Issues
A financial services organization had a specific product line that was flat lining; the product was not generating new business. Limited brand awareness and past marketing strategies were internally focused; non-customers were not being reached.

Findings
New customer growth would require a multi-channel marketing campaign beyond the 2-3 mile radius that they had historically serviced. Aggressive local competition required an aggressive campaign to grow, as well as, maintain their current base of business. HRMC needed to deliver this product during a peak activity timeframe, using a mix of marketing tools to maximize the products exposure to the highest number of prospective customers. The campaign rollout would be the most effective during the months of July through October.

Solutions
HRMC developed a multi-channel campaign, which was designed to introduce the brand and product to prospective customers. The scheduling of the campaign roll out was designed to introduce the brand and product line, to maximize its exposure to the most prospects. The campaign consisted of:
• Off-Line
– Direct Mail through Postcards and Door Hangers
– Outdoor Commuter Ads
• In-Bank POS
– Product Slicks
– Posters
– Banners
• On-Line
– Web Ad Banners
– Customer’s Web Site banner

Results
Shortly after the completion of the rollout the client added 30 new customers and they continue to enjoy incremental growth with this product offering.