Results - RightMinds

SunTrust BankCard was a regional credit card issuer serving the key branch footprint established in the Eastern region. The bank decided to launch a national credit and debit card program. The goal was to develop all collateral for in-branch usage, all customer acquisition and retention solicitations, prospect modeling and analysis and key program analysis to measure success. In addition, the agency developed key market media.

Solutions

Media was developed and placed in key markets where the client wanted a significant presence

Agency developed scripting for call center support of in-bound and out-bound telemarketing

Establish a new brand identity and relevance for national market launch

Built front-end propensity model to score customer acquisition campaigns

Developed proprietary marketing database for tracking all customer communication mailings

Managed ongoing audience, offer and creative testing of over 10 million direct mail pieces

Introduced new branch collateral and brochure program representing new national brand launch

Performed weekly, monthly and quarterly results analysis and post-mail modeling to assess results and re-set strategy

Results

Generated over $300 million in new outstandings with average balance of over $1,200 per account in first 6 months.