The Challenge: Manage a marketing campaign encompassing a wide range of interactive marketing tactics.
Republic Bank came to LeapFrog with an interest in pursuing interactive marketing for its payday loan service. Seeking to test the market for the service when presented by a respected financial institution, Republic Bank wished to explore new marketing tools in order to build traffic to its site.
You can download an image of the Republic Bank Payday site below or view the site, www.republicbankpayday.com, on the Wayback Machine.
The Result: Successful traffic generation and interest for Republic Bank. Increased understanding in interactive marketing for LeapFrog.
I include this project less as an example of my writing and with more of a focus on my management of a marketing effort that included both new areas of growth for LeapFrog and a chance to bring the talents of a team to focus on a project. The project lasted several months as Republic Bank tested the service. Ultimately, factors beyond their control brought an end to the service, but it increased their trust and confidence in the ability of LeapFrog to be an innovative partner. LeapFrog was left with a wealth of information that they could then deploy to other clients.
During a time of transition in the marketing department, I was busy managing permission and search engine marketing efforts for LeapFrog and its clients. The Republic Bank project tasked me with developing and testing SEM copy at first. Later, the project became much more involved.
Given a temporary staff, I was assigned to push and explore other methods for generating traffic and interest. These including directing copy creation for blogs and message boards. White papers were also produced in order to differentiate Republic Bank from the competitors in the payday loan market. LeapFrog assembled and kept the materials for this project as a point of reference for future endeavors.
Christopher Roth 2009
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