TSYS “Work Smarter, Not Harder” Campaign

ABOUT THIS PROJECT

THE BRIEF

Develop a marketing campaign for our Integrated Software Vendor (ISV) partners, designed for use in Q3 and Q4 of 2018. The campaign includes two quarterly direct mail pieces featuring a unified marketing message that partners can share with their customer base. Each piece is cobranded with the partner’s logo to enhance brand visibility and build credibility.

The campaign targets a diverse range of verticals, including field services, salons, jewelry stores, and gyms. Its primary objective is to generate new leads by encouraging customers within these industries to choose TSYS as their preferred payment processor, fostering business growth through strategic partnerships.

THE SOLUTION

One of TSYS’s biggest challenges in acquiring new merchants is the perception that switching payment processors is too complicated and time-consuming. The core message of this campaign was to emphasize how easy it is to start processing with TSYS, highlighting that we support merchants every step of the way. The concept of “Work smarter, not harder” resonates with small business owners who juggle long hours and limited time. We encourage them to work smarter by letting TSYS handle the integration process, streamlining their payment solution.

Through several rounds of brainstorming, we developed visuals that resonate across various business verticals. For example, the soapbox racer concept illustrates a child outsmarting the competition by adding rockets to a shopping cart, representing how TSYS enables smarter, faster solutions. The rockets also symbolize TSYS's cutting-edge technology. In Q4, we used humor with the idea of a dad making his son cut the grass while he naps—again, reinforcing the message that TSYS takes care of the tough tasks while the merchant enjoys the benefits.