BILL PAY MARKETING RESOURCE GUIDE FOR BILLERS

 
BILL PAY MARKETING RESOURCE GUIDE FOR BILLERS
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.

10
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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.

11
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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.

12
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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.

13
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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.

14
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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

15
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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 2011
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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: 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.

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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.

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                             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.
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                             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.

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                             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.

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                             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

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