1. DENISE HIGGINS Marketing Strategist
Retention & Engagement Project Highlights

2. TRIGGER-BASED RETENTION MARKETING
Retained customers by developing new trigger-based marketing initiatives that improved the customer experience.
Approach:
Utilized internal business intelligence to identify opportunities.
Formulated plans to mitigate customer losses.
Conducted ROI analysis.
Gained executive support for project testing.
Executed testing plans.
Monitored results.
Led broad roll-out of successful initiatives.
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Results:
2 Trigger-Based, Automated Programs
Generating $1.4M+ monthly revenue saved

3. TRIGGER-BASED RETENTION MARKETING
STRATEGY DEVELOPMENT & IMPLEMENTATION
Analyzed problem and proposed solutions.
Secured executive leadership support for test pilots based on business intelligence and ROI analysis.
Developed customer messaging and creative in partnership with Marketing Communications.
Gained interdepartmental support for data flow from Engineering, Campaign Operations and IT teams.
Partnered with Eclipse Marketing on the development of an online coupon redemption site and process flow.
Crafted business requirement document for process flow and provided direction to Epsilon on implementation.
Ensured test versus control cells were implemented.
Established performance metrics and provided weekly reporting.
Launched broad project roll-out based on positive statistically significant results.
Continued to hone project performance with additional A/B testing.
Results:
1500 +
Customers
Saved/Per Month

4. STRATEGY DEVELOPMENT & IMPLEMENTATION
Loyalty and Appreciation Marketing
STRATEGY DEVELOPMENT & IMPLEMENTATION
Built 3rd party partnerships and provided value -added benefits that enhanced the customer experience.
Collaborated with partners, agencies and in-house creative team on direct mail, , bill insert and online creative development.
Obtained legal guidance and secured legal approvals on all value-added offerings.
Crafted internal job aids detailing campaign components and fulfillment processes.
Led creative production.
Monitored and reported project results.
Sample Copy
Dear Denise,
Thank you for being a Time Warner Cable customer. To show you how much we appreciate your business, please enjoy our gift of three months complimentary SHOWTIME® – a value of over $30.
With plenty of hit movies and award-winning original series such as Shameless and House of Lies, you can stay entertained without spending a dime. No need to run out and rent a movie – just see what’s playing on SHOWTIME ON DEMAND®.
To accept your gift of three months SHOWTIME®, please call us at
SHOW (7469) by XXXXXX. Please have your confirmation code ready: XXXXXXXXXX.
For your convenience, SHOWTIME® will be automatically removed from your account once your complimentary gift expires, unless you contact us to continue your subscription.
Thank you again for being a Time Warner Cable customer.
Results:
28 PT
reduction
customer
churn

5. STRATEGY DEVELOPMENT AND IMPLEMENTATION
Customer Engagement
STRATEGY DEVELOPMENT AND IMPLEMENTATION
Planned annual budgets and created marketing calendars.
Collaborated with agencies and internal teams to hone copy points and marketing creative.
Secured legal approvals.
Led on-time delivery of creative production processes for Direct Mail, , Online, Social Media and Bill Insert.
Ensured timely project tracking and prize fulfillment.
Bill Insert Sample
Web Banner Sample
Social Media Sample
Results: Double digit increase in enrollments