Credit Education Booklet

The Marketing team wanted a booklet that would be 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.

And it wouldn‘t be page after page of me blathering on about credit. It needed to go deeper and explore:
• why it’s important to have good credit
• how they can improve their credit
• the basics of credit reports and scores
• how budgets help them take charge of their finances.

I proposed using a mix of new and repurposed content because of the shorter production time (four weeks versus 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. So, I wrote emails and social-media posts to promote it.