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MASTERCARDThought Leadership and Sales Cultivation

R-13472-Finance-MC-RPPS/PrecisionMatters-Rev

MasterCard Remote Payment and Presentment Service (RPPS) is an industry leader in electronic bill payment processing, but suffered from low brand awareness and struggled to make its business relevancy clear.Our charge: Translate this complex, low-recognition utility into a meaningful, compelling business asset. A thought leadership event, direct marketing and award-winning print ads helped deliver the promise of faster, more accurate and higher quality electronic bill payments, plus increased awareness and leads.

CustomerThink Insights• Businesses viewed RPPS as a commodity product.• Core value of the service was unclear in the minds of many

prospects—even some customers.

Change Strategy• Solidify RPPS leadership role and provide an educational

forum to explain the complexities of the service.• Determine main pain points and develop clear, concise

messaging to address these areas and make RPPS benefi ts relevant to audience.

• Boost RPPS awareness through print and direct marketing.

Tactics• Thought leadership event, Precision Matters, brought all

industry players—billers, payment receivers, processors, originators—into one place.

• Multimedia direct marketing program drove home the huge costs of failed transactions by putting dollar fi gures into industry-specifi c terms.

• Award-winning print campaign focused on clear pain points: slow transactions and dropped payments.

Results• Over 500 event attendees.• Transaction volume increased by over 26 million.• 5.2% direct marketing response rate.• 121 qualifi ed leads.• First year revenue exceeding $600,000.