I’ve been fighting a KPI (key performance indicator) battle recently. Setting appropriate KPIs is an…
“They have a nice approach and, at the end of the day, they adapt to whatever the client wants.”
– OneMain Financial
Willing to Refer (NPS)
This case study is presented from our client’s point of view. Special thanks to OneMain Financial for taking the time to contribute to this case study and giving us the opportunity to do some great work together.
Gunderson Direct redevelops direct marketing messaging for a financial firm. The goals are to develop a messaging platform and redesign direct mail content.
As the project is just being implemented, the firm can’t provide any measurable data. However, they are very satisfied with Gunderson Direct’s work. The team is truly committed to understanding the client’s needs. They’ve been very engaged, patient, and collaborative partners.
We were trying to redevelop our direct marketing messages. The goal is to develop a messaging platform and redesign our direct mail creatives. What we were trying to do is tailor our direct mail and define our messaging to be consistent with who we are as a company and to resonate with our prospects beyond the immediate read of that letter.
Gunderson Direct has helped us identify a number of different messaging pillars that we’re now staying consistent with. They’re working with us to lay foundational groundwork for us to build off of. In addition to the messaging pillars, they’re working with us to develop some creative elements for the production of the direct mail work we’re doing.
Gunderson Direct has this proprietary technology called VACTA (Voice Activated Call to Action). It’s similar to Alexa, you say a key phrase and you ultimately get a text message from our company highlighting the offer.
They sounded like a company that really was proud of direct mail. A lot of agencies out there treat direct mail as secondary and they’re not particularly proud of it. While Gunderson Direct has some ability to do digital marketing, they know their roots are in direct mail and they know the power of it. At the end of the day, through the RFP process, they won us over and they are our primary agency right now.
They’ve been very engaged partners. We have a very open dialogue we do on a weekly basis. I feel like I’m getting their best from some of their lead copywriters. They have been patient and collaborative with us as we come back on some of the creative versions and concepts to ultimately land on what we’re most comfortable with. From a working relationship standpoint, I’m very pleased.
The work they’ve done is just being implemented now. With direct mail, there is somewhat of a long runway from the development of creative selections to mailing it and reading the result. We’re just seeing a lot of the initial creatives being responded to now.
As a result of the work with Gunderson Direct, we’ve identified a number of different messaging pillars that we’re now staying consistent with. Aside from that, this is a long-term evaluation in terms of messaging development. From an actual KPI perspective, I simply don’t have enough data to comment on that, but overall we’ve been very satisfied with their work.
I really like the simple approach they take—they’re grounded in their approach and sticking with messaging pillars. They are truly committed to understanding who we are and listening to what we have to say in the development of the messaging platform.
We’ve been working together for a few months now, we see a lot of that original work that they developed going into the market now. For everything that we’ve asked of them, they’re delivering on that.
I don’t feel the work we’re getting is like an assembly line of regurgitated work that they give to everybody. I truly feel it’s customized to who we are and they’ve done a lot of the things framing up what will be the messaging platform.
One Final Note
If you’re interested in trying out direct mail and adding it to your marketing mix, then drop us a line. We’re standing by to answer any questions you might have, and most importantly, to help you get your mail opened.