Peachtree Financial's Rebrand 'Promise'

Peachtree Financial Solutions may be best known as a purchaser of structured settlement payments, annuity payments, lottery payments and as a leader in pre-settlement funding. Now, however, Peachtree wants to be better known for customer service and engagement.

Peachtree is undergoing a company rebrand to launch “The Peachtree Promise" that includes a national advertising campaign, new Web site and increased social media presence. 

“We’re excited to continue the growth and evolution of the Peachtree brand,” said Sean O’Reilly, senior vice president and Chief Marketing Officer for JGWPT Holdings Inc. “This new brand identity highlights the variety of ways in which Peachtree can help customers unlock the potential of their structured settlement payments to help address their changing financial needs.

"At the core of our brand identity is The Peachtree Promise, which reflects our promise to customers: We treat people right, we listen first, we speak clearly, we provide options, we work with you, and we inspire confidence. The Peachtree Promise reinforces our commitment to customer service as we provide solutions to our customers and grow the business,” he adds.

Developed by Minneapolis-based agency Yamamoto, the new advertising campaign's concept addresses common customer needs and promotes an engaging customer-focused experience. The campaign is anchored by national television placement and will be supported by print and direct mail, as well as Internet advertising. 

The new brand identity is emphasized in the company’s site. In addition to promoting the  The Peachtree Promise,” it provides content on common financial needs, such as debt reduction, housing, automotive and paying for education.

At the same time, Peachtree is continuing with an earlier "See What You Can Do" campaign that features messaging that encourages customers to contact Peachtree to explore options to address their particular financial needs.

Parent company JGWPT reports advertising expense increased in the 4Q 2013 to $18.6 million from $17.1 million in the fourth quarter of 2012. For the year, advertising expense was down to $70.3 million from $73.3 million in 2012, due to the timing of some of its advertising initiatives. 

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