Client: Heartland Payment Systems
Title: Maximizing a Merger for Profit

Challenge

• Heartland needed to manage a merger with a regional bank and leverage its acquisition’s customers

Insight

• The company's two differentiators weren’t being promoted—the Merchant Bill of Rights and its tagline, "Entrepreneurs respectfully serving entrepreneurs."

Solution

• Developed an integrated partnership marketing pilot program 

• Leveraged an underused company asset, the Merchant Bill of Rights

• Created the campaign for the program’s pilot launch with initial partner Washington Federal 

• Included social media, paid advertising in relevant publications, and podcasts