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STERLING PLUS | Grappleline
Empowering Solutions

About The New Sterling Plus

Sterling Bank Nigeria finds themselves in a market that is highly competitive. Priding themselves as the one customer commercial bank that gives undivided attention to each of their customers as if they were the only one, Sterling Bank released a new service account called “The New Sterling Plus” account in a bid to keep the commercial activities up and running and ensure that traffic keeps coming through the door and other platforms

Insights

This new account came with numerous benefits that were both instantly rewarding and long term rewards. Coming to understand that the Mass market segment have a strong affinity for brand loyalty and were especially motivated by rewards – which the New Sterling Plus account had in abundance – this market segment became our new target. The benefits of opening ‘The New Sterling Plus’ account included an instant smart phone reward, weekly, monthly & quarterly monetary rewards and a lot more.

Microsite: A hub of concise information

The New Sterling Plus Microsite https://sterlingbankng.com/sterlingplus/ is a one page website with full dedication to the account. The attractive microsite served as a Hub of information; a landing strip of sorts, containing the description of the new product, clearly outlining benefits, providing answers to FAQs and strategically positioning CTAs for a seamless and quick conversion.


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Newsletters: Direct & Genuine communication

Newsletters still retain the highest conversion rates in marketing and we employed this to the success of the campaign. The newsletters contained short & concise information, delivering valuable content to prospective customers. Sterling Bank provided us with an email list of 25,000 people who received the minimal, but well-crafted newsletter resulting to a high open rate. Beyond informing the recipient about the products and its benefits, the Newsletters contained Call To Actions (CTA) which allowed recipient to supply information for an immediate account opening. Recipient who still needed convincing were not left out, they were not left with the ultimatum to register now or not to register now. Instead we provided a micro-conversion CTA that leads to the microsite where they can see more and even enjoy the value rich blog.

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Blog: Useful content with no commitment

With the micro-site fully launched and the newsletters marketing in progress, we needed to ensure that visitors will always have a reason to visit the site. Hence we decided to create value for this potential visitors on the site by providing valuable content in the blog of the site.


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Result

The micro-site & newsletter combo tactic immediately generated conversions on the delivery of the first Newsletter.


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