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Client: Sears Credit Card

Objective: To strengthen customer loyalty, increase card usage and encourage responsible use of the Sears credit card among customers with little or no previous history of debt management.

Strategy: Turn a cautionary note warning first time credit users not to overdo (the original assignment!) into a series of consumer-friendly mini-newsletters that educated customers in a positive instead of a negative tone. This not only made the information more likely to be accepted, it also enhanced customer loyalty to Sears for providing this additional service.

Results: The clients loved the concept and the newsletters have been used as bill inserts since 1996.