Project Description


To add new accounts and position the institution for future growth.


This $344 million financial institution wanted a comprehensive, data-driven strategy that would provide continuous client communication. It was important to build a well-rounded plan with measurable results.


In coordination with their MARQUIS OnTrax consultant, the institution identified 7 strategies that would reach a variety of client segments and help build a variety of loan and deposit programs. The strategies included:

  1. Monthly Onboarding
  2. Reboarding
  3. New Account Programs
  4. Quarterly Auto Invitation to Apply
  5. Quarterly Auto Runoff
  6. Quarterly Most Valuable Member Anniversary Card
  7. Quarterly Checking/Direct Deposit Postcards

The campaigns were quickly launched and deployed, and the institution soon began seeing results.


Within the first 6 months, more than 50,000 marketing pieces were sent out. The overall response rate was 6.33%, generating new balances of nearly $12 million. A marketing expense of $86,426 translated into $300,900 in annual marginal profit. For every $1 spent, the institution gained $3.48 in marginal profit.