First Mid-Illinois Bank & Trust

“Want Something Sweeter” Checking Campaign

Objective

  • To increase the number of Club Checking and Prime First Money Market Accounts

Target Audience

  • Current customers (Ages 18-49) that do not have an Ultimate Checking Plus Account
  • Current customers (Ages 50+) that do not have a Club 50 Plus Checking Account

Implementation

  • Created (2) direct mail letters to current customers based on target age groups
  • Allowed for variable information (customer address and salutation plus the name, contact information and signature of the personal banking representative closest to their home)
  • Also tied to corresponding prospect campaign which included radio, billboards, newspaper ads, direct mail, lobby posters, outdoor banners and teller handouts
  • Included a $500 VISA gift card drawing that encouraged prospects and current customers to sign up for new accounts. No account had to be opened to enter

Results

  • Responses for the prospect mailings were also high establishing new relationships for First Mid to cultivate.
  • Of the 4,329 current customers that received the mailing, 173 responded by opening personal checking accounts (4% direct response). 578 other accounts were opened by current customers during the campaign (13.4% indirect response).

 

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