Two distinct audiences with disparate, unrelated, and, in the case of one audience, largely negative or neutral impacts.

Email was one channel in a program requiring primarily digital conversion communications.

MKP developed, as part of the Strategic Communications and Tactical Plan, a detailed Email Communications Matrix outlining two distinct email journeys for the two audiences (with and without online banking).

Constructed an email look-and-feel consistent with other program elements, complete with header, text and button styling.

MKP executed copywriting, graphic design (including design of animated GIFs), and HTML coding.