Challenge: Construct,
in the period of less than a
week, an email campaign and user
interface update to drive memberships
for Good Sam Club RV Emergency
Road Service.
Assessment: The
revised Good Sam RV ERS site
should focus on the membership
and rewards offered through
the program. While there was
not enough time to completely
restructure the site content
and message, creating an "action-focused" layout
gave users a clear path to
follow.
Solution: Design
the appropriate interface to
correctly support the branding
efforts of the Good Sam Club
while maintaining a specific
look for the RV Emergency Road
Service. Simplify the offer
so users could understand the
service and benefits "at-a-glance". |
 |
Introduce
the Good Sam RV ERS card to the
prospects in a new and exciting
way, showing
the
card as the "hero".
The results, while still ongoing,
were a near tripling of previous
campaigns despite not featuring
an equivalent promotional offer
(a $20 phone card).
Design Approach:
|
 |
Personify card to build
excitement and add a sense
of empowerment and entitlement. |
|
Add clear action buttons
and pricing treatment to
motivate recipients to
purchase a membership. |
|
Introduce road sign motif
to reinforce the nature
of the service offering. |
|
