our company

Delivering innovative marketing solutions in a complex and ever-changing environment is what Deare|2 does best. We realize that no two challenges or customers are the same, so we approach every project with a unique strategy.

As a multifaceted marketing agency, Deare|2's expertise encompasses a wide variety of disciplines—strategic marketing communications planning, digital advertising, social media, direct marketing, loyalty programs and media planning/buying. We’re able to implement programs across all media platforms and form a natural bond between online and offline communications strategies. The end result: we motivate audiences and create positive brand engagement for our clients.

Our strategic solutions have helped clients like DIRECTV, Time Inc., American Museum of Natural History and Kaplan Test Prep meet and exceed objectives. We’ve maintained a reputation for developing and implementing innovative solutions that our clients trust to perform.

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Agency History

Deare Marketing, Inc. was originally founded in 1987, structured as a traditional marketing communications agency. It flourished in the era of boutique agencies in the 1990s – as a result of its success, Deare Marketing, Inc. was purchased in 1997 by N.W. Ayer and McManus.

The 80s and 90s were a time when strategic marketing planning, direct marketing and sales promotion were key components of a successful marketing plan. While our structure was similar to that of an advertising or traditional direct marketing agency, our account services team was regarded as one of the best in the business by our clients and industry peers because of each member’s multidisciplinary skills and experience.

After the sale of Deare Marketing, Inc., founders Jennifer Deare and Beth Greenberg went on to work on a variety of projects. Jennifer was also the SVP of marketing and advertising for Cablevision and the CMO for two digital start-ups.

In 2003, one of the original Deare Marketing, Inc. clients asked Jennifer and Beth to create a training workshop for managers in their organization. The workshop was meant to give client-side managers a complete understanding of “how to work with a creative agency” from developing a creative brief to debriefing an agency at the conclusion of a program. During the program, many of the managers sought Jennifer and Beth's help with their marketing challenges – and so Deare|2 was born.

Deare|2 was unique in that it combined consulting and creative, as opposed to a more traditional, multilevel ad agency. The key mandates: total transparency, project-based fees, fast turnarounds, and of course, highly trained, multitalented account services professionals.

Today, Deare|2 is the trusted resource for several of its original clients while providing marketing solutions for a growing list of satisfied customers.

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WBENC Certification

Deare Marketing, Inc. and Deare|2 were founded by Jennifer Deare. The agency is 100% woman owned and has earned the Women's Business Enterprise National Council (WBENC) certification for the last 6 years. WBENC is the largest third-party certifier of businesses that are owned, controlled and operated by women in the United States.

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Services Provided

Digital Marketing

  • Website Design & Development 
  • Email Marketing
  • Banner Ads & Rich Media 
  • Digital Media Planning & Buying 
  • Mobile Sites, Apps & Games 
  • Social Media Strategy & Marketing 

Traditional Marketing 

  • Direct Marketing 
  • Loyalty Promotion & Premium Programs
  • Data Modeling & Lead Generation
  • Customer Care Programs
  • Newsletter Publication 
  • Regional Advertising 

our team

The Deare|2 staff is widely experienced in traditional and digital marketing, PR, advertising and direct response for B2B and B2C businesses. As a client, you'll have a dedicated team focused on your success and developing goal-oriented solutions.

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Jennifer Deare

Jennifer has been a major force in the marketing world for more than 20 years. She founded her original agency, Deare Marketing, Inc., in 1987, where she developed programs for Remy Amerique, Nabisco, Kraft, Citibank, American Express and other blue-chip clients before selling the agency 10 years later.

Jennifer's expertise spans consumer packaged goods, technology, financial services and B2B strategy. Credited with developing the now-popular tactic of strategic alliances, she created partnership methodologies that have become industry standards.

Widely published in marketing and entrepreneurship, Jennifer also speaks at universities and industry conferences on the development of more effective marketing communications practices, working with creative agencies and start-ups.

Deare Marketing Inc. was established as a network agency in 2003. As the company's founder, Jennifer devotes 100 percent of her time to the agency's clients.

Early on, Jennifer wrote and performed in her own plays. She traded that for the drama of agency life many years ago. She sometimes wonders if there’s much difference.

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Samantha Plue

From early on, Sam has demonstrated an uncanny ability to get to the heart of the matter, sorting through the myriad details of any project or problem to deliver the desired result.

After graduating with a Business Administration degree from Coastal Carolina University, Sam began her career as an account manager with Principal Solutions Group in Atlanta, specializing in staffing digital production roles for clients like Moxie Interactive, The Weather Channel and McKesson.

Sam later joined avVenta Worldwide, a digital production studio, establishing the company's account management department working with Creata, iCrossing, PointRoll, Gillette, Continental Airlines and Starwood Hotels and Resorts. After being promoted to Marketing Director, she led the team responsible for the development and implementation of the company's strategic marketing and business development strategies.

At Deare|2 Marketing Sam spearheads agency efforts, including strategic planning, digital marketing, social media and client services.

Sam loves to cook, explore museums and visit the park with her pet rabbit, Dennis Hopper.

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Chelsea Lada

Chelsea began her marketing career in public relations with the Regan Communications Group of Boston before receiving her BA degree in Business Administration from Boston’s Suffolk University. After graduating, she expanded her role with Regan and became a Social Media Coordinator in its New York office, where she was responsible for developing and implementing social media marketing initiatives. Since joining Deare|2 Marketing in January 2013, Chelsea has become an integral member of the team, working closely with our clients at the American Museum of Natural History and Kaplan Test Prep.

Chelsea loves to shop, try new restaurants with friends and go on long walks with Rylie, her cocker spaniel. She's also an avid Soul Cyclist.

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Beth Greenberg

A marketing professional with more than 20 years' experience, Beth has consistently demonstrated her strategic development and management skills in building business, opening new business opportunities and implementing the successful turnaround of businesses at risk. Throughout her career, Beth has been the driving force behind exponential growth for her clients and the agencies with which she has been associated. She developed several proprietary processes for corporations to institute and streamline their internal marketing planning and execution.

Beth has been instrumental in developing successful marketing plans and programs and specializes in three key areas: strategic marketing and promotion planning; strategic alliances and partnerships; and marketing management consulting, which includes developing and implementing the management structures to support program implementation.

Widely considered an expert in marketing and strategic planning, Beth has been quoted extensively in trade magazines serving diverse industries.

Beth runs "Camp Greenberg" every summer—a way to keep her kids and their friends active in the backyard.

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Christopher Byrne

A big kid at heart, Chris has spent some part of every day playing with new toys — not a bad job, if you stop to think about it. His first job in the toy industry was writing assembly instructions for toys.

Today, Chris is a researcher, analyst and consultant, working with a variety of Fortune 100 companies—tracking trends, guiding product development and designing strategic marketing campaigns across a wide variety of disciplines and industries. He is a consistent trend-spotter and has helped companies leverage mature brands to generate new levels of sales. He speaks at marketing and trade shows worldwide and has taught marketing at NYU.

He has published four books on toys and has been slimed twice on national TV.

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Steve Gruber

Steve has spent most of his career in communications, in both the private and non-profit arenas, as a writer, editor, reporter and proofreader. He began his career at Revlon, Inc., and later was a partner at Rainbow Media, a B2B communications firm, where his accounts included American Express, Banker’s Trust and MasterCard. His non-profit work has focused on animal welfare, and includes the role of Director of Communications for a New York City animal welfare coalition. Steve has enjoyed consulting with Deare|2 Marketing since 2004.

Steve is devoted to the proper use of the semicolon, which he discusses on long walks with his beagle, Roy.

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JULIANNA GARIBAY-SPARACIO

Julianna has extensive experience creating strategic alliances for companies to increase revenues and developing worldwide multicultural campaigns targeting ethnic audiences. At Olympus, Inc., she drove business development and digital marketing and built strategic partnerships for more than 30 diverse, international television networks across a broad range of markets. At Cablevision Systems Corporation, she launched the company’s first-ever international, in-language services in 13 ethnic markets. Julianna has extensive international experience, including management from abroad in Mexico, Argentina, Brazil, El Salvador, China and Korea.

Julianna completed her Executive MBA in International Business at Stony Brook University in New York. She has taught international marketing and currently is the IT Chair of the Global Platform with Business and Professional Women International, working with United National representative on IT initiatives.

Juliana lives in New York with her husband and two children and is fluent in Spanish.

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BILL GOODSPEED

With more than 20 years of digital and print marketing experience, Bill offers strategic creative solutions backed by a depth of knowledge that ensures success for his clients.

As principal of Catch 24 Advertising and Design, Bill understands how best to bring a brand's message to its constituents and how to use media–from billboards to tweets–to generate buzz and awareness.

Bill's specialties include identity and branding, promotion, print collateral, interactive design and new technologies. Catch 24 serves a diverse industry list, with concentrations in sports marketing, travel/leisure, healthcare and financial sectors. Current clients include Lufthansa, New York Yankees, American Express, DIRECTV, Oracle, AGFA and Citibank.

our clients

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DIRECTV Monthly Newsletter

SERVICE PROVIDED:  Newsletter Publication, Direct Marketing

THE CHALLENGE: Increase customer satisfaction and reduce churn among DIRECTV’s 20 million most loyal—and profitable—subscribers.

THE STRATEGY: Develop ongoing communication to generate high levels of awareness for, and interest/use of, all the DIRECTV services and benefits. Deare|2 created  a monthly newsletter segmented to customer base by equipment, programming package and use of other entertainment services.

THE RESULT: Improved customer satisfaction and readership by more than 60%. Created new-versus-tenured customer communications to improve customer relevance, price/value relationship and satisfaction rates.

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DIRECTV "Ask Diane"

SERVICE PROVIDED:  Website Design & Development, Customer Care Program

THE CHALLENGEImprove customer service including resolving issues more quickly and reducing overall costs for customer service based on high-volume, inbound calls for basic operations.

THE STRATEGY: Create an online Customer Service Representative—Diane—to star in informative video tutorials targeted to customers with little or no online experience to empower and encourage them to solve basic issues themselves.

THE RESULT: Conversion rates reached 35-50%—the percentage of customers who watched a tutorial and then performed the function online, allowing DIRECTV to increase effectiveness, customer satisfaction and reduce costs.

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DIRECTV Anniversary Mailing Loyalty Program

SERVICE PROVIDED: Loyalty Promotion & Premium Programs

THE CHALLENGEIncrease retention among customers who had been with DIRECTV for 3-plus years—a prime time for them to switch providers (churn).

THE STRATEGY: Deare|2 implemented a comprehensive, monthly customer loyalty recognition program with a free anniversary gift, tailored to customer viewing habits.

THE RESULT: Improved loyal customer communication satisfaction and recall to 75%. Decreased churn by 22%. Created a follow-up monthly reminder mailing to increase customer recall and satisfaction.

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DIRECTV Call Center - Movology

SERVICE PROVIDED: Website Design & Development, Apps, Customer Care Program

THE CHALLENGE:  Promote the Movers Program to become an integral part of the customer service reps’ (CSRs) interactions with customers. It is critical to constantly re-educate agents to keep the program top of mind.

THE STRATEGY: Develop a yearlong series of engaging activities, including a programmed learning game online, to provide ongoing training to CSRs.

THE RESULT:  Very strong 83% overall site participation! The CSR group initiated greater close rates than previous years.

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DIRECTV "Damages"

SERVICE PROVIDED: Social Media Strategy & Marketing

SITUATION:  Develop an ongoing, visually arresting social media campaign that would generate an opening night viewing audience for Damages Season 4, staring Glenn Close.

STRATEGY: Engage fans through the course of the ten-week season using social media apps, including:

• Weekly fashion-forward story updates
• Photo matching game, trivia, games
• Discussion boards
• Wall postings
• Weekly sweepstakes
• YouTube Fast Rapper video

RESULT: The social media campaign was a huge success, engaging nearly 225K Facebook users and attaining over 17MM views by the end of Season 4.

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American Express entré Template Program

SERVICE PROVIDED: Direct Marketing  

THE CHALLENGE: Encourage participating bank and financial institutions to communicate the program’s features and benefits to its customer base, while conforming to the stylistic standards required by American Express.

THE STRATEGY: Accommodate an efficient production of marketing communications materials for American Express and participating banks by designing a template system that allows individual groups to customize materials and promote program features while minimizing production costs.

THE RESULT: Confidential.

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SiriusXM - Self Care Program

SERVICE PROVIDED: Customer Care Program

THE CHALLENGE: Develop a customer communications strategy and implementation plan that effectively drives SiriusXM subscribers to the new Online Self Care Account Center.

THE STRATEGYAudit existing communications to determine how to reduce call volume. Deare|2 consulted with each of SiriusXM's department managers to determine how to increase subscriber usage of the new online Center. We created a “sound advice bug” to highlight the Online Center and modified existing content and communications to encourage online interaction.

THE RESULT: Call volume reduction targets were met and projected cost savings were realized.

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Citi - Professional Card

SERVICE PROVDED: Direct Marketing

THE CHALLENGEConvert the large number of Citi customers using a personal credit card for business-related expenditures to the higher revenue-generated business cards.

THE STRATEGY: Create a unique, low-cost, direct marketing program to promote the Citi Professional Card. Deare|2 created several packages and five distinct mailings to test and determine the control package, and then created and tested a lower cost version.

THE RESULT: Response rates were a lift over business card within small business market test.

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Time Inc. Lincoln Campaign

SERVICE PROVIDED: Website Design & Development, Banner Ads, Mobile Sites, Apps & Games, Digital Media Planning & Buying

THE CHALLENGEGenerate app downloads and digital subscriptions to TIME.

THE STRATEGY: Leverage the offer of a free digital issue featuring Lincoln on the cover when Lincoln, the movie, was in theaters and during Academy Award nomination and Oscars. The digital strategy focused on paid search, display on mobile sites and in-app advertising.

THE RESULT: The campaign generated additional subscriptions within Time Inc.’s cost per allowable goal. The campaign increased download-to-subscribe conversions by 50%.

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Time Inc. Fortune "The Moment"

SERVICE PROVIDED: Website Design, & Development, Email Marketing, Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions for FORTUNE Magazine.

THE STRATEGY: Provide potential subscribers with sample content from the digital version of the magazine, including articles, videos and photo libraries. The content focused on the moment in the careers of each of the business leaders profiled when their businesses took off. The digital strategy focused on display ads on mobile sites, in-app advertising, email marketing and social.

THE RESULT: Campaign currently in progress.

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Time Inc. - Entertainment Weekly

SERVICE PROVIDED: Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive Entertainment Weekly digital subscriptions across the iPad, Kindle, NOOK and Android tablets.

THE STRATEGY: The digital strategy included demographic and network targeting to tablet inventory across both app advertising and in browser. Media vehicles included DataXu, AdMob and iAd.

THE RESULT: Campaign KPI benchmarks of CTR and CPC exceeded expectations. Client saw percentage lift improvements across backend performance.  Up 31% in conversion from app download to free trial.  Up 70% in conversion from free trial to paid subscription.

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Time Inc. - Time for Kids

SERVICE PROVIDED: Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions to Time for Kids on iPad

THE STRATEGY: The digital strategy included demographic and network targeting to iPad inventory across both app advertising and Safari browsing.

Media vehicles included AdMob and iAd.

THE RESULT: The campaign generated a 63% increase in total purchases vs. baseline performance.

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Guardian - Be a Guardian Hero

SERVICE PROVIDED: Premium Program

THE CHALLENGEExpand Guardian’s annual recruiting effort for new Financial Representatives (FRs) and target a large pool of potential candidates.

THE STRATEGY: Deare|2 Marketing developed a comprehensive, baseball-themed campaign focused on the importance of building a team—and the role of the rookie. Leveraging the experience of the highest-producing FRs, Deare|2 staged “Opening Day” events in each office, complete with thematic premiums, and were complemented by a video featuring David Cone, a pitcher of a perfect game, interviewing the most successful Guardian FRs and a website providing recruiting information.

THE RESULT: Significant increase in recruitment year over year.

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Conversant Brand Awareness

SERVICE PROVIDED: Integrated Marketing and Promotion

THE CHALLENGEConversant brought together five top digital marketing firms to create one company specializing in one-to-one personalized communications. A premium campaign was needed to alert both longstanding and new clients of the new company name and branding.

THE STRATEGY: As part of an "everyone wins" sweepstakes, pre-activated cell phones were mailed to over 8,000 media buyers, with directions to expect a call at a designated time from a Conversant sales representative. Simply answering the call would guarantee the media buyer a prize ranging in value from $100 to $5,000. The goal of the phone call was to not only create brand awareness and generate buzz in the office about the new company, but to give the sales reps a direct line to the media buyers. The phone numbers and mailers were customized for each recipient—this personalized strategy was representative of the new company’s "power of personal" motto.

THE RESULT: Campaign in progress. Initial results have surpassed projections by more than four times based on amount of meetings scheduled.​​

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Kaplan Test Prep

SERVICE PROVIDED: Email Marketing

THE CHALLENGEProvide Kaplan Test Prep with a library of responsive email templates that can be used by various business units during all phases of the email lifecycle. Templates include introduction to Kaplan, special offers and promotions and regular content emails with links to articles and test prep tips.

THE STRATEGY: Review the hundreds of current email templates and lifecycle emails used by each business unit, identify the commonalities and provide the client with 8-10 templates to be leveraged by all groups. All templates will be designed and developed responsively to be mobile friendly.

THE RESULT: In Progress

our work

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DIRECTV - "Ask Diane"

SERVICE PROVIDED:  Website Design & Development, Customer Care Program

THE CHALLENGEImprove customer service including resolving issues more quickly and reducing overall costs for customer service based on high-volume, inbound calls for basic operations.

THE STRATEGY: Create an online Customer Service Representative—Diane—to star in informative video tutorials targeted to customers with little or no online experience to empower and encourage them to solve basic issues themselves.

THE RESULT: Conversion rates reached 35-50%—the percentage of customers who watched a tutorial and then performed the function online, allowing DIRECTV to increase effectiveness, customer satisfaction and reduce costs.

X

DIRECTV Call Center - Movology

SERVICE PROVIDED: Website Design & Development, Apps, Customer Care Program

THE CHALLENGE:  Promote the Movers Program to become an integral part of the customer service reps’ (CSRs) interactions with customers. It is critical to constantly re-educate agents to keep the program top of mind.

THE STRATEGY: Develop a yearlong series of engaging activities, including a programmed learning game online, to provide ongoing training to CSRs.

THE RESULT:  Very strong 83% overall site participation! The CSR group initiated greater close rates than previous years.

X

Time Inc. Fortune "The Moment"

SERVICE PROVIDED: Website Design, & Development, Email Marketing, Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions for FORTUNE Magazine.

THE STRATEGY: Provide potential subscribers with sample content from the digital version of the magazine, including articles, videos and photo libraries. The content focused on the moment in the careers of each of the business leaders profiled when their businesses took off. The digital strategy focused on display ads on mobile sites, in-app advertising, email marketing and social.

THE RESULT: Campaign currently in progress.

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Time Inc. Lincoln Campaign

SERVICE PROVIDED: Website Design & Development, Banner Ads, Mobile Sites, Apps & Games, Digital Media Planning & Buying

THE CHALLENGEGenerate app downloads and digital subscriptions to TIME.

THE STRATEGY: Leverage the offer of a free digital issue featuring Lincoln on the cover when Lincoln, the movie, was in theaters and during Academy Award nomination and Oscars. The digital strategy focused on paid search, display on mobile sites and in-app advertising.

THE RESULT: The campaign generated additional subscriptions within Time Inc.’s cost per allowable goal. The campaign increased download-to-subscribe conversions by 50%.

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Kaplan Test Prep

SERVICE PROVIDED: Email Marketing

THE CHALLENGEProvide Kaplan Test Prep with a library of responsive email templates that can be used by various business units during all phases of the email lifecycle. Templates include introduction to Kaplan, special offers and promotions and regular content emails with links to articles and test prep tips.

THE STRATEGY: Review the hundreds of current email templates and lifecycle emails used by each business unit, identify the commonalities and provide the client with 8-10 templates to be leveraged by all groups. All templates will be designed and developed responsively to be mobile friendly.

THE RESULT: In Progress

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Time Inc. Fortune "The Moment"

SERVICE PROVIDED: Website Design, & Development, Email Marketing, Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions for FORTUNE Magazine.

THE STRATEGY: Provide potential subscribers with sample content from the digital version of the magazine, including articles, videos and photo libraries. The content focused on the moment in the careers of each of the business leaders profiled when their businesses took off. The digital strategy focused on display ads on mobile sites, in-app advertising, email marketing and social.

THE RESULT: Campaign currently in progress.

X

DIRECTV "DAMAGES"

SERVICE PROVIDED: Social Media Strategy & Marketing

SITUATION:  Develop an ongoing, visually arresting social media campaign that would generate an opening night viewing audience for Damages Season 4, staring Glenn Close.

STRATEGY: Engage fans through the course of the ten-week season using social media apps, including:

• Weekly fashion-forward story updates
• Photo matching game, trivia, games
• Discussion boards
• Wall postings
• Weekly sweepstakes
• YouTube Fast Rapper video

RESULT: The social media campaign was a huge success, engaging nearly 225K Facebook users and attaining over 17MM views by the end of Season 4.

X

DIRECTV Call Center - Movology

SERVICE PROVIDED: Website Design & Development, Apps, Customer Care Program

THE CHALLENGE:  Promote the Movers Program to become an integral part of the customer service reps’ (CSRs) interactions with customers. It is critical to constantly re-educate agents to keep the program top of mind.

THE STRATEGY: Develop a yearlong series of engaging activities, including a programmed learning game online, to provide ongoing training to CSRs.

THE RESULT:  Very strong 83% overall site participation! The CSR group initiated greater close rates than previous years.

X

Time Inc. Lincoln Campaign

SERVICE PROVIDED: Website Design & Development, Banner Ads, Mobile Sites, Apps & Games, Digital Media Planning & Buying

THE CHALLENGEGenerate app downloads and digital subscriptions to TIME.

THE STRATEGY: Leverage the offer of a free digital issue featuring Lincoln on the cover when Lincoln, the movie, was in theaters and during Academy Award nomination and Oscars. The digital strategy focused on paid search, display on mobile sites and in-app advertising.

THE RESULT: The campaign generated additional subscriptions within Time Inc.’s cost per allowable goal. The campaign increased download-to-subscribe conversions by 50%.

X

Time Inc. Lincoln Campaign

SERVICE PROVIDED: Website Design & Development, Banner Ads, Mobile Sites, Apps & Games, Digital Media Planning & Buying

THE CHALLENGEGenerate app downloads and digital subscriptions to TIME.

THE STRATEGY: Leverage the offer of a free digital issue featuring Lincoln on the cover when Lincoln, the movie, was in theaters and during Academy Award nomination and Oscars. The digital strategy focused on paid search, display on mobile sites and in-app advertising.

THE RESULT: The campaign generated additional subscriptions within Time Inc.’s cost per allowable goal. The campaign increased download-to-subscribe conversions by 50%.

X

Time Inc. Fortune "The Moment"

SERVICE PROVIDED: Website Design, & Development, Email Marketing, Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions for FORTUNE Magazine.

THE STRATEGY: Provide potential subscribers with sample content from the digital version of the magazine, including articles, videos and photo libraries. The content focused on the moment in the careers of each of the business leaders profiled when their businesses took off. The digital strategy focused on display ads on mobile sites, in-app advertising, email marketing and social.

THE RESULT: Campaign currently in progress.

X

Time Inc. - Entertainment Weekly

SERVICE PROVIDED: Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive Entertainment Weekly digital subscriptions across the iPad, Kindle, NOOK and Android tablets.

THE STRATEGY: The digital strategy included demographic and network targeting to tablet inventory across both app advertising and in browser. Media vehicles included DataXu, AdMob and iAd.

THE RESULT: Campaign KPI benchmarks of CTR and CPC exceeded expectations. Client saw percentage lift improvements across backend performance.  Up 31% in conversion from app download to free trial.  Up 70% in conversion from free trial to paid subscription.

X

Time Inc. - Time for Kids

SERVICE PROVIDED: Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions to Time for Kids on iPad

THE STRATEGY: The digital strategy included demographic and network targeting to iPad inventory across both app advertising and Safari browsing.

Media vehicles included AdMob and iAd.

THE RESULT: The campaign generated a 63% increase in total purchases vs. baseline performance.

X

DIRECTV Monthly Newsletter

SERVICE PROVIDED:  Newsletter Publication, Direct Marketing

THE CHALLENGE: Increase customer satisfaction and reduce churn among DIRECTV’s 20 million most loyal—and profitable—subscribers.

THE STRATEGY: Develop ongoing communication to generate high levels of awareness for, and interest/use of, all the DIRECTV services and benefits. Deare|2 created  a monthly newsletter segmented to customer base by equipment, programming package and use of other entertainment services.

THE RESULT: Improved customer satisfaction and readership by more than 60%. Created new-versus-tenured customer communications to improve customer relevance, price/value relationship and satisfaction rates.

X

Time Inc. Lincoln Campaign

SERVICE PROVIDED: Website Design & Development, Banner Ads, Mobile Sites, Apps & Games, Digital Media Planning & Buying

THE CHALLENGEGenerate app downloads and digital subscriptions to TIME.

THE STRATEGY: Leverage the offer of a free digital issue featuring Lincoln on the cover when Lincoln, the movie, was in theaters and during Academy Award nomination and Oscars. The digital strategy focused on paid search, display on mobile sites and in-app advertising.

THE RESULT: The campaign generated additional subscriptions within Time Inc.’s cost per allowable goal. The campaign increased download-to-subscribe conversions by 50%.

X

Time Inc. Fortune "The Moment"

SERVICE PROVIDED: Website Design, & Development, Email Marketing, Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions for FORTUNE Magazine.

THE STRATEGY: Provide potential subscribers with sample content from the digital version of the magazine, including articles, videos and photo libraries. The content focused on the moment in the careers of each of the business leaders profiled when their businesses took off. The digital strategy focused on display ads on mobile sites, in-app advertising, email marketing and social.

THE RESULT: Campaign currently in progress.

X

Time Inc. - Entertainment Weekly

SERVICE PROVIDED: Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive Entertainment Weekly digital subscriptions across the iPad, Kindle, NOOK and Android tablets.

THE STRATEGY: The digital strategy included demographic and network targeting to tablet inventory across both app advertising and in browser. Media vehicles included DataXu, AdMob and iAd.

THE RESULT: Campaign KPI benchmarks of CTR and CPC exceeded expectations. Client saw percentage lift improvements across backend performance.  Up 31% in conversion from app download to free trial.  Up 70% in conversion from free trial to paid subscription.

X

Time Inc. - Time for Kids

SERVICE PROVIDED: Banner Ads, Digital Media Planning & Buying

THE CHALLENGEDrive digital subscriptions to Time for Kids on iPad

THE STRATEGY: The digital strategy included demographic and network targeting to iPad inventory across both app advertising and Safari browsing.

Media vehicles included AdMob and iAd.

THE RESULT: The campaign generated a 63% increase in total purchases vs. baseline performance.

X

DIRECTV Monthly Newsletter

SERVICE PROVIDED:  Newsletter Publication, Direct Marketing

THE CHALLENGE: Increase customer satisfaction and reduce churn among DIRECTV’s 20 million most loyal—and profitable—subscribers.

THE STRATEGY: Develop ongoing communication to generate high levels of awareness for, and interest/use of, all the DIRECTV services and benefits. Deare|2 created  a monthly newsletter segmented to customer base by equipment, programming package and use of other entertainment services.

THE RESULT: Improved customer satisfaction and readership by more than 60%. Created new-versus-tenured customer communications to improve customer relevance, price/value relationship and satisfaction rates.

X

American Express entré Template Program

SERVICE PROVIDED: Direct Marketing  

THE CHALLENGE: Encourage participating bank and financial institutions to communicate the program’s features and benefits to its customer base, while conforming to the stylistic standards required by American Express.

THE STRATEGY: Accommodate an efficient production of marketing communications materials for American Express and participating banks by designing a template system that allows individual groups to customize materials and promote program features while minimizing production costs.

THE RESULT: Confidential.

X

Citi - Professional Card

SERVICE PROVDED: Direct Marketing

THE CHALLENGEConvert the large number of Citi customers using a personal credit card for business-related expenditures to the higher revenue-generated business cards.

THE STRATEGY: Create a unique, low-cost, direct marketing program to promote the Citi Professional Card. Deare|2 created several packages and five distinct mailings to test and determine the control package, and then created and tested a lower cost version.

THE RESULT: Response rates were a lift over business card within small business market test.

X

DIRECTV Anniversary Mailing Loyalty Program

SERVICE PROVIDED: Loyalty Promotion & Premium Programs

THE CHALLENGEIncrease retention among customers who had been with DIRECTV for 3-plus years—a prime time for them to switch providers (churn).

THE STRATEGY: Deare|2 implemented a comprehensive, monthly customer loyalty recognition program with a free anniversary gift, tailored to customer viewing habits.

THE RESULT: Improved loyal customer communication satisfaction and recall to 75%. Decreased churn by 22%. Created a follow-up monthly reminder mailing to increase customer recall and satisfaction.

X

Guardian - Be a Guardian Hero

SERVICE PROVIDED: Premium Program

THE CHALLENGEExpand Guardian’s annual recruiting effort for new Financial Representatives (FRs) and target a large pool of potential candidates.

THE STRATEGY: Deare|2 Marketing developed a comprehensive, baseball-themed campaign focused on the importance of building a team—and the role of the rookie. Leveraging the experience of the highest-producing FRs, Deare|2 staged “Opening Day” events in each office, complete with thematic premiums, and were complemented by a video featuring David Cone, a pitcher of a perfect game, interviewing the most successful Guardian FRs and a website providing recruiting information.

THE RESULT: Significant increase in recruitment year over year.

X

DIRECTV "Ask Diane"

SERVICE PROVIDED:  Website Design & Development, Customer Care Program

THE CHALLENGEImprove customer service including resolving issues more quickly and reducing overall costs for customer service based on high-volume, inbound calls for basic operations.

THE STRATEGY: Create an online Customer Service Representative—Diane—to star in informative video tutorials targeted to customers with little or no online experience to empower and encourage them to solve basic issues themselves.

THE RESULT: Conversion rates reached 35-50%—the percentage of customers who watched a tutorial and then performed the function online, allowing DIRECTV to increase effectiveness, customer satisfaction and reduce costs.

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DIRECTV Call Center - Movology

SERVICE PROVIDED: Website Design & Development, Apps, Customer Care Program

THE CHALLENGE:  Promote the Movers Program to become an integral part of the customer service reps’ (CSRs) interactions with customers. It is critical to constantly re-educate agents to keep the program top of mind.

THE STRATEGY: Develop a yearlong series of engaging activities, including a programmed learning game online, to provide ongoing training to CSRs.

THE RESULT:  Very strong 83% overall site participation! The CSR group initiated greater close rates than previous years.

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SiriusXM - Self Care Program

SERVICE PROVIDED: Customer Care Program

THE CHALLENGE: Develop a customer communications strategy and implementation plan that effectively drives SiriusXM subscribers to the new Online Self Care Account Center.

THE STRATEGYAudit existing communications to determine how to reduce call volume. Deare|2 consulted with each of SiriusXM's department managers to determine how to increase subscriber usage of the new online Center. We created a “sound advice bug” to highlight the Online Center and modified existing content and communications to encourage online interaction.

THE RESULT: Call volume reduction targets were met and projected cost savings were realized.

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