leads in 2018
Success rate for
the win-back direct
Increase in blog
For over 30 years, Speedpay has led the electronic billing and payments industry. However, as competitors rolled out new products and services, Speedpay began to lose market share and position as the billing and payments innovator. The need was clear—Speedpay had to reclaim the lead by reviving its marketing efforts. Speedpay engaged Brownstein to develop an integrated, multi-channel external communications program.
Brownstein created a plan with the primary goal of increasing customer acquisition and retention. The targeted program focused on reaching decision makers across Speedpay’s core offerings: mortgage, auto finance, consumer finance, utilities, and insurance. Brownstein utilized Speedpay’s legacy of leadership, client-first approach, customer-first design, and proprietary research to reposition the company as an industry thought leader through engaging creative content.
To truly position Speedpay as the industry’s innovator, Brownstein developed a research engine consisting of consumer, sales, and customer research to arm them with proprietary data and create insights to drive the program. The thought leadership program supported nearly every aspect of the Speedpay business, with every concept, campaign, and piece of content rooted in research.
A core component of the research program is the Speedpay Pulse, an ongoing consumer research study conducted twice per year. Brownstein creates an annual Pulse report, in addition to Pulse trend reports focused on timely topics. Pulse data is the primary driver of blog content, newsletters, industry conference presentations, media relations, LinkedIn content, infographics, and webinars. Brownstein tailors content to appeal to decision makers in the industry at large, as well as specific verticals, and every asset is designed to make Speedpay stand out from competitors.
Additionally, to further support customer retention and acquisition, Brownstein developed individual account-based marketing campaigns and trade show events. Brownstein recently executed a targeted multi-phase direct mail campaign to open up communication lines between former customers and their Speedpay representative to “win back” their business. Brownstein also planned and executed in-booth promotions and off-site prospecting events, including a private racing experience at the Las Vegas Motor Speedway, at more than a dozen critical vertical trade shows.
The multi-year, award-winning Speedpay thought leadership program helped increase engagement and brand awareness, which led to acquiring new leads for the pipeline and better retention among existing customers.
More targeted and tailored content featuring Speedpay Pulse data has led to increased newsletter opens, blog views, and LinkedIn engagement. Additionally, the win-back direct mail campaign achieved a 75 percent success rate, and the trade show approach helped Speedpay reach hundreds of prospective and existing customers.
Brownstein’s relationship with Speedpay began prior to developing the thought leadership program in 2017. As of summer 2019, Speedpay was purchased by ACI Worldwide. This new company was pitched to, and retained, by Brownstein in 2020, including Pulse.