The Project
increase revenue via transactions
To achieve SOLE’s revenue goals near the end of 2019, company leadership wanted to act fast by increasing cardholder ATM fees. I knew I could find a better way that wouldn’t cost our customers, so I studied transaction data and found an opportunity. SOLE’s cardholders were mostly swiping their cards as debit - a less profitable transaction for the company than credit, but one that makes no financial difference for the cardholder. I pitched a long-shot behavior-change campaign in place of raising ATM fees, and my CEO gave me a chance.
The Results
36% increase in credit transactions
I led the marketing team's efforts in creating a digital campaign across social, email, and branded app notifications that incentivized existing cardholders to make credit transactions in place of debit transactions. After 3 months, overall credit transactions increased by 36% - effectively closing the revenue gap, putting more money in a few lucky cardholders' pockets via the incentive dollars, neutralizing the 'increase ATM fees' threat, and keeping the company on track to its eventual successful acquisition.
My Role
Strategy
project management
copywriting
design leadership
collaboration with legal & finance
