HISTORY OF GROWTH
This $1.1 billion financial institution wanted to grow its loan and deposit portfolios among its existing member base.
A strategic meeting was held between the institution’s marketing personnel and MARQUIS to outline marketing goals for the year. As a result of this session, MARQUIS developed a data-driven marketing plan to help attain the financial institution’s goals.
The institution had implemented very few direct marketing strategies prior to engaging with MARQUIS. This would change. The initial marketing program launched late in the third quarter of 2011, with MARQUIS Creative designing and developing custom direct mail pieces.
Excited by the 2011 results, the institution was ready to gear up and launch the comprehensive Marketing Plan developed by their OnTrax consultant. The data-driven strategies implemented in 2012 continued into 2013 with the addition of daily credit triggers and loan recapture and relationship strengthening campaigns.
The 2014 plan included the addition of a prospecting campaign for a new branch opening and the addition of advanced data-driven campaigns including the Member Value Statement and predictive product acquisition models for auto, personal loan and mortgage growth. These two programs combined touched over 50,000 members.
As the chart below indicates, the goals set from the initial brainstorming session were met and significant balances gained, with profit continuing to trend upwards. The institution is a firm believer in the value of data-driven programs and the impact these programs are proving to deliver to the bottom line.
MARQUIS Creative | MARQUIS OnTrax
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