Share Kasasa Marketing Guide

Transcription

1 Share Kasasa Marketing Guide 1 Welcome to Share Kasasa! Congratulations on adopting our automated online refer-a-friend program to further extend your marketing efforts! Are you ready to start turning current account holders into enthusiastic brand advocates? This short guide outlines everything that s included with this program, and how to best utilize it to maximize your Share potential. You wouldn t expect to become a musical maestro without practicing or win the Indy 500 with a racecar that never leaves your garage. The same goes for Share Kasasa it doesn t work if you don t use it. So let s dive in. Take a look at our Share Kasasa marketing materials and recommendations for use.

2 2 Marketing Timeline & Execution Planning We ve developed planning resources to set you up for a successful launch and easy maintenance thereafter. The following documents help you navigate existing Share Kasasa materials in an orderly, deadline-friendly fashion: Share Kasasa Marketing Calendar QUARTER Q1 Q2 Q3 Q4 MONTH March April May June July August September October November December DAY (MONDAY) Client Opt-in Window Client Assets Due Contact List Collection Campaign Schedule Opt-in period for May 26 release Opt-in period for August 18 release Opt-in period for November 17 release Assets due May 6 Assets due July 29 Assets due October 29 Outlines important dates for campaigns sent out by Kasasa in order to boost referrer opt-in. NOTE Aside from institution logo and gift card amount, campaign creative remains the same across all Kasasa institutions. This allows us to optimize campaign performance and deliverability. CAMPAIGN Share Spring Goodness content and imagery focus on different aspects of sharing things with friends and the ease of sharing Kasasa. Summer Sharing Sizzle s focus on how easy it is to share Kasasa. Imagery will include different things people enjoy sharing in summer. Season of Sharing content and imagery will emphasize the holiday spirit of sharing and how easy it is to share Kasasa. With Kasasa, it pays to pay it forward. Employee Launch Overview The rollout of our new Share Kasasa program is just around the corner! To get you to Share Kasasa pro status, we ve outlined everything you ll need to know. From a basic overview down to the nitty gritty, read this guide and you ll be a Share Kasasa expert in no time. What is Share Kasasa? Share Kasasa is a socially charged refer-a-friend program that rewards Kasasa account holders for spreading the word about our awesome Kasasa accounts. They simply share their own unique link via social networks like Facebook and Twitter, and they re done. No time-consuming follow-up necessary. For each friend that uses that link to sign up and qualify, the referrer and the friend each receives an Amazon gift card. There is no limit to the number of times they can share or the number of gift cards earned. So encourage them to share as much as they d like! How does it work? The internal launch phase starts when you roll out the program internally to employees. We recommend testing the program with your staff for two weeks, but the amount of time is up to you. This period is beneficial for three main reasons: to kick start the process with greater ease, to familiarize your employees with the program before the official launch, and to ensure it s working the way you expect. Once the internal launch period ends, you can start utilizing all of the marketing materials (see section 3). Please note: Share Kasasa is only available to Kasasa account holders. If someone is interested but doesn t already have an account, the first step is to help them open one. 1. Direct them to our Share Kasasa microsite. (You should have received a URL from our internal Share Kasasa organizer.) 2. They ll log in using their address and the last 4 digits of their SSN. 3. Once they obtain their unique link, they can start sharing it with their friends. (They can click on the different social buttons or copy and paste the link to the social site of their choice.) 4. For each friend that signs up and qualifies, they ll both receive an Amazon gift card. Employee Pre-launch Period Before we roll this program out to all account holders, we re going to launch it internally first. That means if you have a Kasasa account, you get to take this program for a test drive! Give a boost to the business and to your wallet. During this phase, share as often as you d like and rack up the rewards as you go! With each share, you re helping get people in the door and into a rewarding account they deserve and getting paid for it. Share Kasasa is an all-around win for you, account holders, and the business.

3 3 Creative Assets These are the materials we mentioned before that help you execute a full Share Kasasa marketing plan. As a Share client, you have free access to several materials designed to boost your current marketing efforts and add another engagement opportunity for current account holders. The following marketing materials are available for your use and we encourage you to use them regularly! Activation Card Once you ve got their attention, keep it by further engaging at the point of sale. A Share Kasasa wallet-sized card conveniently outlines the program details in a format that can be carried around at all times. This Share card encourages a Kasasa account holder to become a referrer, and serves as a constant reminder to keep sharing with friends every time they open their wallet!

4 Campaigns We will be developing several themed campaigns throughout the year focused on sharing Kasasa and bringing recipients to your Share Kasasa landing page. Themes are centered on topics like the value of sharing, sharing with friends, and sharing around the holidays. Please note: in order to participate in these campaigns, you will need to provide us with an unsubscribe list. Our marketing team will reach out to you with further instructions before we launch. Consult the attached campaign calendar for a breakdown of themes and launch dates. SAMPLE 1 SAMPLE 2 SAMPLE 3

5 FIRSTBranch Utility Belt If you have a FIRSTBranch website, this is a ribbon banner that will have a constant presence at the top of your site. Web Banners Grab attention and easily cross promote this program alongside other marketing initiatives by adding a Share banner to the rotation on your institution s website.

6 Landing Pages Once a Referrer or Friend decides to take action, they are driven to a landing page that s unique to where they are in the process. Each landing page incorporates a seamless user flow, captivating design, and copy that compels them to complete the simple steps. If someone that has previously referred a Friend clicks the utility belt using the same device, they will be taken to their Share My Link page. New or unknown users will be taken to the Unknown Referrer landing page, where they can opt in or sign up to be a Referrer. Ask your MPM about adding Share Kasasa to your FIRSTBranch. UNKNOWN REFERRER PAGE KNOWN REFERRER PAGE SHARE MY LINK PAGE FRIEND PAGE Any new or unknown Kasasa account holder will be sent here from a FIRSTBranch banner, utility belt, or social media ads. They must provide their address, last 4 of their SSN, and opt in in order to identify. Any known Kasasa account holder will be sent here. All that is asked of them is to opt in. After a Referrer opts in, they are sent here. This page provides their personal link and the ability to share it via any social media platform of their choosing. A Friend who clicks on a social link that a Referrer has shared is taken here. This page tells them to sign up for a Kasasa account.

7 Social Media Assets No need to toil over new social content, because we ve done it for you! We ve created a number of posts for you to implement on Facebook, Twitter, and other social media sites. You know that feeling when you buy a dozen pastries and they throw in a bag of donut holes? Sharing Kasasa feels like that. Get your link and start earning those $XX Amazon gift cards today. freedominstitution.com #kasasa #sharekasasa #PLACEHOLDER

8 Triggered Reminder s Triggered s are sent automatically to Referrers and Friends as they complete steps in the process, reinforcing desired behaviors. No action is necessary on your part to ensure the deliver of these s. a. Referrer Confirmation Sent to a Referrer upon opting into the program. Reminds them to share their link. b. Friend Confirmation Sent once a Friend enrolls in the program. Reminds them what they need to do to earn their Share bonus. c. Friend Almost There Sent to a Friend who has just opened an account. Reminds them to qualify for rewards once on their own (autoqualifications do not apply) in their new Kasasa account within 180 days, and also encourages them to become a Referrer. d. Referrer Almost There Sent to a Referrer once a Friend opens a Kasasa account. Indicates that someone has used their link to open an account (without identifying the Friend for privacy reasons). A B C D

9 4 Why Use Share Kasasa? Share Kasasa helps you bring in more engaged account holders at a low activation cost and a low level of effort. It s maintenance-free, there are no program fees, and there are no marketing materials to create. Just new account holders to gain. All you pay for are the rewards of your choosing and only when a new account is opened and meets qualifications. So every dollar spent is justified. Share Kasasa has helped us open more new accounts and continue to grow our non-maturity deposits. The program has definitely exceeded our expectations. Tiffany J., Senior Marketing Officer, Springfield, MO These new assets and promotional tactics will energize your Share program and help your institution take a programmatic approach to adding more Kasasa accounts through referrals which are a great source of new business. But remember: for all the potential benefit Share Kasasa could bring, that can t happen if you don t promote it. So be sure and refer back to this guide often to get the most out of your Share Kasasa program!

10 5 Don t Forget! Now that you know all about Share Kasasa and how it works, here s what to do next: Start using all of the creative assets. Review the Campaign Schedule for a calendar view of launch dates and deadlines.