A relationship worth recognizing — Portrait · Case-study cover

Case study · Product Marketing

From premium status to relationship recognition.

Making seven balance levels and a long benefits list easier to understand and sell.

Client: Oriental Bank, via Yonder Consulting
My role: Strategy lead
Year: 2024
Scope: Positioning, benefit hierarchy, tier structure, messaging, creative brief, partner management

The problem

The challenge

Seven balance levels and a long benefits list made the premium relationship account difficult to explain. Status alone did not tell customers what they would get.

The strategy

The insight

The shift

I reframed the offer around recognition. I organized combined balances into a clear progression of value and grouped messaging around advice, acceleration and assurance.

01 / 03

Different priorities. A clearer promise. — Strategy slide — Different priorities. A clearer promise.Strategy slide

One relationship, recognized. — Strategy slide — One relationship, recognized.Strategy slide

Make the offer easy to understand. — Strategy slide — Make the offer easy to understand.Strategy slide

The campaign

The idea

Maximize your finances.

I made the relationship’s practical value the story, with benefits customers could recognize and use.

Selected work

Campaign formats and visuals

01 / 06

Print / original English execution — Original print advertisement — Print / original English executionOriginal print advertisement

Consideration / social feed — Expanded campaign adaptation — Consideration / social feedExpanded campaign adaptation

Awareness / billboard — Case-study mockup — Awareness / billboardCase-study mockup

Branch / relationship recognition — Case-study mockup — Branch / relationship recognitionCase-study mockup

Awareness / an additional visual — English campaign adaptation — Awareness / an additional visualEnglish campaign adaptation

World Elite / product capsule — Original Mastercard advertisement · Spanish · Full artwork — World Elite / product capsuleOriginal Mastercard advertisement · Spanish · Full artwork

Execution

I developed the positioning, messaging architecture, benefit hierarchy and sales narrative. I connected awareness, consideration, conversion and deepening in English and Spanish, and managed the creative brief and partners.

Channels: Awareness, consideration, conversion and deepening
Flight: 2024 campaign
Market: Puerto Rico
Assets: Print, campaign adaptations and sales materials

The result

Outcome

Elite contributed to the bank’s high-net-worth and small-business deposit result. The available figure combines Elite and My Biz; it is not an Elite-only result.