New PayPal for Business
PayPal is an online payments system that supports online money transfers and serves as an electronic alternative to traditional paper methods like checks and money orders. They are one of the world's largest Internet payment companies and it operates as a payment processor for online vendors, auction sites and other commercial users.
PayPal wanted help to develop a communications framework that would deliver updates to their merchants. The framework needed to be agile to allow PayPal to communicate with them regularly and consistently without bombarding their audience with messages. It also needed to demonstrate that PayPal was working for their merchants and delivering value to them.
Base One worked with PayPal to set up and deliver an ongoing programme under the name ‘New PayPal for Business’ and developed an online hub area where all the latest news and updates could be found. Merchants were directed to the hub by emails, which bundled together the different stories. As each communications release went out, we also drove merchants to the hub via digital banners on their account home screens. We also armed the PayPal Sales people with summary ‘cheat sheets’ on the latest stories. The tone used across all touchpoints was carefully considered, to ensure it worked in repositioning PayPal as ‘on the side of their customers’ (the sellers).