Branding & Digital Marketing

Summary

Navient, the world’s largest servicer of student loans, came to Overdrive to help launch a new brand and student lending product. The work included a complete brand launch and activation with a full digital marketing campaign.

Customer Journey Mapping
Logo Design
Brand Development
Style Guide Creation
Homepage Design
Landing Pages Design
Banner Campaign
Paid and Organic Social
Direct Mail
Ongoing Promotion
Product Launch
Partnership Promotion
Dashboard

Customer Journey Mapping

Overdrive planned and wireframed NaviRefi’s end-to-end customer journey from the first ad impression to the last email, and built all its required components in one shot.

Brand Identity

Positioning NaviRefi as the student loan refinancer that helps Navient customers achieve their future financial and life goals, a visual identity was created to reflect the new positive, optimistic company. This bright palette was reflected in design and photography throughout the brand.

Brand Guidelines

The NaviRefi Brand Style Guide was developed to give people inside Navient, partners, and vendors clear direction on how to use the new brand elements. The document includes guidance in putting to use the new logo, colorways, typography, photo direction, graphic elements, and tone of voice.

Email Templates

An email nurture campaign was created for prospects who began but didn’t complete a refinancing loan application. The design template created was clean and simple, relying on the bright imagery direction and icon treatment to clearly outlined steps for customers in the application process.

Updated Homepage

Overdrive developed a website to create an online home for the new NaviRefi brand and a place for customers to quickly refinance their Navient student loans. Priority CTAs for the application process were predominantly featured to quickly move customers down the funnel.

Banner Campaign

A series of retargeting static and animated banners were developed to be deployed across high-traffic financial sites, as well as the Navient website and internal portals for existing Navient customers.

Landing Page Development

The new landing page creates an environment to guide the user to complete one core action on the page, which is starting the application to refinance.

Direct Mail Outreach

Qualified borrowers were contacted via direct mail with a Firm Offer of Credit Letter, letting them know they have been pre-qualified for a new loan.

Social Media

A profile was created for NaviRefi on Facebook in order to maintain a social presence to help build confidence for target audiences searching online for information on the new brand. Social ads were also developed to keep the brand in front of new customers across social media.

Ongoing Promotion: Cares Act

NaviRefi needed a way to prepare student loan holders for the Cares Act payment pause ending and repayments to begin while educating them on the benefits of refinancing and consultation so they came to Overdrive for new, vibrant campaign materials.

Go to Market Planning

A series of banners, flyers, and emails were created to promote the partnerships and offerings available to Navient customers in the new Navient Marketplace. These ads appeared to customers logged into the Navient portal.