• Home
• About
• For Members
• Knowledge Center
  • Case Studies
  • Research
  • News & Events
    • Imagination Hires Publishing, Marketing Veteran as COO
    • Custom Content Marketplace Junta42 Match Off to a Strong Start
    • LinQ•2 Hires Former Penton Media Pro

MasterCard

Custom Publisher
Imagination

Client

MasterCard Worldwide has developed innovative payment and processing solutions that serve the needs of financial institutions, merchants, businesses and consumers. The company operates in more than 210 countries and territories, and processes up to 32 million authorizations of financial transactions every day.

Audience
Small Business Owners

Objective
Drive awareness and preference among small business owners and position MasterCard Small Business as the best-in-class B2B Website. In exploring this challenge Imagination uncovered two specific objectives:

1) Relevance. The MasterCard Small Business Web site offered links to products without providing any context or direction to visitors. Imagination’s first goal was to help users find the most relevant products and solutions.

2) Stickiness. Because the site lacked content, visitors had little reason to return except for transactions. To increase stickiness, Imagination created a rich, informative and engaging experience that would draw visitors back again and again.

Custom Media Solution
Imagination prioritized MasterCard’s offerings and positioned MasterCard’s Find-A-Card feature prominently at the top of the page. Every six weeks, a new upload of helpful, advice-driven editorial, podcasts of expert interviews, worksheets and a calendar of upcoming small business events gives visitors an engaging resource rather than a marketing tool.

ROI

*Home page traffic is up 322%

*Rich media traffic is up 757%

*Small Business Site traffic is up 50%

*Special offers traffic is up 71%

*Average time on site is 156% above industry average

Because of the overwhelming success of the project, Imagination was awarded the MasterCard Mid-size Business Website redesign and the MasterCard Easy Savings Website redesign.

Comments

CONTINUING THE CONVERSATION