Direct Debit Customer Communication

Paradigm Housing Group

The Brief

To create a compelling customer communication campaign that encouraged housing association residents to sign up to Direct Debit payments, thus optimising monthly rental incomes and helping residents to plan their finances more effectively.

The Solution

The subject matter is a sensitive one. For too many years, residents have been used to weekly payments, often in arrears. The customer communication campaign was multi-pronged, utilising e-marketing, direct mail and supporting one-to-one activity with the association's housing officers. It saw the introduction of 'Direct Debbie' - a friendly character who was able to communicate the many benefits of direct payments, whilst putting the audience's mind at ease regarding financial management challenges. And the campaign wouldn't have been complete without a competition!  A number of winners were drawn out of the hat, with many happy faces. Direct Debbie is now a mainstay as new tenancies come on board and Paradigm needs to communicate that Direct Debit is the only way to pay.

 

 

Creation of Direct Debit character (aka Direct Debbie)
Creation of Direct Debit character (aka Direct Debbie)
A friendly brochure to communicate a sensitive subject
A friendly brochure to communicate a sensitive subject
A compelling customer communication campaign that encouraged housing association residents to sign up to Direct Debit payments
A compelling customer communication campaign that encouraged housing association residents to sign up to Direct Debit payments

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