Q&A: Jeff Paradise, FYI Direct, SVP

Share this content:
Jeff Paradise
Jeff Paradise

Jeff Paradise, SVP of FYI Direct, a direct-to-consumer credit and identity protection services company, discusses the brand's loyalty initiatives and the decision to tap CrossBow Group for an upcoming digital acquisition initiative.

Direct Marketing News (DMN): Which direct marketing channels work best for FYI?

Jeff Paradise (FYI Direct): We're a multichannel marketer that leverages any media available today. TV, radio, print, online/digital, social. What's been most effective for us is a combination of all channels versus a single channel. We can amplify our message by optimizing four of five of those channels at once. When we launched our first Freescore.com ad three years ago a combination of TV, display and paid search was most effective for us. 

DMN: FYI is currently working on several new campaigns? Can you give us a preview of what they will look like?

Paradise: We're producing a new Freescore.com TV commercial that will be ready in the next 60 days. It's an extension of the current campaigns featuring the Freescore guys. We've tried to focus on what the conflict is between consumers and their online information. That commercial has a clear storyline behind trying to avoid surprises and getting in control of that so lenders and creditors don't have any info you're not aware of.

DMN: You selected Crossbow Group to help with digital acquisition. How were they selected and what exactly will they help FYI achieve?

Paradise: They were a referral from a board member of ours. We brought in a handful of agencies for an RFP. We're putting agencies head to head to design new creative for us to meet the new message we have. CrossBow has done a successful job of designing new creative. The new message is bring Freescore to the forefront as far as finding out information about your credit history. The creative will focus on helping people feel a better sense of control. “Three credit scores: One Place” is the tagline.

DMN: Is it difficult for a credit history company to create customer loyalty? Freescore doesn't seem like the typical brand for which consumers might develop an affinity.  

Paradise: Customer loyalty for us starts with a value proposition. We design key messaging about our long-term benefits. Every month we offer three new credit scores for all three bureaus as well as all three profiles. We spend a lot of time developing unique content and educational material. We've done a number of videos and articles available to our members in the program. A lot of what we're doing is providing proven practical solutions to consumers.

DMN: Does social media work as a marketing channel?

Paradise: Credit is still a private subject for people. With social campaigns, people talk a lot more around the creative campaign than about their own credit scores. For us it's a way to keep people engaged but we don't set the expectation that people will talk openly about their credit.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above