The Challenge
Throughout the year, we support First Data across a wide spectrum of marketing initiatives. For one week in May, we all come together to celebrate small business, the primary driver of the US economy. To highlight First Data’s support for its six million retailer customers, we helped promote a week-long celebration of events to honor small business.
Deliverables
- Visual Identity
- Style Guide
- Social Media Strategy
- Social Posting
- Content Curation
- User Experience Design
- User Interface Design
- Development
The Ignition Process
Discovery
As one of the world’s largest data processing firms, First Data boasts lots of stats to show their support of small business. Plus, a little digging through SBA resources revealed even more interesting factoids about the impact of small businesses on the US economy. The stats and facts we uncovered lent themselves beautifully to an infographic approach to support the campaign strategy.
Strategy
Showing First Data’s support of small business was the high-level communications strategy. But we also had to support a series of week-long events that would foster support among current customers and generate enthusiasm among prospects.
Creative
We developed a campaign based on the theme “Main Street Matters” to highlight First Data’s support and celebration of the power of small businesses and their importance to their communities, to innovation and to the economy as a whole. We carried the theme through a multitude of deliverables, including targeted materials driving registrations for several events held in New York City.
Metrics & Refinement
Our efforts generated such an immediate response for First Data events that we had to pause the campaign shortly after launch. In less than two days, we sold out The Mets at Citi Field for a First Data event honoring small businesses. We maintained excitement with social posts as well as post-event communication materials.
