The campaign, called “This Is the Story,” includes TV, online, print and events. Mcgarrybowen, New York, developed the TV and print ads, and T3, Austin, Texas, handled online. The budget was undisclosed.
“Small businesses are looking for payment solutions that help them specifically,” said Mike Nagle, general manager of Chase Business Card.
“They are looking for access to capital, better rewards and tools to help them manage and control their spending.”
To meet these small-business needs, Chase introduced four new business cards under the Ink brand, including pay-in-full cards and credit cards, with different levels of rewards.
The campaign tells the stories of small-business customers in ads that show how Ink helps them solve problems.
TV commercials are running on cable channels including CNN, ESPN, Fox News and MSNBC, and feature such small businesses as a lumber yard, a construction company, an organic farm and a restaurant, and show how they are all interconnected.
Print ads—running in publications including Entrepreneur, Fast Company, Inc., The New York Times and The Wall Street Journal—also feature stories of how Ink helped small businesses achieve their goals.
Online ads are running on sites including Businessweek.com, CNNMoney.com, Marketwatch.com and WSJ.com. There is also a microsite at www.chase.com/ink, as well as promotions on Facebook and LinkedIn.
“Social media is an emerging trend for small businesses,” Nagle said. “We are evaluating how we can get a bigger and stronger presence going forward.”