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).