USAA

USAA is likely one of the most CX focused organizations around. They have a deep passion for understanding and helping their customers be successful not just with Financial Services and Insurance, but also in life. While they have a strong military advocacy and heritage, the majority of their products are available to anyone.

Along with managing a range of traditional product marketing programs (emails and direct mail), our agency was heavily involved in the “We know what it means to serve” brand relaunch. This was the most ambitious effort USAA had undertaken to that point as they had mostly relied on word of mouth and more military based targeted communication strategies. This was a national campaign roll out across all channels which surprisingly for an organization of this size had not ever been done before.

One of the key focus areas for our agency was also the military affinity co-brand community (American Legion, Wounded Warrior Project and many other similar organizations). We took a strategic view of each partnership and developed segmented communications strategies to merge the affinity brand with USAA in a way that would best resonate with each group (Direct Mail, Email and online experience). One of the key reinforced points throughout this engagement was the importance of authenticity over everything else.

The results were fantastic as USAA was able to expand and deepen their relationships through a highly successful Broadreach and Co-Brand marketing campaign rollout.