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Greeter
Program
- Create brand recognition and loyalty for new MoneyGram consumers;
enhance MoneyGram’s position as the leading provider of money transfer
services
- Inform and educate new MoneyGram consumers of the benefits of using
MoneyGram services
- Welcome consumers to newly branded locations to create a warm and
welcoming atmosphere on behalf of MoneyGram
- Provide enthusiastic knowledgeable greeters that will professionally
represent the new brand identity
Target
Audience
- Customers that wire money, either within the United States or overseas;
former Western Union customers
- MoneyGram store owners and managers
LeadDog
Strategy | | ||| Merchandising Program
- Developed a program, in partnership with client, for merchandising
teams, including detailed routing plan,
- Communication schedule and troubleshooting plan
- Conducted training program for merchandising teams, including written
materials and Q&A, involving agency client
- Created recap for all merchandisers to track results daily and overall
Maintained flexibility in execution in order to solve unforeseen problems
Greeter
Program
- Recruited professional and experienced greeters for nine dates for
36 selected locations in the New York area,
focusing on appealing to the target consumers with African-American,
Hispanic and Russian speaking greeters
- Ran training programs for greeters, including step-by-step instructions
- Communicated with all store managers to ensure understanding of program
goals and implementation
- Created recap sheet for all greeters to track daily, weekly and overall
results
- Managed shipping of premium items, recaps and consumer questionnaires
and applications
- Implemented random spot checks on greeters throughout the program
The
LeadDog Result
- Satisfied agency, satisfied brand and satisfied store owners
- Successful implementation of merchandising changeover –
- Submitted thousands of consumer surveys and affinity program card
applications to client over two months from greeter program
- Partnership with DPS Creative to work together on future promotional
programs in the future
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