USAA - Member Onboarding Program
Humanize the membership onboarding experience.
Unlike other banks and insurance providers, not just anyone can get USAA’s products and services. You have to be current and former military and apply for membership. Once you’re in, you get access to special resources, service representatives, and products tailor-made for the military community – but, you have to know how to navigate it all by yourself. Under USAA’s new Made For brand platform, we revamped the old onboarding program and created an overarching year-long communication approach. We helped support their key marketing objectives of product acquisition and established the value of an authentic, personalized membership experience by creating the USAA Welcome Crew – a team of real USAA employees each with unique expertise new members could tap into throughout their entire onboarding journey.
Digital Video Series
Digital Video Series
Microsite
Microsite
Microsite
Direct Mail
Social Post
Social Post
Emails
Social Post
The old USAA new member onboarding process included just one direct mail kit and one email. We revamped the entire program with a year-long cadence of personalized, educational touchpoints.
Developed a cast of characters that had expertise in particular military-focused topics
Cast real USAA employees that fit our established personas
Conducted consumer testing and research on the personas and content topics
Concepted, wrote and produced content for video and still shoots, paid social ads, and microsite
Created a campaign style guide and design system
Created 200+ unique assets for the multi-touch CRM campaign with a year-long cadence
Redesigned the printed welcome kit