TSYS 2019 “Hello Future” Campaign For Financial Institutions

ABOUT THIS PROJECT

THE BRIEF

TSYS developed four comprehensive marketing campaign suites for its bank partners in 2019. Each suite included direct mail, email marketing, and sales collateral designed to position TSYS as the preferred payment processing solution. The campaigns addressed common merchant challenges while highlighting the features and advantages of TSYS’s latest POS product, Vital. An activation credit was offered as a supplementary incentive rather than the primary reason to switch, ensuring the campaigns emphasized long-term business value and operational improvements.

The 4 campaigns will target specific audiences:

Resolicit Campaign — Merchants that are currently a customer with our bank partner, but since the bank partner has a new relationship with TSYS, the merchant does not currently process with us. This campaign is intended to win over the merchant from the previous payment processor that was previously partnered with our bank partner. The goal is to get these merchants to leave their current payment processor and sign with TSYS.

WinBack Campaign — The merchant has left TSYS and could have possibly ended their relationship with the bank partner as well. We are trying to win back the merchant from who they are currently processing with and highlight why TSYS is better than who they left us for.

New Acquisition Campaign — Prospective net new merchants to TSYS. They may already accept payments with a competitor or they are just starting out and need to choose a payment processor.

Foreign ACH Campaign — Merchants that are currently a customer with our bank partner, but they have 5+ deposits from another processor which indicates that they do accept credit cards, just not with TSYS. The goal is to get these merchants to leave their current payment processor and sign with TSYS.

THE SOLUTION

The objective was to expand on our “Hello Future” campaign by developing four original concepts tailored to our target audiences. We conducted an in-depth analysis of merchant pain points and motivations to ensure the messaging resonated effectively.

For the Resolicit campaign, we focused on retail businesses already in operation, showcasing a vision of greater success with TSYS. The Win Back campaign highlighted how merchants could grow their businesses through TSYS’s support, using dynamic, future-focused visuals.

In the New Acquisition campaign, we targeted startups, illustrating how TSYS could help them launch and thrive. Lastly, the Foreign ACH campaign emphasized business expansion, speaking directly to merchants opening new locations.

Carefully crafted “The future is…” headlines drove an emotional connection by projecting success and growth. Additionally, I conducted on-location photography in Chicago for both the Win Back and Resolicit campaigns, ensuring authentic and engaging visuals.