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Union Planters Bank
Utilize your distribution channels to your advantage
Need: Union Planters Bank had a new and aggressive competitive challenge in their marketplace: a new multi-regional bank was promoting free checking accounts to cannibalize customers from other banks in the area. Union Planters wanted to secure their existing client base and increase new accounts.
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Solution: Working closely with Dynamic Perceptions, the lead agency in the account, we devised a strategic and creative plan to meet the new challenge. Dynamic Perceptions devised the strategy and Oz developed the creative. Union Planters Bank had a large distribution system for its products and services: its extensive branch offices throughout South Florida. The strategy entailed capitalizing on their existing distribution channel to reach their current customers. Two campaigns were introduced concurrently. One was a “free checking” product to address the most recent competitive challenge in their market and was primarily focused on customer retention, with a side benefit of enticing new customers to open a free checking account. The second was a referral program meant to reward existing customers and their friends when they opened a new account at the bank. Both campaigns met the goals of keeping existing customers and enticing new customers to open accounts. The “Really-Free Checking” and “Tell-a-Friend” campaigns utilized point-of-sale posters, mobiles, drive-through display banners, teller receipts and direct mail to existing and potential customers notifying them of these great programs at Union Planters. |
Utilize your distribution channels to your advantage
Contact Oz Communications today to explore what our knowledge and experience can mean for your business.
E-mail: info@ozwiz.biz l Phone: 305-392-5729
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