ALLSTATE BUZZ KIT

Allstate corporate wanted to help their agents in the field, so they developed a program I named "Referral Rewards." With Referral Rewards, Allstate customers would be provided incentive for recommending their friends and family to their Allstate agent.

I managed the creation of all of the consumer creative components, as well as the creative featured above, which is the support package sent to agents helping them execute the program.

To generate excitement at the agent level, we had a little fun with the program materials, packaging them in a box called the "Buzz Kit" with helpful directions on how to efficiently run and manage the Referral Rewards program.

WELLS FARGO COLLEGE MARKET

Here's a heavily branded credit card welcome kit for Wells Fargo targeting the college market. There were two objectives of paramount importance for this package. First, the package had to leverage the strength of the Wells Fargo brand throughout. Second, it had to scream "this is for college kids."

Mission accomplished.


BELOW: Wells Fargo, like many banks these days, was obsessed with its image, so in an effort to demonstrate social responsibility, it commissioned the creation of customer communications for college students, teaching the importance of practicing safe spending. These credit education materials were fun to write because every tip in here was something I wish the credit card companies had told ME when I got my first card. And my second. And my third.

FNBO NRA AFFINITY VISA CREDIT CARD

First National Bank of Omaha wanted to promote its affinity co-branded NRA credit card with a new direct marketing effort. I constructed two message platforms for presentation: The Sportsman and the Patriot.

Working with my talented art direction team, we blew out two creative concepts with full copy and graphics. The Sportsman package targeted the hunting public with lifestyle copy and images. The Patriot package, showcased here, took a more patriotic approach in appealing to the emotional driver of national pride.



Strong direct mail tactics throughout.

Short subheads.

Call to action icons.

Bullet points promoting key rate benefit.

Multiple call to action references.



Buckslip promoting rewards program.



Gemini slip toting uniqueness of card's support of the NRA with every purchase.

MBNA TARGETED DIRECT MAIL

You may remember a little bank by the name of MBNA. They were actually quite large, and one of the largest affinity card issuers in the nation - if not the largest. If you had an interest, affiliation, or hobby, they had a credit card for you. They were the Issuer of my first credit card - the University of Illinois Alumni Association Card. MBNA may no longer be operating as MBNA, but the creative I wrote and directed for them lives on right here!

Pictured below is a direct mail package targeting college students. It radically outperformed the control by so large a percentage you wouldn't believe me if I posted it. So use your imagination. This was executed several years ago when text messaging and shorthand was all the rage. Just a few years later this concept would be perceived as patronizing...but at the time, it really hit the mark.




Below is another big hit for MBNA - the NASCAR credit card. They loved the headline I wrote for the outer envelope so much they actually trademarked it. Yes, seriously. These packages were developed to really sell the affinity through relating to the NASCAR experience and promoting experiential rewards. Not sure if they brought a tear to anyone's eye, but I like to imagine at least one Tony Stewart fan wept over this OE.

ALLSTATE ACQUISITION

Allstate Auto Insurance was looking for a new acquisition control-buster package, so we developed several options for their consideration. This stealthy number features a manila flavored OE and faux sticker with techno-garble. A faux stamp postal indicia is a tactical play away from standard corporate indicia which signal "business solicitation" to savvy consumers. This envelope package all but screams "I am not ordinary - open me!"

















Inside we employ all the proven direct tactics. Courier typeface. Bold yellow fields for maximum visibility. Blowout savings figures. Call to action icon. Personalized tip-on card.

It's ugly, but effective. The concept they eventually went with was actually louder and busier. But I preferred the way this one came together, and since this is my page, I can show you whatever I like. It's definitely "junk" mail - but it does what it's supposed to. Sell savings and drive response.

The obnoxious control-buster did beat control, btw, proving yet again that ugly ain't pretty, but it works.

MB FINANCIAL ANTI-PREMIUM DM

MB Financial was on the hunt for new demand deposit account customers, but they wanted to try something new. Instead of bribing prospects with shiny baubles and cheap toys, they wanted to position their BANK as the reason to switch. In a competitive environment where every other bank was offering cash and swag, they wanted to try running counter. Below are two direct mail concepts developed in support of this effort.

MB FINANCIAL

A regional bank wanted to attract more commercial accounts, so we developed a dimensional campaign designed to help relationship managers get on the calendars of key prospects. Several concept boards were presented and "All Weather Banking" was selected for execution.

The campaign consisted of a series of communications, each promoting a consistent banking relationship and delivering a weather-related premium. The concept preached the importance of having a "seasoned" professional on your side, and how preparedness is essential in today's unpredictable economy.

The campaign resulted in an amazing 25% appointment rate.