Credit Education Booklet

Marketing wanted a booklet that focused on credit education.

It would be tested against the monthly product catalog mailed as part of the new-customer acquisition strategy.  

The request was based on an application-page survey that showed most prospects applied to work on their credit. They didn’t care as much about shopping.    

My Contribution
I knew that too much content — even if it was helpful — would overwhelm the reader. They’d trash the booklet. Yep, they wouldn’t bother to recycle it.

So, I planned the content so each page would share helpful info, but in bite-sized chunks to keep readers engaged.

I proposed using a mix of new and repurposed content because of the shorter production time (four weeks vs. the standard 10).

All of the final content was either written by me, or I rewrote it from previous projects. 

I included a call-to-action on every spread. I also sprinkled QR codes throughout to make the print-to-internet transition easier for readers.  

The project was so well-received by Marketing that a digital version was created for the website. Plus, emails and social-media posts to promote it. And I wrote those as well.