BILL PAY MARKETING RESOURCE GUIDE FOR BILLERS
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BILL PAY MARKETING
RESOURCE GUIDE
FOR BILLERS
LOWER COSTS. INCREASED LOYALTY.
ENHANCED CUSTOMER SATISFACTION.
Visa Bill Pay can help provide tangible benefits for your business and your customers.
By implementing a marketing campaign to educate your customers about the
conveniences of Visa Bill Pay, your business could benefit from lower expenses and
greater customer satisfaction. This guide will show you how to get started. You’ll find:
• Research and market insights
• Best practices
• Free, customizable marketing materials*
• Market-tested messaging for multiple channels
* It’s free to download these materials. Merchants are responsible for production costs, which may vary depending on the level of customization and other factors.
Note: Survey results, research, and best-practice recommendations are provided for informational purposes only and should not be relied upon for marketing, legal, regulatory, or other
advice. Best-practice recommendations should be independently evaluated in light of your specific business needs and any applicable laws and regulations. Visa is not responsible for your
© 2012 Visa. All Rights Reserved. use of the survey results, research, best-practice recommendations, or other information, including errors of any kind, or any assumptions or conclusions you might draw from their use.
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Visa Bill Pay Opportunity Biller Benefits Customer Benefits
GETTING STARTED
With this guide, you have a valuable resource designed to help you promote Visa
Bill Pay to your customers—which in turn could benefit your business by lowering
costs, raising profits, and increasing customer loyalty. The solutions it provides
are market-tested and employ industry best practices for marketing bill payment
to your customers. To get started, just click a link:
• Visa Bill Pay Opportunity
• Biller Benefits
• Customer Benefits
BILL PAY WITH CARDS IS MORE POPULAR THAN EVER.
Sixty-five percent of credit card users are committed to using
a credit card for bill payment, and 67 percent of debit card
users are committed to debit for bill payment.1
2 1. Visa Bill Payment Usage & Commitment Study, Visa Global Insights Research & Analytics, November 2011.
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Visa Bill Pay Opportunity Biller Benefits Customer Benefits
VISA BILL PAY OPPORTUNITY
66
It’s the Right Time to Promote Visa for Payment.
It’s an ideal time to increase customer adoption of Visa Bill Pay, for several reasons:
• Slower snail mail. With the recent and impending closings of thousands of post offices,
M
the U.S. mail service could become even slower. Customers who use Visa to pay their bill Number of U.S. Households who paid bills online
don’t have to worry about late checks—and neither do you. in 2010.
63
• Increasing market share. Over the past decade, bill payments with cards have gained
market share. And that trend will likely continue. For Generation Y (ages 16-34),
technology is expected—and automatic payments and subscription models are popular. 2
• A mobile solution. With the ever-increasing adoption of tablets and smartphones,
customers are looking for a bill pay option that works on their devices. %
Monthly Gen Y spending done on cards in 2010.
Here’s more evidence that the opportunity is expanding:
• For 24- to 30-year-olds, 63 percent of monthly spending is on a card.3
• More than 66 million U.S. households paid their bills online in 2010.4
• Many customers now expect the option of paying bills by card—twice as many
consumers pay their most common bills by card as by check.5
2. Y It’s Different: Understanding Gen Y Consumers, Ways Brands Can Reach Them, and How Visa Can Help, 2012
3. Self-reported. Cards include debit and credit cards. Source: Visa Consumer Payment Panel Study, 2010.
4. Forrester Research. Online Bill Payment Forecast 2009–2014
3 5. Javelin Strategy and Research, March 2011
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Visa Bill Pay Opportunity Biller Benefits Customer Benefits
BILLER BENEFITS
Keep Your Business Thriving. GIVE YOUR CUSTOMERS THE MOST CONVENIENT WAY
TO PAY.
Thousands of billers around the world are reducing costs and increasing customer
satisfaction with the help of Visa Bill Pay. Your business could benefit from: Research confirms that the percentage of bill payments made
through the mail will decline to 31% by 2013.7
• Lower Costs. With guaranteed payments, you eliminate delinquencies and cut collection
costs. You can also reduce charge-offs, since delinquency risk is shifted to the financial
TODAY
institution once card transactions are authorized.
• Faster Payments. As more post office locations close, mail delays could grow. But when
your customers pay with Visa, mail delays aren’t an issue. Plus, Visa payments post faster
than checks, so your cash flow improves.
• A Better Bottom Line. Online processing reduces customer service calls, which helps keep
costs down. And with no check-handling fees, your overall processing costs are lower, too. 31%
• Enhanced Customer Satisfaction. Many customers now expect the option of paying bills
by card—twice as many consumers pay their most common bills by card as by check.6 2013
• Increased Customer Loyalty. When customers are enrolled in a rewards program, they’re
even more motivated to use their cards to pay their bill. As a result, you benefit from
customers associating your business with rewards points being earned each month.
• Updated Information. Visa Account Updater notifies you when cardholder information
changes, so you avoid missed payments. And you don’t have to worry about customers
becoming dissatisfied when payments are missed because they’ve moved or their account
information has changed.
6. Javelin Strategy and Research, March 2011
4 7. Aite Group, October 2010.
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Visa Bill Pay Opportunity Biller Benefits Customer Benefits
CUSTOMER BENEFITS
Satisfy Your Customers. Benefit Your Business. NON-CASH PAYMENTS FOR BILLS IN 20108
Your customers will appreciate the ease and convenience of paying bills with Visa—and that
will increase their loyalty to your business. Here are some key benefits to keep in mind:
• Convenience. There’s no need to write checks, hunt for stamps, or travel to a mailbox.
Plus, customers can set up automatic recurring payments to hit at the same time every
month or pay a single bill online immediately.
• Speed. Most payments post instantly. So customers can be sure their payments get
made on time, even at the last minute. They never have to worry about mail delays or post
office closures.
• Rewards. Customers enrolled in a rewards program will earn miles or points when they
pay bills with their Visa card.
75% Electronic Payments
• Security. Customers are never held responsible for unauthorized purchases. All payments
are protected with Visa’s Zero Liability* policy. 25% Check Payments
* Visa’s Zero Liability policy covers U.S.-issued cards only and does not apply to ATM transactions, PIN transactions not processed by Visa, or certain commercial card
transactions. Cardholder must notify card issuer promptly of any unauthorized use.
5 8. 2010 Federal Reserve Payments Study, 2010
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Marketing Online Payment Process
BEST PRACTICES
To help guide your marketing efforts and ensure your success, we offer insights
from our research of customers’ attitudes and behaviors related to bill payment.
We also evaluated the online payment process to offer you practical best practices
for promoting Visa Bill Pay to your customers.
• Marketing
• Online Payment Process
GUIDELINES FOR A SUCCESSFUL CAMPAIGN
These guidelines can educate and motivate your customers
to use Visa Bill Pay—and improve your operational efficiency.
6
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Marketing Online Payment Process
MARKETING
Best Practices for a Successful Marketing Campaign
These guidelines will help you make the most of your bill pay marketing campaign,
by reaching customers with the right messages at the right times.
Messages That Work
• Highlight the benefits. Paying bills with Visa is fast, easy, convenient, and secure.
• Include a clear call to action. Invite your customers to make a phone call, visit a website,
or email a particular address to get started.
• Explain the options. Offer both one-time and automatic payments, and be sure to explain
the differences, so customers understand their options.
Strategies That Work
• Maximize touchpoints. Try to reach your customers in more than one way, with a strategy
that uses a range of customized marketing materials and recommended messaging.
MORE CHANNELS MEAN MORE SUCCESS.
• Connect at key times. Communicate with your customers near the time that payment
is due, after missed payments, and during high-travel/vacation times (holidays, You can maximize results by using more than one channel,
summer, etc.). including statement inserts, email, newsletters, website
• Provide incentives for employees. To help you motivate your employees to sign up landing pages, and more. Your first communication with
customers for Visa Bill Pay, Visa provides a toolkit that includes downloadable materials customers should be as close to the payment due date
to kick-start an incentive program. Check out the toolkit here. as possible.
• Evaluate and adjust. After you launch your campaign, evaluate its success—and adjust
to address any issues or weaknesses.
7
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Marketing Online Payment Process
ONLINE PAYMENT PROCESS
Making the Online Payment Process Easy
When you give your customers a fast, hassle-free online payment process, they’re more likely
to pay online—and to keep paying online.9 On the other hand, cardholders who don’t complete
the online payment process report a much less positive experience and are less likely to try
online bill pay in the future.
Online Payment Strategies That Work
• Make the payment process easy.
–– Limit the amount of information requested, especially personal information.
–– Pre-populate information whenever possible.
–– If there are fees for paying with cards, let your customers know.
• Offer options. Offer customers manual and automatic payment options, with an equal
emphasis on both.
• Showcase security. Prominently display security logos, locks, etc. CUSTOMERS RESPOND TO A FAST, CONVENIENT,
EASY PROCESS.
• Promote Visa Bill Pay on your website. You can download free banners—click here.
Then, select Visa Bill Pay from the Material Categories List. The customer experience during the bill payment process
• Follow up. After both one-time and automatic payments, follow up with directly impacts their adoption and use of this option.
a confirmation email.
8 9. TWI White Paper, February 2012
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Web Banner/Button Statement Inserts Email Direct Mail Benefits Overview
MARKETING MATERIALS
With the materials in this guide, you have a rich set of resources to launch your
marketing campaign and to educate your customers on the conveniences of Visa Bill
Pay. Marketing templates are ready to be customized with your company’s branding
and include messaging tested in the marketplace. You’ll also find a Recommended
Messaging section, containing copy and language to use in your marketing materials.
Materials have been developed for both one-time and automatic bill pay. To download
materials for customization, click here and select Visa Bill Pay from the Materials
Category List.*
Note: Before using or distributing these marketing templates, you should consult with your
local legal counsel to determine the appropriate legal disclosures for your country, since
additional or different legal disclosures may be required under applicable federal, state,
provincial, and local laws and regulations.
START YOUR VISA BILL PAY CAMPAIGN TODAY.
Click the link below to view each piece:
All the materials and messaging contained in this guide are
• Web Banner/Button free and ready to download for both online and print.
• Statement Inserts
• Email
• Direct Mail
• Benefits Overview
9 *All materials must be approved by a Visa representative before production. For more information, call Visa Fulfillment at 1-800-235-3580.
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Web Banner/Button Statement Inserts Email Direct Mail Benefits Overview
WEB BANNER/BUTTON
These customizable Web banners/buttons let customers know that Visa Bill Pay is a fast, USAGE TIP:
easy, convenient way to pay. You can customize your banner with your company name
and logo. When you post banner ads on your website, you have an
“always on” message about Visa Bill Pay. And customers
who are coming to your website usually expect to pay with
a card—so it’s an ideal time to reach them. Consider pairing
your Web banner/button with Statement Inserts as another
low-cost channel to maximize your results.
Banner (Size: 468 x 60 pixels)
Button (Size: 125 x 125 pixels)
To download materials, click here and select Visa Bill Pay from the Material Categories List.
All materials must be approved by a Visa representative before production. For more
information, call Visa Fulfillment at 1-800-235-3580.
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Web Banner/Button Statement Inserts Email Direct Mail Benefits Overview
STATEMENT INSERTS
Statement inserts educate your customers when paying bills is top-of-mind. You can MAXIMIZING RESULTS
customize your Visa Bill Pay insert with your company name, logo, and contact information.
Include these inserts with statements to communicate at
the time of payment. You can also distribute them from your
office. In addition, consider promoting Visa Bill Pay online
with a Web banner to maximize low-cost channels.
Featured option: Automatic
Also available: General
To download materials, click here and select Visa Bill Pay from the Material Categories List.
All materials must be approved by a Visa representative before production. For more
information, call Visa Fulfillment at 1-800-235-3580.
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Web Banner/Button Statement Inserts Email Direct Mail Benefits Overview
EMAIL
With email, you can communicate directly with your customers about the benefits of Visa Bill ANSWER QUESTIONS BEFORE THEY’RE ASKED.
Pay. Simply download this free template and customize it with your logo. (Be sure to code and
send it using your own resources.) To make email part of a successful integrated campaign, This email helps your customers understand the benefits
consult the Marketing Planning Calendar to learn about the best times to send. of paying with Visa.
Featured option: Automatic
Also available: General
To download materials, click here and select Visa Bill Pay from the Material Categories List.
All materials must be approved by a Visa representative before production. For more
information, call Visa Fulfillment at 1-800-235-3580.
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Web Banner/Button Statement Inserts Email Direct Mail Benefits Overview
DIRECT MAIL
With this direct mail piece, you can communicate personally with your customers about A RELIABLE MARKETING CHANNEL
the benefits of paying with Visa. For best results, send the direct mail at optimal times.
For example, send a direct mail piece before the holidays, when automatic bill pay would With this customizable direct mail piece, you can personally
be a convenient option for people who travel. And when you acquire new customers, remind your customers of the secure options they have when
send them a direct mail piece to get them started with Visa Bill Pay right away. using Visa Bill Pay.
Featured option: Automatic
Also available: General
To download materials, click here and select Visa Bill Pay from the Material Categories List.
All materials must be approved by a Visa representative before production. For more
information, call Visa Fulfillment at 1-800-235-3580.
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Web Banner/Button Statement Inserts Email Direct Mail Benefits Overview
BENEFITS OVERVIEW
You can help your service representatives educate customers about Visa Bill Pay by providing REDUCE CUSTOMER SERVICE CALLS.
them with this overview of bill pay benefits. It covers all the major benefits for both your
business and your customers. With this overview of bill pay benefits, your service
representatives can answer questions about Visa Bill Pay
on the spot.
Benefits Overview
To download materials, click here and select Visa Bill Pay from the Material Categories List.
All marketing materials must be approved by a Visa representative before production.
For more information, call Visa Fulfillment at 1-800-235-3580.
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
RECOMMENDED MESSAGING
In addition to the market-ready templates, we offer the following messaging to
insert into your own marketing materials. This copy can be customized to suit your
brand and your needs. Each section contains both general bill pay and automatic
bill pay message options, in various lengths.
Note: Before using or distributing these marketing templates, you should consult with your
local legal counsel to determine the appropriate legal disclosures for your country, since
additional or different legal disclosures may be required under applicable federal, state,
provincial and local laws and regulations.
Choose from the following:
• Email/Newsletter
• Web Landing Pages
• Outer Envelope PROMOTE VISA BILL PAY AS A TIME-SAVING AND
• Return/Remittance Envelope CONVENIENT PAYMENT OPTION.
• Statement Messaging These market-ready messages will help you communicate
the benefits of Visa Bill Pay, as well as the specific
• On-Hold Phone Messaging
instructions your customers need to get started.
• Social Media Messaging
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
EMAIL/NEWSLETTER
Email is a great way to reach your customers one-on-one. And because it’s paperless,
EMAIL
it’s an environmentally friendly option. The following messages can help you promote Visa
Bill Pay in your newsletters and email.
General Bill Pay TWO LENGTH OPTIONS FOR EMAIL
• Option 1 (Estimated character count: 377) With options for both general and automatic bill pay, you can
A faster way to pay your bill. You can pay your bill quickly and securely with your Visa® choose the message that fits your communications best.
card. There’s no need to write checks, buy stamps, or worry about mail delays. And with
the recent and impending closing of thousands of post offices, that gives you peace of
mind. Just visit or call to make
secure payments with your Visa card.
• Option 2 (Estimated character count: 228)
Save time—and avoid late fees. You can pay your bill quickly, easily,
and securely with your Visa® card. Just visit or call
to make secure payments with Visa.
Automatic Bill Pay
• Option 1 (Estimated character count: 466)
Take bill paying off your to-do list. When you schedule automatic payments with your
Visa® card, you won’t have to spend time paying your bills again. It’s an easy, secure
way to make sure your payments are made on time each month, without the hassle
of writing checks or buying stamps. Just visit or call
to set up automatic payments.
• Option 2 (Estimated character count: 195)
Make your life a little easier. You can schedule easy, secure automatic payments with
your Visa® card. Just visit or call
to set up automatic payments.
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
WEB LANDING PAGES
With the following messaging, you can promote Visa Bill Pay online, as a Web page WEB PAGE
or landing page. MESSAGING
• General Bill Pay
• Automatic Bill Pay CONSUMERS PREFER ELECTRONIC PAYMENTS
Twice as many consumers pay their most common bills by
card through some form of online payment as by check.10
17 10. Javelin Strategy and Research, March 2011HOME | GETTING STARTED | BEST PRACTICES | MARKETING MATERIALS | RECOMMENDED MESSAGING | MARKETING PLANNING CALENDAR | FREQUENTLY ASKED QUESTIONS | CONTACT US | CONTENT MAP
Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
WEB LANDING PAGES: GENERAL BILL PAY
Make your life a little easier. PROMOTING VISA BILL PAY ON YOUR WEBSITE
Simply pay your bill now with your Visa® card. When promoting Visa Bill Pay online, it’s important to
communicate the key benefits quickly and clearly. Also, we’ve
Choose from two ways: provided placement for links to give your customers an easy
way to respond immediately.
1. Pay one at a time. It’s the easy way to pay on time—and avoid late fees. Simply visit
or call , even at the last minute. You
initiate the payment with your Visa card, and you control how much you pay and when.
2. Schedule automatic payments. You never have to worry about your bill being paid late
again. With this option, we’ll automatically charge your Visa card each month. So your bill
always is paid on time, even when you’re out of town.
Visa takes the hassle out of paying your bills:
• It’s fast. Unlike checks, payments by Visa are never held up or lost in the mail. So even
with the impending closings of thousands of post offices, you can rest assured that your
bill will be paid on time.
• It’s secure. You’ll never be liable for unauthorized transactions if your Visa card is ever
lost or stolen. Guaranteed.*
• It’s reliable. You can be sure your bills are paid on time, so you never need to worry
about late fees.
• It’s convenient. You can view all your payments in one place on your monthly
card statement.
*Visa’s Zero Liability policy covers U.S.-issued cards only and does not apply to ATM transactions, PIN transactions
not processed by Visa, or certain commercial card transactions. Cardholder must notify card issuer promptly of any
unauthorized use.
Pay your bill with Visa.
Caption for Web Landing Page image: Visa Bill Pay helps make your life easier.
Web Landing Pages: Automatic Bill Pay >
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
WEB LANDING PAGES: AUTOMATIC BILL PAY
Take bill paying off your to-do list. PROMOTING VISA BILL PAY ON YOUR WEBSITE
Schedule automatic bill payments with your Visa® card today. So you can spend your When promoting Visa Bill Pay online, it’s important to
time on more important things. communicate the key benefits quickly and clearly. Also, we’ve
provided placement for links to give your customers an easy
It’s easy to sign up. way to respond immediately.
Simply visit or call to set up automatic
payments. And you never have to hassle with paying your bill again.
• It’s fast. Unlike checks, Visa payments are never held up or lost in the mail. So even with
the recent and impending closings of thousands of post offices, you can rest assured that
your bill will be paid on time.
• It’s secure. You’ll never be liable for unauthorized transactions if your Visa card is ever
lost or stolen. Guaranteed.*
• It’s reliable. Month after month, your bill is always paid on time, so you never need
to worry about late fees—even when you’re out of town.
• It’s convenient. You never have to worry about writing a check, finding a stamp,
or getting to the post office. And you can view your payment every month on your
monthly card statement.
*Visa’s Zero Liability policy covers U.S.-issued cards only and does not apply to ATM transactions, PIN transactions
not processed by Visa, or certain commercial card transactions. Cardholder must notify card issuer promptly of any
unauthorized use.
Schedule automatic bill payments with Visa.
Caption for Web Landing Page image: It takes just a minute to set up automatic payments
with your Visa card.
< Web Landing Pages: General Bill Pay
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
OUTER ENVELOPE
A Visa Bill Pay message is ideal for statement envelopes. When customers open a bill,
they’re already thinking about payment—and they’re more likely to take action.
General Bill Pay
ENVELOPE MESSAGES
Fast. Convenient. Secure. And easier than checks.
Just use your Visa® card to pay your bill. Research shows that straightforward, benefit-driven
messages about paying bills with Visa outperform
Automatic Bill Pay more-promotional offers.
Save time and hassles—with the reliable way to pay.
Schedule automatic payments with your Visa® card.
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
RETURN/REMITTANCE ENVELOPE
Use these messages to remind customers about the convenience of Visa Bill Pay
as they mail their checks.
General Bill Pay
ENVELOPE MESSAGES
There’s a faster way to pay your bill.
Just use your Visa® card. Research shows that straightforward, benefit-driven
messages about paying bills with Visa outperform
Automatic Bill Pay more-promotional offers.
Make your life a little easier—forever.
Schedule automatic payments with your Visa® card.
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
STATEMENT MESSAGING
Use these messages to promote Visa Bill Pay in your statements and other STATEMENT
customer communications. MESSAGING
General Bill Pay
MAKING THE MOST OF YOUR STATEMENTS
• Option 1 (Estimated character count: 187)
There’s a faster way to pay your bill. Pay quickly, easily, and securely each month Monthly statements and other official communications can
with your Visa® card. To get started now, just visit be very effective marketing channels, since customers are
or call . likely to read them more closely.
• Option 2 (Estimated character count: 121)
Pay your bill, hassle-free. Just visit or call
to pay with your Visa® card.
Automatic Bill Pay
• Option 1 (Estimated character count: 292)
Take bill paying off your to-do list. Schedule convenient, secure automatic bill payments
with your Visa® card. Your bill automatically is paid on time each month—and you don’t
have to worry about checks or postage. Just visit or call
.
• Option 2 (Estimated character count: 155)
Make it easy—every month. Just visit or call
to schedule secure automatic bill payments with your Visa® card.
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Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
ON-HOLD PHONE MESSAGING
When customers are waiting to speak with a representative, you can educate them about ON-HOLD
Visa Bill Pay. MESSAGING
General Bill Pay
USING THE PHONE CHANNEL
• Option 1 (Estimated character count: 489)
Did you know you can pay your bill quickly, easily, and securely with A large percentage of customer calls relate to bill
your Visa® card? There’s no need to write checks, buy stamps, or worry about mail delays. payments, so it’s a good time to reinforce the benefits
And with the recent and impending closing of thousands of post offices, you won’t have of paying with Visa.
to worry about late payments. Plus, every transaction appears on your monthly statement,
so it’s easy to track expenses. Just visit or tell your
representative you’d like to pay with your Visa card.
• Option 2 (Estimated character count: 338)
Next time your bill is due, just pay with your Visa® card. It’s fast, easy,
and you don’t have to hassle with stamps or checks. Just visit
or let your representative know you’d like to pay with your Visa card. You’ll be sure your
payment is made on time—even if it’s at the last minute.
Automatic Bill Pay
• Option 1 (Estimated character count: 523)
Did you know you can schedule automatic payments with your Visa® card? It’s a fast,
easy, secure way to make sure your bill is paid on time each month—
without writing checks or buying stamps. And with the recent and impending closing
of thousands of post offices, you won’t have to worry about late payments. Just visit
or tell your representative you’d like to set up automatic
payments using your Visa card.
• Option 2 (Estimated character count: 351)
Next time your bill is due, schedule automatic payments with your Visa® card.
It’s a fast, easy way to make sure your bill is paid on time each month. Just visit
or let your representative know you’d like to set up
automatic payments using your Visa card.
23HOME | GETTING STARTED | BEST PRACTICES | MARKETING MATERIALS | RECOMMENDED MESSAGING | MARKETING PLANNING CALENDAR | FREQUENTLY ASKED QUESTIONS | CONTACT US | CONTENT MAP
Email/Newsletter Web Landing Pages Outer Envelope Return/Remittance Envelope Statement Messaging On-Hold Phone Messaging Social Media Messaging
SOCIAL MEDIA MESSAGING
Use the following messages to remind customers about Visa Bill Pay via Facebook SOCIAL MEDIA
and Twitter. MESSAGING
Facebook
THE “SOCIAL” CHANNEL
• General Bill Pay (Estimated character count: 180 characters)
You can pay your bill quickly, easily, and securely with Social media usage has exploded, and it is a viable channel
Visa—even at the last minute. Avoid the hassle of writing checks. Just visit for reaching customers and prospects.
or call .
• Automatic Bill Pay (Estimated character count: 274 characters)
You can stop writing checks to pay your bill. Just schedule automatic payments with Visa.
It’s a fast, convenient, secure way to make sure your payments are made on time each
month. Just visit or call to set up
automatic payments.
Twitter
• General Bill Pay (Estimated character count: 132 characters)
Pay your bill quickly, easily, and securely with Visa. Just visit
or call .
• Automatic Bill Pay (Estimated character count: 137 characters)
Save time—schedule automatic payments with your Visa® card. Just visit
or call to set it up.
24HOME | GETTING STARTED | BEST PRACTICES | MARKETING MATERIALS | RECOMMENDED MESSAGING | MARKETING PLANNING CALENDAR | FREQUENTLY ASKED QUESTIONS | CONTACT US | CONTENT MAP
MARKETING PLANNING CALENDAR
Sample Visa Bill Pay Marketing Communication Plan
START DAY 30 DAY 60 DAY 90 DAY 120 DAY 150 DAY 180
DM
PACKAGE
EMAIL FOLLOW-UP† FOLLOW-UP†
RESULTS ANALYSIS* EMAIL RESULTS ANALYSIS* EMAIL
ONLINE ONLINE
BANNER 1 ONGOING BANNER 2 ONGOING
WEB PAGE
MESSAGING ONGOING
SOCIAL MEDIA
MESSAGING ONGOING
STATEMENT
MESSAGING ONGOING
ON-HOLD
MESSAGING ONGOING
STATEMENT† STATEMENT† STATEMENT†
INSERT INSERT INSERT
Developing Marketing Materials
You can customize the templates or develop your own marketing materials with approved creative assets. To order the
marketing materials in this guide, click here and select Visa Bill Pay from the Material Categories List.
* Follow-up messaging is most effective when sent while the original offer is still fresh in the consumer’s mind. Plan for a 60-day period between your email
communications for results analysis and updating of files to maximize your enrollment.
† Quick tip: The available creative templates are designed to be flexible and allow highlighting of certain benefits. Repetitive communications (statement inserts
25 and follow-up communications) should feature different headlines and/or imagery to maintain freshness of the program.HOME | GETTING STARTED | BEST PRACTICES | MARKETING MATERIALS | RECOMMENDED MESSAGING | MARKETING PLANNING CALENDAR | FREQUENTLY ASKED QUESTIONS | CONTACT US | CONTENT MAP
FREQUENTLY ASKED QUESTIONS
Q: Where can I go to learn more about Visa Bill Pay?
A: This resource guide is designed to help you promote Visa Bill Pay to your customers.
To learn how Visa Bill Pay can benefit your business, see the Getting Started section.
For more information, click here and select Visa Bill Pay from the Material Categories List.
Q: What software will I need to view the marketing materials?
A: You can preview the marketing materials as a .pdf file in Acrobat Reader.
Q: What is the cost for using these materials?
A: It’s free to download these materials. Merchants are responsible for production costs,
which may vary depending on the level of customization and other factors.
Q: Am I limited to the number of materials I can select from this guide?
A: No. In fact, we recommend using multiple communications in an integrated campaign
to achieve best results. Please see the Marketing Planning Calendar for ideas on creating For more information on Visa Bill Pay, please visit
a holistic campaign. visa.com/merchantbillpay
Q: In addition to the downloaded materials, what do I need to supply to my agency To order the marketing materials in this guide, click here
or production team? and select Visa Bill Pay from the Material Categories List.
A: If you wish to customize materials, please include your logo and corporate colors.
Also, be sure to notify them of specific copy changes.
Q: Where can I have my marketing materials printed once I customize them?
A: Billers can work with Visa Fulfillment to print materials by calling 1-800-235-3580.
Or they can choose any other print vendor.
Q: What software is needed to customize and print these files?
A: Your agency or production team will need InDesign and Photoshop version CS5 or later
to personalize and print your materials.
26HOME | GETTING STARTED | BEST PRACTICES | MARKETING MATERIALS | RECOMMENDED MESSAGING | MARKETING PLANNING CALENDAR | FREQUENTLY ASKED QUESTIONS | CONTACT US | CONTENT MAP
CONTACT US
If you would like more information about Visa Bill Pay, visit visa.com/merchantbillpay.
To order marketing materials:
Click here and select Visa Bill Pay from the Material Categories List.
27HOME | GETTING STARTED | BEST PRACTICES | MARKETING MATERIALS | RECOMMENDED MESSAGING | MARKETING PLANNING CALENDAR | FREQUENTLY ASKED QUESTIONS | CONTACT US | CONTENT MAP
CONTENT MAP
Home Recommended Messaging
Email/Newsletter
Getting Started
Web Landing Pages
Visa Bill Pay Opportunity
Outer Envelope
Biller Benefits
Return/Remittance Envelope
Customer Benefits
Statement Messaging
Best Practices On-Hold Phone Messaging
Marketing Social Media Messaging
Online Payment Process
Marketing Planning Calendar
Marketing Materials
Frequently Asked Questions
Web Banner/Button
Statement Inserts Contact Us
Email
Direct Mail
Benefits Overview
28 V12100201-0712-8You can also read
