The Brief: Premium Credit is a multi billion pound organisation that specialises in insurance premiums and spreading professional fees within the service sector. Keen to excel as a department and be recognised as a market leader, the Direct Debt Management Services (DDMS) team wanted to create product awareness through direct marketing and media coverage to attract more clients.
Solution: BlackChilli created a newsletter that focused on the workings of DDMS and promoted the clients services to new and existing customers and to Premium Credit as a whole. It also encouraged existing clients to refer potential new contacts to the business and promoted the full portfolio of payment plans.
With its existing secure footing in the golf sector, DDMS also wanted to target marinas, football clubs and the health and safety sector – at the time not being targeted by other payment plan agencies – but all could benefit from individually tailored payment plans so a series of placed ‘ghosted’ articles were used.
Result: Implementing these initiatives resulted in a huge increase in sales for DDMS from these new sectors as a direct result of the media campaign and the direct mail referral mechanism. The targeted trade media successfully raised the profile, making professional businesses more aware of the services DDMS offers, while the newsletter also helped build business and created a great morale boost within all Premium Credit departments.