A Midwest Credit Union

When launching a new branch, marketers often ask, “What product should we promote?” But what happens when the campaign isn’t about products at all?  

This financial institution (FI) faced a common challenge: introduce a new location, build awareness in a competitive marketplace, and attract prospects to help the location build a foundation.  

That’s where Marquis came in, partnering with the FI to align their strategic goals and define what success in long-term engagement and brand equity. Through strategic consulting and a deep dive into market data, we helped the client identify the effective positioning for the branch launch. Instead of promoting a checking account or loan, they focused on something simpler: create excitement, offer a reason to visit, and let the branch experience do the rest. 

To turn awareness into action, the institution executed a localized, engagement-first campaign that prioritized foot traffic over rate shopping. Their campaign offered a chance to win $500. The creative emphasized energy and excitement, not account features, and invited recipients to a community event with food trucks, games, and prize giveaways. Every element was designed to spark curiosity. Onsite, friendly staff focused on conversation and connection, not conversion.  

Marquis supported the campaign from strategy to execution. Using our Marketing Data Platform, we helped define the ideal trade area based on drive-time proximity and built a clean, targeted prospect list—removing existing households to focus on net new growth. Our creative and data teams worked hand-in-hand with the client to align messaging and visuals, ensuring the campaign felt personal, timely, and relevant. The result: a smart, data-backed approach that delivered an authentic experience to the right audience. 

Campaign Details:

• Direct Mail: Sent to 4,000 local households
• Main CTA: Chance to win $500 when visiting the branch
• Supporting Hooks: Food trucks, games, prize drawings, staff meet-and-greets
• Messaging: Focused on fun, ease, and community — not rates, offers, or products

Rather than pushing a specific product, the campaign positioned the new branch as an opportunity to connect — and that made all the difference. 

The campaign delivered, with positive surprises. Even though the market campaign did not promote deposit or loan opportunities, it delivered.   

• Initial ROI: 172% 
• New Households: 61 
• New Checking Accounts and Non-Checking Accounts: 24 and 57, respectively
• New Credit Products: 20

1 in 6 new households opened a money market or CD, which is a high rate, especially when not leading with rate. Of the 61 new households, eight different product categories were sold, highlighting a strong financial needs focus to new relationships.  

With strategic support from Marquis, including data-driven targeting and campaign orchestration, the FI achieved an ROI of 172% in less than a year. And with relationships that often span seven years or more, that’s a powerful start to long-term profitability. 

Direct mail performs in an increasingly digital world. Marquis helped this FI break through the digital noise with a targeted, well-timed piece that reached the right audience, and likely had zero competition in the mailbox. 

Strong onboarding builds strong lifetime profitability when the longevity of relationships is close to a decade. Smart marketers use this knowledge for guiding decisions.  

Awareness is a growth strategy when the offer, call to action, or opportunity is engaging. Marquis helped the marketing team drive growth with engaging promotions that are not rate or offer driven. 

This campaign is proof you don’t always need to lead with product to generate results. When done right, awareness becomes activation. For FIs opening new branches it’s an outstanding case study of how to create engagement while letting the experience sell.  

Build Your Branch Launch with Marquis

We help banks and credit unions design campaigns that connect, engage, and convert. If you’re promoting a new location or reintroducing your brand, we’ll help you optimize your new, exciting opportunity. With strategic targeting, smart creative, and actionable analytics, we don’t just help you make an impression. We help you make it count.