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