BUILD BRAND LOYALTY

Branding updates lead to increased loyalty

By redesigning a U.S. mobile phone company’s loyalty program communication to reflect their new brand and to captivate their target audience, program enrollment and point redemption results improved significantly.

Challenge:
The U.S. mobile phone company developed a customer loyalty program for its Midwest division to cultivate stronger relationships and reward their high value customers.  With a crowded marketplace, the division needed engaging communication and meticulous brand consistency.

Goals:

1. Design a program that reflects the company’s new corporate brand guidelines.
2. Capitalize on the equity the company was building around its new logo and tagline.
3. Increase program membership and help drive ROI.

Taylor Solution:

1. Redesign the company’s loyalty program communications to reflect the new brand guidelines and to target their upscale Midwest audience.
2. Develop a database of all store and branding parameters.
3. Develop content that highlights program rewards and benefits, reinforces value in today’s competitive wireless market and cross-sells ancillary company services.

Results:

1. Quarterly enrollment in the loyalty club increased 175% from Q1 to Q3.
2. Monthly point redemption rates ranged from 5 to 6.5%.