Transcript Group G Capabilties

Capabilities Overview
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MARKETING
SOLUTIONS
FOR WHATEVER YOU NEED
WHEN YOU NEED IT
Group G Direct Capabilities
Sept 2009
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Group G Direct
Established in 1998, Group G Direct is an innovative
full-service direct marketing solutions provider
focused on the needs of Fortune 1000 companies.
We specialize in helping financial service companies
that have aggressive marketing goals and who require
assistance with program execution and strategic
development to meet their objectives.
Group G Direct differentiates itself from other
resources through excellence in program
management. Our philosophy of working in a true
team environment and integrating within the
corporate structure of a company continues to prove
highly successful for our clients.
Group G Direct Capabilities
Sept 2009
Our Philosophy
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 We are not just a traditional marketing agency.
We are a marketing solutions provider.
 We focus on a limited number of select clients so we
can be responsive to your needs.
 We customize our client support team based on the
requirements of your project.
 We integrate within your corporate structure to
understand your business culture.
 We become a seamless addition to your cross-
functional project teams developing a highly effective
working relationship.
Group G Direct Capabilities
Sept 2009
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Executive Management
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The Group G Direct Executive Management team has over 40 years
of direct marketing experience in the financial services industry.
 Geff Rapp - Senior Managing Partner
25+ years of advertising and direct marketing experience specializing in account
acquisition, direct mail, telemarketing, usage and activation, custom marketing system
design and database marketing applications. Geff heads-up our marketing strategy and
creative teams with the benefit and background of both agency and client perspectives.
 Greg Olenski - Senior Managing Partner
Over 25 years of advertising and direct marketing experience focused primarily on
customer relationship management, retention, enhancement services, print/broadcast
advertising, integrated online applications and loyalty-based marketing programs. Greg
leads our account management group to offer seamless partner integration with teamoriented and turn-key services for flawless execution of programs.
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Sept 2009
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Our Team
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Our account team is comprised of seasoned marketing professionals
with broad experience in managing a variety of financial services
marketing programs.
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Bernie Coughlin, Production Management – Over 24 years of broad-based direct
marketing experience in account and production management. Handled entire DM
programs for major bank, insurance, telecommunications and health care clients mailing
millions of DM packages. Responsible for vendor management, trafficking and quality
control on production projects.
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Martina Kramer, Account Director – 10+ years experience in credit card operations
and marketing. Co-brand, new product development, production, creative services and
customer service. Prior experience with credit card issuers Advanta, Fleet and Home
Depot (Citi).
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Brent Vawter, Account Director – 16+ years of experience in credit card marketing.
Acquisition, usage and retention, cash programs, operations, portfolio marketing,
enhancement services and new product development. Prior experience with credit card
issuers GE, Metris, Huntington Bank, Nationwide Bank and Wells Fargo.
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Our Areas of Focus
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• Program Design and Execution
▫ Account acquisition
▫ Usage / Frequency
▫ Loyalty / Retention
▫ Enhancement services
• Strategic Support
▫ Business case development
▫ Market analysis
▫ Campaign design / Project planning
▫ Financial forecasting
• New Product Development
▫ Ideation (USP, positioning, pricing)
▫ Operations / systems support
▫ Vendor RFP management / contract
negotiation
▫ Product testing and launch
• Channel Management
▫ Direct mail / Statements
▫ Call Center / VRU systems
▫ Sales collateral
▫ Telemarketing
▫ Internet / Email
▫ Trade shows and conventions
▫ In store signage and collateral
• Campaign Support Services
▫ Creative / Copy
▫ Print production
▫ Web development
▫ Training
▫ Tracking / Analysis
Group G Direct Capabilities
• Internal Communications
▫ Executive presentations
▫ Employee awareness programs
▫ Annual report
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Our Financial
Services
Experience
 Consumer Finance
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Bankcard/Cobrand
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Unsecured Credit
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Private Label & Sales Finance
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HELOC/2nd Mortgage
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Checking/Money Market
 Small Business
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Credit Card
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Leasing
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Professional Liability
 Insurance
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Group Health/Life/Prop Casualty
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Credit/AD&D
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Affinity
 Enhancement Services
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Fee Based Products
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Reward/Loyalty Programs
Group G Direct Capabilities
Sept 2009
Our Credit Card Experience
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GROUP G HAS MANAGED
DOZENS OF CARD PROGRAMS
WORKING WITH MAJOR NATIONAL ISSUERS...
Group G Direct Capabilities
Sept 2009
Portfolio Marketing
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Metris Consumer Card
Group G Direct managed Metris Companies’ consumer credit card
portfolio programs from 1998 thru 2004.
 At the time a top-ten issuer of MasterCards with 3.5MM accounts and over $9B
in receivables under the Direct Merchants Bank brand.
 Group G was an integrated part of their Portfolio Marketing team offering
strategic input and project management for:
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Card Usage Stimulation
Cash Programs
New Product Development
Research and Analysis
Activation
Statement Marketing
Fee-based Cross-Sell Opportunities
Bill Payment
Internet Strategy
 We’ve successfully managed dozens of complex programs requiring
coordination with multiple regional sites.
Group G Direct Capabilities
Sept 2009
Statement Marketing
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The Home Depot
Responsible for strategy development, creative executions
and production management of Home Depot’s private
label credit card statement channel.
 Work with specific cardholders segments
and promotions to drive increased card use
 Implement statement marketing plan and
communications to all HD business units
 Work with issuing bank resources to maximize
use of technology for inserts and statement messaging
 Creative design and execution including all print
pre-production and delivery to statement vendor
 Review of all statement marketing efforts
Group G Direct Capabilities
Sept 2009
Process Re-Engineering
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Compaq Financial Services
Overhauled sales finance program for Compaq’s
Consumer Direct business unit.
 Development of RFP and lender identification for a multi-lender, private-label
and co-brand bankcard program
 Evaluation and coordination of lender
responses
 Program structuring and lender
negotiations
 Pro-forma financial analysis
 Implementation support for online and telesales
originated PC sales including point-of-sale auto decisioning and instant applyand-buy capabilities
 Development of existing customer renewal programs
Group G Direct Capabilities
Sept 2009
Loyalty and Rewards
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Cellular One
Group G Direct was an integral part of the success
of the Cellular One Rewards program.
 Cellular One Rewards was a multi-faceted co-branded credit card program for
Cellular One’s Philadelphia-area customers
 Group G Direct helped develop the program and managed various aspects
including:
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Rewards Development and Fulfillment
Direct Marketing Campaigns
Credit Card Integration
Web Platform Development
Inbound Telemarketing
Data Processing
 The program successfully saved millions of dollars in
revenue by decreasing attrition across all customer segments
Group G Direct Capabilities
Sept 2009
Program Development
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Metris Business Card
Retained as the de facto product management group for strategic
planning, market research, product development, campaign management
and credit policy support.
 A dedicated team consisting of three senior-level and two manager-level
resources was deployed onsite
 Developed acquisition and relationship management strategies and supporting
program tactics
 Designed unique card value proposition
geared to the small business market
 Re-engineered application processing
platform and created risk-based pricing
underwriting requirements
 Constructed a comprehensive blueprint for integrated customer
communications streams
Group G Direct Capabilities
Sept 2009
Small Business Programs
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Advanta Business Services
Group G has supported Advanta in a number of acquisition and portfoliobased programs targeted to small businesses.
 Program development and execution support for
leading-edge product and promotion efforts.
 Strategic business development with
affinity and association marketing
 Development of call transfer and alternate
channel acquisition marketing
 Promotion of recurring and automatic payment
 Identification of third party, affiliate
marketing opportunities
 Creative and production execution for
targeted portfolio marketing efforts
 Partnership marketing support
Group G Direct Capabilities
Sept 2009
Project Management
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Royal Bank of Scotland
Group G provided key project management resources for
RBS Credit Card marketing development and implementation
 Enhancement products to credit and debit cards
 Operational support on processing platform transition
 New card technology functionalities
 New card product positions
 Cross functional implementation as a
quasi-RBS employee
 Worked with multiple 3rd party services providers
and integrated their process into RBS operations
Group G Direct Capabilities
Sept 2009
Project Management
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Wells Fargo
Group G led project teams to launch Enhancement Services products in
multiple different divisions of the bank.
 Facilitated all project team meetings and corresponding documentation;
created detailed project plans and flows
 Coordinated all approvals with Legal, Compliance, Credit Policy Committee,
IRF Committee and business groups
 Made updates to security plans, business
continuity plans, SOPs, statements of
work, virtual library
 Created fulfillment materials and
customer letters
 Developed audit processes and tested
billing/fulfillment prior to launch
Group G Direct Capabilities
Sept 2009
Additional Credit Card Projects
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Group G has managed key product development, operational and
acquisition marketing efforts for leading issuers
 Enhancement products strategies
 Merchant Services and affluent market support
 Portfolio transitions
 New Product Launch
 Fleet Card and Cobrand integration
 Debit Card Integration
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Other Financial Services Work
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Insurance
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For over 5 years, Group G Direct delivered primary creative and
production management solutions for Marsh Affinity Insurance Programs.
 Direct mail package design for a variety of health, life, disability and other
insurance products.
 Strategic development for new marketing
segmentation and approaches
 Development of collateral materials
including comprehensive product brochures
and take-one lead generations.
 Logo design, trade fair booth artwork,
posters and banners.
 Print advertisements for magazines and
newspapers.
 Program implementation of campaigns.
Group G Direct Capabilities
Sept 2009
Mortgage HELOC
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Group G has worked with mortgage lenders such as
Chase Manhattan Bank, Huntington Bank and Nationwide Bank
to help implement direct mail campaigns.
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Developed new creative campaign executions
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Managed print production and lettershop
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Developed response models based on profitability
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Wrote data processing specifications and
coordinated analytical and vendor files
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Assisted in developing strategic alliances for
product enhancements
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Worked with credit bureaus to develop prescreen
strategy and product targeting
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Presented new strategic marketing approaches
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Quality control and data auditing of campaigns
Group G Direct Capabilities
Sept 2009
Pre-Qualified Customer Marketing
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Nationwide Bank
Assessed, designed and developed a customer pre-qualified marketing
channel for Nationwide Bank’s consumer lending products
 Designed marketing campaign structure for Home Equity,
Auto lending and Mortgage products
 Identified marketable universe and targeting strategies;
evaluated credit policy and underwriting for loan products
 Assessed operation capabilities and provide gap analysis
and implementation roadmaps
 Project managed cross functional team for monthly
direct mail campaigns to P&C insurance base
 Handled campaign data processing specifications and list segmentation
 Provided weekly tracking and detailed campaign analysis
 Coordinated and improved creative approaches and executions
Group G Direct Capabilities
September 2009
Deposit Account
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Beneficial Savings Bank
Group G has worked with Beneficial Savings Bank to create new approaches to
sourcing additional deposit account volume outside of their customer base
 Designed new creative campaign executions for
savings and money market products
 Integrated direct mail effort into bank’s existing
branding and messaging strategy
 Identified target audiences and handled
list selection and segmentation
 Wrote data processing specifications and
coordinated analytical and vendor files
 Managed all print production and lettershop for
a turn-key bank program
 Assisted in developing branch communications and training
Group G Direct Capabilities
September 2009
Business Case Development
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Wells Fargo Enterprise
Group G was asked to research the viability of creating a Center of
Excellence to coordinate management of enhancement services for all
divisions of the bank.
 Researched current ES operations in various business groups (Business Direct,
CDG, Mortgage, Financial, Home Equity, PCM, EFS, Card)
 Developed detailed 3-year revenue
forecast for all products, channels
and partners; Reviewed with Wells Fargo
Finance team
 Prepared final report in custom leather-
bound presentation
 Presented report and recommendations
to Senior Executive Management of Card Services
Group G Direct Capabilities
Sept 2009
Total Program Development
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Huntington Bank Home Equity
Retained by HNB Marketing to assist with all aspects of instituting a direct
marketing program to support home equity originations.
 A team consisting of four highly experienced people was assembled to meet all
HNB’s needs.
 Developed acquisition strategies and
supporting program tactics including:
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Offer structure
Targeting and prospect lists
Creative approach
Production and lettershop
management
Web file and graphics
Campaign results analysis
Group G Direct Capabilities
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New Product Development
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GE Consumer Finance
Group G managed the creation of several innovative new products
through each stage of the internal GE process.
 Constructed initial product concepts and
value propositions
 Created full business case for internal
review and approval
 Developed overall marketing strategy and
positioning
 Coordinated with various internal GE
divisions and key partners
 Worked with 3rd party benefits providers and
integrated their services into product process
 Helped manage product implementation
Group G Direct Capabilities
Sept 2009
Program Management
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CPP North America
Group G Direct is a trusted partner of CPP NA – a leading provider of
assistance products and services throughout Europe and the US with over
11 million customers worldwide.
 Lead new product development efforts
 Implement new marketing channel extensions
 Provide operations support including
claim and billing processes
 Develop customer lifecycle strategies
 Drive test design and results analysis
 Present new member acquisition strategies
 Coordinate integration of partners into marketing process
 Manage customer retention efforts and strategy
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Additional Capabilities
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Group G Direct Capabilities
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Strategic Development
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 Group G Direct has worked with large corporations to develop comprehensive,
detailed marketing strategies.
 We evaluate a client’s needs and make recommendations based on their
objectives and capabilities.
 When a client’s internal resources are limited,
Group G Direct can provide qualified partner
resources to deliver seamless integration.
 Our strategic plans are built down to the
tactical level giving clients all the information
needed to execute the recommended programs.
 Group G Direct can also provide total program
management support to implement these tactics.
Group G Direct Capabilities
Sept 2009
Strategic Clients
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 Group G Direct developed a strategic business plan for
centralizing Wells Fargo’s enhancement service offerings
in one internal business group.
 Compaq Financial Services retained Group G Direct to
reengineer its current retail installment sales loan
program.
 Nationwide put Group G Direct on their side for
integrating the marketing of bank financial services
products to their insurance base.
 Evaluated the CMS division’s current business process
and identified key organizational areas for improvement
and redirection. Provided critical input to overall new
Business Plan and related strategies.
Group G Direct Capabilities
Sept 2009
Implementation Support
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 Unlike many consultants and marketing
agencies, Group G’s work doesn’t end
with the delivery of a “strategy” document,
list recommendations, or creative concepts.
 We provide daily, hands-on program
management and implementation support
as part of our exclusive Total Direct SolutionSM
package.
 This includes comprehensive, cross-functional
project management support. We work with
your internal Marketing, IT, and Operational
resources as well as your external business
partners to create a focused and highly effective
implementation team.
Group G Direct Capabilities
Sept 2009
The Group G Difference
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Typical Client / Agency Structure
Our Approach
Marketing
Services
Agency
Group G’s
IT &
Systems
Support
Sales
Support
Finance
Client
Marketing
Manager
Customer
Service
Decision
Support
Program Design and Development
Implementation Management and Support
Project
Mgmt &
Planning
Campaign Support Services
Analytical Support and Model Development
Channel Management
Strategic Planning & Business
Case Rationale
Partner Management
Through our approach, clients benefit from cost and process
efficiencies and increased marketing capacity.
Group G Direct Capabilities
Sept 2009
Channel Management
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Group G Direct Capabilities
Sept 2009
Direct Mail
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 A Group G Direct core competency is the management of the direct mail
channel for our clients.
 We’ve developed and executed a broad range of programs including:
 New Account Acquisition
 Relationship Management
 Statement Inserts
 Lead Generation
 Fulfillment
 Our people understand the science of direct mail and
our years of experience helps ensure your project
mails successfully, on target and on budget.
Group G Direct Capabilities
Sept 2009
Online Applications
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 Group G Direct can help you develop or enhance your current online presence.
 From acquisition through the lifecycle of a customer, we can build and support
programs for:
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Online acquisition responses
Email, flashcard and banner ad campaigns
Customer self-service platform
Online bill presentment & payment
Retention and loyalty programs
 Group G Direct has an existing network
of partnerships providing specialized
web-based services.
Group G Direct Capabilities
Sept 2009
Telemarketing
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 Our expertise in developing and managing telemarketing campaigns can help
you maximize your marketing dollars and efforts.
 Group G Direct can provide complete TM
implementation from vendor selection,
price negotiation, set-up and training.
 Our experience includes all TM
channels including outbound, inbound,
VRU and internal Customer Service.
 We can also assist with conversational
script development, the set-up of
ongoing QC processes and TM Rep
incentive programs.
 Additionally, Group G Direct can help with customer retention based programs
implemented through a company’s call center.
Group G Direct Capabilities
Sept 2009
Campaign Support
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Group G Direct Capabilities
Sept 2009
Our Creative Services
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 Group G Direct provides a full range of creative services
from basic design to integrated campaigns employing
multi-media channels.
 Some specific services include:
 Graphic Design and Copywriting
 Direct Mail Package Development
 Print Advertisements
 Web Based Promotions
 Radio and DRTV
 Presentations
 Our philosophy is to build a creative team based
on the specific needs of a client so you have a
highly customized pool of experienced talent.
Group G Direct Capabilities
Sept 2009
Our Print Production
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 The experienced staff of Group G Direct has collectively
supervised hundreds of targeted direct mail campaigns
totaling over a billion packages mailed.
 Nearly every program we manage utilizes our production
management expertise. We understand the nuances of
direct mail and can produce cost-effective, impactful
printed promotions.
 We have established strong vendor relationships that are
leveraged to help our clients save money and ensure success.
 Let us quote on your direct mail projects. Even if you have
competitive bidding processes in place, you may be surprised
at the money we can still save you.
 We can put your project in the mail faster and less expensively
without ever sacrificing quality.
Group G Direct Capabilities
Sept 2009
Data Processing
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 Group G Direct is experienced in handling complex data processing needs.
 Our team helps manage your programs by:
 Documenting data processing specifications
 Coordinating the merge/purge process
 Incorporating third-party data overlays
 Enhancing internal customer databases
 Reviewing/analyzing customer file
 Modeling and segmentation structures
 Creating mail and TM files
 Working with credit bureau extracts and data
 Negotiating price and services from bureaus
 We identify the best resources for each particular
project and manage the entire process.
Group G Direct Capabilities
Sept 2009
List and Bureau Data
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 Group G Direct managed data and list processing for multi-million piece home
mortgage and home equity mailings.
 Included credit bureau extracts, customer data and compiled lists along with
phone append information.
 Established and documented the ongoing data and bureau process for
prescreened direct mail campaigns.
 Supervised vendor selection and processing, audited all data output and
performed lettershop sign-offs.
 Additionally, managed the associated telemarketing and web file processing
and data requirements.
Group G Direct Capabilities
Sept 2009
Customer File Analysis
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Enhanced Services
 Selected and managed a data processing vendor while coordinating with
internal Nextel IT staff.
 Developed detailed DP specifications
for analyzing Nextel’s customer file for
enhanced services promotional offer.
 Created selection criteria from
customer file to identify appropriate prospects.
 Determined targeted product offers based on the
customer’s wireless usage profile.
 Provided client with project analysis report.
Group G Direct Capabilities
Sept 2009
5
Reasons to Use Group G Direct
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We know financial services – we have executed dozens of
marketing initiatives in a variety of financial service disciplines – from
product development to loyalty, acquisition, usage, retention and more.
We know marketing - we are veteran practitioners of many
marketing mediums from direct mail to telemarketing to the web. We
have a great sense of what works to best accomplish your objectives.
We know product development - we’ve launched new products,
developed acquisition channels and built unique usage plans to
maximize revenue generation.
We know Ops - we understand the technical aspects of financial
service operations and can work effectively with Ops teams to
implement required program functionalities.
We know how to get things done - and always deliver more than
required or expected.
Group G Direct Capabilities
Sept 2009
Client Portfolio
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 Advanta Business Card
 GE Financial Services
 Ameriprise Financial
 Home Depot
 Beneficial Savings Bank
 Huntington Bank
 CBS SportsLine
 HSBC
 CellularOne
 Marsh
 Chase Manhattan Bank
 MasterCard
 Chevy Chase Bank
 Metris Companies
 Compaq Financial Services
 Nationwide
 CPP North America
 Nextel
 Entertainment Company
 PNC Bank
 Fleet Financial
 RBS
 FleetCor
 Wells Fargo
Group G Direct Capabilities
Sept 2009
References
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Advanta Corp.
Contact: Jim Shreero, Senior Vice-President, Small Business Cards
Phone: 215-444-5497
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Ameriprise Financial
Contact: Ben Collamore, Vice-President, Cards & Rewards
Phone: 212-437-8647
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CPP North America
Contact: Margie Fuchs, Vice-President, New Product Development
Phone: 952-541-5837
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GE Consumer Finance
Contact: Stephanie Meyer, Vice-President, New Product Development
Phone: 262-548-4593
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Huntington National Bank
Contact: Karen Maruna, Vice-President, Retail Marketing
Phone: 614-480-3112
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Royal Bank of Scotland (RBS)
Contact: Joseph Hoffman, President and Chief Executive Officer RBS Nat’l Bank
Phone: 203-551-3408
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Wells Fargo
Contact: Michael MacDonald, Vice-President, Enhancement Services
Phone: 612-215-2411
Group G Direct Capabilities
Sept 2009