Owned and operated by Walmart, Sam's Club is the 8th largest retailer in America, serving over 47 million members. With attrition rates on the rise, Sam's Club wanted to engage its member base through more frequent, digital communication. We tackled this in several ways, including segmenting their members by demographic and developing a year-long strategy for communicating with their first-year members.
First Year Journey:
The first year of a customer's membership is their most critical. The more these members engage the first few months, the more likely they are to renew. We developed a first-year journey for these members, contacting them 24 times throughout the year. Each contact includes a direct mail, an email, and a corresponding landing page.
Mom's and Dad's Club:
New moms are a very valuable, very loyal group of members for Sam's Club. We created a similar journey for these new moms, contacting them several times throughout the year, inviting them to join a community where they can access special offers, samples, and ideas.
The Verizon brand got a new voice, and so did B2B. Our agency was tasked with bringing the updated tone to Verizon's business clients in a way they had never been talked to before. Because people in business are still just people. So we started to talk to them like it.
The Verizon Business Solutions included:
Machine to Machine
The United States Postal Services has a lot of underutilized services for businesses. Small businesses could grow their customer base remarkably through direct mail services from the USPS. But not a lot of people know about them. So we took to the ground in the way the USPS preaches. We developed a direct mail and a battlecard for sales reps to distribute in their districts.
Each year, the international juice company Xango releases a year-in-review book. For their tenth anniversary, they wanted to make it something people actually wanted to read. So we spiced up the raw data with some personality and better graphic treatment.
Welcome to our big book of numbers. This book is here to show you what we’ve done in the last 10 years. It’s what we’ve affectionately coined our “brag book.” Because after 10 years, we’ve racked up some pretty impressive numbers, and we wanted to share. But it’s not just us. It’s all of you, too: Distributors, customers, inquirers and brag-book readers. Without you, we’d all just be a bunch of zeros. So this big braggy book of numbers goes out to all of you.
With the rollout of the new Verizon brand, the B2B voice had to shift. They needed their business solutions explained in an easy, approachable way that fit the new brand. The answer? Infographics.
Utah.com began a series of articles called Local View, so that tourists could get an inside look on the city from a local's perspective. Dozens were written. One has been released to the wild. View the live link here.
How do you make a video celebrating a goal to be a billion-dollar company without losing the overall company mission statement to help individuals? The executives at Weatherby Healthcare needed a video that did both. Their concern was that emphasizing the goal to become a billion dollar company removed the emphasis from the importance of the individual employees, doctors, and patients they service. So Billion Ones is about how a lofty goal can still be focused on the individual.
Sam's Club is quickly joining the ranks of other smart grocers, by implementing advanced technology in its aisles—both physical and digital. With the rollout of their new app that will make ordering easier and smarter for their business members, they needed beautiful design and a simple way to explain it.
For its tenth anniversary, Xango wanted to engage its audience with a nod to the history of the mangosteen (the base of the juice), as well as its local, Utah roots. We created a mantra that could be wrapped on its collectors' bottles in addition to fun, playful infographics about Utah.
“Quite excellent,” she said. Quite extraordinary, that splendid fruit. The legendary mangosteen was delivered to the queen with such intention to make the healthy healthier. The happy happier. And the unfortunate less so. A juicy fruit. A reigning queen. A magnificent fruit. A majestic woman. The queen of the land. The queen of fruit. United to bring health to the land. And happiness to the heart.
Verizon Business Solutions can get technical. Which is why Verizon needed a way to quickly and easily explain these solutions to potential customers. We created several short videos that sales reps could use as a tool to help explain their most complex solutions in a memorable way.
Copy: Maggie Franz
Art Direction: Paul Butterfield
Sam's Club offers its Plus Members the ability to add on employees, family members, or friends, allowing the primary cardholder to collect rewards on the money the add-on spends. The only problem with it is that nobody knows about it. We created some ads that stood out from the rest of the Sam's Club collateral so that members would take note of the best benefit they were missing out on.
To help explain Sam's Club's top 8 demographics (or segments) we shot short, documentary-style films of real people who really shop at Sam's Club. The segments are grouped by Savings or Business members. We created a short, introductory video for each.
Defend Innocence is a non-profit organization whose mission is to educate parents about the reality and dangers of sexual abuse of children. This video was meant to open up that dialogue and help create awareness, so parents would seek out information that will empower them to better protect their children.
Copy: Maggie Franz
Motion graphics: Nocturnal Inc.
Thanks for stopping in. Contact me over here.