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Sue Runyon

Graphic Design

Full Adobe Cloud design knowledge and good collaboration skills are a must to pull off a successful campaign.

TIAA Bank quarterly email to Commercial Real Estate clients

This quarterly email from the Commercial Real Estate division was sent to existing customers with the most current data on closings. It was designed to keep the client/rep relationship current and peak interest in new deals.

Results of testing this New Year's campaign with two layouts and similar audiences showed the use of an image in the headline or not using an image were equally successful. The same was true for showing earnings vs not showing earnings. Surprisingly, there were no significant click through differences and equally good product sign up results.

Savi is a social impact company that helps people navigate the complex Public Service Loan Forgiveness program. TIAA and Savi have teamed up to help university employees tackle one of the biggest financial challenges they face. This B-to-B campaign was directed to the relationship managers of universities who use TIAA's services, to give them more information about the Savi program.  See campaign case study.

Case-study: TIAA Bank Balance Build campaign

Before & After

It's the best day at work when the opportunity arises to work collaboratively with a team to brainstorm solutions. The Balance Build rebrand challenge included updates to an existing campaign. An email and direct mail were sent to encourage customers to add money to their checking accounts and receive a cash bonus.

  1. First, the headline was rewritten so that it was more clever. 

  2. The qualifying instructions for how to receive this bonus were originally more in legal terms. They were updated to include an easy-to-understand timeline. Working with the email code specialist, we animated the dot in the email timeline so that it moved vertically down the paragraph.

  3. The reward amounts were buried in a traditional table. An infographic was designed to reflect the deposit differences to scale.

  4. A short-fold was designed so that the bonus amount was seen upon exiting the envelope, before the direct mail piece was unfolded.

  5. And finally, the original call-to-action was a click away in a landing page. The updated campaign gave clear instructions for how to get started right away, within the original piece. Then contact information or a landing page link were provided for more details. PDF

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