US BANK

Hispanic direct mail campaign

Assignment

Develop a Hispanic direct mail campaign that would strengthen existing customer relationships and create new relationships by inviting potential customers to visit local bank branches in the top Hispanic markets within the US Bank geography, including Los Angeles, Denver, Seattle, Chicago, Las Vegas, Portland, Sacramento, and San Diego.

Challenge

Identifying who our prospects are and developing a message that resonates with new as well as existing bank customers, using Free Checking, a core product, as the offer.

Solution

To select our target audience, TripleInk first developed a customer profile by analyzing information provided by the client about existing Hispanic customers. In order to make very targeted mailing list selections, we identified Hispanic populations in the target markets which mirrored the attributes of Hispanic US Bank customers who already had checking accounts.

Knowing who we were talking to and what their needs and aspirations were, our creative strategy positioned US Bank as a customer-friendly institution that understands your needs and can help you achieve your dreams of a sound financial future. Since our audience spoke both English and Spanish, our creative team developed a bilingual mail package incorporating imagery and a color palette that would appeal to Latinos.

Recognizing the creative quality as well as the high response rate, the Midwest Direct Marketing Association awarded TripleInk with a bronze ARC Award for this direct mail program.

Industry

Banking and financial services

Target markets/audiences

Consumer and business customers in the Midwest and Western United States, with special focus on Hispanic audiences

TripleInk services provided

  • Account & media planning
  • Creative & design services
  • Digital production services

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