
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.



