David Fontana

No credit card, no bank account - a big problem in an economy where purchases are made, more often than not, on plastic. This “underbanked” or “unbanked” community needed a way to become part of this economy.  The challenge, how do you engage this audience when they are used to being turned down?

Understand who this audience is and how they interact. They are mobile first. They don't use email. They watch and respond to TV. In managing this omni-channel direct response national launch we had to make sure this effort reflected the user, not a cookie cutter credit card offer. The effort used multiple acquisition channels combined with tactical local efforts. One that brought prospects to a simple, less financial looking application, one that didn't demand an email address to help increase approval rates. 

The result was an effort that beat aggressive CPA goals and saw increasing card usage/refills.

Media Touchpoints

• DRTV - A combination of networks that exhibited the best result in converting this prospect to a sale.
  
• Online use a mix of direct site, trading desk and affiliate buys.
  
• Tactically, reach out to this underbanked target via placements in check cashing locations, a key source of competition for Magic.
  
• In-person grass root community efforts, where customers can talk to people, not bankers, who can help them get a prepaid card.
  

Marketing & Media professional