Creating 1:1 Member Moments

When we pitched the OnStar CRM business, we presented the idea of creating personalized experiences for our Members in Direct Mail and email. After winning the business, we got to work delivering on that goal. The end result was a completely custom CRM program that leveraged dynamic templates and variable copy to speak to our Members in a more familiar and personal way. And I don’t mean just greeting them by name. Rather, each touchpoint knew the vehicle they drove; the plan they were in or stage of their trial; whether they downloaded the mobile app or not; if they had spoken to an Advisor yet; whether they were a My Rewards member or not, etc. This resulted in anywhere from 10 versions to over 100, depending on the messaging.

Instead of uploading email templates, I’m sharing the video that the team produced for our program’s entry in the D Show.

Role: Pitch team, CRM Associate Creative Director and Writer
I did not create the video above, but was responsible for the work within it.