Overview
Chimney enables financial institutions to create, target, and manage product offers in a way that’s tailored to user intent, lifecycle stage, and strategic timing. This playbook outlines a structured approach to building a scalable and high-performing offer strategy.
Offer Structuring Framework
Each product category should have multiple, tailored offers to serve different audiences or campaign purposes. Here’s a simple framework:
Product Type | Offer Name Example | Purpose | Status | Audience |
HELOC | "It’s HOT! Turn the Heat Into Opportunity!" | Seasonal Promotion | Live | Selected Users |
Home Equity Loan | "Your Goals Are In Reach!" | Goal-Based Messaging | Live | Selected Users |
Personal Loan | "Your goals can’t wait" | Urgency-Based Campaign | Draft / Live | All Users |
Credit Card | "Earn cash back on everyday purchases" | Everyday Spend & Rewards | Live | All Users |
Mortgage | "Looking to Purchase Your Next Home?" | Lifecycle & Needs-Based Targeting | Draft / Live | All Users |
Targeting Strategy
Offers should be tailored to audience segments based on their known behaviors, financial goals, or life events. Chimney supports:
Selected Users: Use for high-intent, personalized promotions (e.g., HELOCs for homeowners).
All Users: Ideal for general-purpose loans or broad seasonal campaigns.
Tip: Use targeted selection for products requiring more context (e.g., equity, mortgage), and a broader reach for quick-access products (e.g., credit cards, personal loans).
Messaging Strategy
Craft compelling, action-oriented offer titles. Use messaging that connects to:
Seasonal Themes — “Turn the Heat Into Opportunity”
Financial Goals — “Your Goals Are In Reach”
Urgency — “Reach Them Faster”
Lifestyle and Rewards — “Earn Cash Back”
Life Events — “Looking to Buy a Home?”
Guidelines:
Keep titles under 12 words
Start with verbs or benefits
Avoid technical jargon
Use emotion or time-sensitivity to drive clicks
Offer Lifecycle Management
Use Chimney’s offer controls to manage draft, live, and archived content efficiently:
Stage | Use Case | Example |
Draft | Prep messaging for a future campaign | Fall home improvement offers |
Live | Active, visible to users | Summer personal loan offer |
Archive | Sunset outdated campaigns for clarity | Last year’s tax season HELOC campaign |
Tip: Maintain a rolling 90-day calendar to plan activation cycles.
Campaign Planning & Cadence
We recommend planning offers around quarterly themes:
Quarter | Focus Area | Recommended Products |
Q1 | Tax season, debt payoff | Personal Loans, HELOC |
Q2 | Home projects, travel | HELOC, Credit Cards |
Q3 | Back to school, goals | Personal Loans, Home Equity |
Q4 | Holidays, gifting | Credit Cards, Personal Loans |
Supplement with event-driven offers (e.g., rate drops, local sponsorships, anniversaries).
Performance Tracking (Optional)
Track key metrics such as:
Offer views and click-through rates
Application starts/completions
Product conversion by offer
Seasonal lift in traffic
Let Chimney’s performance tools guide future optimizations.
Next Steps
To implement this strategy:
Identify 2-3 priority product categories.
Draft 2 unique messages per product.
Use targeting logic to differentiate reach.
Schedule offers in your Chimney dashboard.
Monitor performance monthly.
Need help? Your Chimney partner team is available to co-develop offer calendars, messaging variants, and targeting logic.
Appendix: Sample Offer Calendar
Month | Offer Name | Product Type | Status | Targeting |
August | “It’s HOT! Turn the Heat Into…” | HELOC | Live | Selected Users |
September | “Reach Back-to-School Goals Faster” | Personal Loan | Draft | All Users |
October | “Home Equity for Fall Projects” | Home Equity Loan | Draft | Selected Users |
November | “Cash Back for the Holidays” | Credit Card | Live | All Users |