Underline Communications

A membership program from Citigroup, Women & Co. offers resources that enable women to take charge of their finances. Underline Communications began working with Women & Co. at its national launch, developing marketing communications programs for both internal and external audiences, as well as unifying and optimizing the Women & Co. brand across communication channels.

The marketing communications program includes:

• Print newsletter with original editorial content
• E-newsletters and email alerts
  
• Website content
  
• Membership materials
  
• Direct marketing campaigns

Underline also developed a broad e-newsletter optimization strategy to improve email channel performance. Recommendations included better content packaging, presentation, and format; growing the email list via internal and external acquisition efforts; and optimizing performance through an ongoing process of test-and-learn.