The Kidwell team sought a printed piece to help market bank security systems that combat the increase in robberies at financial institutions in recent years. Kidwell’s goal was to sell remote access security systems to financial institutions. However, they had to overcome the notion that these heightened security measures would compromise a bank’s customer-friendly atmosphere. Basically, they feared that customers needing to be “buzzed in” or slide their bank card just to get into the lobby would be intimidating and deter visitors. The print piece we created would precede their sales calls to warm branch directors to the thought of a remote access security system. The challenge for the PLAY team became not just advertising a product, but doing so in a way that would help Kidwell’s sales team pitch a security system to their clients and ease their fear of creating an intimidating atmosphere in their bank or credit union branch. Since this type of sale was relatively uncharted territory for the Kidwell team, we needed to create effective sales pieces with very little direction. This project truly started from scratch, even from a strategy standpoint. It was a unique challenge, but we were lucky to have the Kidwell [...]

Customer service. It can make or break relationships, no matter how long someone has been a customer. This is especially true for the banking industry. Our client, Credit Union of America, has worked diligently to gain recognition for its brand promise of “Welcome to friendly”. This mantra guides how it creates products and services, as well as how its team engages with customers and prospective customers, beginning with the very first “hello.” In a recent project for CUA, we were asked to help the organization increase overall service satisfaction scores among credit union members. In addition, this project would help strengthen its customer-centric philosophy among its team in an interesting way. This project would reinforce expectations and give team members useful tools in how to interact with customers. The organization had created a booklet with similar content in the past but was looking to PLAY Creative to help enhance their approach. The result is a HELLO desk topper. This dimensional booklet is intended to give CUA team members quick access to useful tools that will help them create positive, memorable customer experiences. Our approach involved making playful use of a key word the organization stresses, which is “hello”. Much more [...]

Digital marketing is fast and accessible. But touching a screen or keyboard cannot give you the same experience as paper. Or plastic. Or some other dimensional material. Uncoated. Linen. Perforated. When you communicate with print, you open the door to engagement. Someone examining it is far more likely to hold onto whatever was delivered to them. Brazil’s Companhia Athletica gym used print to address declining membership and class participation. The company realized that many members were becoming frustrated by the notion of a quick-fix for a fitter physique. To re-engage its audience, the company created two calendars, featuring a male and female form. As each month was flipped, the silhouette became smaller and more fit. This print piece not only created an opportunity to engage with the audience, it also served as a reminder that long-term health and fitness comes with time and dedication. Placed in each gym location and given to its membership, Companhia Athletica used an everyday print piece (and an action versus content) to make a meaningful connection with its membership. While the Companhia Athletica print example was a one-hit solution, interactive print materials can easily fit within a more extensive campaign. If a campaign begins with [...]

As the healthcare environment continues to evolve, providers, pharmacies and anyone else involved in an individual’s health and wellness, continue to look for ways to streamline communication to improve outcomes and lower costs. To help, NetSmart created CareManager, a care coordination software solution. Supporting patient-centered care, CareManager aggregates clinical data, creating an overview of health at the population level. It also facilitates care coordination across an individual’s providers, tracks clinical quality measures and outcomes and manages authorizations and claims across care providers. Furthermore, patients have the ability to access their personal records at any time, empowering them to take an active role in their health. So where do we come in? PLAY partnered with NetSmart to develop a dynamic mailer that would educate key audiences about the CareManager product. We developed a plan for customizing the mailer to best meet the needs of those we were reaching out to. This included: stakeholders, CEOs, and program directors for health systems organizations, pharmacies, primary care practices, substance use centers, health departments, and others, at the state and national level. The parcel mailing played off key benefits of the CareManager software: “Coordinating care” and “Focusing on individual health”. Playing off the user experience [...]