CHASE MERCHANT DEMOS
A financial giant embraces simple language in a modern sales tool.
COMPANY
Droga5
CLIENT
J.P. Morgan Chase
SERVICES
Content Strategy
Information Architecture
Content Development
Content Writing
YEAR
2018
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We’re living in the Golden Age of Payments—cloud-based technology, mobile-first solutions and omni-channel experiences are rapidly transforming the landscape. As the leading merchant services provider in a notoriously complex category, Chase offers an ever-expanding list of solutions. But how could they communicate with prospective clients and partners in a way they could really understand and relate to?
A modular app for a B2B center—and beyond.
The brief called for a scalable experience to rope in prospects from seven target verticals. While it would have a permanent home at the Dallas headquarters, the experience should be easily transportable to trade shows and events. More importantly, it needed to be easily updatable, and communicate the value of a Chase relationship.
Patterns and opportunities.
I began with a deep-dive into the content to find patterns and opportunities. Many marketing sheets and white papers later, it became clear that the content needed to be streamlined, reframed and systematized. More than entertain visitors in the lobby, we had the opportunity to unite an enormous sales force behind a unified messaging ecosystem, leading with the universal challenges business owners face.
Built to scale.
The content framework matrixed verticals against RTBs, services and products in a relational database. The content system was built modularly to streamline maintenance, as each piece of content existed as a single entity in the database. Strict guidelines for character counts and language made sure that, in the future, content could be added or replaced without breaking the design templates, or requiring costly updates to the architecture.
So good, Chase wanted more.
The client got so much value out of the demos sales tool, that they referred us to other lines of business that also needed their content Marie Kondo-ed. It was the first time Content Strategy won new business for Droga5.