CASESTUDIES
Click below for an example of how tenthirty advertising’s proven creative process has helped our clients grow.
CREATIVE
GALLERY
Click here to see samples of our creative work.
Targeted Direct Marketing
College Market
Situation
A credit card issuer’s college portfolio required a facelift to better compete in that target’s marketplace. The primary goal was to develop a new product name, new card art, and highly targeted direct marketing that would beat their current control package.

Knowing that this emerging market had very particular tastes to consider, developing effective creative was going to require a deep understanding of specific communication strategies and tactics.

To ensure the client’s goals would be met, and all advertising elements would be strategically sound and on target, we followed a comprehensive set of steps.
The tenthirty process
Understand and document the
mindset of the end user
 
Define common consumer
attributes
 
Identify keywords, phrases,
and positionings
 
Develop all creative elements
including, look, feel, tone,
and manner
 
Establish optimal consumer
touchpoints for maximum reach
and frequency
   
The solution
Once the process was complete, a specific message platform was created. Based on this platform, tenthirty recommended a strong new college card name and accompanying card art designed to resonate with the target audience, and to calm any fears the students may have about credit.

Through message mapping, we compiled a list of key words and phrases we believed would hit the mark with our audience. Using these, we developed a number of positioning statements. Several of these were selected for testing; the “winning” positioning statement provided direction moving forward with creative development.

Images and fonts considered “hip” with members of the target audience were compiled as a palette for design. A visually vibrant color scheme was employed to appeal to this socially dynamic market. Layouts were constructed to permit easy-access to relevant copy points and a compelling call-to-action.

As additional channels were identified, the look of all the communications pieces was adapted to relay all key messaging.

Results

Thanks to tenthirty’s proven process for developing highly targeted marketing communications, both issuers successfully outperformed their current acquisition packages, improving their reach and appeal in the emerging college marketplace