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Capabilities OverviewCapabilities Overview1
Group G Direct Capabilities Sept 2009
MARKETING SOLUTIONS MARKETING SOLUTIONS FOR WHATEVER YOU NEED FOR WHATEVER YOU NEED
WHEN YOU NEED ITWHEN YOU NEED IT
2
Group G Direct Capabilities
Established in 1998, Group G Direct is an innovative full-service direct marketing solutions provider focused on the needs of Fortune 1000 companies.
We specialize in helping financial service companies that have aggressive marketing goals and who require assistance with program execution and strategic development to meet their objectives.
Group G Direct differentiates itself from other resources through excellence in program management. Our philosophy of working in a true team environment and integrating within the corporate structure of a company continues to prove highly successful for our clients.
Group G Direct
Sept 2009
Our Philosophy
Group G Direct Capabilities
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We are not just a traditional marketing agency. We are a marketing solutions provider.
We focus on a limited number of select clients so we can be responsive to your needs.
We customize our client support team based on the requirements of your project.
We integrate within your corporate structure to understand your business culture.
We become a seamless addition to your cross-functional project teams developing a highly effective working relationship.
Sept 20099
Executive Management
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The Group G Direct Executive Management team has over 40 years of direct marketing experience in the financial services industry.
Geff Rapp - Senior Managing Partner 25+ years of advertising and direct marketing experience specializing in account acquisition, direct mail, telemarketing, usage and activation, custom marketing system design and database marketing applications. Geff heads-up our marketing strategy and creative teams with the benefit and background of both agency and client perspectives.
Greg Olenski - Senior Managing Partner Over 25 years of advertising and direct marketing experience focused primarily on customer relationship management, retention, enhancement services, print/broadcast advertising, integrated online applications and loyalty-based marketing programs. Greg leads our account management group to offer seamless partner integration with team-oriented and turn-key services for flawless execution of programs.
Sept 20099
Our Team
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Our account team is comprised of seasoned marketing professionals with broad experience in managing a variety of financial services
marketing programs. Bernie Coughlin, Production Management – Over 24 years of broad-based direct
marketing experience in account and production management. Handled entire DM programs for major bank, insurance, telecommunications and health care clients mailing millions of DM packages. Responsible for vendor management, trafficking and quality control on production projects.
Martina Kramer, Account Director – 10+ years experience in credit card operations and marketing. Co-brand, new product development, production, creative services and customer service. Prior experience with credit card issuers Advanta, Fleet and Home Depot (Citi).
Brent Vawter, Account Director – 16+ years of experience in credit card marketing. Acquisition, usage and retention, cash programs, operations, portfolio marketing, enhancement services and new product development. Prior experience with credit card issuers GE, Metris, Huntington Bank, Nationwide Bank and Wells Fargo.
Sept 20099
Our Areas of Focus
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• Program Design and Execution▫ Account acquisition▫ Usage / Frequency▫ Loyalty / Retention▫ Enhancement services
• New Product Development▫ Ideation (USP, positioning,
pricing) ▫ Operations / systems support▫ Vendor RFP management /
contract negotiation▫ Product testing and launch
• Campaign Support Services▫ Creative / Copy▫ Print production▫ Web development▫ Training▫ Tracking / Analysis
• Strategic Support▫ Business case development▫ Market analysis▫ Campaign design / Project
planning▫ Financial forecasting
• Channel Management ▫ Direct mail / Statements▫ Call Center / VRU systems▫ Sales collateral▫ Telemarketing▫ Internet / Email▫ Trade shows and conventions▫ In store signage and collateral
• Internal Communications▫ Executive presentations▫ Employee awareness programs▫ Annual report
Sept 2009
Our Financial Services Experience
Consumer Finance• Bankcard/Cobrand• Unsecured Credit• Private Label & Sales Finance• HELOC/2nd Mortgage• Checking/Money Market
Small Business • Credit Card• Leasing• Professional Liability
Insurance• Group Health/Life/Prop Casualty• Credit/AD&D• Affinity
Enhancement Services• Fee Based Products• Reward/Loyalty Programs
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Group G Direct Capabilities Sept 2009
GROUP G HAS MANAGED GROUP G HAS MANAGED DOZENS OF CARD PROGRAMS DOZENS OF CARD PROGRAMS
WORKING WITH MAJOR NATIONAL ISSUERS...WORKING WITH MAJOR NATIONAL ISSUERS...
Our Credit Card Experience
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Sept 2009
Portfolio Marketing
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Group G Direct managed Metris Companies’ consumer credit card portfolio programs from 1998 thru 2004.
At the time a top-ten issuer of MasterCards with 3.5MM accounts and over $9B in receivables under the Direct Merchants Bank brand.
Group G was an integrated part of their Portfolio Marketing team offering strategic input and project management for:
Card Usage Stimulation Cash Programs New Product Development Research and Analysis Activation Statement Marketing Fee-based Cross-Sell Opportunities Bill Payment Internet Strategy
We’ve successfully managed dozens of complex programs requiring coordination with multiple regional sites.
Metris Consumer Card
Sept 2009
Statement Marketing
Responsible for strategy development, creative executions and production management of Home Depot’s private
label credit card statement channel.
Work with specific cardholders segments and promotions to drive increased card use
Implement statement marketing plan and communications to all HD business units
Work with issuing bank resources to maximize use of technology for inserts and statement messaging
Creative design and execution including all print pre-production and delivery to statement vendor
Review of all statement marketing efforts
Group G Direct Capabilities
10 The Home Depot
Sept 2009
Process Re-Engineering
Overhauled sales finance program for Compaq’sConsumer Direct business unit.
Development of RFP and lender identification for a multi-lender, private-label and co-brand bankcard program
Evaluation and coordination of lender responses
Program structuring and lender negotiations
Pro-forma financial analysis
Implementation support for online and telesales originated PC sales including point-of-sale auto decisioning and instant apply-and-buy capabilities
Development of existing customer renewal programs
Group G Direct Capabilities
11 Compaq Financial Services
Sept 2009
Loyalty and Rewards
Group G Direct was an integral part of the success of the Cellular One Rewards program.
Cellular One Rewards was a multi-faceted co-branded credit card program for Cellular One’s Philadelphia-area customers
Group G Direct helped develop the program and managed various aspects including:
Rewards Development and Fulfillment Direct Marketing Campaigns Credit Card Integration Web Platform Development Inbound Telemarketing Data Processing
The program successfully saved millions of dollars in revenue by decreasing attrition across all customer segments
Group G Direct Capabilities
12 Cellular One
Sept 2009
Program Development
Retained as the de facto product management group for strategic planning, market research, product development,
campaign management and credit policy support.
A dedicated team consisting of three senior-level and two manager-level resources was deployed onsite
Developed acquisition and relationship management strategies and supporting program tactics
Designed unique card value proposition geared to the small business market
Re-engineered application processing platform and created risk-based pricing underwriting requirements
Constructed a comprehensive blueprint for integrated customer communications streams
Group G Direct Capabilities
13 Metris Business Card
Sept 2009
Small Business Programs
Group G has supported Advanta in a number of acquisition and portfolio-based programs targeted to small businesses.
Program development and execution support for leading-edge product and promotion efforts.
Strategic business development with affinity and association marketing
Development of call transfer and alternate channel acquisition marketing
Promotion of recurring and automatic payment Identification of third party, affiliate
marketing opportunities Creative and production execution for
targeted portfolio marketing efforts Partnership marketing support
Group G Direct Capabilities
14 Advanta Business Services
Sept 2009
Project Management
Group G provided key project management resources for RBS Credit Card marketing development and implementation
Enhancement products to credit and debit cards
Operational support on processing platform transition New card technology functionalitiesNew card product positions Cross functional implementation as a quasi-RBS employee Worked with multiple 3rd party services providers and integrated their process into RBS operations
Group G Direct Capabilities
15 Royal Bank of Scotland
Sept 2009
Project Management
Group G led project teams to launch Enhancement Services products in multiple different divisions of the bank.
Facilitated all project team meetings and corresponding documentation; created detailed project plans and flows Coordinated all approvals with Legal, Compliance, Credit Policy Committee, IRF Committee and business groupsMade updates to security plans, business continuity plans, SOPs, statements of work, virtual libraryCreated fulfillment materials and customer lettersDeveloped audit processes and tested billing/fulfillment prior to launch
Group G Direct Capabilities
16 Wells Fargo
Sept 2009
Additional Credit Card Projects
Group G has managed key product development, operational and acquisition marketing efforts for leading issuers
Enhancement products strategies
Merchant Services and affluent market support
Portfolio transitions
New Product Launch
Fleet Card and Cobrand integration
Debit Card Integration
Group G Direct Capabilities
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Sept 2009
Insurance
For over 5 years, Group G Direct delivered primary creative and production management solutions for Marsh Affinity Insurance
Programs.
Direct mail package design for a variety of health, life, disability and other insurance products.
Strategic development for new marketing segmentation and approaches
Development of collateral materials including comprehensive product brochures and take-one lead generations.
Logo design, trade fair booth artwork, posters and banners.
Print advertisements for magazines and newspapers.
Program implementation of campaigns.
Group G Direct Capabilities
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Sept 2009
Mortgage HELOC
Group G has worked with mortgage lenders such as Chase Manhattan Bank, Huntington Bank and Nationwide Bank
to help implement direct mail campaigns.
Developed new creative campaign executions
Managed print production and lettershop
Developed response models based on profitability
Wrote data processing specifications and coordinated analytical and vendor files
Assisted in developing strategic alliances for product enhancements
Worked with credit bureaus to develop prescreen strategy and product targeting
Presented new strategic marketing approaches
Quality control and data auditing of campaigns
Group G Direct Capabilities
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Sept 2009
Pre-Qualified Customer Marketing
Assessed, designed and developed a customer pre-qualified marketing channel for Nationwide Bank’s consumer lending
products
Designed marketing campaign structure for Home Equity, Auto lending and Mortgage products
Identified marketable universe and targeting strategies;evaluated credit policy and underwriting for loan products
Assessed operation capabilities and provide gap analysis and implementation roadmaps
Project managed cross functional team for monthly direct mail campaigns to P&C insurance base
Handled campaign data processing specifications and list segmentation Provided weekly tracking and detailed campaign analysis Coordinated and improved creative approaches and executions
Group G Direct Capabilities
21 Nationwide Bank
September 2009
Deposit Account
Group G has worked with Beneficial Savings Bank to create new approaches to sourcing additional deposit account volume outside of
their customer base
Designed new creative campaign executions for savings and money market products
Integrated direct mail effort into bank’s existingbranding and messaging strategy
Identified target audiences and handled list selection and segmentation
Wrote data processing specifications and coordinated analytical and vendor files
Managed all print production and lettershop for a turn-key bank program
Assisted in developing branch communications and training
Group G Direct Capabilities
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September 2009
Beneficial Savings Bank
Business Case Development
Group G was asked to research the viability of creating a Center of Excellence to coordinate management of enhancement
services for all divisions of the bank.Researched current ES operations in various business groups (Business Direct, CDG, Mortgage, Financial, Home Equity, PCM, EFS, Card)Developed detailed 3-year revenue forecast for all products, channels and partners; Reviewed with Wells Fargo Finance teamPrepared final report in custom leather-bound presentationPresented report and recommendations to Senior Executive Management of Card Services
Group G Direct Capabilities
23 Wells Fargo Enterprise
Sept 2009
Total Program Development
Retained by HNB Marketing to assist with all aspects of instituting a direct marketing program to support home equity
originations.A team consisting of four highly experienced people was assembled to meet all HNB’s needs.Developed acquisition strategies and supporting program tactics including:
Offer structure Targeting and prospect lists Creative approach Production and lettershop
management Web file and graphics Campaign results analysis
Group G Direct Capabilities
24 Huntington Bank Home Equity
Sept 20099
New Product Development
Group G managed the creation of several innovative new products through each stage of the internal GE process.
Constructed initial product concepts and value propositionsCreated full business case for internal review and approvalDeveloped overall marketing strategy and positioningCoordinated with various internal GE divisions and key partnersWorked with 3rd party benefits providers and integrated their services into product processHelped manage product implementation
Group G Direct Capabilities
25 GE Consumer Finance
Sept 2009
Program Management
Group G Direct is a trusted partner of CPP NA – a leading provider of assistance products and services throughout Europe
and the US with over 11 million customers worldwide.
Lead new product development efforts
Implement new marketing channel extensions
Provide operations support including claim and billing processes
Develop customer lifecycle strategies
Drive test design and results analysis
Present new member acquisition strategies
Coordinate integration of partners into marketing process
Manage customer retention efforts and strategy
Group G Direct Capabilities
26 CPP North America
Sept 2009
Strategic Development
Group G Direct has worked with large corporations to develop comprehensive, detailed marketing strategies.
We evaluate a client’s needs and make recommendations based on their objectives and capabilities.
When a client’s internal resources are limited, Group G Direct can provide qualified partner resources to deliver seamless integration.
Our strategic plans are built down to the tactical level giving clients all the information needed to execute the recommended programs.
Group G Direct can also provide total program management support to implement these tactics.
Group G Direct Capabilities
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Sept 2009
Strategic Clients
Group G Direct developed a strategic business plan for centralizing Wells Fargo’s enhancement service offerings in one internal business group.
Compaq Financial Services retained Group G Direct to reengineer its current retail installment sales loan program.
Nationwide put Group G Direct on their side for integrating the marketing of bank financial services products to their insurance base.
Evaluated the CMS division’s current business process and identified key organizational areas for improvement and redirection. Provided critical input to overall new Business Plan and related strategies.
Group G Direct Capabilities
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Sept 2009
Implementation Support
Unlike many consultants and marketing agencies, Group G’s work doesn’t end with the delivery of a “strategy” document, list recommendations, or creative concepts.
We provide daily, hands-on program management and implementation support as part of our exclusive Total Direct SolutionSM
package. This includes comprehensive, cross-functional
project management support. We work with your internal Marketing, IT, and Operational resources as well as your external business partners to create a focused and highly effective implementation team.
Group G Direct Capabilities
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Sept 2009
The Group G Difference
Group G Direct Capabilities
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Group G’s
Typical Client / Agency Structure
Our Approach
Through our approach, clients benefit from cost and process efficiencies and increased marketing capacity.Through our approach, clients benefit from cost and process efficiencies and increased marketing capacity.
Program Design and Development
Implementation Management and Support
Campaign Support Services
Analytical Support and Model Development
Channel Management
Strategic Planning & Business Case Rationale
Partner Management
Sept 2009
Direct Mail
A Group G Direct core competency is the management of the direct mail channel for our clients.
We’ve developed and executed a broad range of programs including: New Account Acquisition Relationship Management Statement Inserts Lead Generation Fulfillment
Our people understand the science of direct mail and our years of experience helps ensure your project mails successfully, on target and on budget.
Group G Direct Capabilities
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Sept 2009
Online Applications
Group G Direct can help you develop or enhance your current online presence.
From acquisition through the lifecycle of a customer, we can build and support programs for:
Online acquisition responses Email, flashcard and banner ad campaigns Customer self-service platform Online bill presentment & payment Retention and loyalty programs
Group G Direct has an existing network of partnerships providing specialized web-based services.
Group G Direct Capabilities
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Sept 2009
Telemarketing
Our expertise in developing and managing telemarketing campaigns can help you maximize your marketing dollars and efforts.
Group G Direct can provide complete TM implementation from vendor selection, price negotiation, set-up and training.
Our experience includes all TM channels including outbound, inbound, VRU and internal Customer Service.
We can also assist with conversational script development, the set-up of ongoing QC processes and TM Rep incentive programs.
Additionally, Group G Direct can help with customer retention based programs implemented through a company’s call center.
Group G Direct Capabilities
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Sept 2009
Our Creative Services
Group G Direct provides a full range of creative services from basic design to integrated campaigns employing multi-media channels.
Some specific services include: Graphic Design and Copywriting Direct Mail Package Development Print Advertisements Web Based Promotions Radio and DRTV Presentations
Our philosophy is to build a creative team based on the specific needs of a client so you have a highly customized pool of experienced talent.
Group G Direct Capabilities
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Sept 2009
Our Print Production
The experienced staff of Group G Direct has collectively supervised hundreds of targeted direct mail campaigns totaling over a billion packages mailed.
Nearly every program we manage utilizes our production management expertise. We understand the nuances of direct mail and can produce cost-effective, impactful printed promotions.
We have established strong vendor relationships that are leveraged to help our clients save money and ensure success.
Let us quote on your direct mail projects. Even if you have competitive bidding processes in place, you may be surprised at the money we can still save you.
We can put your project in the mail faster and less expensively without ever sacrificing quality.
Group G Direct Capabilities
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Sept 2009
Data Processing
Group G Direct is experienced in handling complex data processing needs.
Our team helps manage your programs by: Documenting data processing specifications Coordinating the merge/purge process Incorporating third-party data overlays Enhancing internal customer databases Reviewing/analyzing customer file Modeling and segmentation structures Creating mail and TM files Working with credit bureau extracts and data Negotiating price and services from bureaus
We identify the best resources for each particular project and manage the entire process.
Group G Direct Capabilities
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Sept 2009
List and Bureau Data
Group G Direct managed data and list processing for multi-million piece home mortgage and home equity mailings.
Included credit bureau extracts, customer data and compiled lists along with phone append information.
Established and documented the ongoing data and bureau process for prescreened direct mail campaigns.
Supervised vendor selection and processing, audited all data output and performed lettershop sign-offs.
Additionally, managed the associated telemarketing and web file processing and data requirements.
Group G Direct Capabilities
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Sept 2009
Customer File Analysis
Selected and managed a data processing vendor while coordinating with internal Nextel IT staff.
Developed detailed DP specifications for analyzing Nextel’s customer file for enhanced services promotional offer.
Created selection criteria from customer file to identify appropriate prospects.
Determined targeted product offers based on the customer’s wireless usage profile.
Provided client with project analysis report.
Group G Direct Capabilities
41 Enhanced Services
Sept 2009
Reasons to Use Group G Direct
Group G Direct Capabilities
4255We know financial services – we have executed dozens of marketing initiatives in a variety of financial service disciplines – from product development to loyalty, acquisition, usage, retention and more.
We know marketing - we are veteran practitioners of many marketing mediums from direct mail to telemarketing to the web. We have a great sense of what works to best accomplish your objectives.
We know product development - we’ve launched new products, developed acquisition channels and built unique usage plans to maximize revenue generation.
We know Ops - we understand the technical aspects of financial service operations and can work effectively with Ops teams to implement required program functionalities.
We know how to get things done - and always deliver more than required or expected. Sept 2009
Client Portfolio
Advanta Business Card Ameriprise Financial Beneficial Savings Bank CBS SportsLine CellularOne Chase Manhattan Bank Chevy Chase Bank Compaq Financial Services CPP North America Entertainment Company Fleet Financial FleetCor
GE Financial Services Home Depot Huntington Bank HSBC Marsh MasterCard Metris Companies Nationwide Nextel PNC Bank RBS Wells Fargo
Sept 2009Group G Direct Capabilities
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References
Advanta Corp.Contact: Jim Shreero, Senior Vice-President, Small Business CardsPhone: 215-444-5497
Ameriprise FinancialContact: Ben Collamore, Vice-President, Cards & RewardsPhone: 212-437-8647
CPP North AmericaContact: Margie Fuchs, Vice-President, New Product DevelopmentPhone: 952-541-5837
GE Consumer FinanceContact: Stephanie Meyer, Vice-President, New Product DevelopmentPhone: 262-548-4593
Huntington National BankContact: Karen Maruna, Vice-President, Retail MarketingPhone: 614-480-3112
Royal Bank of Scotland (RBS)Contact: Joseph Hoffman, President and Chief Executive Officer RBS Nat’l BankPhone: 203-551-3408
Wells FargoContact: Michael MacDonald, Vice-President, Enhancement ServicesPhone: 612-215-2411
Group G Direct Capabilities
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Sept 2009