Case Studies > Wachovia Bank - Channel Sales

In response to Bank of America's purchase or MBNA, Wachovia decided to launch Wachovia Card Services.

In less than 120 days, EMI conducted qualitative research with customers and field sales to define optimal positioning and transition messaging. We quantified response by channel — selling in strong online program. We distilled insights and comptetitive scan to create a comprehensive product strategy, integrated marketing program and high-impact sales plan, leveraging lowest cost channels and CRM-based custom offers.

Wachovia was able to “recapture” more than 20% of its target audience in the first wave and achieved $1 billion in outstandings in the first 6 months of launch.