Case Study
The Challenge
USEA’s mission is to empower consumers to make smarter financial decisions, reduce debt, and save for the future by offering automated payment services, equity acceleration, credit score monitoring, and advanced financial tools.
In 2019, USEA introduced its signature AutoPayPlus™ service as a method to incentivize automotive and recreational vehicle dealers/agents to encourage their customers to utilize USEA and AutoPayPlus™ for automated payment strategies. They wished to create marketing and advertising campaigns to create the new brand recognition, retarget existing clients to switch to/add the AutoPayPlus™ service, and incentivize dealers to utilize their products/services.
How I Helped
I conceptualized, designed, and implemented multiple geo-targeted landing pages, created retargeting emails and programmatic display campaigns, obtained and curated client lists, worked with back-end programmers to implement brand continuity in a newly-designed client portal, and produced and distributed collateral pieces for both agent/dealer sales, and D2C print campaigns.
Landing Page Design
The first step to introduce AutoPayPlus™ and its new client portal was to conceptualize, design, and implement not just a main portal landing page, but also pop-ups (for acquisition), and new, teaser navbar elements on the original USEA page.
From there, I additionally created multiple geo-targeted landing pages for USEA’s largest markets (primarily for Florida, Texas, and Georgia), in conjunction with similar messaging for future display campaigns- but that wasn’t all…
AutoPayPlus™ was launched just before the annual NADA conference- known as the “Auto Industry Event of the Year” and the premier marketplace for cutting-edge innovations, products, and technologies targeted to franchised new-car dealerships. I created customized landing NADA SHOW pages to incentivize dealers to engage with USEA on-site, and create brand awareness and business relationships for AutoPayPlus™.
Portal Launch
The main focus of USEA launching AutoPayPlus™ was to create a user-friendly interface and mobile app that allowed both agents/dealers and customers to login to an all-encompassing for all types of long-term loans and payment plans.
I worked with developers and programmers to implement on-brand creative elements and modules in their client-facing and agent-facing portals- in addition to monitoring site/app traffic, simplifying interaction and flow, and streamlining CTAs to increase conversion/signups.
Programmatic Display
From the updating of USEA messaging on current ads to be more agent-specific, to the AutoPayPlus™ new client portal launch and NADA SHOW acquisitions- I conceptualized, designed, and implemented over 30 different programmatic display campaigns to build audiences, track data analytics, and increase agent adoption and signups.
Email Campaigns
After launch of the new AutoPayPlus client portal and its accompanying landing pages, and the roll-out of multiple programmatic display campaigns, I was able to curate existing customer lists, and acquire new leads for AutoPayPlus through on-site messaging and popups.
Using this data, I conceptualized, designed, and implemented multiple, variable-data email campaigns for customer-specific events (such as birthdays), created automated email flows for customer behavior (Customer Winback for example), pushed geo-targeted campaigns for primary markets, and even instituted agent-specific email campaigns focused on major industry events (such as the NADA SHOW in Las Vegas).
Additional Sales Collateral
The final step in the new portal launch for AutoPayPlus™ is focused on the face-to-face interaction between dealers/agents, and the end consumer/vehicle purchaser. Agents needed to be incentivized to sell AutoPayPlus™ as an additional value, and needed the proper marketing materials to do so- and customers needed to be able to clearly understand the benefits of AutoPayPlus™ when presented to them.
As such, I conceptualized, designed, produced, and distributed multiple sales collateral sheets, presentation decks, rate information sheets, FAQs, and just about any other sort of physical, hand-held collateral you can think of to improve knowledge/understanding, increase sales, and produce more signups for the AutoPayPlus™ service.
