions and to access financial information.
Enabling the email and microsite to be responsive for all devices was another customer-centered accomplishment in
this campaign.
 Cross-Selling
Additional FNB
Services
Additional FNB Services
In efforts to increase FNB’s service unit per customer,
Innoviate wanted to create awareness and engagement
with FNB’s additional services and benefits.

To accomplish this goal, Innoviate created multiple landing

pages in the credit card renewal campaign that allowed
cardholders to shop around for additional services after
they updated their contact information and chose their
new card design.

The additional services that FNB offered to cardholders

included:
1. Petro Cards
2. eBucks Rewards Program
3. Transportation accommodations
4. Email statements, Newsletter, and FNB Online
Banking Guide
5. SuperSavers - retail marketing campaigns
6. Application for annual credit card limit increase
7. Insurance packages
Customers can order email statements, FNB Newsletters, Customers discover how they can use SLOW, a
and view the FNB Online Banking Guide transportation accommodation in the City and at airports

By supplementing the credit card renewal campaign with additional rewards and benefits, FNB was able to:

● Take advantage of customers’ captured attention and introduce them to additional services that were easy to add
to their credit card renewal order
● Cut marketing costs by combining multiple campaigns into one collective loyalty program
Campaign Results
With the target metric for credit card renewal being 15-20%, Innoviate far exceeded
their client’s expectations with their impressive renewal results on all levels.
1. Same Level Renewals
FNB Same Level Credit Card Renewal Rates Same Level Renewals represent the percent of
cardholders who renewed their credit card at their
current level.
44 43
Each month Innoviate ran the credit card renewal
41
40
38 campaign, testing was performed on different
38
variables to find what resulted in the highest
32 33 34 renewal rates. Throughout the campaign, SMS text,
31 32 30 email design, personalization, and subject lines
27 27 were tested and analyzed using data analytics to
24
23 23 see which methods produced the best results.

18 In both May and August, where renewals peak,

Innoviate found a sweet spot in their testing. They
incorporated SMS text messages, optimized email
design, and used subject lines that had proved to
be most successful in the previous months.

By manipulating certain variables of the campaign

each month and using data to analyze their results,
Innoviate was able to leverage Raidar’s
technology to continually learn the best practices
for FNB’s campaign.
2. Swap Renewals
Swap Renewals represent the percent of
FNB Swap Credit Card Renewal Rates cardholders who renewed their credit card at a
higher level.

Similar to Same Level Renewals, the combination

41
of adding SMS text, optimizing email design, and
utilizing more responsive subject lines significantly
32 35 increased swap credit card renewal rates in May
28 and August.
27 27 28
29 25
24 25 With swaps from lower-tiered credit cards to
19 23 Platinum credit cards reaching 41%, more than
22 double the expected metric, Innoviate delivered
17 results far above their clients expectations.
Actual vs. Expected Renewal Rates
Expected vs. Actual Swap Credit Card Expected vs. Actual Same Level Card
Renewal Rates Renewal Rates

*results from final month of renewal campaign *results from final month of renewal campaign
3. Additional Benefits
The opt-in rates for additional services during the
month of August, across all credit card renewals,
is shown in the table to the left.

Rather than run separate campaigns for each

benefit, FNB included opt-ins for their additional
services in their credit card renewal campaign.
This ultimately saved FNB time, resources, and
money.

Innoviate not only exceeded their client’s

expectations for the credit card renewal rates,
but also increased customers’ awareness and
engagement of additional FNB services.
The Secret Behind a Happy Agency-Client
Relationship
Lets take a look at a couple more numbers.

In 1984, the average client-agency relationship was 7.2 years. By 1997, that number declined to 5.3 years. Today the
average client-agency relationship is thought to be less than 3 years (The Bedford Group). So how has Innoviate kept
FNB a happy client for 6 years (and counting) while the trend seems to show clients cutting the relationship short?

According to Innoviate, technology and creativity work together to keep FNB happy. Each year, their campaigns continually
improve by capitalizing on advancing technology and generating creative, customer-centered campaigns. By focusing
on these two key areas, Innoviate continues to create campaigns for FNB that are data-proven to be successful.