Educational Marketing Campaign for the Consumer Financial Protection Bureau
Marketing, Communications and Graphics Design
Messaging and graphic design for advertisements and posters
Additional messaging and posters
Social media and online advertisements and placement
The Consumer Financial Protection Bureau (CFPB) wanted to run an educational marketing campaign around a new rule regulating the sending of cash electronically overseas (international remittance transfers). This rule was to go into effect within three months of the project start date so accuracy and creativity were of the essence.
CFPB’s objective was to build a communications and outreach campaign that would inform consumers who send electronic international remittances of the rights and protections afforded them under this new rule. The target consumers for the advertising and outreach were those who had recently migrated to the United States and frequently send money back home. Because of limited time in the United States, members of this consumer group were often unaware of their rights and were more likely to fall victim to higher rates and hidden fees. It was important to construct a campaign message and accompanying collateral that was immedicately clear and easily understood.
In addition to having Information Experts created the message and design the collateral, CFPB sought media coverage in the form of earned and paid media. They were seeking maximum national exposure to the target audiences while working within a limited advertising budget framework.
“Crafting the appropriate message was critical; the need was for a simple and universally understood message and design so that the meaning resonated with an international consumer group.”
Information Experts work began with:
- Research – we spent time learning about the new remittance rule and the changes it put in place.
- We also spent time learning about the target consumer groups, how and when they were most likely to make remittance transfers and how and where they were most likely to receive information and advertising.
- We developed a comprehensive recommendations approach and strategy for the campaign so that CFPB understood and agreed to the direction for the campaign.
Crafting the appropriate message was critical; the need was for a simple and universally understood message and design so that the meaning resonated with an international consumer group. We relied on the use of strong visuals and simplified language to develop a campaign theme that was easily understood. Informal consumer testing helped validate the concept and impact of the campaign theme.
Collateral pieces were coordinated and developed using the campaign theme and included marketing materials directed toward consumers, partners, and consumer advocacy groups. Materials were educational and informative and included posters, brochures, infographics, and factsheets. Information Experts also identified avenues for earned media through Spanish-market talk-shows and radio interviews as well as public service announcements. The Information Experts team also purchased media and advertising through Pandora radio ads, YouTube pre-roll videos, and Facebook advertising.
The end result was a coordinated campaign that included print, radio, and video advertising that informed consumers about their protections and rights.
- Marketing Research and Implementation
- Copywriting and editing
- Graphic Design