Chase launched an integrated campaign October 1 to promote its Ink business card portfolio. The integrated initiative highlights the benefits that each of the four Ink cards offer small businesses.
Though Chase has served small businesses for decades, Ink represents a “big step forward,” in that it addresses needs such as access to capital, value-based rewards and flexible payment options, said Mike Nagle, GM of Chase Business Cards. Chase is primarily using the effort to build the Ink brand, Nagle added.
“The primary objective is to get the Ink name out into the marketplace and demonstrate our commitment to small businesses,” he said. “Acquisition would be a secondary objective, but not the primary objective as part of the initial launch.”
The bank will run digital ads on business-focused sites such as BNet, CNNMoney.com, MarketWatch, FOXBusiness.com and WSJ.com. Ink’s microsite is an informational source for both potential and current cardholders, and it allows users to view and compare each card’s offerings. It also provides phone and e-mail contact information to set up an account.
Television and radio commercials, along with print ads running primarily in business magazines, make up the traditional side of the campaign.
Chase worked with Mcgarrybowen on the developmental stages of the campaign, while Zenith handled traditional media and T3 worked on digital aspects of the effort.
Nagel added that the initiative is “something we’re committed to for next year and into the future.”
