CUSTOMER SHARE GROWS
WITH PRECISION MARKETING

About Union Bank

Union Bank is a regional financial services organization specializing in commercial, retail, and wealth management.

Challenge

  • As the deposit market recovered, Union Bank was looking to aggressively grow
    the deposit base across its 297-branch network.
  • The challenge was to target prospects with the greatest propensity to respond
    and convert while breaking through the competitive noise.

Solution

  • As part of an omnichannel campaign, Union Bank utilized direct mail to target consumers.
  • Anderson partnered with Union Bank to develop scientific targeting models that utilized multiple data sources and
    targeted consumers within close proximity to the branches.
  • The creative approach highlighted strong interest rates, local branches, and the highly recognizable Union Bank brand.
  • Strong and repeated calls to visit the bank were included throughout the mailer.

Campaign Results

24%

return over campaign growth objectives

50,000

new deposit accounts earned as Union Bank
continued the direct mail program for two years

Channels

Direct Mail

Self-Mailer.