Case Study #16

Financial Institutions

Top-Ranked Mid-Tier Bank Boosts New Deposits, Lowers Acquisition Costs

The Challenge

A top-ranked mid-tier bank wanted to generate high-dollar savings and CD accounts with the mass affluent market. It hoped to reach more than $50 million in yearly deposits through a program that would also cut its acquisition costs down to $200 per account.


We helped the bank boost deposits and increase ROI:


Million in deposits generated per year


In average new customer deposits


Acquisition cost per account


Below acquisition cost goal

The Solution

We developed a location-based market strategy that went beyond distance from branches to isolate specific areas with a high propensity to generate new accounts. Using advanced modeling, we created a two-tier audience strategy that pinpointed affluent prospects with a large predicted balance who were most likely to respond. We sent them direct mail and coordinating display ads leading them to landing pages with comparison charts and a strong offer that generated increased deposits at lower acquisition costs.

What did we do

We started by understanding and defining the key desired business outcomes:

  • Increase in savings and CD deposits per year
  • Increase in average customer deposit
  • Lower acquisition cost per account (below $200)

How did we do it

We developed a focused campaign based on five essential steps. We:

  • Developed a location-based market strategy isolating high-propensity areas.
  • Created a two-tier audience strategy focused on high-propensity and affluent targets.
  • Developed connected messaging featuring rate comparison charts, a strong offer and landing pages.
  • Reached prospects through direct mail and coordinating display ads.
  • Measured with a/b testing to optimize messaging and delivered results boosting deposits at a low acquisition cost of $175 per account.

Services provided

  • Audience
  • Channel
  • Messaging
Data & Analytics
  • Modeling
  • Analytics
  • Measurement & Reporting
  • Print
  • Web
  • Editorial
  • Direct Mail
  • Display & Digital Media