FIS - Consumer Marketing Campaign
Company: FIS, Jacksonville, FL
Company Description: FIS is a global leader in financial services technology, with a focus on retail and institutional banking, payments, asset and wealth management, risk and compliance, consulting and outsourcing solutions. Through the depth and breadth of our solutions portfolio, global capabilities and domain expertise, FIS serves more than 20,000 clients in over 130 countries.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Consumer Marketing Campaign of the Year
Nomination Title: Consumer Services Campaign, Alisa Barber
Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign: Attachments Redacted for Publication
The FIS Payments program services team was formed to help clients drive adoption and growth of their consumer services. In the beginning of 2016, Alisa Barber inherited one of the most mature loyalty products in the payments industry, along with some very lofty goals. High expectations have never scared her, but the tools and processes the loyalty group was using did. She knew that she could never build a reliable, scalable revenue engine at FIS with only minor tweaks; she would have to fundamentally change the way the group operated to become more effective.
The existing email program was replaced with a platform that was user-friendly, not reliant on internal IT resources and able to integrate with third-party solutions. This new tool would allow program services to spend less time setting up and executing campaigns and more time to create compelling marketing messages to drive revenue. The goal was to move from manual, siloed communications to automated, multi-channel campaigns, leveraging traditional and nontraditional channels.
Next, the team focused on planning, process and precision, ensuring a seamless transition. There were challengeswith operational efficiency, effectiveness and managing from a strategic level. Thenew process allowed employees with various responsibilities to work as one unit. Results werevirtually error free. In addition, the time it tookplanning and executingscampaigns was reduced from hours to minutes. Greater efficiencies increased planning time and improved financial results.
With technology, process and people in place, the team began helping clients drive growth through planning, content creation and a direct-to-cardholder adoption platform. The team focuses on helping clients in two ways:
Strategy/Client Consulting–Detailed strategy sessions to formulate goals and identify opportunities, marketing plans and project plans. Online toolkits helpclients execute new payment solutions campaigns.
Execution/Direct to Cardholder– Leverages the same communications strategy and process while executing campaigns directly to our client’s customers.
Fully engaged cardholders using a rewards program are worth ~24% more in share-of-wallet, profitability, revenue and relationship growth compared with the average cardholder, according to recent ScoreCard™ data. Clients must ensure that ScoreCard Rewards stays top-of-mind, which can be difficult in the competitive rewards space. Leveraging multiple channels, the ScoreCard campaign ensures every cardholder understands the value of the program.
Email – Ten new types of emails to segmented cardholders based on point balance.
Direct Mail – Personalized content enhances response rates, reporting and tracking.
Social – Added targeted paid posts, dynamic ads and nurture campaigns
Client Outreach – Established strategy sessionshelp clients drive cardholder engagement.
Loyalty Marketing Online – A toolkit enabling clients to leverage content in real time.
Website/Inserts – Customized content and toolkits assist clients in the promotion of the program.
Tracking – Tracking codes added to touchpoints: emails, landing pages, retargeting ads and paid ads
Increased efficiency, accuracy and planning alone would be considered a success; however, the results were much more. The team delivered a 10% revenue increase to the loyalty group —119% above their goal! They also won the 2017 Markie for Rapid Transformation, an affirmation of the team’s fast turnaround and excellence in data-driven, revenue-based marketing. Most importantly, the campaign continues to help our clients drive cardholder engagement.
Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):
Alisa Barber is vice president of program services for FIS Payments. In this role, she is responsible for driving the program growth of several different business lines, both for internal business units as well as externally with FIS clients. She has more than 20 years of expertise in both B2C and B2B marketing, with specialization in payments, financial services and technology solutions. She has held a variety of sales and marketing leadership roles with eFunds, Penley Radiant Systems and FIS. Alisa has been repeatedly recognized for her marketing vision and execution; she is a six-time Markie winner for excellence in revenue-based marketing. Alisa holds a bachelor’s degree in marketing from The Florida State University.