Challenge

Headquartered in Nashville, Tenn., EFT Source provides financial institutions with turnkey card programs and secure personalization of ATM and debit cards – from conceptual art to creative fulfillment services. More than 3,000 financial institutions nationwide, including core providers, transaction processors, banks and credit unions, rely on EFT Source’s card fulfillment services or patented instant issuance solution, Card@Once.

Instant issuance systems have been in the market for some time, and many banks and credit unions that looked at these solutions in the past were reluctant because of high cost, compliance or security concerns. EFT Source’s market challenge was to introduce Card@Once’s software-as-a-service solution as a new, more cost effective and simpler way of offering instant issuance while delivering an improved customer experience within the branch.

Services Provided

EFTWilliam Mills Agency Marketing Services conducted a lead generation discovery process, interviewing Card@Once marketing and account executives, to understand the customer buying process and key issues. Using the information from its research, WMA worked with EFT Source’s marketing team to develop a comprehensive national campaign to introduce the Card@Once product and drive interested prospects to a webinar series that communicated the benefits of EFT Source’s patented technology.

Agency services provided:

  • Lead generation campaign consulting services
  • Development of campaign concept and unique tactics and materials to support distinct market segments
  • Creative design services of mail pieces, including letters, postcards and product literature
  • Copywriting of all materials
  • Design and construction of campaign landing pages
  • Printing and mailing of all materials

Results

William Mills Agency worked with EFT Source to develop customized campaigns for banks, credit unions and its partners, with unique content for different target audiences. The campaign generated more than 250 registrants and viewers of the Card@Once webinar series and achieved a remarkable 90% attendee rate against its registration list.

The campaign has also supported a substantial increase in new business. EFT Source recently hit its 1,000th Card@Once printer active in the United States. The company continues to actively work and close new clients from the pipeline of sales prospects developed from the campaign, and is on track to double the number of active printers by end of year.