Epsilon to Provide Direct Marketing Strategy and Planning; Print Production; Analytics and Reporting Capabilities; and Permission-Based Email Marketing Services
DALLAS, September 2, 2010 – Alliance Data Systems Corporation (NYSE: ADS), a leading provider of loyalty and marketing solutions derived from transaction-rich data, today announced that its Epsilon subsidiary has signed a new agreement with AAA Northern California Nevada and Utah (AAA NCNU), the second-largest club in the national AAA federation.
AAA NCNU is best-known for automobile insurance offerings and its Emergency Road Service. The organization also offers a wide array of automotive, travel, insurance, DMV, financial services and consumer discounts to its more than 4.2 million members.
Under the terms of the new agreement, Epsilon’s full-service agency, Purple@Epsilon, will provide marketing services to the Northern California, Nevada and Utah AAA club. Epsilon’s marketing campaigns will be geared toward increasing member acquisition and improving cross-sell efforts to members and prospects through enhanced one-to-one marketing initiatives. Specific services will include direct marketing strategy development and execution, print production for direct mail, analytics and reporting support, and permission-based email marketing services.
Epsilon will work closely with AAA’s membership and insurance marketing teams to define marketing program goals, incorporate results, and build communication plans that enable testing and learning around audience, types of offers, creative, timing, and frequency. By leveraging AAA NCNU’s existing internal marketing database and working with their database team, Epsilon will identify target segments for campaign inclusion, define test cells within those segments, and provide comprehensive reporting on campaign results. Epsilon will also conduct competitive research and tracking to evaluate direct mail and email initiatives across the industry. In addition, Epsilon will provide consulting services to help AAA NCNU identify and purchase relevant data lists to supplement its marketing efforts.
“Our organization selects key partners with specific marketing disciplines and expertise to support our efforts, and Epsilon was the clear choice for providing multichannel, direct and digital marketing services,” said Mary D’Agostino, vice president of marketing at AAA NCNU. “Epsilon’s breadth of services and unique experience will enable us to improve our one-to-one marketing approach.”
According to Bryan Kennedy, president of Epsilon, “AAA NCNU is a highly recognizable and reputable brand that we’re pleased to add to our growing client roster. They face the challenge of continued growth in a market where they already have high penetration, and we’re confident in our ability to support those growth initiatives through our people, technology and industry expertise. Our Purple@Epsilon team is well equipped to integrate the marketing tools and strategies necessary to generate and expand AAA’s member relationships.”