Banking on a New Market
The first step in launching an “impact” campaign in a new market is to identify your best prospects. When Associated Bank entered uncharted territories, it came to us to do just that — and a lot more.
After creating customer profiles and augmenting that with research to create the ideal prospect model, Responsory went to work to understand the competitive landscape and offers in each market. What we discovered were several opportunities to differentiate Associated Bank for two demographics. Clever creative and messaging fueled our efforts to create a well-rounded direct mail and Smart Zones digital advertising campaign.
RESULTS: Our Smart Zones digital ad campaign for both new markets earned a 0.16% clickthrough rate and 15% conversion rate.