A deep dive into the strategic planning, creative execution, and performance outcomes behind our Zelle Launch.
Goal: Members integrate Zelle in their daily use, increase deposit amount in target accounts, and ensure a smooth Member transition across software.
My Role and Responsibilities: I was the campaign leader and authored the activation brief. I was the messaging strategist and stakeholder liaison between compliance and digital channels.
Objective: Drive the successful launch of the Zelle by implementing strategic marketing initiatives aimed at increasing deposits of current accounts and reactivate dormant accounts.
Audience: Our target audience are 25 – 45 years old with a household income between $50,000 – $90,000. They are highly motivated in their career and their phone is an extension of their hand. This audience expects their digital experience to be seamless.
Channels:
- Promotional Email
- Digital Banking Ads
- Branch Materials
Results:
- 94% conversion to Zelle
- 30% increase in Zelle transactions
- 25% increase in average deposit amount
- 5% increase in digital banking NPS
Creative:
Kathryn Dudley 
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