What they were up against.

Peachtree Financial Solutions is the nation’s second largest provider of structured settlement purchasing. The category targets a small niche of consumers—people who are actively receiving structured payments as a result of a lawsuit. Within this group, companies like Peachtree traditionally communicate directly to those who are in need of cash immediately, where the barriers to engagement are much lower. While this strategy has been proven successful in the past, it comes with the caveat that 97% of incoming leads are not qualified. To ensure continued growth and maintain category leadership, Peachtree needed to attack the problem on three levels: attract the disengaged portion of the market, steal share from the competitors, and increase close rate.

What we did to help.

Talking correctly to the target meant understanding the target, so the first step was to identify key demographic, psychographic and financial profiles and developing a plan to make sure that only the most relevant messages reached each unique prospect. Turning those prospects into actual customers would require a lead-generation website that didn’t simply regurgitate content based on behavior—but would provide robust information to personalize every prospect interaction, from the first conversation through the final sale.

We needed a strong creative message and theme that would resonate across different customer groups. “See What You Can Do” illuminated the opportunity that customers have when they contact Peachtree. To support the refreshed positioning, we developed a plan to rebuild Peachtree’s digital ecosystem, resulting in a new website and an end-to-end engagement framework that was functional and appealing to a wide variety of customers, behavior types and media consumption habits.

We took the message to the masses with eleven TV spots and six email drops targeting four unique audiences. The campaign launched in September, elevating the brand above the “cash now” category standard. We re-framed the transaction process as a step toward achieving important life goals, rather than a desperate option to make ends meet.