Case Studies:
LaSalle Bank
Highly engaging creative and messaging helped relationship managers introduce a new service for a large regional bank to increase client meetings and bank revenue.
Insights:
- Research & Analysis revealed that mass affluent customers were seeking a higher level of service from banks and investment companies.
- A strategy supporting a personalized approach positioned the relationship manager as friendly and genuine.
- A "welcome kit" format and conversational message would increase client meetings because customers perceive they are already part of this service.
Execution:
Through a multi-component, yet cost-effective direct mail package, Heinrich created a conversational and personalized communication tool to introduce the bank's new high touch service platform (LaSalle Preferred Services). With a goal to position LaSalle Bank as Chicago's premier bank for high-value customers and encourage initial visits to a LaSalle Bank Relationship Manager, Heinrich's creative strategy portrayed the Relationship Manager as honest, genuine and human. The incentive offer included both a complimentary Financial Review and the bestselling Wall Street Journal Personal Finance Guidebook. The offer proved instrumental as the campaign exceeded its goal in terms of the number of client meetings and investment account openings.
