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A week after introducing the Ink suite of small business cards (CardLine, 9/23), JPMorgan Chase & Co.'s Chase Card Services today has launched a comprehensive marketing campaign to support the products. The suite includes Ink Bold, Chase's first pay-in-full charge card. Other products in the suite include Ink, Ink Plus and Ink Cash, all of which have low or no annual fees. The campaign features television ads that will begin airing today on major cable stations including CNN, MSNBC, ESPN, FOX News and Bloomberg, among others. The "This is the story" television ads show how Ink products can help a group of small businesses accomplish their goals. Mike Nagle, Chase Card Services general manager of business cards, points out that the small business community often works closely together to make their businesses successful. "That is something that we reflect in our campaign—the community dynamics that small businesses have and the wonderful success stories they have created," he says. Chase Card Services also launched a print campaign called "Architect" that will be featured in Inc. magazine, The New York Times, Wall Street Journal and MyBusiness newspapers, among others. "Our motivation here was based on all the conversations we had with small businesses and recognizing that their needs are underserved," Nagle tells CardLine. "We see this as an opportunity [with the new Ink products] to deliver on the unique needs of small businesses," such as providing spending power with its Ink Bold charge card, rewards--which Nagle says are "very important" to small businesses, and acceptance at twice as many locations as major competitor American Express Co. "This multimedia campaign is a way to get that message out and make a very visible demonstration to the commitment Chase has to small businesses," says Nagle. The campaign also includes online efforts, events and public relations.
