Experian has a distinctive presence as one of the largest, most renown American credit agencies.
The SBS (Small Business Services) branch of Experian launched in February 2009. Offering to run credit checks for small business, manage small business credit, and marketing services. This service had previously been available over the phone during business hours, now it would be an online tool available 24/7. For eight months, they promoted through AdWords, media campaigns, and mailing lists. (previous site below)
To grab the attention of small business managers with the recent SBS launch and its Experian backing. “We are new buy have good friends,” stated the Vice President of Inside Sales and Small Business. This initiative took on many forms and strategies customized with demographic targeting. Goal: Promotional Services
I had sit-down conversations with the Vice President of Inside Sales and Small Business to discuss what the data did and did not indicate, my input, and his vision for future promotions. I worked with the in-house creative team, data analytics, applications standards, brand central, marketing, industry review, copyrighters, and specialists to develop actionable deliverables. Role: Senior Web Designer
The previous marquees had a color background and no use of images. The logic was to provide the customer many upfront options. The problem was that the amount of text seemed overwhelming. I was approached to provide a variety of options. From exciting and fear based (SBS home page shown top of this page) to relaxed and under control (Experian home page shown here). I trimmed down the amount of content where possible, increased the headline size, and suggested images to play off the targeted emotion.
Mailings had not been successful. The current email promos resembled a newsletter with nearly no font styling. I was told to “run wild” with the layout of the email and its landing page and to work with the copyrighter to develop comps that targeted a few specific markets. After submitting comps, this project evolved into my creating a brand-compliant set of email and landing page templates. I produced the PDF guide, plug-n-chug design files, and HTML code. Total of 48 email with landing page templates.
I was given a set of changes for each market's current ad, e.g. ads selling Realestate Lists had custom marketing verbiage and we had access to location perimeters allowing us to use images/copy more specific to their needs and wants. After submitting comps and key-word lists, this project evolved into my creating 15 unique design styles and then flushing out 7 sizes of each style, for a total of 105 ad templates.
