REVENUE GENERATING

Maximizing A Merger For Profit

Client
Heartland Payment Systems

Duration
6 months

Role
Marketing Consultant

Agency
Susan Peters Public Relations

Challenge: Heartland needed to manage a merger with a regional bank and leverage its acquisition’s customers

Insight: The company's two differentiators weren’t being promoted—the Merchant Bill of Rights and its tagline, "Entrepreneurs respectfully serving entrepreneurs."

Solution: Developed an integrated partnership marketing pilot program

  • Leveraged an underused company asset, the Merchant Bill of Rights

  • Created the campaign for the program’s pilot launch with initial partner Washington Federal

  • Included social media, paid advertising in relevant publications, and podcasts

Results:

  • Sales: Increased sales by $300 million (30%)

  • Customer acquisition: Expanded customer base at no additional marketing cost

Susan uses PR as a smart tool to grow businesses and consistently elevates her clients' brands and businesses to new heights. Her expertise and innovative approach have made a significant impact on the businesses we've worked on together, driving growth and achieving remarkable results.

— Kathy