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Capabilities Overview. Marketing Solutions for WHATEVER YOU NEED WHEN YOU NEED IT. Established in 1998, Group G Direct is an innovative full-service direct marketing solutions provider focused on the needs of Fortune 1000 companies.

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capabilities overview

Capabilities Overview


Group G Direct Capabilities

group g direct

Established in 1998, Group G Direct is an innovative full-service direct marketing solutions provider focused on the needs of Fortune 1000 companies.

We specialize in helping financial service companies that have aggressive marketing goals and who require assistance with program execution and strategic development to meet their objectives.

Group G Direct differentiates itself from other resources through excellence in program management. Our philosophy of working in a true team environment and integrating within the corporate structure of a company continues to prove highly successful for our clients.


Group G Direct

Group G Direct Capabilities

our philosophy
Our Philosophy

  • We are not just a traditional marketing agency.We are a marketing solutions provider.
  • We focuson a limited number of select clients so we can be responsive to your needs.
  • We customizeour client support team based on the requirements of your project.
  • We integratewithin your corporate structure to understand your business culture.
  • We becomea seamless addition to your cross-functional project teams developing a highly effective working relationship.

Group G Direct Capabilities

executive management
Executive Management

The Group G Direct Executive Management team has over 40 years of direct marketing experience in the financial services industry.

  • Geff Rapp -Senior Managing Partner25+ years of advertising and direct marketing experience specializing in account acquisition, direct mail, telemarketing, usage and activation, custom marketing system design and database marketing applications. Geff heads-up our marketing strategy and creative teams with the benefit and background of both agency and client perspectives.
  • Greg Olenski - Senior Managing PartnerOver 25 years of advertising and direct marketing experience focused primarily on customer relationship management, retention, enhancement services, print/broadcast advertising, integrated online applications and loyalty-based marketing programs. Greg leads our account management group to offer seamless partner integration with team-oriented and turn-key services for flawless execution of programs.

Group G Direct Capabilities

our team
Our Team

Our account team is comprised of seasoned marketing professionals with broad experience in managing a variety of financial services marketing programs.

  • Bernie Coughlin, Production Management – Over 24 years of broad-based direct marketing experience in account and production management. Handled entire DM programs for major bank, insurance, telecommunications and health care clients mailing millions of DM packages. Responsible for vendor management, trafficking and quality control on production projects.
  • Martina Kramer, Account Director – 10+ years experience in credit card operations and marketing. Co-brand, new product development, production, creative services and customer service. Prior experience with credit card issuers Advanta, Fleet and Home Depot (Citi).
  • Brent Vawter, Account Director – 16+ years of experience in credit card marketing. Acquisition, usage and retention, cash programs, operations, portfolio marketing, enhancement services and new product development. Prior experience with credit card issuers GE, Metris, Huntington Bank, Nationwide Bank and Wells Fargo.

Group G Direct Capabilities

our areas of focus
Our Areas of Focus
  • Program Design and Execution
    • Account acquisition
    • Usage / Frequency
    • Loyalty / Retention
    • Enhancement services
  • New Product Development
    • Ideation (USP, positioning, pricing)
    • Operations / systems support
    • Vendor RFP management / contract negotiation
    • Product testing and launch
  • Campaign Support Services
    • Creative / Copy
    • Print production
    • Web development
    • Training
    • Tracking / Analysis
  • Strategic Support
    • Business case development
    • Market analysis
    • Campaign design / Project planning
    • Financial forecasting
  • Channel Management
    • Direct mail / Statements
    • Call Center / VRU systems
    • Sales collateral
    • Telemarketing
    • Internet / Email
    • Trade shows and conventions
    • In store signage and collateral
  • Internal Communications
    • Executive presentations
    • Employee awareness programs
    • Annual report

Group G Direct Capabilities

our financial services experience

Consumer Finance

    • Bankcard/Cobrand
    • Unsecured Credit
    • Private Label & Sales Finance
    • HELOC/2nd Mortgage
    • Checking/Money Market
  • Small Business
    • Credit Card
    • Leasing
    • Professional Liability
  • Insurance
    • Group Health/Life/Prop Casualty
    • Credit/AD&D
    • Affinity
  • Enhancement Services
    • Fee Based Products
    • Reward/Loyalty Programs
Our Financial Services Experience

Group G Direct Capabilities

our credit card experience
Our Credit Card Experience

Group G has managed dozens of card programs

working with major national issuers...

Group G Direct Capabilities

portfolio marketing
Portfolio Marketing

Metris Consumer Card

Group G Direct managed Metris Companies’ consumer credit card portfolio programs from 1998 thru 2004.

  • At the time a top-ten issuer of MasterCards with 3.5MM accounts and over $9B in receivables under the Direct Merchants Bank brand.
  • Group G was an integrated part of their Portfolio Marketing team offering strategic input and project management for:
      • Card Usage Stimulation
      • Cash Programs
      • New Product Development
      • Research and Analysis
      • Activation
      • Statement Marketing
      • Fee-based Cross-Sell Opportunities
      • Bill Payment
      • Internet Strategy
  • We’ve successfully managed dozens of complex programs requiring coordination with multiple regional sites.

Group G Direct Capabilities

statement marketing
Statement Marketing

The Home Depot

Responsible for strategy development, creative executions and production management of Home Depot’s private label credit card statement channel.

  • Work with specific cardholders segments and promotions to drive increased card use
  • Implement statement marketing plan and communications to all HD business units
  • Work with issuing bank resources to maximize use of technology for inserts and statement messaging
  • Creative design and execution including all print pre-production and delivery to statement vendor
  • Review of all statement marketing efforts

Group G Direct Capabilities

process re engineering
Process Re-Engineering

Compaq Financial Services

Overhauled sales finance program for Compaq’sConsumer Direct business unit.

  • Development of RFP and lender identification for a multi-lender, private-label and co-brand bankcard program
  • Evaluation and coordination of lender responses
  • Program structuring and lender negotiations
  • Pro-forma financial analysis
  • Implementation support for online and telesales originated PC sales including point-of-sale auto decisioning and instant apply-and-buy capabilities
  • Development of existing customer renewal programs

Group G Direct Capabilities

loyalty and rewards
Loyalty and Rewards

Cellular One

Group G Direct was an integral part of the success of the Cellular One Rewards program.

  • Cellular One Rewards was a multi-faceted co-branded credit card program for Cellular One’s Philadelphia-area customers
  • Group G Direct helped develop the program and managed various aspects including:
    • Rewards Development and Fulfillment
    • Direct Marketing Campaigns
    • Credit Card Integration
    • Web Platform Development
    • Inbound Telemarketing
    • Data Processing
  • The program successfully saved millions of dollars in revenue by decreasing attrition across all customer segments

Group G Direct Capabilities

program development
Program Development

Metris Business Card

Retained as the de facto product management group for strategic planning, market research, product development, campaign management and credit policy support.

  • A dedicated team consisting of three senior-level and two manager-level resources was deployed onsite
  • Developed acquisition and relationship management strategies and supporting program tactics
  • Designed unique card value proposition geared to the small business market
  • Re-engineered application processing platform and created risk-based pricing underwriting requirements
  • Constructed a comprehensive blueprint for integrated customer communications streams

Group G Direct Capabilities

small business programs
Small Business Programs

Advanta Business Services

Group G has supported Advanta in a number of acquisition and portfolio-based programs targeted to small businesses.

  • Program development and execution support for leading-edge product and promotion efforts.
  • Strategic business development with affinity and association marketing
  • Development of call transfer and alternate channel acquisition marketing
  • Promotion of recurring and automatic payment
  • Identification of third party, affiliate marketing opportunities
  • Creative and production execution for targeted portfolio marketing efforts
  • Partnership marketing support

Group G Direct Capabilities

project management
Project Management

Royal Bank of Scotland

Group G provided key project management resources for RBS Credit Card marketing development and implementation

  • Enhancement products to credit and debit cards
  • Operational support on processing platform transition
  • New card technology functionalities
  • New card product positions
  • Cross functional implementation as a quasi-RBS employee
  • Worked with multiple 3rd party services providers and integrated their process into RBS operations

Group G Direct Capabilities

project management1
Project Management

Wells Fargo

Group G led project teams to launch Enhancement Services products in multiple different divisions of the bank.

  • Facilitated all project team meetings and corresponding documentation; created detailed project plans and flows
  • Coordinated all approvals with Legal, Compliance, Credit Policy Committee, IRF Committee and business groups
  • Made updates to security plans, business continuity plans, SOPs, statements of work, virtual library
  • Created fulfillment materials and customer letters
  • Developed audit processes and tested billing/fulfillment prior to launch

Group G Direct Capabilities

additional credit card projects
Additional Credit Card Projects

Group G has managed key product development, operational and acquisition marketing efforts for leading issuers

  • Enhancement products strategies
  • Merchant Services and affluent market support
  • Portfolio transitions
  • New Product Launch
  • Fleet Card and Cobrand integration
  • Debit Card Integration

Group G Direct Capabilities

other financial services work
Other Financial Services Work

Group G Direct Capabilities


For over 5 years, Group G Direct delivered primary creative and production management solutions for Marsh Affinity Insurance Programs.

  • Direct mail package design for a variety of health, life, disability and other insurance products.
  • Strategic development for new marketing segmentation and approaches
  • Development of collateral materials including comprehensive product brochures and take-one lead generations.
  • Logo design, trade fair booth artwork, posters and banners.
  • Print advertisements for magazines and newspapers.
  • Program implementation of campaigns.

Group G Direct Capabilities

mortgage heloc
Mortgage HELOC

Group G has worked with mortgage lenders such as Chase Manhattan Bank, Huntington Bank and Nationwide Bankto help implement direct mail campaigns.

  • Developed new creative campaign executions
  • Managed print production and lettershop
  • Developed response models based on profitability
  • Wrote data processing specifications and coordinated analytical and vendor files
  • Assisted in developing strategic alliances for product enhancements
  • Worked with credit bureaus to develop prescreen strategy and product targeting
  • Presented new strategic marketing approaches
  • Quality control and data auditing of campaigns

Group G Direct Capabilities

pre qualified customer marketing
Pre-Qualified Customer Marketing

Nationwide Bank

Assessed, designed and developed a customer pre-qualified marketing channel for Nationwide Bank’s consumer lending products

  • Designed marketing campaign structure for Home Equity, Auto lending and Mortgage products
  • Identified marketable universe and targeting strategies;evaluated credit policy and underwriting for loan products
  • Assessed operation capabilities and provide gap analysis and implementation roadmaps
  • Project managed cross functional team for monthly direct mail campaigns to P&C insurance base
  • Handled campaign data processing specifications and list segmentation
  • Provided weekly tracking and detailed campaign analysis
  • Coordinated and improved creative approaches and executions

Group G Direct Capabilities

deposit account
Deposit Account

Beneficial Savings Bank

Group G has worked with Beneficial Savings Bank to create new approaches to sourcing additional deposit account volume outside of their customer base

  • Designed new creative campaign executions for savings and money market products
  • Integrated direct mail effort into bank’s existingbranding and messaging strategy
  • Identified target audiences and handled list selection and segmentation
  • Wrote data processing specifications and coordinated analytical and vendor files
  • Managed all print production and lettershop for a turn-key bank program
  • Assisted in developing branch communications and training

Group G Direct Capabilities

business case development
Business Case Development

Wells Fargo Enterprise

Group G was asked to research the viability of creating a Center of Excellence to coordinate management of enhancement services for all divisions of the bank.

  • Researched current ES operations in various business groups (Business Direct, CDG, Mortgage, Financial, Home Equity, PCM, EFS, Card)
  • Developed detailed 3-year revenue forecast for all products, channels and partners; Reviewed with Wells Fargo Finance team
  • Prepared final report in custom leather-bound presentation
  • Presented report and recommendations to Senior Executive Management of Card Services

Group G Direct Capabilities

total program development
Total Program Development

Huntington Bank Home Equity

Retained by HNB Marketing to assist with all aspects of instituting a direct marketing program to support home equity originations.

  • A team consisting of four highly experienced people was assembled to meet all HNB’s needs.
  • Developed acquisition strategies and supporting program tactics including:
      • Offer structure
      • Targeting and prospect lists
      • Creative approach
      • Production and lettershopmanagement
      • Web file and graphics
      • Campaign results analysis

Group G Direct Capabilities

new product development
New Product Development

GE Consumer Finance

Group G managed the creation of several innovative new products through each stage of the internal GE process.

  • Constructed initial product concepts and value propositions
  • Created full business case for internal review and approval
  • Developed overall marketing strategy and positioning
  • Coordinated with various internal GE divisions and key partners
  • Worked with 3rd party benefits providers and integrated their services into product process
  • Helped manage product implementation

Group G Direct Capabilities

program management
Program Management

CPP North America

Group G Direct is a trusted partner of CPP NA – a leading provider of assistance products and services throughout Europe and the US with over 11 million customers worldwide.

  • Lead new product development efforts
  • Implement new marketing channel extensions
  • Provide operations support including claim and billing processes
  • Develop customer lifecycle strategies
  • Drive test design and results analysis
  • Present new member acquisition strategies
  • Coordinate integration of partners into marketing process
  • Manage customer retention efforts and strategy

Group G Direct Capabilities

additional capabilities
Additional Capabilities

Group G Direct Capabilities

strategic development
Strategic Development
  • Group G Direct has worked with large corporations to develop comprehensive, detailed marketing strategies.
  • We evaluate a client’s needs and make recommendations based on their objectives and capabilities.
  • When a client’s internal resources are limited, Group G Direct can provide qualified partner resources to deliver seamless integration.
  • Our strategic plans are built down to the tactical level giving clients all the information needed to execute the recommended programs.
  • Group G Direct can also provide total program management support to implement these tactics.

Group G Direct Capabilities

strategic clients
Strategic Clients
  • Group G Direct developed a strategic business plan for centralizing Wells Fargo’s enhancement service offerings in one internal business group.
  • Compaq Financial Services retained Group G Direct to reengineer its current retail installment sales loan program.
  • Nationwide put Group G Direct on their side for integrating the marketing of bank financial services products to their insurance base.
  • Evaluated the CMS division’s current business process and identified key organizational areas for improvement and redirection. Provided critical input to overall new Business Plan and related strategies.

Sept 2009

Group G Direct Capabilities

implementation support
Implementation Support
  • Unlike many consultants and marketing agencies, Group G’s work doesn’t end with the delivery of a “strategy” document, list recommendations, or creative concepts.
  • We provide daily, hands-on program management and implementation support as part of our exclusive Total Direct SolutionSM package.
  • This includes comprehensive, cross-functional project management support. We work with your internal Marketing, IT, and Operational resources as well as your external business partners to create a focused and highly effective implementation team.

Group G Direct Capabilities

the group g difference
The Group G Difference

Typical Client / Agency Structure

Our Approach

Through our approach, clients benefit from cost and process efficiencies and increased marketing capacity.

Client’s Marketing Organization

Group G’s

Program Design and Development

Implementation Management and Support

Campaign Support Services

Analytical Support and Model Development

Channel Management

Strategic Planning & Business Case Rationale

Partner Management

Group G Direct Capabilities

channel management
Channel Management

Group G Direct Capabilities

direct mail
Direct Mail
  • A Group G Direct core competency is the management of the direct mail channel for our clients.
  • We’ve developed and executed a broad range of programs including:
      • New Account Acquisition
      • Relationship Management
      • Statement Inserts
      • Lead Generation
      • Fulfillment
  • Our people understand the science of direct mail and our years of experience helps ensure your project mails successfully, on target and on budget.

Group G Direct Capabilities

online applications
Online Applications
  • Group G Direct can help you develop or enhance your current online presence.
  • From acquisition through the lifecycle of a customer, we can build and support programs for:
      • Online acquisition responses
      • Email, flashcard and banner ad campaigns
      • Customer self-service platform
      • Online bill presentment & payment
      • Retention and loyalty programs
  • Group G Direct has an existing network of partnerships providing specialized web-based services.

Group G Direct Capabilities

  • Our expertise in developing and managing telemarketing campaigns can help you maximize your marketing dollars and efforts.
  • Group G Direct can provide complete TM implementation from vendor selection, price negotiation, set-up and training.
  • Our experience includes all TM channels including outbound, inbound, VRU and internal Customer Service.
  • We can also assist with conversational script development, the set-up of ongoing QC processes and TM Rep incentive programs.
  • Additionally, Group G Direct can help with customer retention based programs implemented through a company’s call center.

Group G Direct Capabilities

campaign support
Campaign Support

Group G Direct Capabilities

our creative services
Our Creative Services
  • Group G Direct provides a full range of creative services from basic design to integrated campaigns employing multi-media channels.
  • Some specific services include:
      • Graphic Design and Copywriting
      • Direct Mail Package Development
      • Print Advertisements
      • Web Based Promotions
      • Radio and DRTV
      • Presentations
  • Our philosophy is to build a creative team based on the specific needs of a client so you have a highly customized pool of experienced talent.

Group G Direct Capabilities

our print production
Our Print Production
  • The experienced staff of Group G Direct has collectively supervised hundreds of targeted direct mail campaigns totaling over a billion packages mailed.
  • Nearly every program we manage utilizes our production management expertise. We understand the nuances of direct mail and can produce cost-effective, impactful printed promotions.
  • We have established strong vendor relationships that are leveraged to help our clients save money and ensure success.
  • Let us quote on your direct mail projects. Even if you have competitive bidding processes in place, you may be surprised at the money we can still save you.
  • We can put your project in the mail faster and less expensively without ever sacrificing quality.

Group G Direct Capabilities

data processing
Data Processing
  • Group G Direct is experienced in handling complex data processing needs.
  • Our team helps manage your programs by:
      • Documenting data processing specifications
      • Coordinating the merge/purge process
      • Incorporating third-party data overlays
      • Enhancing internal customer databases
      • Reviewing/analyzing customer file
      • Modeling and segmentation structures
      • Creating mail and TM files
      • Working with credit bureau extracts and data
      • Negotiating price and services from bureaus
  • We identify the best resources for each particular project and manage the entire process.

Group G Direct Capabilities

list and bureau data
List and Bureau Data
  • Group G Direct managed data and list processing for multi-million piece home mortgage and home equity mailings.
  • Included credit bureau extracts, customer data and compiled lists along with phone append information.
  • Established and documented the ongoing data and bureau process for prescreened direct mail campaigns.
  • Supervised vendor selection and processing, audited all data output and performed lettershop sign-offs.
  • Additionally, managed the associated telemarketing and web file processing and data requirements.

Group G Direct Capabilities

customer file analysis
Customer File Analysis

Enhanced Services

  • Selected and managed a data processing vendor while coordinating with internal Nextel IT staff.
  • Developed detailed DP specifications for analyzing Nextel’s customer file for enhanced services promotional offer.
  • Created selection criteria from customer file to identify appropriate prospects.
  • Determined targeted product offers based on the customer’s wireless usage profile.
  • Provided client with project analysis report.

Group G Direct Capabilities

reasons to use group g direct


Reasons to Use Group G Direct

We know financial services – we have executed dozens of marketing initiatives in a variety of financial service disciplines – from product development to loyalty, acquisition, usage, retention and more.

We know marketing - we are veteran practitioners of many marketing mediums from direct mail to telemarketing to the web. We have a great sense of what works to best accomplish your objectives.

We know product development - we’ve launched new products, developed acquisition channels and built unique usage plans to maximize revenue generation.

We know Ops - we understand the technical aspects of financial service operations and can work effectively with Ops teams to implement required program functionalities.

We know how to get things done - and always deliver more than required or expected.

Group G Direct Capabilities

client portfolio
Client Portfolio
  • Advanta Business Card
  • Ameriprise Financial
  • Beneficial Savings Bank
  • CBS SportsLine
  • CellularOne
  • Chase Manhattan Bank
  • Chevy Chase Bank
  • Compaq Financial Services
  • CPP North America
  • Entertainment Company
  • Fleet Financial
  • FleetCor
  • GE Financial Services
  • Home Depot
  • Huntington Bank
  • HSBC
  • Marsh
  • MasterCard
  • Metris Companies
  • Nationwide
  • Nextel
  • PNC Bank
  • RBS
  • Wells Fargo

Group G Direct Capabilities

  • Advanta Corp.Contact: Jim Shreero, Senior Vice-President, Small Business CardsPhone: 215-444-5497
  • Ameriprise FinancialContact: Ben Collamore, Vice-President, Cards & RewardsPhone: 212-437-8647
  • CPP North AmericaContact: Margie Fuchs, Vice-President, New Product DevelopmentPhone: 952-541-5837
  • GE Consumer FinanceContact: Stephanie Meyer, Vice-President, New Product DevelopmentPhone: 262-548-4593
  • Huntington National BankContact: Karen Maruna, Vice-President, Retail MarketingPhone: 614-480-3112
  • Royal Bank of Scotland (RBS)Contact: Joseph Hoffman, President and Chief Executive Officer RBS Nat’l BankPhone: 203-551-3408
  • Wells FargoContact: Michael MacDonald, Vice-President, Enhancement ServicesPhone: 612-215-2411

Group G Direct Capabilities