Lacek's Revamp of the Continental Airlines OnePass Statement Produces Effective and Efficient Customer Loyalty Tool
Challenge:
The Continental Airlines OnePass account statement and newsletter designs and formats had been in place for several years and were becoming creatively tired, time-consuming and expensive. The Lacek Group’s challenge was to redesign the communications while reducing costs and production time and increasing visual appeal, personalization capabilities and versatility.
Solution:
The account statement and newsletter were combined into a single element. In addition, in-line printing was implemented and a three-step process was converted to a two-step process by combining the variable printing and package assembly. The element’s creative was also enhanced by developing a dynamic message based on demographics, transaction history and promotion qualification; organizing the newsletter content and statement transaction detail in a way that allows members to quickly find information; increasing the number of photos used to break up black text variable messages and add interest; and integrating key elements of corporate branding initiatives.
Results:
The newsletter and statement were successfully combined into one attractive, organized, easy-to-follow format. Production-to-mailing lead-time was reduced from 10 days to five, and a cost savings of hundreds of thousands of dollars was achieved.
Challenge:
The Continental Airlines OnePass account statement and newsletter designs and formats had been in place for several years and were becoming creatively tired, time-consuming and expensive. The Lacek Group’s challenge was to redesign the communications while reducing costs and production time and increasing visual appeal, personalization capabilities and versatility.
Solution:
The account statement and newsletter were combined into a single element. In addition, in-line printing was implemented and a three-step process was converted to a two-step process by combining the variable printing and package assembly. The element’s creative was also enhanced by developing a dynamic message based on demographics, transaction history and promotion qualification; organizing the newsletter content and statement transaction detail in a way that allows members to quickly find information; increasing the number of photos used to break up black text variable messages and add interest; and integrating key elements of corporate branding initiatives.
Results:
The newsletter and statement were successfully combined into one attractive, organized, easy-to-follow format. Production-to-mailing lead-time was reduced from 10 days to five, and a cost savings of hundreds of thousands of dollars was achieved.
Flash Content
© 2010 The Lacek Group. 900 2nd Avenue South, Suite 1800, Minneapolis, MN 55402 | 612.359.3700 | info@lacek.com