Navient Marketplace campaign
The one-stop financial Shop
Expanding services is a great opportunity for growth, but requires careful planning in order to be successful. The go-to-market message and all communications need to be congruent with the brand and build upon already established expertise.
Targeting existing customers, I was tasked with art directing and writing flyers, persuasive emails, and digital banners that would appear on current customers’ client portal pages to inform them about the exciting new possibilities for the financial futures.
Copywriting * Art Direction * Concepting *
Audience and Strategy
Millennials who graduated into a tough economy are resilient and hopeful. They look to the future and they work hard to earn a life they studied and prepared for diligently in college. Money is forever on their mind as a worry–how they can afford things, how they can make their money go further. They are also constantly thinking about how to financially protect their families.
Understanding this audience's needs and motivations when it comes to finances heavily factored into how messages were crafted and utilized. Messaging themes needed to be assuring, credible, and address the money concerns they are experiencing every day. As this was a new product launch, messaging also needed to be exciting and stand out visually.
The first goal of these banners was to immediately communicate the offering and the benefit to the audience. As these banners would all be appearing on the same portal, they also needed to visually stand apart from each other, while reinforcing their own offering through visual similarity to build immediate recognition for the products.
Digital Banners
This flyers needed to convey enthusiasm for the Marketplace, while also being straightforward and clear about the products and the advantages of using Navient as a way to search and compare offers from top lenders.
MarketPlace Flyers
Marketplace Flyers
Marketplace Emails
The first email was written as an introduction to the Marketplace. The second email was written and designed to be a drag and drop experience where products could be added and removed or sent all at once so the reader could see the full breadth of options.
Marketplace Emails
Personal Loan Flyers
These personal loan flyers had to have media cohesion with the banners that were presenting the same offer. They also conveyed simplicity, letting readers know how fast they could search offers, without impacting their credit score.
Personal Flyers
With emails, it’s generally a good best practice to give multiple chances for readers to click the offer presented. For these emails, they started with an impactful first statement, then gave the reader more information before giving them another offer. Different CTAs were also tested so there was variety in action.
Personal Loan Emails
Personal Emails
While the banners needed to stand out visually with different colors in the Navient brand, the emails for the the products were prioritized to be in the main Navient color so there was immediate recognizability in the inbox. Subject lines were written to be fast and intriguing to stand apart and increase click rates.
Additional Services Emails
Services Emails
NaviRefi ACT NOW Campaign*
Navient’s sub-brand, NaviRefi was looking for a highly visual way to grab attention for the Care Act ending. This campaign showed the power of using sparse words paired with complementary visuals to grab attention.
To quote Kevin from the office, “Why waste time say lot word when few word do trick.”
*A bonus campaign for rewarding you for getting this far.